Fitness giant McFit has launched a new Cyberobics ‘concept store’ in Berlin, showcasing the company’s plans to roll out health clubs where “the real and virtual world melt through complete immersion.”

Called World of Cyberonics, the €10m (US$10.6m, £8.7m) venue is a showcase for McFit’s line of international virtual-only studios, which it is introducing across Europe.

The company’s in-house design team have visualised the space, which combines contemporary architecture with futuristic design. Split across two floors with a total area of 1,400sq m (15,000sq ft), the facility is envisioned as both a gym, information point and a new tourist attraction for Berlin.

The centre of the facility is one of Germany’s largest LED walls, which is higher than 2.8m (9.1ft) and as long as 20m (65.6ft). On this screen, celebrities such as Hollywood star Kate Hudson and ‘trainer to the stars’ David Kirsch deliver their own workouts against backdrops such as the Valley of Fire and Malibu Beach.

The concept store's general colour scheme, predominantly grey and white, contrasts with the bright colours used in the workout videos.

“The design of World of Cyberonics fuses organic and artificial angular shapes,” said McFit spokesperson Pierre Geisensetter. “The inspiration for the organic shapes actually came from the human body and the way its muscles are shaped – in round and flowing forms. Interestingly enough, if you zoom into the smallest single cells of the human body, you will find angular shapes there which are also represented in the design.

"These organic shapes are complemented by artificial and technical elements “reminiscent of a spaceship ready for take-off into the future.”

There are also 256 LED panels on the ceiling reacting to the content played on the wall. As old RGB monitors also use 256 colours, Geisensetter said, “the ceiling can be seen as the most basic of monitors, interacting with the most modern one, the LED wall, showing the connection between the past and the future.”

The multimedia elements also extend to the gym’s entrance lift, where a panoramic show with sweeping sound and light effects introduce visitors to the Cyberobics concept.

The food court is the only place where visitors can find organic and natural materials like moss and wood. This is intended to create a natural atmosphere that complements the natural and healthy meals served here.

"This space is designed to redefine fitness and catapult it into the future," said Geisensetter. "We take visitors on a journey where they forget and escape their everyday life. The aim is for them to focus entirely on themselves and their workouts, and this can only function in symbiosis with good design."

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