Shop and sweat

By Rhiannon McGregor 07 : 03 : 2017 DSquared2 : Destination Retail : Wellness

Milan – DSquared2 is taking a placemaking approach to its Milan headquarters with the addition of an exclusive luxury gym and spa.

The gym is only available to selected members
Designed by Storage Associati, the space offers a range of fitness, beauty and wellness resources

The latest addition to DSquared2’s Milan headquarters joins the rooftop eatery in continuing the brand’s expansion beyond luxury retail into lifestyle experiences that help consumers achieve a 360-degree state of wellbeing.

The new fitness and beauty space, Ceresio 7 Gym and Spa, is located in the basement of the building, and offers members high-tech gym equipment, a pool, a Turkish bath, a sauna and massage, and beauty cabins to realise their fitness and wellness goals. In the spirit of a private members’ club, visitors can access customised fitness programmes, a bespoke nutritional plan and beauty recommendations curated by the in-house team.

According to the press release, the space has been designed to ensure ‘positivity, energy, comfort and relaxation on several dimensions: balancing training, nutrition, aesthetics and the psychophysical’.

The Big Picture

Luxury bricks-and-mortar brands are ensuring they remain relevant by creating retail destinations that add a holistic element to the overall brand experience. For more, see our Destination Retail market report parts 1 and 2.