Project Description
Purpose-built for L’Oreal by HPC, the project blended two clients’ vision. The first unified home for several of L’Oréal’s west coast brands, the project needed to represent both the global L’Oréal name and the distinct brands.
The layout was designed around a central organizing axis, the ‘river’, in reference to the LA river. This metaphorical waterway winds through the social and shared amenities
promoting spontaneous, organic connections. The brand-specific areas fan out from it. Unassigned seating grants freedom to choose a personal work setting.
ProLab is a best-in-class hair education center. With a full salon, two classrooms and a XL ‘big show’ for hair shows and live streaming. The entire facility is designed to support
stylists as they create social content through theater lighting and a serious sound system for when they want to rock.
The company store (where employees purchase product), normally a back-of-house function, was elevated and placed at the front.
Even the boardroom is extra with custom carpet where the next big idea can bloom. The table is designed to be completely reconfigurable to support a variety of meeting settings.
With dual monitors at both ends of the room the space is hybrid ready.
Content creation was a key driver. Every public-facing space has to be picture-perfect for the ultimate selfie. The Project includes professional-grade photo / video production
studios and a creator’s lab with mini salon, variety of settings / backdrops, props / tools for
influencers to make content. Filled with a variety of hospitality settings, the project includes a full service cafe with two (yes two!) catwalks for shows, presentations and all-hands
events. There is also a barista-staffed coffee and juice bar and, upstairs, is the ‘tequila tent’ cabana for after hours events when you need to let down your hair (metaphorically of
course).