7 For All Mankind and Splendid are some fashion occupants at Row DTLA – WWD
The roster of tenants at Row DTLA, a 32-acre complex in a worn industrial neighborhood near downtown Los Angeles, looks like a who’s who of creative types.
Among the warehouse maze’s first tenants were 7 For All Mankind and Splendid, who moved in in 2013 before most of the project was fully unveiled five years ago. Both labels are housed in 40,000 square feet of office space in a former warehouse structure that has an artsy vibe.
“The space offers a central location, beautiful natural light, creative spaces, plenty of gathering space, and access to unique shops and restaurants on The Row,” said Francesca Toninato, Global Managing Director of 7 For All. Mankind. “All this is conducive to the creative work of fashion brands.”
Other fashion entities include Shein, which has a significant presence, and Shopify, which has a prime location on the ground floor of another building with an adjoining photo studio. Adidas has been in the complex for four years and Athletica has hosted events there. On the entertainment side, Kimmelot, the media company created by Jimmy Kimmel and his associates, is a tenant.
Row DTLA, which is a set of eight warehouse buildings that looks like a mini-town inside a big city, attracts tenants not only for its creative vibe, but also for its safety factor.
Security is an issue that is becoming increasingly important as crime has increased dramatically in Los Angeles. A great advantage of the Row DTLA is that it has a large parking structure located within the fenced compound. Additionally, private shuttles take employees nearly two miles to Union Station, downtown Los Angeles’ station, which is a hub for light rail transit and a Metrolink commuter train to surrounding areas. .
Atlas Capital Group is the New York-based investment, development, and property management firm that launched the project in a complex that originally housed a commodity market, warehouses, and a railroad terminus. About 10 years ago, Atlas became interested in industrial buildings when Jeffrey Goldberger, a director of Atlas Capital, came across the complex built between 1917 and 1923. He envisioned the area as the LA equivalent of the Meatpacking District of Manhattan.
In 2015, Atlas Capital purchased six warehouse structures, which formed the backbone of the property. He later bought two more buildings that were once occupied by American Apparel, where the t-shirt company had its massive factory and headquarters before filing for bankruptcy in 2015 and 2016.
One of the first things Atlas Capital did was build an adjacent 4,000-space multi-level car park, which provides two hours of free parking for shoppers and restaurants and secure daily parking for workers. It is one of the largest parking structures in Los Angeles and provides a sense of security for people who don’t want to walk far from their car to their office. The complex is fenced off from the rest of the gritty neighborhood, which is home to a Greyhound bus station, another large produce market, and several single-room hotels in front of tents for unhoused residents on the sidewalk.
As part of the recreation of the complex, a central plaza was created by moving an electrical substation to one corner of the development. Then, from another section of the property, a 40-foot ficus tree was uprooted and moved to the new plaza, where a circular wooden bench was built around the towering greenery. It is now a focal point of the complex and a pleasant place to relax.
Creative offices are complemented by independent restaurants and retail spaces housing outposts that sell clothing, furniture, ceramics, homewares, wine and beauty products. They all face a tree-lined thoroughfare that makes a visitor feel like they’re walking through a tree-lined section of SoHo. On Sundays, there is a Smorgasburg Food Market at the 7th Street Produce Market, originally called LA Terminal Market.
“There are a lot of content opportunities here because people can control the space,” said Karen Yi, director of brand marketing and events for the Row DTLA. “We do a lot of photo shoots on campus.”
The Row DTLA started to fill up nicely after it opened. But then the pandemic hit and things got pretty tough, said Chris Kitchen, director of asset management for Row DTLA. Even before the pandemic, one of The Row’s major tenants, San Francisco-based Tartine Bakery, with 40,000 square feet, closed its LA Manufactory bakery and food court in late 2019 after just 11 months there.
And J Brand moved on as the label diversified from wholesale operations to direct-to-consumer sales. “It was tough,” Yi said. “A lot of business here thrives on people coming to their office. This has made it difficult for our small independent tenants.
Agreements have been reached with some tenants, Yi said. But the economy has rebounded, and now nearly 80% of the complex is rented, and new people continue to move in.
Earlier this year, Revolve, the online clothing company launched in 2003, reclaimed considerable space for an auxiliary office.
The Revolve team now occupies the former J Brand space, then some with 48,000 square feet where designers, photographers and staff work in offices with polished concrete floors, wide square-paned windows and high ceilings .
Prior to the move, Revolve had its subsidiary office in the Los Angeles Fashion District less than a mile away, where its staff worked on four floors of the Gerry Building, a 1940s Streamline Moderne structure dedicated to showrooms and to offices. But he needed a more spacious and contiguous space to coordinate activities.
Mitch Moseley, CEO of Revolve’s own brands division, said the company was looking for office design that inspired creativity and valued safety. “Our priorities have become a reality with Row’s secure campus and vibrant culture driving the move,” he said.
Fashionphile, a luxury handbag and accessories resale site, moved in a few years ago after scouting for space for a regional tech office.
“We saw a few spaces and then went to The Row and said, ‘This is our home,'” said Sarah Davis, Founder, President and Chief Creative Officer of Fashionline, who noted that they also had a pop-up store last year on line. “We thought this was the perfect place for us. The energy here is the kind of energy we wanted for our digital and creative team. »
Today, fashion tenants occupy 187,000 square feet of the complex.