Optimo

Optimise your performance, health and lifestyle at Optimo.

Location

Riyadh, Kingdom of Saudi Arabia.

Sector

Health & Leisure, Brand Identity

What we did

Brand Indentity, Landscape, Architecture, Interior Design.

The understated opulence of spa meets high-performance fitness. From architecture and interiors, to merchandise and everything in between, Shed defined a completely new business model, redefining wellness in Saudi Arabia.

The Challenge
Break the big-box gym mold and disrupt the fitness status quo. Embrace the fresh, progressive outlook for a new kind of wellbeing in the region. An international gym with all the benefits of a private members club. Every detail considered to enhance body and mind. 

The Strategy

Turn Optimo’s brand ethos of ‘Elevating Motion’ into tangible physical experiences. A place to train, work, re-charge and re-set. No compromises on luxury and aesthetics. This place has it all, the five star treatment.




The Solution

A category-defining fitness and wellbeing destination that was fully oversubscribed before it even opened. The epitome of the gym of the future, inside and out. From the kinetic-inspired rippling exterior, to its considered material palette of high performance fabrics, rich metallics and luxury velvet. Movement matters here.

“WE TOOK A HOTEL-IC APPROACH WITH SHED TO PROVIDE A LUXURY HOTEL ENVIRONMENT, COMBINED WITH FULLY-FLEDGED FITNESS SERVICE”
FAHAD ALHAGBANI, CEO ARMAH SPORTS, KSA

Environment

The initial brief involved the full 360° branded design delivery including new Optimo identity, architecture and interiors. It promotes wellness and tranquillity in a luxurious space owning the very latest fitness techniques, but wrapped in a discreet exclusive environment.

Optimo caters for a discerning clientele that wants to train hard following the very latest fitness practices, but in a discreet and exclusive environment.

“WE CONSIDER OURSELVES PART OF VISION 2030 THE STRATEGY FOR SAUDI ARABIA, AND AIM TO OPEN 30-35 CLUBS OVER THE NEXT FEW YEARS.”
FAHAD ALHAGBANI, CEO ARMAH SPORTS, KSA
Quality materials and luxe lighting offer a destination more akin to a luxury 5 star hotel. A warmth not often found in ‘gyms’

Architecture

A distinct architectural facade that defines the brand and the notion of movement. Inside carries through. Swimming pool, state-of-the-art gym equipment, carefully thought-out fitness classes and a home-from-home co-working space all under one roof, with the feel and spirit of an exclusive boutique hotel.

The spirit of movement reveals itself throughout. Offbeat individualism inspired by mid-century modernism comes through in the architecture. The perfect backdrop for the smart gym of the future with multi-use spaces that meet the needs of body and mind.