Another milestone for Endrim in the month of March was the opening of Virgin Active Barangaroo, first collection club. Members now experience the future of exercise with powerful immersive experiential design to make exercise irresistible.
Moving away from a traditional gym approach, we redefined what ‘active’ means by creating a holistic ‘health and wellness’ concept that goes far beyond just physical fitness. It celebrates the ‘mind and body’ through an experience that focuses on ‘7 Dimensions of Wellness’, resulting in healthier and happier people.
A brand famously known for challenging conventions — in every aspect, was re-tested, re-imagined and re-defined. The design was delivered through a series of strategic approaches, during the discovery phase, a strong positioning was established — ‘working out was not just exercise’, it was a complete ‘visceral experience’.
Everything about the design, materials, programs and music is aligned to create a polysensory experience. Music lies at the foundation with a soundscape on daily rotation taking members on a mood enhancing journey, begin at the ‘music lounge’, a hosted space where staff greet upon arrival.
Nothing is superfluous. Every aspect has been carefully curated. It’s about being freed from typical exercise expectations and being ready to experience more. With our first experience now open, Virgin Active stands by its’ reputation to become the world’s most loved exercise brand.
If you’re in the area, we would recommend a visit, it’s a ‘different kind of fit’ and totally worth the trip.