Program Collective created media concepts, content operational modeling and brand development for an entrepreneurial luxury/leisure venture for Duet Sports at Las Arenas, Barcelona (2009).
The problem? A health enterprise catering to the fitness routines of young professionals seeks an entry into the spa category with the cache and smarts to anchor a luxury retail development by global starchitect Richard Rogers.
The solution? Program Collective created a fully rendered design concept. Todd Palmer’s focus: the menu/ calendar of experiences and opportunities for customized content experiences. Responsive sound, moving image and light bring intellectual and emotional content to traditional tactile and sensual experiences (sauna, steam, whirlpools, solarium, etc). Recasting the spa–typically a luxury interiors “problem” and afterthought to the habitual workout–as a core destination and visitation driver. Arcs of contemplation, mood, and unexpected encounters define a place of respite from everyday time.