| EVENT REPORT 04.27.09 4:41 PM |
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| Flying Lessons |
| Reebok's pop-up on La Brea highlights a new exercise concept, with gym equipment and an apparatus known as a Flyset suspended from the ceilings. |
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A new pop-up has hit town—but a stop at this one might involve a bit of heavy lifting. The space is an exercise studio showing off a workout-concept-slash-brand-promotion known as Jukari Fit to Fly, commissioned by Reebok in partnership with Cirque du Soleil. The routine—available at gyms such as Equinox in New York—incorporates an apparatus dubbed a Flyset for a full-body workout incorporating cardio, strength training, and balance. The space took over its La Brea location in Los Angeles at the beginning of April and will stay until the end of May, moving afterward to cities including Miami and Montreal.
Reebok global director Dianne Hayes turned to Stoelt Productions to execute the concept. “We completely transitioned the space, and turned this big, empty space into a great experience for Reebok Jukari,” said Matt Stoelt. The space features high ceilings with a custom fitness studio, showroom, and spa rooms. The ceilings are strong enough to hold a rigging system designed to hold eight Flysets accounting for 1,200 pounds apiece. |
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PHOTO GALLERY |
 | A solid wood laminate floor replaced the existing uneven cement floors previously in place at the space now used as the Reebok pop-up.
Photo: Vero Image |
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 | Windows illuminated with blue lights make the space pop from the outside.
Photo: Vero Image |
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 | The Jukari workout routine uses a flying apparatus to exercise muscles.
Photo: Vero Image |
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 | A showroom offers Reebok products on the upper level.
Photo: Vero Image |
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 | Spa rooms include massage tables and manicure stations.
Photo: Vero Image |
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 | A separate area of the pop-up is used as an additional exercise space.
Photo: Vero Image |
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The Reebok team and Stoelt Productions faced significant challenges in the pop-up's production. The team created an even laminate floor to replace the existing uneven slab cement floors, corrected ceiling beams to evenly place workout stations, and got engineering certification on the building—all while completing the buildout in just two weeks.
Access to the space and program is by invitation only for Reebok guests; during the pop-up’s stay in L.A. so far, locals including Mischa Barton, Audrina Patridge, and Holly Madison have stopped by to sample the workout.
—Shilpa Gopinath
RELATED TOPICS
Reebok, Cirque du Soleil, Pop-Ups
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