You will be redirected back to your article in seconds

Upload Wants to Turn Its New Office Into a Los Angeles Virtual Reality Hub

What do you do when you’re trying to turn a 20,000-square-foot warehouse into a coworking and incubator space for virtual and augmented reality startups? You put on your headset, of course.

That’s exactly what Upload CEO Taylor Freeman and Upload’s expansion manager Avi Horowitz did when they started working on the company’s new headquarters in Venice, Calif. Thanks to a partnership with construction virtual reality specialist IrisVR, they were able to turn the plans for the office space into a 3D VR model, which they could explore with VR headsets to figure out which walls had to be moved and which spaces could be used for what purpose.

Upload’s future Los Angels office/coworking space. Janko Roettgers / Variety

Freeman and Horowitz recently gave Variety a tour of the office-in-progress in the real world, sans headsets, laying out their ambitious plans while contractors were still working on finishing interior walls. Upload plans to officially open its co-working space on April 13, offering anyone working on virtual and augmented reality a variety of work spaces, ranging from floating desks that you’d have to share with others to dedicated offices for a select group of VR startups.

Companies and freelancers housed in the facility will be able to make use of a number of demo stations set up for room-scale virtual reality, as well as a capture room designed to turn real humans into 3D assets and a soundproof music studio.

Also housed in the same building is an educational space meant to provide regular classes on VR development as well as a series of industry events. “It’s like WeWork meets General Assembly,” said Freeman, likening the space to both a popular coworking office space provider and an education venture known for its coding bootcamps.

Upload’s future Los Angels office/coworking space. Janko Roettgers / Variety

Upload started out as a coworking space in San Francisco, and is also operating its UploadVR news site that keeps tabs on the nascent VR industry. In Los Angeles, the company is looking to significantly expand its footprint, with enough space to house close to 200 people every day across the education and events space, as well as an open coworking area and dedicated offices. “This is where the center of VR and AR is,” Freeman said about the expansion to L.A.

In Venice, Upload will be close to a number of other VR startups, including WEVR, Within, and Vertebrae. But Freeman said that his team also had another indicator for high regional demand: “Our website traffic showed that L.A. is our biggest geography.”

More Digital

  • Nick Eh 30, StoneMountain64

    CAA Signs Gaming Influencers Nick Eh 30, StoneMountain64

    CAA has signed two popular live-streaming battle royale gamers — Nicholas Amyoony, better known as Nick Eh 30, and David Steinberg, aka StoneMountain64 — for representation. CAA said it will work to create opportunities for Nick Eh 30 (above left) and StoneMountain64 (above right) in all areas, including TV, motion pictures, touring, digital distribution and [...]

  • Amazon Adds NBA League Pass to

    Amazon Adds NBA League Pass Live-Streaming Games to Prime Video Channels

    Amazon is bringing pro hoops action to Prime Video Channels: The ecommerce giant now offers NBA League Pass as part of its lineup of 150-plus subscription options for Prime members in the U.S. It’s the first U.S. live-sports subscription service on Prime Video Channels. Prime members can subscribe to NBA League Pass via Prime Video [...]

  • Fifty Shades of Grey

    International Piracy Ring Stole Over 25,000 Movie and TV Digital Files, U.S. Feds Say

    A five-member international hacking crime ring stole more than 25,000 files for Hollywood movies and TV shows and illegally offered hundreds of them for sale online, according to U.S. law enforcement officials. A federal grand jury in L.A. on Wednesday (Dec. 12) indicted five men, identified as residing in the U.K., India, Dubai and Malaysia, [...]

  • Phil Schiller, Apple's senior vice president

    Apple to Update iPhones in China to Avoid Sales Ban

    Apple is pushing out a software update to iPhones in China to address a recent court order obtained by Qualcomm that banned the sale of certain iPhone models in the country. The update will allow the company to continue selling its phones in China, company representatives told Reuters Friday morning. The Fuzhou Intermediate People’s Court [...]

  • Kevin Reilly Variety Cover

    Kevin Reilly Named Content Chief for WarnerMedia Streaming Service

    Kevin Reilly — a veteran television exec who has led programming at NBC, FX, Fox, and most recently Turner Broadcasting — has been tapped to head content strategy for the still-nascent streaming service that WarnerMedia plans to launch next year. Reilly, who has led programming at Turner brands TNT and TBS since 2015, will serve [...]

  • Apple Culver City

    Apple Expects to Have Over 1,000 Employees in Culver City by 2022

    Apple announced plans to boost its L.A. presence, saying it expects to have more than 1,000 employees in Culver City, Calif., over the next three years, including its growing entertainment team. The move is part of the tech giant’s broader initiative to create 20,000 jobs in the U.S. by 2023 and includes a new $1 [...]

More From Our Brands

Access exclusive content