Goal: Create an interior design concept (Brand) that would telegraph “Fitness Center” and at the same time capture the energy and drama of the Times Square neighborhood.
Challenge: A basement space would require a powerful entry area design to entice and seduce the public to explore the facility at the bottom of a steep stairwell.
Solution: Create a dramatic and theatrical design based on an Arnold Schwarzenegger film employing futuristic design materials and finishes marrying the bodybuilding icon to a gym interior brand.
The Story: Faced with stiff competition in a saturated real estate market Mid City Gym, one of the the country's oldest fitness centers, incorporates Interior Design Branding as a component to an expansion plan. The design concept titled MORPHED… inspired by the film Terminator 2- Judgment Day, is an eye catching, action packed, Hollywood-esque environment for physical fitness and personal training.
© Cuoco Black