Red Dot Gala at the Berlin Konzerthaus
Red Dot Award: Brands & Communication Design 2023
The I/O is a luxury fitness club established in Marbella in 2021. Embodying the philosophy of “Elegant Energy,” the brand combines the rational aspect of energy as an expression of fitness with the emotional as a form of elegance. The motto conveys the studio's commitment to being a sophisticated, laid-back space, distinctly removed from the notion of effort and suffering. At The I/O, exercise is not only physical but also elegant - a true celebration of energy and style.
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“Designing today the fitness of tomorrow”
“I/O” stands for “input and output”, “indoor and outdoor”. It is a testament to the club's dedication to well-rounded care, symbolising a new starting point every day, of nurturing the body from inside and outside. Zapiens, the agency entrusted with the design of the club, followed the approach to create a transcendent reality that reflects the club's essence in every space and activity. The design, commended for its quality by the jury, extends seamlessly from physical to digital environments, providing an ongoing experience across the club and its digital platforms. The logo, serving as the basis for a comprehensive sign system, exemplifies the brand's commitment to visual distinctiveness and quality, the jury commented and awarded a Red Dot: Best of the Best in 2023.
A place of timeless elegance and vibrant life
Marbella, a Spanish city along the shores of the Mediterranean Sea, is renowned for its luxurious lifestyle, golden beaches, and vibrant cultural scene. With its stunning landscapes, upscale resorts, and historic charm, Marbella beckons visitors with a perfect blend of sophistication and Mediterranean allure. The I/O seamlessly blends into the place, capturing the natural energy of the area and weaving it into the DNA of the club.
Minimalist design with colourful accents
The main colours chosen for the design, Black, Off-white and White, radiate elegance, power, timelessness and clarity. They create a cohesive and aesthetically pleasing environment that conveys a sense of luxury and well-being. Small accents are set with vibrant colours such as Red Sunset, Mediterranean Ochre, Yellow Sunrise, Green Palm, Turquoise Sea and Blue Sky, that reflect the natural beauty of Marbella and thus, create a harmonious link with the place.
Harmony of energy and elegance
It is this fusion of energy and elegance that makes The I/O a unique luxury fitness club that celebrates not only physical fitness but also a sophisticated lifestyle. The expansive club is more than a space – it is the epitome of a brand that transcends aesthetics, urging individuals to embrace empowerment and evolve into a superior version of themselves with each passing day.
