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Yorkville Studio / 2017

SOULCYCLE, Toronto ON

 

After making an initial debut in Canada in the Spring of 2017, SoulCycle tasked Factioned with developing a Flagship store experience at their new Yorkville location. The studio is nestled along a bustling stretch of designer boutiques, fashionable restaurants, shi-shi hotels and top notch galleries. In other words, we had to step it up. Our approach was based around developing a multi-purpose graphic strategy that could be deployed across multiple materials. The result was a custom tailored ‘glyph’ pattern developed as an abstraction of the brands value statement (NO! They are not a cult, it’s a lifestyle). The pattern was realized as digital print on wall coverings, milled from solid surface material and etched onto a series of layer glass partitions.

Concept Design Brand Development Shop Drawings Fabrication Assembly

Psst . . . YO! Check out this gallery below.

Now, be honest.  Does this brand texture say "sweat like hell to Beyonce jams while peddling as fast as humanly possible in a tiny sweltering room with 40 other sweaty bodies?"  Yeah, that’s what we thought too!

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Canopy by Hilton / Atlanta GA