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Allyssa Rapp, director of entertainment marketing at Puma, is shown in the Puma Studio L.A. The company keeps a closet full of Puma products on hand to give VIP guests. Visits to the studio sanctum are by invitation only, though.<\/p>\n
(Kayla Bartkowski \/ Los Angeles Times)<\/p>\n
Hollywood is a central location, she said, for meeting with celebrities, stylists and outside designers, most of whom are based in Los Angeles.<\/p>\n
The office is a \u201ccreation hub,\u201d she said, where influencers can record Puma\u2019s design prototyping lab supported by libraries of materials and equipment used to create Puma apparel. The company, founded in 1948, is known for its emblematic sneakers such as the Speedcat and its lunging feline logo, and makes athletic wear, accessories and equipment. <\/p>\n
Puma\u2019s entertainment marketing team also occupies the office and sometimes uses it for exclusive events.<\/p>\n
\u201cWe use the space as a showroom, as a social space that transforms from a traditional workplace into more of an experiential space,\u201d Rapp said. <\/p>\n
Nontraditional uses include content creation, sit-down dinners, product launches, album listening parties and workshops.<\/p>\n
\u201cInviting people into our space and being able to give them high-touch brand experiences is something tangible and important for them,\u201d she said. \u201cThe cultural layer is really important for us.\u201d<\/p>\n
The company keeps a closet full of Puma products on hand to give VIP guests. Visits to the studio sanctum are by invitation only, though. There\u2019s no retail portal to the exclusive Hollywood offices. <\/p>\n
![\"Puma](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/02\/1772275817_390_.jpeg\")
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Puma shoes are on display in the Puma Studio L.A.<\/p>\n
(Kayla Bartkowski \/ Los Angeles Times)<\/p>\n
Puma is also positioning its L.A studio as a connection point for major upcoming sporting events coming to Los Angeles, including the World Cup this summer, the 2027 Super Bowl and 2028 Olympics.<\/p>\n
In-office studios don\u2019t need to be big to be impactful, Mihalka said. \u201cThese are smaller stages, closer to green screen than a massive soundstage.\u201d<\/p>\n
Social media is the key driver of content created by most businesses, which may set up small booth-like stages where influencers can hawk hot products while offering discounts to people watching them perform.<\/p>\n
Bigger, elevated stages can accommodate multiple performers for extended discussions in front of small audiences, with towering screens behind them to set the mood or illustrate products. <\/p>\n
Among the tricked-out offices, she said, is Skims. The company, which is valued at $5 billion<\/a>, is based in a glass-and-steel office building near the fabled intersection of Hollywood Boulevard and Vine Street.<\/p>\n The fashion retailer declined to comment on the studio uses in its headquarters, but according to architecture firm Odaa<\/a>, it has open and private offices, meeting rooms, collaboration zones, photo studios, sample libraries, prototype showrooms, an executive lounge and a commissary for 400 people.<\/p>\n Pieces of a shoe sit on a workbench in the Puma Studio L.A.<\/p>\n (Kayla Bartkowski \/ Los Angeles Times)<\/p>\n The brands building studios typically want to find the darkest spot on the premises to put their content creation or podcast spaces, Eckert said, where they can limit outside light and sound. That\u2019s commonly near the center of the office floor, far from windows and close to permanent shear walls that limit sound intrusion. <\/p>\n They also need space for green rooms and restrooms dedicated to the talent.<\/p>\n![\"Pieces](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/02\/1772275817_131_.jpeg\")
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