The definitive intersection of authentic industrial grit and luxurious, premium design. We trade the typical gym dungeon for a space bathed in directional daylight and high-end finishes. Located in the LA Flower District, just blocks from our Main Building, this production-ready canvas is where raw concrete meets sophisticated form.
Designed as a functional fitness space with an industrial edge, the location features premium equipment against varied textures. This allows brands to shoot authentic workout content immediately without the cost of set building.
The Loft features directional, diffuse daylight, providing cinematographers with consistent, soft illumination. This quality of light is essential for capturing detailed textures and flattering skin tones without extensive artificial setups.
Contrasting textures create depth. Aonic Drinks utilized the space for an interview with Senada Greca. Placing our sleek, modern furniture against the raw, exposed concrete walls provided a grounded yet premium backdrop that highlighted the talent without distraction.
Technology needs a clean backdrop. The production leveraged the high-gloss floor to create a polished, distraction-free environment. The minimalist aesthetic allowed the focus to remain entirely on the recovery technology and its application.
Katalyst, a leader in Electro Muscle Stimulation (EMS), utilized the open floor for high-intensity training sequences and the living area for fun social media challenge videos.
This production served as the pre-launch testing ground for BaseLayer's new heavy-duty flooring. They utilized our freight elevator to load in the custom pallet before it was available for purchase. The installation was so successful that the BaseLayer floor is now a permanent fixture at the Loft, offering a premium foundation for all future athletic shoots.
Efficiency is critical for high-volume social content. Gruns, a daily nutrition brand, needed to shoot a month's worth of content in a single day. By utilizing our in-house fitness apparatus as their primary set dressing, they eliminated the cost and time of renting external equipment. Their bright green branding popped incredibly well against our neutral concrete walls, proving that industrial doesn't have to mean dark.
Logistics were key. They utilized the freight elevator and loading zone to assemble, shoot, and pack up multiple large machines efficiently. The synergy between their equipment and our space was seamless.
FutureFit transformed the main area into a "black box" studio for controlled lighting shots with elite trainers like Michael Vazquez (@michaelcvazquez), Andrew Key (@andrewckey), and Presley C (@presleyc.fit). They simultaneously used the exterior and gym zones for lifestyle content. The seamless transition between the moody "tech" shots and the bright "lifestyle" angles highlighted the app's versatility.
A relationship spanning a decade. FitLife has conducted 30+ shoots here over 10 years, utilizing every corner of the Loft. They became the masters of angles, finding perspectives in the Loft that even we hadn't seen before.
A content creation powerhouse. YoungLA needed to film multiple influencers simultaneously. They activated the kitchen, living area, and gym zones at the same time, turning the Loft into a multi-stage studio. The energy was infectious with so many creators collaborating in one shared space. It felt less like a stiff commercial shoot and more like a creative house pop-up event.
Maximizing the asset. Cuts Clothing utilized the Loft for intimate interior shots before transitioning to Rooftop B for golden hour. They captured a diverse range of "work-leisure" environments. They nailed the 'Office vs. Gym' transition simply by rotating the camera 90 degrees. One minute it's a boardroom pitch, the next it's a post-work workout—all within a 10-foot radius.
HP utilized the Loft and Rooftop B to launch a new laptop with dancer Chachi Gonzales. They activated the kitchen and built a bedroom set in the open living area before moving to the rooftop. The campaign seamlessly blended lifestyle interiors with high-energy outdoor dance sequences.
Most locations require you to bring the gym with you. Speir Pilates simply walked in. Utilizing our in-house Pilates Reformer—a rare amenity for a rental studio—they captured high-end technical content with a single instructor. Apex Photo Studios handled the full production, filming and editing the entire video in-house.
A vertical production. TravisMatthew leveraged the Loft’s clean, minimal interiors for their lifestyle lookbook before moving the crew upstairs to Rooftop B. The crew loved the proximity to the rooftop for those golden hour shots, maximizing the "California Cool" aesthetic. It was a masterclass in using verticality to get two distinct locations for the price of one.
Located directly above the Penthouse Loft, Rooftop B is available as an optional add-on to your booking. It offers panoramic city views and open-air versatility, pairing perfectly with the Loft's interior to give you two distinct worlds in one location.
The ultimate dual-location shoot. Nux required a high-end gym, a white seamless setup for e-comm, and a lifestyle kitchen—plus an outdoor urban setting. By booking the Loft and Rooftop B together, they moved 20 people vertically instead of across town. They captured technical fitness, clean e-commerce, and gritty rooftop lifestyle content all before sunset.
