FitZone24

A new construction project for the flagship store of a fitness club with several other stores in the area. The club has an image of having a high male membership, as well as the use by many athlete members. While maintaining this image, the project request included a total renewal of the brand image to acquire new customers. By avoiding what is typical in the designing of a fitness center, the concept incorporated a simplistic form of luxury that is not overly exotic to attract female customers. The logo for the center was also renewed to match the design style. The request also included to resolve issues in the existing stores, such as how to best operate a fitness center open 24 hours, user experience, and crime prevention. With a carefully thought out plan, the results were successful in increasing the number of female membership. Because the store faces the road, measures were taken in to consideration of what could be viewed from the outside looking in from the cars passing by. While using the brand color red for the equipment, the interior uses mainly black and mirrors. In this way the red stands out, but has a calm expression that enables the customer to remain focused. The guests are greeted at the entrance by the eaves of the four meter deep cantilever projecting from the facade.