The 1 Hotel in South Beach was looking for a concept worthy of its new huge gym space. Spartan had a unique outdoor obstacle race model but had never considered an indoor training facility.
BREAD saw the potential for a win-win; a shared ethos and aesthetic that would serve as template for future Spartan + 1 Hotel collaborations.
The admiration and respect between the two powerhouses was instantaneous. BREAD presented a pitch book dimensionalizing strong synergies across the brands; it was quickly approved. We rallied to source a project architect who shared the two founders’ passion for sustainable initiatives, created the programming direction and assembled a forward-thinking management team.
Assigned Project Architects: Gray Organschi, New Haven CT
Aligned Brand Missions + Established Goals
Brainstormed concepts for New offerings + Classes
Created Messaging, Collaboration + Design
Developed a Cohesive Brand Identity across all Touchpoints
Designed Merchandise + Apparel