The business of Heartbeat High is booming; the city of Perth leaping headfirst at the opportunity to embrace pilates after years of COVID lockdown. It only makes sense that owners Phoebe Woodhead and Olivia Stell reached out to to bring their two new studios to life.
“Both Phoebe and I discovered Pilates through rehabilitation needs and saw the wonders it could do for your body and mind,” says co-owner Olivia Stell. “And here, an idea to bring fun back to fitness was born. We knew we could do it bigger, better, and brighter to appeal to a younger generation who were being overlooked.”
The brief entailed a challenge for Design Theory, with an edgy, eye-catching design that embodied the style and atmosphere the brand represents. Identity and community are vital for Heartbeat High, so Design Theory’s director Lisa Reeves and designer Liam Gnaden found a direction in the design that spoke to these needs.
The outcome comes through with the two studios’ punchy red palette, controlled lighting and furniture that matches the functionality the exercises require, as well as crafting an identity that differentiates itself from competitors. And the two spaces in Perth — Cottesloe and Shenton Park — had two important underliers the owners needed.
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“The original CBD space was created for people to escape from the day-to-day monotony of working life and feel motivated and energised either before or after work, whilst the Cottesloe space was created with a holistic lifestyle focus,” says Stell.
“The Shenton Park space has an enormous focus on accessibility, allowing ease for those travelling from east, south, west and north; we want to welcome a broader community.”
Design Theory brought to life these aspirations, and the community has responded to these new additions with celebration. There’s an aesthetic touch of 20th-century American designers in the choice of material and selected features. And the punchy palette, dripping between all shades of red, crafts an invigorating and stimulating atmosphere that goes hand in hand with the exercises.
Gone are the days when pilates studios are clinical, old or lacklustre. We’re now at a time where design brings as much to our physical and mental wellbeing as exercise does.
Design Theory
Photographer
Jack Lovel
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