The firm, which is expanding from New York, will spend millions to upgrade a 46,000-square-foot, half-century-old industrial building on Cahuenga Boulevard.
Publishers and advertisers can't get enough of Hollywood, the photography studio says. Some of its space may rent for $10,000 a day. One of New York's best-known photo studios said Friday it will open a large branch in Hollywood to take advantage of America's changing tastes in magazine covers and advertising campaigns.
Professional models based in New York were the first choice of magazine editors and big advertisers for decades, said Mazdack Razzi, creative director of Milk Studios. Now they demand celebrities.
“Celebrities are the new models," said fashion photographer Alexi Lubomirski, who is himself based in New York. “It's a funny phenomenon."
Lubomirski says he's photographed celebrities everywhere. L.A. is where they usually work, however, so he often has to meet them here. “They may manage to get only one day off" to pose, Lubomirski said. “You have to fit around their schedule."
New York -- still the nation's hub for magazine publishing and advertising -- will remain the center for the business of fashion photography, said Jack Maiden, chief operating officer of the L.A. Models agency.
Still, he said, more of the business is moving to Southern California. “The award shows are all done here," Maiden said. “You're seeing a lot of cross-promotion and fashion designers integrated with celebs."
To accommodate shooters and their red-carpet clientele, Milk Studios plans to build an elaborate facility near Paramount Studios capable of catering to the needs and whims that emerge when celebrity and high fashion meet.
