Nasty Gal Global Headquarters, Downtown, LA

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Nasty Gal Global Headquarters, Downtown, LA

Nasty Gal Headquarters, Los Angeles, CA
 
Location:
Property Management:
Architect/Interiors:
MEP/Lighting Design:
PacMutual Building- 523 W. 6th Street
Rising Realty Partners
Bestor Architecture
Davidovich & Associates

Founded in 2006, Nasty Gal was named “Fastest Growing Retailer” in 2012 by INC Magazine. The much publicized 30 year old CEO Sophia Amoruso has steadily built the brand’s loyal online fan base and has been dubbed “Fashion’s New Phenom” by Forbes magazine. Frequent posts onFacebook, Twitter and InstaGram have expanded clientele to 550,000 customers in over 60 countries with minimal official marketing and no brick and mortar locations.

It’s no surprise that Nasty Gal has been making headlines. Sales upwards of $100 Million have established the one stop shop as one of the fastest growing online retailers in the country. The American based brand specializes in fashion apparel, shoes, accessories and most recently, publishing. The provocatively named merchandise caters to young women in the late teens to early and mid-twenties. From humble beginnings in the original San Francisco eBay store, the online retailer rapidly gained popularity by creatively utilizing social network platforms. Driving traffic to the e-commerce site that sold vintage fashion sourced from second hand stores was instantaneous. When Nasty Gal relocated their operations into the historic PacMutual building in downtown LA, the company quintupled the size of its headquarters.

Photography by Vladimir Davidovich

 

   The Nasty Gal enterprise occupies the 3rd and 4th floors of the “Carriage House,” a Beaux Arts-style building built in 1926. One of three interconnected buildings at PacMutual, the more than 40,000 square foot office also extends into the “Clock Building”. Managed by Rising Realty Partners, the high profile buildings were built at the turn of the 20th century as Pacific Mutual Life Insurance Co.’s headquarters. Rising Realty Partners lucratively repositioned the property when they foresaw the demand and apparent shift from conventional office space to more open and collaborative areas. Their strategic renovation plan to attract creative users, while still preserving the historic core, proved to be fruitful. Ultimately, they were able to increase the overall rentable square footage from 425,000 to 460,000. Although occupancy fell to 50% during the extensive refurbishment, the class A office building is now at near 100% occupancy at rates that match or surpass the market.
Designed by Bestor Architecture, the space highlights the original features which included exposing natural brick walls, marble flooring, steel windows and cast concrete-clad trusses. Part of the challenge was the preservation of the historic architectural elements, while opening the existing subdivided, cellular floorplan to compliment the 18-foot ceilings and craftsmen style for a more raw appeal. Being the Engineer of Record for the PacMutual building for the last 15 years, Davidovich & Associates has successfully provided mechanical, electrical, plumbing and full architectural lighting design in the new Nasty Gal headquarters space, as well as engineered all necessary supporting infrastructure as part of the landlord work.

 

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