Working up a sweat: Nike launches invitation-only fitness studio for women
It’s not often that girls get to have all the fun, but in the case of 45 Grand, Nike’s new female-only fitness hub, it’s the honest truth. Occupying a spacious warehouse that served as a metal workshop and then a design showroom in its past lives, 45 Grand has been transformed into an exclusive fitness studio and showroom where Nike’s VIPs can work with its world-class trainers and preview pieces from its current and special edition women’s collection - all by invitation only.
Peeking in through the building’s glass garage-style frontage, passers-by can catch a glimpse of 45 Grand’s alluring studio space, which was designed by Rafael de Cárdenas in partnership with creative director Jen Brill. Encased by an undulating wall of frosted fins that protects guests’ privacy while still letting natural light filter through, the studio is an exciting combination of glamour and athleticism, rolled into one.
The state-of-the-art studio is stylishly kitted out with all-black kettle bells, medicine balls, skipping ropes and yoga mats. The space is surrounded by mirrors and features a tiered stage at one end where guests can dip, jump and leap their way towards a better physique. A generous skylight overhead allows more light to flood in, while the floor is lined with a rubberised surface known as Nike Grind - made from worn out sports shoes that have been ground down and shredded to form a responsive surface to exercise on. As guests venture in and out, vitrines containing archive pieces such as the running shoes worn by women’s Olympic marathon champion Joan Benoit Samuelson, and Serena Williams’ custom-designed denim skirt and black studded tank tennis ensemble from the 2004 US Open, serve as beacons of inspiration.
Beyond the studio lies a Byredo-laden locker room and a reception area where guests can peruse current season gear and access the studio’s schedule of cardio, yoga and barre-inflected training via touch screen. All workout programmes are customised, of course, to suit each individual’s needs, but there are also a slew of Nike+ Running and Training group sessions to enjoy communally too. Upstairs on the mezzanine level, a private lounge adorned with pink tufted sofas forms an inviting surrounding for guests to take in the limited edition collections, such as the Nike x Sacai range, or have trousers hemmed and bras fitted to ensure that nothing hinders their performance. A treadmill is on hand for the studio’s experts to gauge one’s fitness and gait.
In addition to the on-site training, 45 Grand will host special events to honour Nike’s athletes and celebrate key moments in sports, such as the upcoming Women’s World Cup, US Open and other activities in the run up to Rio 2016. With all this inspirational fodder on offer, we’ve never been more ready to work up a sweat.