DTZ SVP Brad Gross is starting to see a migration south of Playa Vista among media tenants. "They're looking at the bottom line" and maturing as companies. As far as who's occupying creative space, it's not just media and tech firms. Aseven traditional companies rethink their needs in providing an optimal work environment, he's starting to see them occupy space in a nontraditional office envelope, whether it's a converted warehouse or an adaptive-reuse flex building. With places like Santa Monica filling up, "the next market that's going to come into vogue is El Segundo."