Ladies Only Gym
A feminine concept for a traditionally men-exclusive brand of gyms through the Middle East.
The main challenge of the project was taking a brand and concept that traditionally targets a masculine clientele and converting it to appeal to a female audience while keeping the core values and principles of the brand intact. This was achieved by juxtaposing a brutalist aesthetic, that is traditionally associated with masculinity, with shades of pink and raw textures, to blend into a soft industrial design. The pink and raw textures polish the aesthetics of the brand, creating a different message for a brand new audience. An important aspect of the interior design was the layout of the gym.
To create an environment that is encouraging for women, the gym was designed with a sense of privacy and accessibility in mind. This was done by creating smaller spaces and curving the layout so that it feels more friendly and inviting and less like a traditional gym.