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Popular new fitness brand Bala took over a space in Soho, inviting shoppers to work out on oversized editions of its equipment.

Key features
Ringo Studio transformed the NYC Spring Street pop-up interior into a ‘playground’ by reinterpreting Bala’s fitness products – including wrist/ankle weights, power rings, beams and more – on a large scale. Believing that ‘beautiful, functional fitness equipment will change the way you move’, Bala aptly incorporated its millennial-friendly product colour palette in the mirror-lined store. The visually inviting sculptural reeditions of Bala’s equipment – in matte pastel blues, pinks and greens – encourage shoppers to interact with the product in a tactile, intuitive way. A bright pink room complete with a shag carpet and velvet curtains doubles down on the physically sensorial quality of the retail space.

Frame’s take
For a brand that relies on design to help set its product apart, establishing a strong, recognizable aesthetic in-store is super important. Bala’s pop-up by Ringo Studio does this with the setting itself and the furnishings, cleverly utilizing product as décor in an extra-memorable format. It goes beyond retail, too: the temporary space is designed to host a programme of fitness classes. The space’s combination of product integration at many different levels reflects a cohesive, experiential concept sure to positively impact brand-loyalty levels.

Designed by Ringo Studio
Photography by Anna Morgowicz


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