Project Description:
HUSTLE, a fitness concept known for its signature high-energy cycling and high-intensity interval training (HIIT), enlisted local multidisciplinary architecture and design firm //3877 to establish the brand’s first permanent venue. Located in Amazon’s expansive new Arlington Headquarters, HUSTLE’s flagship property curates an inviting, inclusive space that encourages patrons to form authentic connections within the community beyond each workout. The first HUSTLE location represents the core of its ethos, materializing an environment that facilitates group exercise powering the mind and body.

A refined industrial theme defines the space with HUSTLE’s signature pops of purple and high contrast neutrals creating depth and dimension. From the exterior, HUSTLE’s glass storefront grants passersby a look into the energizing environment, serving the dual purpose of piquing the public’s interest while flooding the space with natural light. Exposed ductwork and other structural elements are painted purple, an unexpected accent, differentiating the HUSTLE experience from what people have come to expect of common workout destinations.

Through the front doors, patrons are greeted by a massive custom-made reception desk, visually informing their first stop in the space. Overhead, a white grid-style piece is suspended from the purple, 19-foot high ceiling, creating a more approachable scale for the space. This open-cell ceiling suspension wraps around the corner and down the main hallway, inviting visitors to explore further into the facility. Behind the reception area is an office for managers and teachers to plan out upcoming lessons free of distractions that may arise in the communal spaces. Along the walls of the reception area, merchandise displays feature items that are available for purchase through the front desk, inspiring class attendees to represent the HUSTLE community. Off to the right, a lounge area is equipped with stadium style seating, providing a venue for attendees to gather before and after workouts. The lounge purposefully curates a social atmosphere, encouraging fellow class members to mingle and decompress amongst themselves. 

The hallway leading to the workout areas is designed to provide energizing moments of discovery for customers. Concrete floors contrasted by baltic birch millwork accent the space’s existing shapes and colors. Lined with locker space, custom-made shoe storage, water fountains, and bench areas, the hallway becomes less of a transient experience in order to facilitate interactions between patrons. Locker rooms to the left house showers for class attendees to freshen up post-workout.

To the left of the hallway, patrons will find the heart of HUSTLE, both literally and metaphorically: the cycling studio. //3877 played with lighting techniques in the room to establish the instructor as a focal point, further accentuating the eyeline by placing them on a raised platform in the front of the class. Color-changing tape is placed behind the studio’s mirrors, adding a touch of vibrancy to the overall experience of each class. The HIIT space, located behind the cycling studio, is a more open environment, allowing attendees to take on a free workout pattern. The color accent on the upper walls blends into the ceiling, making the room feel more expansive and creating the perception of a space in which people can build upon their workouts. 

An invigorating collaboration between //3877 and HUSTLE, the resulting space facilitates a playful yet encouraging atmosphere for the fitness community to thrive. From the exciting use of color and texture in every room to the quirky phrases spelled in purple along the bathroom tiles, HUSTLE encourages moments of connection and fun supplemented by its variety of class offerings. Utilizing design elements that can be translated into any space, //3877 delivers a workout environment that solidifies HUSTLE’s brand identity and sets the tone for future expansions.