In the zone: Reebok turns workouts into a cinematic experience

03 : 06 : 2014 Fitness : Immersive Environment : Reebok

London – Reebok has joined forces with workout class provider Les Mills to launch new concept The Project: Immersive Fitness.

Reebok Immersive fitness event, London Reebok Immersive fitness event, London
Reebok Immersive fitness event, London Reebok Immersive fitness event, London
Reebok Immersive fitness event, London Reebok Immersive fitness event, London
Reebok Immersive fitness event, London Reebok Immersive fitness event, London

Popping up near Tower Bridge last week, the one-day event featured Les Mills fitness classes inside a specially built container. Instead of the usual workout room with mirrors, The Project was held in a pitch black studio with a wrap-around screen, cinematic audio levels and technology that synchronised exercisers’ actions to the on-screen content. Yoga, for instance, was performed as if on the beaches of Hawaii, with a sunset on the screen, and lighting and sounds all emulating a daybreak session. The Body Combat session had a Netstalgic feel, with class-goers fighting space invaders in an epic galaxy battle using Les Mills’ signature boxing choreography.

The Project will be previewed in other cities, with a wider consumer launch planned for 2015. For more on the changing fitness landscape, see our Body Temples macrotrend. 

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