Training and nutrition specialist, Zana Morris wanted to challenge the classic, functional fitness model where gyms are generally uninspiring environments to spend time in. Working with the design team to realise her vision, Zana helped to create a distinctive brand strategy and interior for an innovative flagship gym. The identity and interior needed to reflect the brand’s holistic approach to exercise and change the way customers perceive health and fitness. The result is London’s first boutique gym ‘The Library’, twice named one of the ‘Gyms of the Year’ by Tatler. First year results have exceeded all expectations. Sales have more than doubled to 188% over the original target and the yearly membership target was met within 6 months. The design investment was recouped in just five months and two new training clubs have been launched to deal with demand.