Shape

The Shape gym brand has several locations scattered throughout Beijing, the latest situated at Phoenix City in Sanyuanqiao. The newest location comprises two floors offering group classes, a boxing ring, locker rooms, and a large‘selfie area’ for after-class group photos on a stage marked by a red curved backdrop made up of vertical round tubes.
For this project, the client hired anySCALE with the objective of streamlining and sharpening the brand’s identity without changing it completely. In response, we incorporated a minimalist-yet-bold approach through the use of loud red, black, and grey colors. These three colors, like the gym classes themselves, expressed energy, activity, and motion while giving a uniform identity to the space.
The main challenge in designing this space was the height offered by the location. The height was just enough for a second floor, but a bit low considering the kinds of physical activities offered by Shape. As a result, we stacked the locker rooms and boxing area with the minimum clearance height possible while keeping both of the training rooms open and spacious.



在北京拥有众多门店的Shape塑健身品牌，其全新升级2.0旗舰店在三元桥凤凰汇华丽亮相。共两层的全新空间覆盖了多类型团操课程、拳击训练、休憩更衣等功能，舞台背后的交错弧形红色金属圆管设计不仅展现了强烈的视觉冲击力，亦为所有健身爱好者在运动后提供了完美的"自拍打卡"背景墙。
在这个项目中，SHAPE的品牌目标是在不完全改变其现有品牌框架基础上，对品牌形象进行一次全面的精简与提升。因此，anySCALE运用了极简主义、却不失大胆与前卫的设计手法，通过鲜明的红黑灰三色对比，彰显能量、动感及活力，同时赋予品牌独一无二的空间特性。
此次设计过程中的主要挑战在于，如何对空间自身高度局限性的处理与应对。空间原始天花高度仅满足于将将搭建一个二层空间，但是对于以健身运动为主的品牌而言，仍是相对紧张和局促的。因为，设计团队精心规划将更衣室、拳击训练区等功能都布置在天花高度相对较低的区域内，而将更为开阔、且高度相对宽裕的区域留给了最有品牌价值及利用率最高的两个团操训练教室，满足了品牌期望为使用者提供最佳训练体验的愿景。