The Spot
Fitness, 2026
A concept for a high-end fitness club for women, built on the idea that true luxury today is not a thing but a rare experience. The project was ultimately not realised.
We started from the observation that luxury goods are no longer scarce, but time, calm and a place among a limited number of members are. The Spot was meant to be a club people visit for the experience and the community, not just to train.
The identity draws on vintage luxury and the early days of modern physical culture: antique motifs, period strongmen, the year 1913. A classical serif wordmark is paired with warm materials – wood, leather, parquet and soft light.
- Client
- The Spot
- Scope
- Strategy, visual identity, space concept
