BusbyWebb partnered with entrepreneur Kunal Kapoor to create the first assisted stretching studio in London, designing the spatial identity, interior architecture and brand environment for StretchLAB. The result is a purpose-built wellness environment with simple but effective gym and fitness visual cues.
The Brief
StretchLAB targets fitness-conscious Londoners — helping to prevent injury, perform better and recover from workouts. BusbyWebb was engaged to develop a design system capable of rolling out across multiple London locations without losing visual coherence or commercial viability. Every decision had to be dynamic, replicable and cost-effective to be able to be built at scale.
Design Approach
Working within the material language and visual vocabulary of the fitness world, BusbyWebb developed an interior scheme that feels native to boutique wellness while standing apart from more clinical aesthetics. Robust, gym-grade materials and purposeful spatial planning alongside considered injection of bright highlight colour gives a feeling of restraint to feel premium and energy to motivate. The result is a customer targeted brand environment.
The multi-site nature of the project placed commercial rigour at the heart of the design process. By building a replicable interior framework with tight material and finish specifications, BusbyWebb delivered a consistent brand experience across each site while keeping fit-out costs low. For any wellness operator planning rapid expansion, this balance between design integrity and operational scalability is where value is created.
The Outcome
An energetic boutique fitness brand and interior that works commercially: welcoming to convert first-time visitors, distinctive to build lasting brand recognition, and systematic to scale.
