An oldie but a goodie.
The South Kensington Club was an owned an operated location for PureGym. But this came with a it’s own history that wanted to be respected. The concept was to create a sub identity that felt distinct and reflected the historic site.
The Club draws on ancient rituals from around the world to promote fitness, health and the spirit of discovery. It is simultaneously a place to learn and be inspired, to connect with like-minded individuals, or to retreat and unwind in total privacy.
My designs focused on creating a luxury London identity that members could feel privelaged to be part even under the PureGym Group ownership. The concepts were well received but unfortunately never came to fruition.
