Empathy always matters — It takes bravery to put stuff out there, especially if it's personal.
"What's Your Stuff" leveraged employee engagement with the brand in a new way by featuring our Virgin Active staff members sharing their insecurities (their ‘stuff') on t-shirts as a way to get people feel less insecure about their stuff. We broke the ice. Everyone followed.
The fancy ones —Virgin re-imagines the luxury wellness experience.
An end to end reinvention of the luxury health club experience. From crafted co-working spaces, irresistible group exercise experiences, digital decency, shoeshine as a service and heartfelt hospitality. A journey of Spatial Design excellence across Virgin Active's collection of the world's best health clubs.
Changing business for good — Environmental, social and corporate governance is just the way we do things around here.
For over two decades Virgin has forged ahead with the belief that business can and should be a force for good. Brand purpose is now the driving force for the next generation start ups reflecting their founders and customers values. Global brands now have an imperative to guide and empower ownership and understanding of leading best practices in every vertical of the business to attain a trusted reputation.
Gym made easy — A brand new customer, a brand new experience, an incredible price point.
Can you still have an amazing experience with a low cost model? That was the task. A new way-finding design, working seamlessly between digital / that would inform all the brands touch points. From dj booth to drop and go lockers to staff inductions, timing solutions, a central arena and cardless entry. The answer. Yes, you can.
Brand personality — Your brand either has one or it doesn't. If it does, then it should be authentic enough to use it.
The gap between brand management and creative direction in a great brand should be seamless. It takes authentic voices at the helm to guide, collaborate with agencies, employees, customers and board members to continue to create clear, conscious, cut through communications pointing to their purpose. Especially in this radically shifting landscape.
The Grid — A 2x2m square that redefined the gym floor experience.
Product development / execution Virgin Active,
Identity by Wolf Olins
A true simple innovation, in a crowded fitness market. The Grid is a typically Virgin take on the trend towards movement training that in recent years has reshaped the way people use the gym floor. Educating people how their bodies were designed to move. The programme is designed to get people moving better, faster and more effectively whilst also turning up the intensity and social aspects of team training. By fixing the activity to a marked area of the gym floor – a grid of 2mx2m – the smart design allows large groups to work together.
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