What We Did: Logo Design, Corporate Identity, Environmental Graphics, Construction, Lighting Installation, Sculpture, Social Media, Apparel
Photos: Yiannis Zindrilis
Susami was called in to design the overall branding / corporate identity of the fitness club, clothing/apparel, gloves, digital and print applications, the Powman statue / mascot, as well as the studio’s branding and environmental graphics.
Pow Box is housed in a three-storey neoclassical building of exceptional architecture in Kolonaki. From the beginning, Susami undertook all the multiple areas of the building, in close collaboration with Pow Box and its partners. The result is an overall experience, from the facade and the entrance to the internal spaces and the boxing ring. Starting off with the logo and the badge / avatar that accompanies it, the branding spreads out organically, creating a variety of different impressions. The main entrance features the Pow avatar, as an introductory light installation. In combination with the neon boxed letters that form the main message / slogan "Punch / Move / Repeat" on a metal grid / wall, the visitor is given a sense of entering an underground, dark space. A feeling that is completely overturned by the transition to the bright, luxurious and minimal space of the reception, dominated by the light installation on the wall and Powman, the "mascot" of Pow Box, a sculpture inspired by the Pow Box Avatar (more here).
As visitors move to the rest of the club, they are introduced further into the world of Pow Box, with led or neon light installations playing a dominant role. In all spaces, from the ring to the locker rooms, special emphasis was given to detail and juxtaposition between artworks, but also to their "conversation" with the architecture of the building, in order to strengthen the experience and the overall concept.