Bala store by Ringo Studio
What: New fitness store, Bala, took over a space in Soho, inviting shoppers to work out on oversized editions of its equipment.
Why is it important: Ringo Studio transformed the NYC Spring Street pop-up interior into a 'playground' by reinterpreting Bala's fitness products, including wrist/ankle weights, power rings, beams and more, on a large scale.
The visually inviting sculptural reeditions of Bala's equipment encourage shoppers to interact with the product in a tactile, intuitive way. A bright pink room complete with a shag carpet and velvet curtains doubles down on the physically sensorial quality of the retail space.
The space's combination of product integration at many different levels reflects a cohesive, experiential concept sure to positively impact brand-loyalty levels.