B_Fit
A complete end-to-end service for the next generation smart gym in Jeddah.
Location
Jeddah & multiple locations in the UAE
Sector
Health & Leisure, Brand Identity
What we did
Interior Design, Architecture, Brand Indenity
Shed conceived the overarching brand position, business identity, architecture, and interior design for B_FIT, delivering a progressive new premium fitness concept with innovation at its core.
Shed was approached by Armah Sports to design three gym concepts that would change the landscape of fitness across the Saudi Kingdom. The challenge was to create three future-ready fitness concepts that would break the big gym format and transform the market.
The resulting partnership combined the extensive local knowledge of the Armah team and Shed’s unique skillset of building brands through experience. B_Fit was conceived as a premium mid-level offer, combining all the benefits of a big box format with the attitude of small but punchy boutique offer. The design was inspired by the off-beat individualism typically found in popular athleisure and sports lux fashion brands. Coupled with a set of powerful brand mantra’s to inspire both community and individual performance.
The outcome is an inspirational and motivational 40,000sq ft space that seamlessly pulls gym members through zones from the gym floor, to cardio, to the 25m swimming pool, as well as a co-working space with smoothie bar and the indoor running track.
Credits: Video content by B_Fit.
Building the brand
The design was inspired by the off-beat individualism typically found in popular athleisure and sports lux fashion brands. Coupled with a set of powerful brand mantras to inspire both community and individual performance.
Shed provided a complete end-to-end service from interior design and architecture to brand identity.
Integrated Technology
B_FIT is the world’s first health club that utilises Amazon’s Alexa, where members can book classes and review trainers’ schedules and bios through this popular virtual assistant technology.
Incorporating a touchless facial recognition system for entry as well as virtual and augmented reality offerings in the Innovation Lab, gym members can explore new ways to be active and try out simple fitness gamification.
