LVMH upscale cosmetic company Fresh has partnered with TPG Architecture to design a modern, brand-centric office space at the Newport Tower in Jersey City.
A part of the larger LVMH family of companies, Fresh is an upscale cosmetics company dedicated to natural beauty products. Founded in 1991, the company began as a small apothecary in Boston that focused on artisanal soaps, and over the past 25 years has evolved into an international full line of beauty products spanning skincare, body care, fragrance, and hair care.
Looking to relocate their New Jersey headquarters to be closer to New York City, Fresh tasked TPG Architecture with designing a modern, brand-centric office space at the Newport Tower in Jersey City. The new office honors the brand’s history, while showcasing the modernity of the now international line of beauty products that has evolved from those humble roots over the last 25 years.
TPG partnered with the beauty company on the office relocation project, where the client sought to bring the design codes and core values of their store brand to life. TPG helped the company translate the passionate indie spirit of the brand into a functional, highly collaborative, and inspiring workplace. The building’s cross-bracing system helped drive the office layout. TPG’s designers created a flexible work environment with more open and casual meeting spaces to help meet the client’s growing needs of their teams and business. The floorplan features neighborhood seating and a variety of collaboration zones, phone booths, and huddle rooms. A large portion of the floor is dedicated to the company’s café space, which doubles as a town-hall area.
Fresh’s new office also features a number of specialty spaces to support their creative work, including a shop-inspired boardroom, a content creation lab, quality test room, and VMSD mock-shop. To further accentuate their brand messaging, experiential “Instagrammable” moments are incorporated throughout the office.
