Fast fashion giant Fashion Nova is making a significant physical statement with its acquisition of a sprawling Beverly Hills office campus for $118 million. The move signifies a new chapter for the social media marketing pioneer, establishing a high-profile headquarters designed to foster creativity and brand engagement.
Key Takeaways
Fashion Nova has purchased a 175,000-square-foot office campus in Beverly Hills for $118 million.
The new space will house the company’s headquarters and introduce innovative concepts like the Nova Social Club and Nova Founders Lab.
This acquisition marks a strategic expansion beyond its digital roots, aiming to create a physical hub for influencers and creatives.
A New Creative Hub
Fashion Nova, renowned for its mastery of social media marketing, has acquired a prime 175,000-square-foot office campus located at 407 North Maple Drive in Beverly Hills. The $118 million cash purchase from Tishman Speyer will serve as the new Fashion Nova HQ, designed to accommodate over 500 corporate employees and foster collaboration through several new creative initiatives.
The Nova Social Club and Founders Lab
Central to the new campus is the Nova Social Club, an exclusive, invite-only space curated for influencers and celebrities to create content. This sophisticated club will offer a range of amenities, including a fitness studio, wellness spa, a cosmetic micro-treatment bar, and an organic culinary outpost. Founder and CEO Richard Saghian envisions it as a “modern sanctuary for talent, influencers, creatives, and tastemakers,” extending Fashion Nova’s pioneering approach to social media into a physical realm.
Complementing the Social Club is the Nova Founders Lab, an “incubator-accelerator” designed to nurture emerging talent in fashion and marketing. This initiative aims to support new brands and designers in bringing their market-ready fashion concepts to life.
Architectural Grandeur and Global Ambitions
The newly acquired Fashion Nova HQ boasts impressive architecture, designed by Gwathmey Siegel & Associates. Features include an atrium sky bridge, a solarium, expansive outdoor terraces, and a striking two-story glass storefront with oversized pivot doors. The building is also recognized for its sustainability, holding Energy Star Label and Gold LEED certification.
This significant real estate investment follows other high-profile purchases by Saghian in the Los Angeles area, including “The One” in Bel Air. The Beverly Hills acquisition is the first step in Fashion Nova’s broader global expansion plans, with new offices slated for London, Hong Kong, Sydney, and New York. Founded in 2006 as a single retail location, Fashion Nova now generates annual sales of approximately $2 billion, underscoring its remarkable growth and strategic vision.
What Does This Mean for Private Social Clubs?
This is, perhaps, one of the first private social clubs to create a space for only influencers and celebrities, all geared towards creative collaboration. The move may signal yet another club trend – hyper-segmented audiences with a hyper-focused purpose. In this case, the Club and Founders Lab are strictly for creating content.
While there are luxurious amenities included, such as a fitness studio, wellness spa, cosmetic micro-treatment bar and organic food, the focus is undoubtedly, a place to create. LA Times quotes Saghian: “Nova Social Club will be a modern sanctuary for talent, influencers, creatives, and tastemakers. Fashion Nova was the pioneer of social media marketing…Now we’re pioneering a physical space for this community to connect, collaborate, and interact with our brand.”
That last part is interesting: “interact with our brand.” Specifics are yet to be announced, but the Club is strictly for it’s “celebrity partners, influencers, employees, and vendors” who all live and work in Beverley Hills. Yet there is also the Nova Founder’s Lab that steps out of that mold to “help emerging brands, designers, creatives and founders, says LA Times. They quote Saghian as well, with him saying of the incubator Lab, “If there’s a celebrity that wants to, for example, start a brand, we can partner together.”
How You Can Leverage This "Trend"
While you may not have hoards of celebrities and influencers in your midst, Fashion Nova can inspire mini-segmentation and purposely-focused experiences in all private social clubs. Many clubs are already creating specific programming to target a specific member audience. Others are considering it, but don’t know where to begin.
1. Get to know your people – If you haven’t already, create a personal questionnaire and ask every member to complete it. Ask questions like “What do you enjoy doing in your free time?” and “What are your passions?” Track member involvement. Which events or programming do they RSVP and attend most? Which do they rarely or ever attend? See if you can find trends.
2. Group your members – Take the information you’ve gathered about members to create umbrella segments. You’ll always have members with unique interests that may warrant smaller groupings, but you should be able to find overarching commonalities, such as food, music, art, etc.
3. Get creative – With the larger groups categorized, now the fun begins. Create programming that specifically caters to each group. Try to make the programming diverse throughout the year, ensuring each group has experiences to look forward to all year long. Not only will they engage more, but they’ll naturally create deeper relationships.
4. Don’t forget the smaller groups – Within your larger segments, you’ll find smaller groups with similar interests. For example, within a group you’ve segmented as foodies, you may find a smaller group interested in functional nutrition and another passionate about French foods. Create programming for them, by bringing in experts to teach or demo, schedule curated dining experiences with guest chefs.
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Sources
- Fashion Nova Acquires Premier Beverly Hills 90120 Office Campus for Revolutionary Global Headquarters, Newswire
- Why Fashion Nova bout a $118-million office space in Beverly Hills, Los Angeles Times
- Fashion Nova Buys Beverly Hills Office Space for $118 Million, LAmag.
Fashion Nova buys Beverly Hills office campus, plans Nova Social Club, The Business Journals.
