Bucking the trend for ‘big-box’ impersonal gyms, Optimo is a super-premium gym focused on elevating fitness within the setting of a boutique private members club.
The initial brief to our design team at Shed 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. Being over-subscribed prior to opening means we certainly hit the mark.
Owned by the Saudi Arabia’s Armah Sports Company, Optimo caters for a discerning clientele that wants to train hard, but in a discreet and exclusive environment that promotes wellness and tranquillity in a luxurious space.
Design is central to success, and gives Optimo its status in the region.
The exclusive tone is set on approach from the highway with a distinct architectural facade that defines the brand. 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.
Inside does not disappoint either. 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. The choice of materials from mix metallics, performance fabrics, leathers and velvets support the desire for the illusion of motion, always with a nod to heightened luxury.
Abdulmalik Alhagbani, Co-founder & CCO, Armah Sports says, “This is the second time we have worked with Shed to bring our vision for fitness to life, this time with motion and luxury at the centre of the Optimo brand. The reality has more than met our vision.”