Athleisure is a philosophy and a way-of-life at the same time
The Munich-based design and planning creatives from BRANDINSPACE take on the fashion movement and translate it into the spatial for STYLE GUIDE. The exclusively designed vision shows how a corresponding store presentation could look like. BRANDINSPACE's mission is to translate brand identity into space and make the experience unique for its customers.
In the past, the Munich-based creative team has already looked after a number of sports brands and implemented their principles architecturally. Essential for the development of a suitable concept is to understand and clearly define the task - to dig deep, to question and dissect things.
"A particular difference in the development of the present design is that we were able to work more freely in terms of specifications. We didn't have to consider a budget, we didn't necessarily have to go into the smallest detail, e.g. air conditioning, power supply, etc. We were able to concentrate primarily on the idea as such," Jaromin Hecker explains in the interview. "However, for all the freedom, it was important for our team not to disregard the fact that there is ultimately a tangible approach and that it would be entirely possible to realize the concept - a fundamental principle for BRANDINSPACE. As designers, we don't want to develop ideas that can't be implemented later."
