Flagship store launch
Inspired by the holographic detailing found on authenticity stickers, the design uses iridescent patterning as a visual cue of legitimacy and status.
The concept was carried through into an animated 3D execution, where shifting light and movement amplified the effect. Together, the static and motion assets positioned Gymshark’s opening as a defining moment - signalling its evolution from emerging brand to established player within the sports industry.
With the flagship store approaching launch, Gymshark needed mannequins that genuinely reflected its lifting community - not generic retail physiques, but bodies shaped by real training.
Following a focused concept sprint and rapid production setup, we assembled a specialist team to 3D scan athletes from the community — capturing real bodies, real strength and real ability. The resulting mannequins launched alongside the store opening, becoming a defining feature of the retail experience and a powerful statement of authenticity for the brand.
