To promote Selfridges' new wellness section, the iconic department store created a pop-up fitness studio called the YUNG CLUB. Instead of simply using traditional displays to promote the idea of a healthy lifestyle, the pop-up allowed consumers to actually participate in different exercises.
The YUNG CLUB was created as part of Selfridges' new wellness destination called 'The Body Studio.' The pop-up gym was an immersive, multi-sensory environment that transformed simple exercises into a form of entertainment for shoppers. Using planetary projections, futuristic lights and lively DJ sets, the fitness studio hosted hybrid yoga classes. The idea behind the pop-up studio was to combine fashion, fitness and wellbeing in a way that fits the lifestyle of modern-day consumers.
By giving consumers a chance to engage in healthy activities, Selfridges' temporary gym created a more memorable shopping experience for consumers.