Delivering on brand and experience, the empowering design of
FoxFit by Mim Design – a female fitness facility in inner Melbourne – seeks to inspire individual achievement in an energised environment befitting its clientele and their needs.
With influence drawn from the facility’s urbane location and industrial past, Mim Design conceived a narrative that unites the practical rigours of a fitness environment with the emergence and desirability of the “athleisure” lifestyle.
Seeking to animate and motivate, the studio harnessed the power of colour – fiery orange and electrifying neon – to establish a tone of command. Tracing the guest experience from motivation to connection, practicality and retreat, Mim Design’s largely female team were able to draw on their own fitness experiences to inform the design.
