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152 Brick Lane, adidas' community-driven fitness studio pop-up

adidas
adidasBrand ActivationsSportUKLondon

For women, exercise isn’t just about feeling the burn - having a sense of community is everything. We put this at the heart of our brand activation space for adidas’ female-only, pop-up fitness studio in London’s East End. Forget the gym. We brought to life a fitness community space and created an experiential workout space for women in one of London’s most creative districts. The aim was to shape a new era of health and wellbeing with adidas, with a safe space for women, that promoted disruption over routine.

Our unique fitness studio design featured everything from nutrition and mindfulness workshops to new fitness classes and instructors every month, alongside exclusive product launch events. The interior design language - one that resisted stereotypes around women’s spaces - meant it was right at home in Shoreditch. And the community spirit was so real, the pop-up fitness studio took up a permanent residency in East London.

Adidas' Women’s Studio: London’s first women’s-only fitness studio design and fitness community space. Completely free and classes can be booked via social media platforms.
New fitness instructors every month: adidas' fitness studio, designed to host exclusive events and wellness classes with local fitness influencers and athletes.

Holistic wellbeing: The 'Refuel Bar' offers the perfect post-workout snack and nutritional workshops. The fitness community space is complete with an outdoor terrace – perfect for cooling down.

“For any woman that’s wanting to get more active and live a healthier life, join a space like this where you can train with other people who are trying to achieve the same things.”

Jessica Ennis-Hill, Olympic heptathlon champion

The 'creator wall': A place where visitors can post motivational messages to inspire the community. Elsewhere, an artist mural gives complimentary exhibition space to local artists and collaborators.
Experiment rather than stagnate: adidas' new fitness studio design is located on Brick Lane - one of London's most creative districts.

A space for experiential marketing activations: Be the first to see exclusive new product launches at adidas' fitness community space.

Breaking the stereotype: A fresh and modernist interior design creates an inclusive gym space by breaking with conventional female aesthetics and fitness slogans.

Looking to create a new fitness community space?

If you are looking to partner with an experiential marketing agency in London to lead your brand activations design project, let’s talk. You can also check out some of our award winning brand experience concepts on our work page, or take a look at our Wonder blog for all the latest cross-industry insights and creative inspiration.

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