A multi-million pound luxury gym is opening in London’s Chelsea next week, with interiors designed by Thorp Design.
California-based consultancy Impossible has branded KX Gym, while Haime & Butler has implemented the brand across brochures, marketing and promotional materials, stationery and a website.
Thorp Design has also designed luggage in collaboration with designer Bill Amberg and a sports clothing range, to be launched in three to six months’ time. There are plans to take the range to the high street, according to Thorp Design managing director James Thorp.
The gym is privately funded by Simon Fry to the tune of between £8m and £10m. It covers 1486m2 over two levels and features four studios, a main gym, therapy and treatment rooms, plus a cafÃ©/bar and clothing shop. Aimed at the premium market, it has been designed to accommodate around 2000 members. There are plans to take the concept to other cities, says Fry.
As part of Thorp Design’s interiors work, it has designed furniture, including display units, tables and bar stools. The consultancy also acted as architect and project manager on the job. It was paid a six-figure sum for the work with design representing about 60 per cent of the project, says Thorp.
‘This gym is all about attention to detail and design is a key element. We were briefed to create the most luxurious and opulent gym we could create and it’s all bespoke. The client will go to any lengths to get it right and that is what makes this project special,’ he adds.
Both Thorp Design and Haime & Butler were appointed on the basis of long-standing relationships with Fry. Impossible was appointed following a creative and strategic presentation.