Reinventing the you


To create differentiation from their competitors, we used the experience of ‘perpetual motion’ to create our brand name of “Wheel” supported by a customer story based on ‘reinvention’. We also developed their customer journey planning and landlord strategy to prepare the brand for launch.

The result

The stories behind Wheel promoted a powerful combination of fitness, wellness & social connectivity, then haute couture inspired interiors, projections and merchandising were created to enhance the appeal to a sophisticated urban audience with plenty of options.

Other Projects