FITURE

Category: Retail - Interior Design
Location: Taikoo Li Qiantan, Shanghai, China
Size: 700 sqm - L
Year: 2023

FITURE has arrived in Taikoo Li Shanghai, we designed the flagship store that is larger inside than its outer deceiving appearances. A complex arrangement of mixed uses serves multiple functions — a public facing component, an online content factory that doubles as event space, and a repurposed defunct cinema space with a useful double height space.

Private training room with AI-powered personal training mirror FITURE on a backlit dark felt wall, contrasting with the light room

Clean high-tech space with a coffee bar, centered on the main product: FITURE AI-powered personal training mirrors

Lift-top table in blue rubber terrazzo emerging from a seating bench

Corridor with blue floor-to-ceiling lockers, concrete floor, central blue rubber terrazzo bench, and metallic ceiling

Private training room with AI-powered FITURE mirror on backlit dark felt wall, concrete floor, blue furniture, and gradient glass entry

Group of people exercising in the flagship’s large room, used for ad shooting, group training, and product launches

Located in the much anticipated Taikoo Li Shanghai, the indoor-outdoor shopping destination is in the heart of a busy residential neighbourhood and growing business district.

Frequented by FITURE’s target audience of the affluent and the active, it complements a range of other lifestyle brands at Taikoo Li, yet stands apart in its offer.

Sited on two levels, FITURE repurposes what was planned as a cinema. The pandemic of course has shifted people’s media consuming habits, so defunct cinema rooms were repurposed — for our needs quite perfect.

A somewhat small facade belies a much larger interior, we were able to weave spaces and uses amongst a quite complex site with 10-metre-high vein pocket through a hall towards the rear. Planning made for a good 3D puzzle of programming and circulation, from both customer perspective and back of house staff functionality.

The retail is a clean aesthetic that brings calm and focus to the main product; an A.I. powered personal training mirror that delivers unique fitness and strength training expertise programs, learns and adapts to your progress and captures metrics for gamification across its social component. It’s for the home where you can exercise in peace.

Key brand elements add accent to the space, whilst retail partners have a small component to add value to the retail experience.

FITURE LIVE is a place for group workouts with star fitness instructors that have become social media stars in their own right. Its also a place for content creation with updates to fitness programs happening on a regular basis to serve the large FITURE subscriber network. Fitness instructors are filmed here and content edited on site before going live across the FITURE mirrors.

Phase two showroom will come later — intended as L3 presence in Taikoo Li with pop up space for new product release and facade activation for brand presence.