When it comes to preventing my clients and prospects from squandering their investment on boutique, bespoke and or luxury design, I will speak out. I may ruffle some feathers. I may not be politically correct. Many may not listen. I have literally shown prospects that the design aesthetics they were considering were identical to that which McDonald's was embracing, yet they could not see it. Better explained, they saw it, but they've been so brainwashed by lifestyle magazines and HGTV that they will sell out their OWN brand identity to the boutique design trend rather than developing their own. Imagine, opening your fitness-wellness-gym model and your interior design was not to different from the local fast food restaurant....and this does happen.
We've recently had some back and forth (third party removed) with colleagues who are developing a low price point gym. So how does luxury gym design now segue into a low price point gym model? We'll it doesn't, and that's the point, yet the developers of this low price point gym model are hiring a residential luxury design firm to design their facility. Residential/luxury designers daily practice revolves around selecting carpeting, dining tables and artwork for their clients homes. However, if they design anything commercial, it's simply another W Boutique Hotel design wannabe. And now their going to design you're gym. Let me know how that works out for you.
This developer (above) would've been better off compensating their general contractor to develop the design rather than retaining a firm that practices residential luxury design. At least the contractor would have the detached sense of ego to know that he was designing a gym and not a glorified residential exercise room, which by the way, will be the result of the work developed by this type of design firm.
This is not cynicism or sarcasm, this is reality. I continue to see design firms exploitation of their clients... delivering aesthetics which are pedestrian, commonplace and trendy, that in short order will be upstaged by the competition or simply be seen by the public as non-event, another Boutique Hotel wannabe. Boutique Gym Design
Here you go. You can build an upscale luxury wellness-fitness-health-club-gym without embracing the boutique design clichés. However, your aesthetics must evolve organically and reflect your business model and reinforce you branding platform. Your design can be luxurious, or cool, or stylish, or powerful and it can telegraph fitness or excitement. But the only way to do that is to look inward for your own brand identity and entirely ignore the noise generated by those who want you to buy into their vision, not yours.