One 10 cycle studio, DMA’s first ever stand-alone project in the fitness sector, has recently opened to the public. Dexter Moren Associates has created two contrasting boutique cycling studios with Nordic-chic changing facilities, reception, retail space and juice bar for studio cycling innovators One 10.
Converting a ground floor office and retail space and a disused basement, DMA worked with Evolve branding agency to tailor-make an environment that spoke specifically to One 10’s brand identity whilst bringing two very different riding concepts to life. Both studios centre around Technogym smart-bikes, but the designs complement the contrasting natures of the two classes, Paceline and Nirvana, with bespoke neon logos initiating the difference in the studios and culture of the spin cycles.
Paceline, an intense performance-based workout where cyclists race with the instructor, has textured grey walls with feature yellow lines focusing the riders towards oversized AV screens where their vital statistics are displayed on two giant leader boards. Conversely, Nirvana is an experience-driven high-energy ride where lights move to the music and change colour to the beat. The studio is double lined in soundblock and cork to intensify the sound system and block out any outside interference, and is pitch black to highlight the colour changing lighting.
Associate Lindsey Bean-Pearce sums up: “It’s an exciting experience to design and develop a first-of-its-kind concept studio, bringing to life the ideas of an amazing group of people who have a vision of creating a spin lifestyle offering. It looks fantastic and I’m really proud of what our team achieved.”
Tim Benjamin, CEO of One 10 said: ‘We sought the expertise of Dexter Moren Associates for our One 10 project due to their vision of bringing our brand and concept to life. We are ecstatic with the final result. The interiors created both tell our story and bring the ultimate customer experience. We are excited about working with Dexter Moren Associates on our aggressive roll out plans over the coming months.’
Read our full press release here: DMA One 10 Press Release