We collaborated with Gymshark to create a space filled with energy that goes far beyond a regular bricks and mortar store.

Located on London’s Regent Street, the fitness apparel brand’s first physical retail space is designed to welcome a community of like-minded people who want to hang out and broaden their conditioning knowledge as much as shop.

The concept presents Gymshark as true experts in their field. Gym references in the design are softened to offer a non-intimidating welcome, yet it’s clear this is a brand that truly knows its stuff and wants to share its expertise. A fully operational ’Pro Bench’ area acts as an extension of the fitting rooms where customers can try on and test apparel, with support from Gymshark athletes. There’s a ‘Sweat Studio’ too, bookable for workout classes.

The store has agile spaces for socialising, podcasting, and events, while the wheeled furniture on gym mat rubber flooring can be easily rolled away to make space for weight-lifting events. The retail system we designed has the same profile as a squat rack and elements can be fully transformed into functioning gym equipment.