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Sweaty Betty New York: the inspiration behind the SoHo boutique

posted on Friday, 23rd August 2013 | find under 
The flagship Sweaty Betty USA boutique is now open and it looks beautiful. We caught up with April Shahum, Sweaty Betty’s Visual Merchandiser to discover what inspired the boutique design. 
Tamara is the first person to get creative when it comes to moodboards for the new boutique openings. I work closely with our design agency and Tamara to create a theme which is individual for each boutique and unique to the location and surroundings whilst retaining the Sweaty Betty identity.

The theme is a loft gym that is urban yet glamorous with a focus on dance. We took inspiration from the raw, exposed brick interiors that you see throughout loft spaces in New York and mixed this with the dramatic lighting and glamour of New York dance studios.

We took an unconventional approach when creating the installations, using fitness apparatus such as resistance bands and turning them into unique boutique features, as well as adding vibrant colour pops, vintage gym equipment and authentic dance stage lighting.

We like to source our props from the local area, so we commissioned one-of-a-kind furniture and installations to be made for us by American artists. Some of our favourite props include Living Stones, oversized, pebble-shaped and soft pieces of furniture that make a great alternative to bean bags for the yoga studio. We also love the bench that artist Wes Bennett created for us, taking a vintage gym locker and customising it with a bright yellow soft seated top.

Designing the first US boutique gave us the opportunity to bring our British identity to the US. We sourced wallpaper printed with a graphic landscape of London for our fitting rooms as well as vintage ornaments like tea cups, flags and double decker buses from independent artists to remind us of our roots.

Visit our first ever New York boutique from Wednesday 28th August. Sweaty Betty SoHo will be open from 11AM-7PM Monday through Saturday and from 12PM-6PM on Sundays.
Latest Catalog
By Anonymous - 9th June 2014
Afternoon: #'s on catalog are 5941, P532, 171, 551, not sure what you need to identify catalog I just got. On last page(49) with the Mermaid Run 3/4 leggings, who makes the running shoes shown, and will they be available for sale? They look drk grey, maybe black, pink laces, and white strips. I love them, however, do not see them on line for sale. Please advise. Thanks. Sharita Williamson 100 North Kansas Avenue Morton, Ill 61550 williamsonsharita1@gmail.com
By Anonymous - 29th August 2013
Congratulations to all of the staff. I know April put her heart and soul into this and every project she tackles!
You Inspire Us Too!!!
By Hayley Thorpe - 28th August 2013
Is that NJP studio I see in the bottom center... yay!!! We love Sweaty Betty because you bring fashion and fitness together in a fresh and fun way! xo Hayley from Norma Jean Pilates
Opening Tomorrow!
By Sweaty Betty - 27th August 2013
Our special event is the opening - the doors open at 11AM, so drop in and pick up some kit and meet the US team!
Soho Store Opening
By Gina - 26th August 2013
Hello, Will you be having a special Soho store opening that I can attend? Thank you, Gina Chávez
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