NIKE INVENTS THE GYM THAT OTHER GYMS WANT TO BE WHEN THEY GROW UP

With his legendary use of colour and mesmerising geometrics, design visionary Rafael de Cárdenas creates spaces that aim to make you feel a lot of things.

Having brought French crystal maker Baccarat back into the spotlight with his reimagining of their Madison Avenue showroom, he’s the man you turn to when your brand needs an injection of awe, wonderment and hell of a lot of artistic identity.

Enter Nike, who have banked on Cárdenas brilliance for their latest immersive experience. Simply, it’s a gym. But that’s putting it lightly.

45 Grand opened up in New York’s SoHo late last month, exclusively servicing only the cream of the city’s fashion elite but drawing mass curiosity with the #45grand hashtag popping up on fan feeds. Tucked away in a reformed iron and sheet metal workshop, there’s no garish branded signage to give the game away. There’s not even a traditional ‘welcome’ desk to lure in foot traffic. Curious fitness fanatics and aesthetic nerds need only apply.

Inside, guests are greeted with the latest range of breathable sport tech and can put the products through their paces under chromotherapeutic lighting and surrounded by art installations designed to motivate and inspire.

But “you gotta throw down” says Cárdenas, who confirms that the classes haven’t been faded down for media fanfare. 45 Grand offers a “real intense workout” along with all the aesthetics. So whether you’re into getting sweaty or simply want to look and see, it seems you’re guaranteed to walk away feeling something.

Not in New York or trainers not tempting? Check out some of our favourite work from Rafael de Cárdenas below.

Image credits: Nicholas Knight via New York Times, Instagram & Architecture At Large