A new super-premium gym focused on elevating fitness within the setting of a boutique private members club, opens its doors in Riyadh.
Designed by London-based interior architecture & design studio, Shed, Optimo caters for a discerning clientele that wants to train hard following the very latest fitness practices, but in a discreet and exclusive environment that promotes wellness and tranquillity in a luxurious space.
Bucking the trend for ‘big-box’ impersonal gyms, Optimo is unique to the region being the first of its kind to offer a distinct private members club environment with all the benefits expected from a club of this status. The exclusive tone is set on approach from the highway with a distinct architectural facade that defines the brand. Inside does not disappoint. Swimming pool, state-of-the-art gym equipment, carefully thought-out fitness classes and a home-from-home co-working space all under one roof, with the feel and spirit of an exclusive boutique hotel.
Design was central to the success of Optimo, a new brand owned by Saudi Arabia’s Armah Sports Company. The initial brief involved the full 360° branded design work including new Optimo brand, architecture and interiors. The goal was to develop a next-level, international standard fitness environment in Riyadh that would transform the local market as well as stand up on the global stage.
Spanning 40,000sq ft in total, this large format, blank canvas space in a suburb of Riyadh was to undergo a complete transformation to become the epitome of what the gym of the future will be. The challenge to have immediate brand presence from the street was soon overcome when the aspiring brand strapline of ‘Elevating motion’ was conceived. The outside facade is the key signifier of the ‘Elevating motion’ scheme and the kinetic appearing blades that ripple across the exterior not only echo the brand visual cue of celebrating motion but provide a brise-soleil against the sun and much-needed privacy.
