The expectations of the consumers today for gyms are no longer as simple as a place providing fitness tools. INGROUP defines the brand value as return to nature for MobiFitness, and helps Mobi Fitness explore the brand spirit beyond the boundaries of traditional gyms.
Mobi Fitness is well known for its aerobic rowing machines. The creative visual presentation of the space is inspired by the people using aerobic rowing machines: the users are like walking on the moon and rowing in the Milky Way. We designed the space as a dynamic cosmic galaxy scene, and compared the aerobic exercise experience to the movements of celestial bodies.
The glowing celestial bodies seem to float on top of space. The immersive space experience will help brands realize the brand spirit as being younger and more advanced.
The display part of the brand integrates different themed functions such as brand symbol walls and digital screens. The climbing area incorporates wood materials, which has a more natural and comfortable tone, so that the space will not bring a sense of alienation to customers because the visual elements are advanced.
In our envisioned interstellar world in MobiFitness, the concept of time in the real world is diminished, and customers can experience or take a selfie with the scene in complete relaxation.
Project Information:
- Project Name: Mobi Fitness Hang Lung Plaza Flagship Store
- Project Location: 6th Floor, Grand Gateway Plaza, No. 1 Hongqiao Road, Xuhui District, Shanghai
- Project Area: 88.55 square meters
- Design/Completion Date: 2021