Nike brings immersive fitness spectacular Unlimited You to London
As the Rio Olympic Games reach fever pitch, our fitness fixation is almost at saturation point. Enter Nike’s Unlimited You: an immersive, multi-sensory workout spectacle launching today in east London. For three days only, this high-intensity training experience is set against dazzling lighting and video installations designed by Artisan (formed by the visionaries behind United Visual Artists) while a bespoke soundtrack composed by Hot Chip duo Alexis Taylor and Joe Goddard – performed by a live orchestra no less – is sure to get pulses racing.
You’ll be put through the paces by Nike master trainers in tandem with cult fitness brand Barry’s Bootcamp and boutique boxing studio Kobox. Guests can pick their poison: a full-throttle round with Kobox followed by a Nike Run Club session, or a grueling Barry’s treadmill workout teamed with a Nike Training Club tutorial. All the while, supercharged custom visuals projected on large screens throughout bring the space to life.
Creative studio Artisan explains: ’Together with Nike we set out to challenge typical notions of a workout space. For Unlimited You there is a sense of theatre, specially commissioned music and all the elements we’d draw on for immersive spaces. It’s not just a utilitarian or sterile workout space.’ To wit, the lights are responsive to Taylor and Goddard’s original track as well as the exercises.
For instance, the downhill animation corresponds with the sprint sequence during the running session. ’Rather than directly influencing how the body responds, the light installation guides participants through their workout with instructions and generates different landscapes and backdrops as they progress,’ adds Artisan. ’It’s a combination of sport and spectacle.’
With seven sessions scheduled per day, each lasting two and a half hours, endurance is the name of the game. Thankfully, health eatery and juice bar Maple & Fitz and nut butter specialist Pip & Nut are on hand to help guests refuel. Unlimited You will ensure any budding Olympiads have earned that post-workout fitness selfies.