Here’s a behind-the-scenes look around Showpo’s HQ in Sydney and how they shoot their Insta-famous photos

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Showpo (L) founder Jane Lu in action at the Sydney office during a shoot. Photo: Sarah Kimmorley.

Showpo is one of hottest online retailers on Australia’s startup scene right now.

Founder Jane Lu launched the business in 2010, aged just 24.

She started the online store in secret, too scared to tell her parents she had dropped out of a cadetship with KPMG.

This year, Showpo hit a run rate of $30 million.

Known for its instantly recognisable fashion imagery across social platforms, the Sydney office reflects the same style and flamboyancy.

We recently caught up with Lu to discuss how she built the powerhouse digital brand, and to have a look around the office. Here’s what Showpo’s headquarters on Bathurst Street looks like.

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title=”Here’s the first look of the office as you enter through the elevator. Racks of clothes line greet you in the narrow hallway”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/1.jpg”
source=”Sarah Kimmorley”
caption=””
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]
[slide
permalink=”2″
title=”Edging past the clothes and stepping over boxes, this is the waiting room or foyer, if you will”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/2.jpg”
source=”Sarah Kimmorley”
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]
[slide
permalink=”3″
title=”Polaroids of past shoots and staff are stuck on the wall for all to see”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/3.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”4″
title=”Up the stairs and into the office, the first room you see on your left is Lu’s. She is the ‘greeter'”
content=””
image=”https://www.businessinsider.com.au/content/uploads/sites/5/2017/05/janes-office.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”5″
title=”Parallel to her office is one of the teams under the Showpo brand. The office itself has been converted from a penthouse apartment, as you can tell from the window pane”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/5.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”6″
title=”A guiding mission is plastered on the wall”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/6.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”7″
title=”Continuing on down the hallway is the customer happiness team”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/7.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”8″
title=”It’s this employee’s birthday — here’s how they celebrate”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/8.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”9″
title=”Taking calls, answering emails and questions posted on their social media accounts is a big part of why Showpo has been successful”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/9.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”11″
title=”More employees collaborating and working hard”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/11.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”12″
title=”An inspiration wall”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/12.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”13″
title=”And it continues…”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/13.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”14″
title=”Here’s the kitchen and a storage area for hanging clothes. The after-work drinks options look pretty sparkly!”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/14.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”15″
title=”Have you ever seen a more epic schedule?”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/15.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”16″
title=”Shoe envy”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/16.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”18″
title=”More clothes”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/18.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”19″
title=”And tucked away in the back of the office is the DEV team. ”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/19.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”20″
title=”Now for the action. This is this studio. The face and life of the brand”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/20.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”21″
title=”It’s go stations”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/21.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”22″
title=”Multiple models are working at a time and photos are taken for both the site and social accounts. There’s Lu on the right!”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/22.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”23″
title=”Lu watches on, giving direction where she sees fit”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/26a.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”24″
title=”She’s involved at all levels of the business”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/26b.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”25″
title=”The team checks to see if they got the shot. Here’s the equipment they use”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/23.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”26″
title=”Lu wants to change the tempo. She plays ‘Jeep Beats’ from Spotify”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/23b.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”27″
title=”See some favourites? Drake makes the cut”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/24.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”28″
title=”This is Lu’s business partner Alex Durkin (L), she’s Showpo’s general manager and Lu’s right hand woman”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/24a.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”29″
title=”The pair are the perfect team because Durkin ‘puts her foot down’, while Lu flits from one task to the next”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/25a.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”30″
title=”Here’s a look around the studio. You may recognise this beautifully staged bed”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/26.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”31″
title=”Next to it is more accessories than you can shake a stick at”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/25.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”32″
title=”Clothes are drapped in chairs…”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/28.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”33″
title=”And hanging on racks”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/27.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”34″
title=”Imelda, eat your heart out”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/29.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”35″
title=”And here’s where the models change between shoots”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/30.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”36″
title=”This is the rooftop balcony which extends off the studio”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/32.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”37″
title=”It’s hard to believe there is this much free space in the city, let alone such a sunny one!”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/33.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”39″
title=”The view’s not bad either”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/36.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”40″
title=”Beyond the large deck is an extension of the rooftop, which is also used as a shoot location”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/37.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[slide
permalink=”41″
title=”Say ‘Showpo!'”
content=””
image=”http://edge.alluremedia.com.au/uploads/businessinsider/2017/06/38.jpg”
source=”Sarah Kimmorley”
caption=””
credit_href=””
]
[/slideshow]

NOW READ: INSIDE SHOWPO’S MARKETING MACHINE: How Jane Lu built a powerhouse digital brand