Gritty Pretty’s new Sydney head office emulates the entrepreneurial brand to a tee—it’s stylish, fresh, and wildly inspiring—exactly how you could describe the website and online magazine that is adored by thousands of beauty enthusiasts around the globe.
The two-storey industrial style space, located in the inner-city suburb of Rosebery, is the brainchild of Gritty Pretty's founder, award-winning beauty editor, and self-confessed lover of monochrome, Eleanor Pendleton. Pendleton enlisted the creative genius of interior stylist Camilla Ingall to assist in the design of the company’s first standalone headquarters and the result is a minimalist's dream.
The black aluminium steel structure, polished concrete floors, marble accents (and a plant collection so impressive it could double as a nursery) makes for one of the most Instagram-worthy interiors you’ll ever set foot inside. Scroll on to take a tour through the warehouse-like office and find out why and how Pendleton created this space for her budding beauty empire.
Our new office space is very much aligned with the Gritty Pretty brand—there were plenty of late night Pinterest sessions to perfect the style I wanted our office to reflect.
MYDOMAINE: Who designed the space?
ELEANOR PENDLETON: I worked closely with Sydney-based interior stylist Camilla Ingall on creating Gritty Pretty's first standalone headquarters—a two-storey industrial warehouse office in Sydney's Rosebery.
MD: What was your inspiration for the design and style of the space?
EP: I chose the building to set up Gritty Pretty's headquarters based on the location—it's situated in Rosebery, one of South Sydney's creative hubs—and the architecture.
Brenchley Architects (who have also designed award-winning commercial buildings, including properties for Channel 9's The Block) focused on adding industrial design elements, including black aluminium steel, matte concrete walls, and polished concrete floors, which felt perfect for Gritty Pretty.
I really wanted the office to reflect our company—the styling is very 'gritty' but it's also very 'pretty' (pardon the pun!). I'm naturally attracted to monochrome pieces, so [interior stylist] Camilla Ingall and I focused on this, but we were sure to use softening highlights such as green foliage and gold accents.
Creative collaboration is integral to our office work culture so Camilla and I focused on creating an open-plan environment with breakout communal areas where our team can sit back and relax when they want to. We used white linen sofas and armchairs to make the space softer and more inviting. The office is very industrial chic.
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There is a great mix between high and low decor brands, which I love—it sums up Gritty Pretty's approach to style perfectly.
MD: Where was your previous space located and how is it different to this new space?
EP: Like most start-ups, my business started on my kitchen table. After a year, I took out a lease for a small office at Sydney's La Porte Space in Waterloo so I could separate my work life from my home life. Within 18 months, our team had grown to four full-time staff and 20 or more contract freelancers, so we needed a new, larger space.
The styling of our previous office was similar in aesthetic—plenty of black, white, and green in the common areas, however, our private suite was white and bright. Our new office space is very much aligned with the Gritty Pretty brand—there were plenty of late night Pinterest sessions to perfect the style I wanted our office to reflect. It's been such a joy seeing it all come together and having the opportunity to truly make it our own. Our office is also part of a brand new building, so everything is state of the art—from internal finishes to the solar roof panelling and even the security. It's an amazing place to be in! Australian fashion label, Sir the Label, is a couple of doors down and Zimmermann will also be moving in shortly. Gelato Messina, Archie Rose Distillery, and Black Star Pastry are also conveniently within walking distance.
MD: What is the purpose for the space—what exactly happens here?
EP: The creation and production of Gritty Pretty—Australia's fastest-growing beauty website and digital magazine. We edit and curate the best in beauty for our hundreds of thousands of beauty-obsessed readers around the world.
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MD: What do you love most about the space?
Welcome area: I love when you walk into the ground level and you're greeted by the round marble tulip table, floor standing mirror and green plants. The black aluminium steel walls are a real feature.
Statement gold chair: When you proceed upstairs to the editorial team area, I love the wow factor the brass chair by Slightly Garden Obsessed gives at the entrance. It's one of my favourite pieces and weighs over 70kg!
Beauty Cupboard: The custom beauty cupboard is my pride and joy—I worked very closely with talented cabinet maker Nick Pedullá from Pedullá Studio to create the ultimate storage cabinet to house the hundreds of beauty products we use for our articles and shoots that still looks like a feature piece. I actually squealed with delight once I saw it installed!
Plants and florals: We worked with Byron Smith from Urban Growers. We gave him a description of the office space and being that it's very industrial, we asked him to bring it to life with green indoor plants. He nailed it! We have an incredible blue cactus, which is definitely the hero of the office. There are also plenty of beautiful palms, which instantly make the space feel homely and alive. I'm a big believer in indoor plants cultivating positive energy.
White florals are my favourite, so MyFlowerMan provides the perfect arrangements for our two-storey space.
Lounge area: Some of the best ideas are thought of over a glass of wine. This area is our go-to for after work drinks. The Urban Couture armchairs create a statement that is beautifully complemented by our IKEA linen sofa and West Elm marble coffee table. Our Byron Bay bar cart is the perfect addition too.
Artwork: Artist Vicki Lee and photographer Ted O'Donnell are wildly talented friends of mine. I have one of their artworks in my home, so when we moved into the office space the same week that their latest limited collection 'Deluge' was revealed, I knew we needed this white rose print.
Kitchen: Everyone in our office requires coffee to function so our Nespresso Creatista coffee machine gets a good workout every morning. The addition of the Smeg mini fridge has also convinced me I need the big deal for my home.
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I would describe the office as creative, collaborative, and inspiring.
MD: What are your favourite items in the space?
EP: The custom beauty cupboard by Pedulla Studio, the Slightly Obsessed Garden brass chair, and Urban Couture armchairs. I also love how seamlessly the affordable trestle tables from IKEA worked within the space. They provide autonomy when working but also work for our collaborative, open-plan approach to work. I hope my team continues to grow so integrating additional desks is integral to that.
There is a great mix between high and low decor brands, which I love—it sums up Gritty Pretty's approach to style perfectly. You don't have to spend a lot of money to make a space look great but when you do want to splurge, invest in classic and high-quality pieces.
MD: How long have you worked in this space?
EP: We moved in early December 2016.
MD: How many people occupy the space?
EP: There are four of us—editor, art director, beauty editor, and sales and partnerships manager—with a fifth full-time staff member starting in the New Year. We're also on the lookout for kick-ass interns.
MD: How would you describe the environment and culture of the office?
EP: Creative, collaborative, and inspiring. I'm constantly in awe of my talented team. Also, we're forever testing beauty products, which always makes for a fun and playful environment! How can it not?