Athleta: Find Your Movement

 PROJECT OVERVIEW:

DESIGNED AT: Studio Butch

CLIENT: Athleta

TYPE: Brand Activation

LOCATION: Beverly Hills, Los Angeles

ROLE:

  • Zoning + Merchandising

  • Consumer Experience + Journey

  • Graphic Design

  • Brand Activations + Pop-ups

  • Space Design + Concepts

  • Brand Moments + Art Installations

  • Materials Palettes + Design Direction

  • Floor Plans + Elevations

  • Conceptual Sketches + 3D Renderings

In May 2024, we helped Athleta with their takeover of this beautiful Beverly Hills location, turning it into a vibrant pop-up athletic experience for the Find Your Movement event series.

Guests were invited to “sweat, connect, and embrace the power of she” among peers in this incredible location. We carefully surveyed the site in order to create a unique consumer journey that took advantage of the beautiful and expansive space.

Moments of contraction and expansion were placed throughout the event so as to space out different key points of interest along the consumer journey. This culminated in the final grand stage centered in a cliffside forest grove.

Guests trade volleys on the custom-branded pickleball court.

A pre visualization of the pickleball court made by me in Rhino 3D. Split down the middle to show both ghosted and rendered views.

A treadmill distance trial featuring the color scheme from Athleta’s core brand.

We created a custom boxing ring and set of gloves for guests to unleash their inner power. These were fully branded and exclusive to Athleta, creating powerful photo opportunities.

Guests were invited to personalize their Athleta merchandise at the customization stations.