SoulCycle Stays True to Its Roots, Community

SEATTLE—Much has been discussed about SoulCycle in terms of the fitness aspects of this service, but not much is known about its design and how the brand maintains its iconic image within the four walls. In Seattle, the new SoulCycle studio was built as part of a high-rise mixed-use development in the business and financial district of South Lake Union at 2105 9th Ave.

Jonathan Lopez, associate principal and design director for Retail Design Collaborative, was instrumental in helping design two of SoulCycle’s newest studios, both for the location in South Lake Union and in San Jose’s Santana Row. In this exclusive behind-the-scenes look, Lopez shares his perspective as the interior/exterior architect behind one of today’s leading fitness flagships.

GlobeSt.com: What is your relationship with SoulCycle and how was Retail Design Collaborative selected to design the new Seattle location?

Lopez: Retail Design Collaborative initiated conversations with the SoulCycle brand in 2015. We had been introduced to the SoulCycle team through a common connection and I personally have a touchpoint to the brand as a committed SoulCycle rider since November 2013. As we began our initial conversations, we immediately discovered SoulCycle’s commitment to building strong relationships with the architects that they engage. We developed this relationship for nearly a year which led to an invitation to engage and collaborate. The SoulCycle South Lake Union project in Seattle was the first studio where Retail Design Collaborative worked with the New York-based SoulCycle team.

GlobeSt.com: Why was this location important for the brand?

Lopez: SoulCycle‘s community-centric focus impacts the cities that they connect with. Each location is thoughtfully and purposefully selected to support their community values. South Lake Union is a growing and burgeoning district in urban Seattle and adjacent to the expanding Amazon global headquarters. This SoulCycle Studio location connects the South Lake Union both at an intimate neighborhood scale as well as a lifestyle hub at a global tech campus scale.

GlobeSt.com: What design elements did SoulCycle want to ensure were incorporated in the studio?  Were there any local culture cues you took for the design elements of the studio that were incorporated?

Lopez: The strength and clarity of the SoulCycle brand is its balance of consistency and local variety. The core elements of the brand are recognizable while infusing the flavor of each regional SoulCycle location. The success of the project was coordinated through our close collaboration with the New York team lead by Alan Cooke, vice president of design for SoulCycle.

This design at South Lake Union optimizes the glass perimeter of the space while integrating a strong visual connection to the street. The organization of the interior space program was configured to showcase the entry and locker spaces at the street frontage and linking them with an expansive mural. A commissioned art piece by Alvaro Ilizarbe was custom designed for this location.

GlobeSt.com: In your opinion, what is the future of boutique fitness brands and studios? Where do you see this experience heading in five years?

Lopez: The health and wellness lifestyle is holistic and extends beyond the confines of boutique fitness. We can anticipate boutique fitness brands to continue to evolve to integrate performance, nutrition, and a recovery and health mindset. The multi-faceted aspect of health and wellness will drive brand expansion and strategic partnerships to service the diversity of this industry. Convenience and access to personalized bespoke expertise in maintaining a healthful lifestyle will be influenced by technology, data and biometrics, but the undeniable desire to authentically connect with other people will always be the main driver of boutique fitness.

Lopez leads project visioning for Retail Design Collaborative with a range of architectural and planning design experience. His project expertise includes a range of small-scale, large-scale, mixed-use and master planning centered on a contextual concept-driven design process.