Bose
⅓40%
Bose’s in-house studio now drives one-third to 40% of its total marketing, projected ~65%.
CMO via DigidayIssue 001 · Selma House
Next GenHollywood
Hollywood’s business address, recast.
Real estate · Brand-built media · Capital
Nicole Mihalka + Cristian Goodson
6735 Selma Ave · Hollywood
The proposition
Keep the team. Build the brand.
The right building meets the physical needs of the company while giving people a stronger place to work and clients a reason to engage.
01Attract talent
02Build the brand
03Welcome clients
04Win business
Editor’s note · The operating brief
Great real estate isn't just functional. It's a brand statement that drives revenue.
When team, brand and client experience share an address, real estate becomes part of how a company works, gathers and communicates.
Issue 001 considers that possibility through one Hollywood property: Selma House.
“The brands winning today aren't waiting for an outside production team. They're creating content every day, launching products in their own spaces, hosting customers and creators, and building media engines from inside their headquarters.”— Nicole Mihalka
The building is the case file
Selma House
6735 Selma Ave
Hollywood
24,729
RSF
Freestanding two-story campusThe whole address
14,662 RSFGround floor
Built 1995C4-2D zoning
Centerpiece · The Selma House call sheet
One building. Many scenes.
Property
Call 001
Call 001
Scene 01
Arrive
Two-story steel-and-glass lobby
Scene 02
Screen
10+ seat screening room with projection
Scene 03
Gather
Outdoor event deck
Scene 04
Make + move
Open floor plates with exposed structure; two dock-high loading bays with fulfillment storage
1,600Amps
80Parking stalls
30 + 50Onsite + adjacent
2 baysDock-high loading
Why rethink the building
The business case
Keep
the team.
the team.
Attract top talent with a stronger place to do their best work.
Talent · brand · clientsBuild
the brand.
the brand.
Win more business.
Attract top talent.
Start with the building itself: how it supports the team, accommodates work, welcomes clients and gives the brand a physical presence. Those capabilities can create more opportunities to win business and attract talent.
Content, experience and the brand
Three signals. One business question.
If content and customer experience are part of the operating model, what should the address make possible?
Ally
+116%
Ally’s owned docuseries with Hello Sunshine drove a +116% lift in brand recommendation.
RokuGap
Chief
Entertainment
Officer
Entertainment
Officer
Gap hired a Chief Entertainment Officer.
Behind the desk · Hollywood
Team Hollywood. Built around the brief.
Start with the business. Then find the building that helps it grow.
Nicole Mihalka
CBRE
Cristian Goodson
CBRE
Will Rose
CBRE
Carl Muhlstein
Muhlstein CRE
The next brief starts here
Bring us the business question.
Different briefs. Same starting point: how can the real estate help keep the team, build the brand and create better customer experiences?
Owners + sellers
When a property needs a sharper business story.
Brands + tenants
When content, clients and operations need to work in one building.
Capital
When the next use has to earn its place.
Selma House · 6735 Selma Ave · Hollywood
See the house.
selmahousehollywood.com↗For lease$3.50/SF/mo MG
For salePrice: call broker
Nicole Mihalka
CBRE · CA DRE Lic. 01322414
323-788-3969 nicole.mihalka@cbre.comCristian Goodson
CBRE · CA DRE Lic. 01982883
310-569-2914 cristian.goodson@cbre.comWill Rose
CBRE · CA DRE Lic. 02351503
562-522-4771 Will.Rose@cbre.comCarl Muhlstein
Muhlstein CRE · CA DRE Lic. #00959250
213-407-5000 carl@muhlsteincre.com