Product Design Lions > Interface
THE PURSUIT BY EQUINOX
R/GA, New York / EQUINOX / 2015
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
“It’s not fitness. It’s life.” Equinox’s provocative motto goes beyond its luxury gyms to speak to the brand as a lifestyle choice. Best known for challenging group fitness classes and result-oriented personal training, it attracts performance-focused members who crave transformation of both body and mind. These men and women are always in pursuit of heightened health and wellness, and they’re willing to spend a lot of money to reach their goals.
ClientBriefOrObjective
We were challenged with re-launching Equinox’s indoor cycling offering in a way that re-affirmed their reputation as fitness innovators.
The mandates were three-fold. First, tap into gaming ideologies to update the gym’s signature ride structure. Second, empower instructors to deliver an inspiring workout by equipping them with real-time user data. Third, allow riders to measure their performance by utilizing data in a creative way.
We delivered with The Pursuit: a connected cycling experience that fuses technology and art to provide members with a totally immersive cycling experience.
Execution
Equinox prides itself on being a fitness innovator. More than just a gym, it’s the lifestyle brand for people who are laser-focused, type-A and in pursuit of perfection. So we wanted to provide members with an immersive cycling experience that tapped into their “always be better” mentality, and inspire the kind of competition and community that give boutique cycling studios their edge.
The goal was to look at this data visualization like a tech-influenced art piece, and give riders the ability to control that art piece. The result is a first-of-its-kind responsive dialogue between riders and the room.
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