White Fox Boutique Headquarters – Sydney
PMG Group’s White Fox Boutique Headquarters in Sydney masterfully combines brand identity and collaborative workspaces, ensuring a seamless transition for Australia’s iconic fashion brand.
White Fox Boutique needed a global headquarters worthy of one of Australia’s most recognised fashion brands. Five floors. 13,000sqm. A culture built on aspiration, speed, and visual identity. The brief was unambiguous: the workplace had to feel like the brand — and it had to be delivered without disruption to a business moving at pace.
Define
Before White Fox signed anything, PMG was already at work. Our Advisory team joined the asset acquisition process early — assessing each building against the brief, modelling the true cost of transformation, and identifying where capital expenditure would be required and where investment would add long-term asset value. White Fox purchased with a complete picture. No structural surprises on the other side of demolition. Three objectives were locked and held throughout: a premium branded environment, active support for collaboration and content creation, and a workplace built to scale with the business.
Design
PMG’s designers moved fluidly across workplace, hospitality, wellness, events, and residential typologies — simultaneously, with no external design consultants and no handoff between vision and execution. The centrepiece is a 380sqm atrium with interconnecting stair, skylight, and living palm tree. Curved walls guide movement toward collaboration. Neutral tones in work zones protect creative thinking. Bold colour activates meeting rooms. Breakout spaces are flooded with natural light.
A purpose-built gym, Pilates studio, male and female saunas, and massage and treatment room are embedded in the working day — deliberate investments in the retention of a young, ambitious workforce.
Deliver
Five times the scale of a standard complex project. Two atrium slab cut-outs. Three new balconies. Façade works. Full services replacement. Lift upgrades. All concurrent. All under a programme the business could not afford to miss.
PMG’s estimators were embedded with the design team from day one. Costs validated in real time. Decisions made in hours. The same people who designed the space delivered it.
White Fox moved in on time. The CFO had no surprises. The brand had its headquarters.
The Outcome
The completed headquarters has generated significant response across social media, industry media, and the broader property market. Every spatial decision traceable back to a strategic objective. Every material chosen through the lens of the brand. A workplace that performs across every dimension it was designed for — and scales alongside the business that occupies it.
Design: PMG GRroup
Photography: Richard Whitbread
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