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Peloton Arts District Flagship

821 E 3rd St, Los Angeles, CA 90013

Category:

Spatial Design,
Brand Strategy

Year & Duration:

Spring 2020, 14 weeks

Software Used:

Rhinoceros, Twinmotion, Adobe Photoshop, Adobe Illustrator

Purpose
The Peloton Arts District boutique in Los Angeles blends art and technology, allowing guests to creatively express themselves and connect with the surrounding context.

Guiding Framework
Peloton retail stores do a good job of displaying and selling exercise equipment but that's about it.

How can their retail spaces transition from a "store" to a "experience" with activities that embody Peloton's values?
(Click slides to fullscreen)

Site Footprint

East 3rd Street is a hub with cafes, residential blocks, retail spaces, and a religious center.
There are also bike & bus transport options that pass through the site.
East 3rd Street has busy streets that attract and ferry creative minded visitors with its museums and industrial style.

Fitting into context step 1: Contextual Factors

Finding the design outline

“A design outline is the outline of an actual object. This is also the outline of the surrounding space, the outline of a hole left in space by removing that object. Design consists of finding that outline.”
- Naoto Fukusawa

Finding elements of the design outline are important because they let the design to feel "At-Home" in the environment it is designed for.

What are the common elements that connect Peloton and the Arts District?

For this project, it was important for the Peloton boutique to draw inspiration from the Arts District.

Finding the design outline

Finding the elements of the design outline are important because they allow for the design to feel "At-Home" in the environment that it is designed for.

What are the commonalities that connect Peloton and the Arts District?

“A design outline is the outline of an actual object. This is also the outline of the surrounding space, the outline of a hole left in space by removing that object. Design consists of finding that outline.”
- Naoto Fukusawa

Based on these common elements, I proposed a few goals

Self Discovery

An introspective experience that brings out and helps express what makes you unique

Contextual Connection

An inviting space for co-creation with others and interaction with the surrounding area

New Spaces & Faces

Multi-use spaces driven by fitness related activities & feelings of group belonging

Overall Site Activation Goals

Activity proposal

Peloton & ADLA both emphasize what makes you unique.

Combine shared brand & context elements

X

Powered by:

 A three-way collaborative exhibit between Peloton, multimedia company Moment Factory, and digital artist Rafik Anadol.
This exhibit will allow people to create unique art pieces using Peloton equipment as an input based on how they use the machine.

Rafik Anadol

Rafik is a Los Angeles based artist who specializes in utilizing data driven inputs to create expressive art.

Rafik's data driven digital art pieces

Because of the real-time generative nature of Mr. Anadol's art, I believe this collaboration would be a perfect fit for the data based input that could be gathered from Peloton equipment.

Treadmill

Generative art changes based on running rhythm

Bicycle

Generative art changes based on cycle speed

Pressure Pad

Generative art changes based on impact & rhythm

Thought process behind activating interior space

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I knew that Peloton's brand appeal came from two different perspectives.

1. Opportunity to show off and compete with others online (group riding).

2. Opportunity to develop the best version of yourself by yourself (solo riding).

Concept Development

Because of this, I designed two areas:

1. A public "stage" in the center, where people could collaboratively cycle with others & be seen

2. A interactive digital wall at the back where people could make art individually, but alongside others

A high platform where people can see you shine

A sunken stage where students can watch the star of the show at the
center

Loose sketch of stage scale and sightlines inside the space

A tree concept where bikes surround a stage the connects the first and second floor

Final activity 1 - Digital stage for bikes & treadmills

The stage area is a central hub where people can get together with friends or even strangers and do a short cycle activity together. Together they can create an unique art piece that reflects how they ride as a group. At the end of the activity their art piece is saved digitally in the cloud.

Final activity 2 - Digital art wall with pressure plates

The art wall is a place where people can create casually by themselves or with others. It is the more intuitive way and can provide an attraction for curious guests who are passing through.

Click here to view/hide more interior process

(Click images to expand)

Scale modeling to get a feel of the space

Because it isn't easy to get a feel for spaces and scale in sketches, I took a few of the most promising concepts and make scale models.

These models were then lit from behind using my laptop to simulate the digital moving art.

Spatial Planning:

Spatial strategies were based on the following prompt.

Because the flagship is designed to merge into the environment, it is important to blur the boundaries between public and private space.

How can space be arranged to blend boundaries?

Transparency

A bay window provides visual connection to outside activities and increases contextual connection to the neighborhood context.

Transparency also lessens the feeling of confinement and increases safety

Levels

Multiple levels provide chances to explore and gaze from multiple perspectives, leading to greater understanding of site and context.

Levels may also impart a feeling of airiness and spaciousness.

Transparency & level change viewpoints in the final space (Click to expand)

Click here to view/hide more spatial process

How might the Peloton Flagship feel to a guest?

Energetic

The vibe of the store should be energetic but also have places for guests to sit and people watch.

Exploratory

The flagship should have multiple pathfinding options, be open to the street, and blur the boundary between public and private

Expressive

No matter if one visits the flagship alone or with people, there should be an atmosphere that encourages collaboration and art/exercise

Multi-Functional

The space should support multiple activities and have various levels that people can see each other from
‍

Inspirational imagery and research

Exploratory & airy feeling space

Places to peek at others below or above

Attracting the eye from different levels

Bridges that connects different levels and areas of activity

Bridges that simulate play and engagement

Ever changing displays that catch the eye

Spaces that feel personal but are still open to others

Inspirational imagery and research

Levels Concept

Following up on the concept of "levels" & idea of blending into context by blurring the boundaries between public and private space, a few ideas about ramps were explored

Concept Visualization and ideation

These small models explored the concept of a ramp as something that could both establish levels inside the space and connect the inside and outside space gradually

Final Direction

Final space plan

The Peloton flagship is divided in a way that allows people to enjoy their experience alone or with others with open areas intended to encourage spur-of-the-moment meetings and encounters with new people. There is a space for everyone.

Ground Floor

Top Floor

Front Section

Side Section

Pavilion

The outdoor pavilion is intended as a place where people can rest for a while for waiting for someone or simply as a place to sit and people watch. It includes projectors that shine a interactive picture onto the pavilion floor below.

Click images to expand

Ground floor view of projected art from overhead projectors

Click here to view/hide pavilion inspiration

Pavilion Inspiration

The outdoor pavilion was inspired by the La Voûte de LeFevre Installation, a structural yet light pavilion that lets light in. This kind of structure seemed like a good fit for Peloton boutique since it would benefit from as much sight-lines and natural light as possible. The fine holes also reminded me of LEDs in a grid, prompting the projection idea.

Beyond the pavilion structure, the shape of the pavilion is scooped out with the intention of creating an open plaza-like space which people can explore and look around in.

Exploring relations between pavilion & store sightlines

A path that weaves people between inside & outside space?

Front view: Initial exploration of building/pavilion scale

Sightline between balcony & pavilion with glass wall on right side

Click the dots below on the map to take a virtual tour of the Peloton boutique in the Los Angeles Arts district.

Gallery

Closing Thoughts

As a retail store the Peloton Arts District flagship differs from previous stores because it draws from its surroundings to create activities and spaces that feel like they belong.

Spatial Planning

Contextually Driven Activities

By looking into both brand values and site characteristics, I was able to create a space that embodies brand values clearly while still serving as a community gathering place.

With the Arts District flagship, the store serves both Peloton and the community it resides in as a space where competition, personal development, & expressive creation can co-exist.

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