Power-Plate South Africa’s latest initiative, SPACE, recently opened its doors in Port Elizabeth, making it a first for the province and the country. The futuristic health, fitness and beauty centre was the brand brainchild of Boom Town Advertising, one of the country’s top brand and advertising agencies.
The concept of SPACE came about after Power-Plate SA teamed up with Boom Town to look at new market opportunities for their revolutionary fitness equipment. The initial brief from Power-Plate SA to Boom Town was to develop a French style health and beauty salon. Boom Town’s research however culminated in a number of unique insights regarding consumer fitness trends and the use of space age technology. The latter showed that the Power-plate was developed to get astronauts fit after 30 days in zero gravity. The agency therefore developed the brand around these aspects and fittingly named it SPACE.
SPACE builds on the success of Power-Plate, which is sold and marketed in over 55 countries worldwide. Its entire concept is designed around a fast changing world where time and convenience is of the essence. SPACE uses the latest in leading edge technology in an intelligent and enlightened way for people to become fit, healthy and more beautiful in as little as 15 minutes a day.
Neil Hart, Managing Director of Boom Town, says “The unique concept behind the SPACE brand is that it offers authentic wellness in a highly futuristic environment. This will change the dynamics of the fitness and well-being market and transform the way people think about exercise and wellness forever. Power-Plate SA should be congratulated for their bravery in the project – it’s really cutting edge.”
Boom Town conducted the research, developed the brand strategy, conceptualised the name, and designed the corporate identity, from logo through to interiors and website. The interior was designed in consultation with Hix Architects. Following the agency’s instructions, the architects made use of smooth and flowing curves in order to further accentuate the ultramodern atmosphere. The modular curved structures of the interior, called SPACE PODS, are highly versatile for varying shop sizes and focuses on beautiful elements of nature with futuristic touches. Top-end SPACE PODS are designed with i-pod docking stations and touch screen televisions, offering users a highly individualised area of their own in which to experience fitness like never before.
Director of Power-Plate South Africa, Dr De Jonge adds that “The development of design and artwork of SPACE has been outstanding and directly impacts on the success of SPACE. Boom Town has also been instrumental in adding value to the franchising concept without which the future prospects of SPACE would be limited”.
A number of additional franchises are in the pipeline for other South African cities this year as well as certain African capitals.