莫比健身恒隆广场品牌店丨中国上海丨INGROUP

传统的零售思维正在死去，洞察到新世代消费者对于健身品牌的期待不再止于提供健身工具这么简单， INGROUP为其阐明“回归自然”的品牌价值观、并帮助其探索、定义在传统健身工具之外的品牌内涵。

The expectations of the consumers today for gyms are no longer as simple as a place providing fitness tools. INGROUP defines the brand value as return to nature for MobiFitness, and helps MobiFitness explore the brand spirit beyond the boundaries of traditional gyms.

“月球漫步，星河划船”装置艺术空间创意视觉呈现，灵感来源于产品使用场景与其功能。将空间类比为动感的宇宙星河场景，有氧运动体验类比于天体运动留下的轨迹

MobiFitness is well known for its aerobic rowing machines. The creative visual presentation of the space is inspired by the people using aerobic rowing machines: the users are like walking on the moon and rowing in the Milky Way. We designed the space as a dynamic cosmic galaxy scene, and compared the aerobic exercise experience to the movements of celestial bodies.

 发光的天体仿佛借由引力漂浮于空间顶部，酷唤醒运动元气。沉浸式的空间体验将为品脚实现顾客全方位接触、传递潮流年轻化的品牌主张。

The glowing celestial bodies seem to float on top of space. The immersive space experience will help brands realize the brand spirit as being younger and more advanced.

品牌的商业展示部分，融合了品牌符号墙面、数字屏幕等不同主题功能。“爬山区”融入木纹材质，更具自然的舒适意味，让空间不会因为视觉元素过于高级而给顾客带来疏离感。

The display part of the brand integrates different themed functions such as brand symbol walls and digital screens. The climbing area incorporates wood materials, which has a more natural and comfortable tone, so that the space will not bring a sense of alienation to customers because the visual elements are advanced.

在我们构想的星际世界里，现实世界的时间感会减弱，顾客可以彻底放松地体验产品或与场景自拍。

In our envisioned interstellar world in MobiFitness, the concept of time in the real world is diminished, and customers can experience or take a selfie with the scene in complete relaxation.

项目信息——

项目名称：莫比健身恒隆广场品牌店

项目地点：上海市徐汇区虹桥路1号恒隆广场6F

项目面积：88.55㎡

空间设计：INGROUP

创意总监：Raven Wang

设计团队：Hummer Zheng, Hans, Lyn

设计时间/完工时间：2021