Virgin Active

The newly created sub-category of Virgin Active incorporates the concept of African Primitivism in its design. During the primitivism era, physical activities primarily consisted of hunting by men and gathering by women. This particular store has been meticulously crafted to honor the origins of exercise while acknowledging its modernization and evolution. Known as Virgin Active Emporium, this retail establishment aims to challenge the conventional notions of a gym.

 

The store encompasses various elements typically associated with a gym, but it adopts a fun and non-judgmental approach to create a positive atmosphere. In addition to offering gym clothing attire and equipment, the space also features a mini health grocery store, a juice hut, and a versatile mezzanine level. These additions contribute to a holistic experience for customers, fostering a sense of well-being beyond just exercise.

 

The overall design of the space reflects the brand identity of Virgin Active, while promoting a positive and progressive perception of exercise as a whole. By embracing African Primitivism as a concept, the store encapsulates the rich heritage of physical activities and aims to inspire individuals to embrace a healthier lifestyle.