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在上海静安区的中心地带完成了一个项目 --- 一家多品牌健身服装店Global Fitness。作为健身领域的小众品牌，Global fitness最初专注于健身，其主要品牌是Better Bodies和Gasp。继其线上商店取得成功后，Global Fitness开设了第一家线下商店，并将健身服装的范围扩大到瑜伽和运动休闲服。

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.

店铺给人的第一印象是一种金属氛围带来的酷的感觉，反映出坚韧坚定的心态。店内的服装和配饰展示于专用的固定装置中，并附有品牌图形和信息。黑色金属框凸显出重点展示的商品。蓝色照明遍布整个空间，呼应Global Fitness的品牌颜色。考虑到许多服装的明亮颜色，整体空间的沉静色调使产品本身脱颖而出。

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.

这家店铺的主要目标是加强其品牌知名度，巩固其客户群。由于大部分销售都是通过其线上商店进行，线下商店更像是健身爱好者经常光顾的展厅，或是为新手介绍专业健身。这是一个发现、感受和尝试Global fitness独家提供的国际健身品牌的地方。

项目信息
Project Information

设计方：STUDIO DOHO
地点: 上海市
设计范围: 室内设计
完工时间: 2020
面积: 60 平米

首席设计师：Xin Dogterom & Jason Holland
设计团队：张财华

摄影：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