Image Credit : Guy Wilkinson Photography - https://www.guywphoto.com
Project Overview
The 'immersive fitness' trend is changing the way we approach exercise, combining innovative workouts with traditional training methods to deliver sweat-inducing sessions, connecting with an ever-widening audience and thus attracting new customers.
Our client, Virgin Active is leading the way with the introduction of powerful 'experiential design' within their clubs to make exercise irresistible. A brand famously known for challenging conventions - in every aspect, was re-tested, re-imagined and re-defined.
Our multidisciplinary team worked closely with the client to deliver the very best in architecture, art, science and technology. The overarching design is crafted around the '7 Dimensions of Wellness' with natural and sustainable finishes, biophilia to improve air quality and intelligent lighting aligned with your circadian rhythm. Everything about the design, materials, programs and music is aligned to create a polysensory experience.
Project Commissioner
Project Creator
Team
ENDRIM
Simon Trude, Managing Director
Andrea Zarantonello, Senior Interior Designer
Ellen Young, Design Strategy Director
Stephanie Jowett, Designer
Brendon Nolan, Architectural Technologist
Teresa Peng, Interior Architect
Project Brief
The brief was to create the ultimate 'boutique' fitness experience. Moving away from a traditional gym approach, we redefined what 'active' means by creating a holistic 'health and wellness' concept that goes far beyond just physical fitness. It celebrates the 'mind and body' through an experience that focuses on '7 Dimensions of Wellness', resulting in healthier and happier people.
During the research and discovery phase of the project, a strong positioning was established; 'exercise was not just physical', it needed to be a completely 'visceral experience'. Starting with the 'why-how-what', meant we had a purpose and belief that motivated us. Knowing this, changed how we approached our activation strategies.
It was important to put the user at the centre of everything we designed, while the objective for all interior spaces was to feel open, welcoming with a 'hospitality inspired' look and feel. Amenities needed to combine style and comfort with high-end finishes. For each studio the objective was to design an immersive experience which used natural elements such as wind, mist and light to support this idea.
Music lies at the foundation of the business, so it was important to include a bespoke soundscape on daily rotation that takes members on a mood enhancing journey. Ultimately, our design needed to support a culture that inspires, encourages, nurtures and cultivates a deeper level of connection with oneself and others within the community.
Project Innovation/Need
Virgin Active's vision is to become the world's most loved exercise brand, by exploring relationships and connections with place, cultivating a rich dialogue between mind, body and space. This meant our strategic priorities for innovation within the environment needed to incorporate; physical, social, intellectual and emotional elements to build the first Australian Virgin Active Collection Club. The design manifests into a successful multi-sensory experience, driving meaningful brand expression from every angle.
Nothing is superfluous. Every aspect has been carefully curated. It's about being freed from typical exercise expectations and being ready to experience more.
With multiple stakeholders, we needed a tool to share the future, in particular communicating the distinctive new interior spaces. To combat the limitations of 2-dimensional visuals, we teamed with an animator to build a Virtual Reality model. A realistic and immersive environment was created at the inception of concept allowing our client to view the impacts of design as they navigated through the virtual site.
This technology has changed the way our designers make decisions, allowing for smarter design and interactive communication streamlining the process.
Design Challenge
The Barangaroo precinct is committed to holistic sustainability, which meant we needed to focus on sustainability in a number of areas. All materials used throughout the project were specified to have a low/zero VOC content. Timber products were sourced from manageable and traceable sources. In addition, the project aimed to offset its carbon footprint even further by continuing the external green wall throughout the interior space to improve air quality.
Waste management is also a key focus, bespoke integrated bins throughout the club sort waste into multiple waste streams that are processed directly on site using methods that are climate neutral and were possible, diverting waste from landfill.
Sustainability in design is not limited to materials and waste. One of the largest consumers of power in gyms is often high-powered electrical gym equipment. A commercial treadmill requires a dedicated 16 amp circuit per machine. That power load was reduced to zero by opting for modern self-powered treadmills where the belt actuation is provided entirely by the user.
From an interior perspective, space is at a premium in this highly valued development, to optimise the operation, spaces need to be multi-functional. Bespoke joinery was designed to fulfill the needs of studio experiences with a strong focus on functionality without sacrificing aesthetics. While the experience of dedicated, immersive studios, personalised gear up and pre/post game zones, meant we needed to create perfectly staggered class start times to keep the experience all about the members as they enter the studio.
Future Impact
Acknowledging the Virgin Records' heritage, each visitor begins their journey entering into a 'music lounge', where roaming concierge equipped with i-pads can be found personally greeting guest upon arrival. A sophisticated communal space with integrated bench seating and customised joinery that features lifestyle accessories, makes it the ideal setting for socialising and one-on-one consulting.
Training begins in the 'gear-up' zone, where members prepare mentally and physically for class from pre-booked booths with equipment ready to go. Natural, sustainable finishes and biophilia to improve air quality, helps members to focus their energies before training.
Directly connected is the 'pre/post game', an interactive transitional corridor showcases light and sound to help set the body's internal clock, amplifying or cool down before and after class. The immersive activation presents itself within two-way mirrors showcasing brand-centric choreographed animations.
Each 'studio' features a neutral palette of natural materials and authentic furnishes, coupled with dynamic lighting and music to enhance the feel-good multi-sensory workout. Utilising the latest technology to assist athletic performance, means saying goodbye to tracking and measuring and hello to mindfulness and exercising 'in the moment'.
Luxurious five-star 'hotel grade amenities' included; spacious lockers, showers and change-rooms. Meticulous attention to detail plays out in the form of organic body and hair products, top-of-the-line appliances and phone chargers in every locker. Planned for convenience, a blow dry bar allows members to indulge of an evening.
With their first Collection Club opening this April (2018), Virgin Active stands by its' reputation to become the world's most loved exercise brand.
Service - Health/Active Life
This award celebrates creative and innovative design in the health - wellbeing - active life environment. Consideration given to attracting, engaging and motivating customers to make engage, the use of colour, lighting, space, product information, sensory inputs (smell, touch, sound) as well as technologies such as digital displays and interactive installations.
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