STUDIO DOHO has completed Global Fitness, a multi-brand fitness apparel store in the heart of Jing’An District, Shanghai. As a niche within fitness, Global Fitness’s expertise originally focused on body building, its main brands are Better Bodies and Gasp . Following the success of its online store, Global Fitness has opened its first offline store and expanded its range of fitness wear to include yoga and athleisure wear.

STUDIO DOHO在上海靜安區(qū)的中心地帶完成了一個項(xiàng)目 --- 一家多品牌健身服裝店Global Fitness。作為健身領(lǐng)域的小眾品牌，Global fitness最初專注于健身，其主要品牌是Better Bodies和Gasp。繼其線上商店取得成功后，Global Fitness開設(shè)了第一家線下商店，并將健身服裝的范圍擴(kuò)大到瑜伽和運(yùn)動休閑服。

The first impression of the store is a cool and metallic vibe that reflects a tough and determined mindset. Inside, clothing and accessories are displayed in dedicated fixtures accompanied with brand graphics and information. Highlighted display moments are accentuated with black metal framework. A blue lighting detail refers back to Global Fitness’ brand color and is found throughout the space. Given the bright colors of many of the apparel items, the overall palette of the space has a calm tone to allow the product itself to stand out.

店鋪給人的第一印象是一種金屬氛圍帶來的酷的感覺，反映出堅韌堅定的心態(tài)。店內(nèi)的服裝和配飾展示于專用的固定裝置中，并附有品牌圖形和信息。黑色金屬框凸顯出重點(diǎn)展示的商品。藍(lán)色照明遍布整個空間，呼應(yīng)Global Fitness的品牌顏色?？紤]到許多服裝的明亮顏色，整體空間的沉靜色調(diào)使產(chǎn)品本身脫穎而出。

The intent of the store is mainly to strengthen its brand recognition and solidify its customer base. As most of the sales are through its online outlet, the offline store becomes more of a showroom either frequented by fitness enthusiasts or as an introduction to professional fitness for novices. It is a place to discover, feel and try-out exclusive international fitness brands offered only by Global Fitness.

這家店鋪的主要目標(biāo)是加強(qiáng)其品牌知名度，鞏固其客戶群。由于大部分銷售都是通過其線上商店進(jìn)行，線下商店更像是健身愛好者經(jīng)常光顧的展廳，或是為新手介紹專業(yè)健身。這是一個發(fā)現(xiàn)、感受和嘗試Global fitness獨(dú)家提供的國際健身品牌的地方。

項(xiàng)目信息
Project Information

設(shè)計方：STUDIO DOHO
地點(diǎn): 上海市
設(shè)計范圍: 室內(nèi)設(shè)計
完工時間: 2020
面積: 60 平米

首席設(shè)計師：Xin Dogterom & Jason Holland
設(shè)計團(tuán)隊(duì)：張財華

攝影：Brian Chua


Designer：STUDIO DOHO
Location: Shanghai
Design scope: Interior design
Completion: 2020
Size: 60 sqm
Lead Architects: Xin Dogterom & Jason Holland
Design Team: Zhang Caihua

Photography: Brian Chua