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First there was easyJet. Then easyHotel. And now there’s easyGym.
Yes, Stelios has expanded into the fitness market with a chain of no-frill gyms. You can already work up an orange sweat in six spots across the UK. And from next month, there’ll be a new branch on Oxford Street, too. (Good find, Andy P.)
As our London team know, gym membership in the area can be anything up to £130 a month (ouch). So for £19.99 a month – or less if you get in quickly – easyGym might just do what it promises and ‘revolutionise’ the capital’s fitness market.
But don’t relax too much. Just like your on-flight G&T, classes and personal training aren’t included. And you even have to pay extra if you want to watch TV.
Health & BeautyLeisureSportWell-being
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‘Don’t get comfortable’ might be an unusual request from a clothing company, but American Giant have other ideas. (Cheers Elliot). Unhappy with the fact that most of our clothes are made overseas, they’ve created a brand with an old American work ethic – without cutting any corners.
Check out their brand film below:
Via. http://www.american-giant.com/brand-film-dont-get-comfortable
AuthenticityFashionLocalManufacturingSportUSA
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Iconic saddle manufacturer Brooks invited design students from the Royal College of Art to participate in a project – using existing materials and processes from their factory in Smethwick, England to create entirely new products. The students created everything from saddle bags to contemporary leather goggles – proving that recycling can be innovative and stylish. (Nice find, John)
Via. http://www.youtube.com/watch?feature=player_detailpage&v=_rL_3gMvghY
Co-creationCollaborationCraftCyclingLeisureSport
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Nike brought Venice Beach to a standstill while shooting a video promoting the launch of the new Jordan CP3.VI. (Nice one, Alex) Check out: http://youtu.be/tf4wHNhtlj0
The ‘Cut Through LA’ shoot featured dozens of Chris Paul body-doubles, posed like different frames of one continuous play. The camera passes alongside the lookalikes as they dribble, have a caricature done, grab an apple and finally go up for a backboard-shattering dunk.
Via. http://randymatheson.com/chris-paul-body-doubles-bring-venice-beach-to-standstill-for-jordan-cp3-vi-launch/
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We’ve seen a few retailers adding digital interaction to their physical stores recently – often with the goal of creating more engaging spaces for customers. McQ’s new flagship on Dover Street in London features a touch-screen table that visitors can use to manipulate in-store screens. And Burberry’s latest space on Bond Street has been inspired by the brand’s website, featuring mirrors that turn to video screens at the flick of a switch.
Adidas is trialling a similar concept at one of its stores in Nuremberg, Germany. The sports brand has created an interactive screen that can be used by customers to check out clothes on a pair of animated models. More interesting though is the concept’s commercial element: after a customer has found an item they like, it can be dragged off the screen and transferred to an app on their phone, where it can then be purchased.
While the store is hosting the experiment for just six weeks, the Adidas concept demonstrates how physical retail is increasingly adopting digital elements to build interactive spaces for customers. Plus if more shop windows use this sort of technology, it could be an innovative way for shops to function commercially outside of their normal opening hours.
Via. http://prote.in/feed/2012/10/digital-mannequins-by-adidas
GermanyInter-activeRetailSport
