Through a series of brand immersion sessions with Alter8, SML studied the psychological journey of exercising, translating this into a fit-out that sensorially inspires the individual, and aids them on their journey of physical renewal. There is a psychological state that you enter before, during, and after you exercise. As you enter the fitness center – you are still in public-facing mode, the ‘self’ you show to the world. This is the phase in which you are building up to the moment that you are going to exercise which is translated in the entrance and reception space. and then the act of exercising which is a much more internalized process - private and disconnected from others which SML manifested in the main space and the other exercising studios were the users will find themselves in a seclusion. And then, once you’re through it, there’s the euphoria of achievement.
