Hospitality Design - December 2016 - 86

trendspotting

A wood-clad ring at Shadowbox in New York

The newly reconcepted lobby at Barry's Bootcamp in San Francisco's Marina district

> Instagrammable Fitness

One of trendhunter.com's standouts for 2017 is "Instagrammable fitness,"
the idea that people are drawn to design-forward workout studios,
especially since today's consumer is "fixated on the curation of one's image
through social media," the report says.
Oakland, California-based MSA architecture + design, for example,
is helping to redefine the boutique
Barry's Bootcamp studio, designing
three locations in the Bay Area and
developing concepts and prototypes
for future locations. The look: an
industrial aesthetic that matches the
high-energy group workout classes.
Think sealed concrete floors, exposed
structural elements, and natural steel
finishes. "One of my favorite parts of
the Barry's workout is the flattering
red club lighting. You look tan and
feel sexy," says Christopher Ayres,
a graphic designer who conceived
Barry's new identity. "Darker black
and gray [hues] really place your
The library area at London's Library gym
focus on the workout itself while also
accentuating the lighting."
The main goal for Shadowbox "was to strike a balance between classic
and modern, old and new, honest and hearty materials like matte steel
and original 1890s brick paired seamlessly with aged barnwood paneling
and crisp white seam board," says founder Daniel Glazer. In establishing
the concept (there's one in New York, with a second opening soon in
Brooklyn's Dumbo neighborhood), he hoped to remove the intimidation
factor around boxing with a welcoming space. "Boxing gyms were
traditionally designed to train prizefighters, so everything was meant to
convey discomfort. However, for those not working their way toward a
literal fight, but rather battling the challenges and stresses of everyday
life, that same cathartic sweat is something we all can enjoy. The more
enjoyable the amenities before and after class, the more rounded the
experience for the mainstream fitness client."
Training and nutrition specialist Zana Morris wanted to create a
private members-only training club and boutique gym that not only was

086

December 2016 hospitalitydesign.com

The exterior of Modo Yoga, housed in a former auto repair shop in Brooklyn

effective but also good looking. Enter the
Library in London, which is housed in
a former synagogue, and, as the name
implies is a curated, eclectic space
designed by local firm Pearlfisher that
Morris says acts as a respite from the city.
Members can get nutritional support,
hear lectures, participate in the highintensity core training programming,
relax, or do pilates or boxing among
modern and vintage furniture, bespoke
photographic wallpaper, stained glass
windows, old brown punching bags, lined
bookshelves, and an antique vaulting
horse. Morris and Pearlfisher also created
sister club the Clock, which is located in
Photo by ADAM LAWRENCE a historic Georgian townhouse in London
and adorned with original antiques, some saved from the Ritz London
renovation, where boxing happens in the wood-paneled library and yoga
next to a baby grand piano in the music room. The spaces, says Karen
Welman, Pearlfisher's founding partner and chief creative officer, are
"devoted as much to physical exercise as to relaxed intelligent thinking."
For the 6,000-square-foot Modo Yoga in Brooklyn's Williamsburg
neighborhood, DXA studio juxtaposed the rustic with the polished,
pairing some of the former auto repair shop's original exposed brickwork,
tall ceilings, and column-free areas with reclaimed wood, cork floors,
skylights, and a living wall. It's a serene environment that speaks to yoga's
mind-body connection. Says DXA studio partner Wayne Norbeck: "As
personal health and well-being gain importance today, the markets for
such spaces become increasingly competitive. People are looking for an
experience beyond instruction alone. Well-conceived design can provide
the immersive experience that elevates a studio to the next level."
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