White Fox HQ - Designed To Be Photographed
White Fox’s new Sydney headquarters, designed by PMG Group, is a masterclass in fusing brand identity within space. Reminiscent of an LA content house, every corner is a backdrop for the perfect Instagram photo. Floor-to-ceiling mirrors at every turn, lighting strategically positioned for the perfect selfie and an abundance of negative space that feels luxurious whilst serving as the perfect canvas for its clothing to contrast against.
White Fox is one of the trendiest direct-to-consumer fashion brands and a leading voice in digital culture. Their business model is fuelled by influencer marketing, social media and celebrity partnerships. Although it is an Australian brand, it boasts a strong international Gen Z and Millennial following. For its young audience, Whitefox sells clothing that is attached to an aspirational lifestyle.
The brand leans heavily into influencer culture, California, fitness, travel, luxury resorts, pool clubs and Coachella. Although left largely minimal with expansive white walls and floorspace, this Palm Springs aesthetic is expressed through the desert-like planting palette of sparsely spaced succulents, cacti and palms, also adding shape and scale on camera.
Working at the White Fox headquarters is just as aspirational as the clothing and lifestyle that the brand sells. Across 13,000sqm and five floors the office boasts: a cafe, a library, a gym, two saunas, a pilates studio, Barbie-esque pink bathrooms, a golf simulator, a spray tan vending machine, a kitchen with treat walls, a podcast studio, a bar / event space, a massage room, an auditorium, a hot pink slide landing into a ball pit, and a baby pink Whitefox themed tennis and basketball courts.
Upon entrance to the building from the street you are greeted by a giant pink standing ‘WF’ that sets the tone for the experience that follows. The reception is a simple open white space. A few couches in the seating area overlook a large screen displaying Whitefox’s latest collection. Dramatic curved walls gently guide you deeper into the floor plate.
The second, third and fourth floors are stitched together by two large atriums that allow natural light to flow abundantly throughout the large building.
Level two is a modern day atelier-like work floor dedicated to the design and production team. Rows of workstations are integrated with garment racks, allowing designers to move seamlessly between digital work and physical product development. The creative process is not hidden, it is proudly left on display.
One of the standouts is the ‘Fireball’ meeting room which centres on a custom oversized baby-pink boardroom table for a full team of thirty, with the White Fox logo centrestage. Soft pink curtains drape the view of the street below.
Other meeting rooms features custom walls made of White Fox’s classic hoodies - an innovative feature of one of their most popular products.
The gifting suite located on level 4 is a large, open, gallery-like showroom of all Whitefox collections. Clean white displays allow colourful clothing to catch the eye. This is the perfect space for influencers and guests to be led through an exclusively physical experience of the purely online brand.
What stands out about this project is the idea of world building. Any guest or influencer lucky enough to be invited in is met with an immersive brand experience. The White Fox branding is engraved into every detail, every corner and every photo opportunity. White Fox branded ping pong rackets and weight plates, create passive marketing opportunities and unexpected moments of spectacle.
Unabashedly pink and full of personality, few offices commit to this level of unapologetic brand pride. The space feels like thirteen years of brand identity solidified into an office that truly knows itself. White Fox blurs the lines between workplace, content studio and lifestyle brand, integrating the aspirational lifestyle it sells into the workplace itself. PMG Group understood the brief from the outset - fusing design, wellbeing, fitness and fashion to foster both memorable experiences and sharable photos alike.
Credits
Design & Delivery
PMG Group
Photography
Richard Whitbread