FW GYM

FitWhey – a leader in fitness and body-building supplements wished to connect with their customers directly. What better way to do so  than creating a gym– built upon the same enthusiasm and passion that went into creating FitWhey supplements. Whitespace were  asked to imagine the brand as a full-service, 3,000 square meter Gym facility.

Located at Bangkok’s Show DC lifestyle centre– positioned as a retail/entertainment destination with more than 150,000 square meters on 6 floors of mixed occupancy. Developers of Show DC anticipated the rising competition not only from other retail complexes, but also the rise of e-commerce with the likes of Alibaba and Jd planning big investments in the region. The creation of a large format gym fit well into their strategy of driving customer traffic for experiences as well as retail.

Our branding team created the FW Gym by FitWhey logo, brand colour pallet, iconography, environmental graphics and wayfinding- all in in-line with FitWhey Supplements existing brand guidance. Working closely with fitwhey’s team of passionate fitness experts– our environments team created a branded gym facility that carried the brand to every touchpoint. Our work included the design of a cafe & retail space for supplements and gear. The extended brand is evident from the cafe & retail shop to training areas, social areas and lockers.