A bold digital refresh to match a bold brand repositioning.
Services
Retail Strategy
Store Design
Experiential Activation
We partnered with IPN to completely reimagine the AATU website, aligning the experience with their new ‘Masters of Pure Nutrition’ positioning and premium packaging redesign.
Working in close collaboration with their internal dev team, we redesigned the site on Shopify Plus using Online Store 2.0—introducing reusable, modular content blocks that allow for scalable page creation and campaign agility.
The updated site brings together premium design and technical robustness: subscription-first UX, loyalty integration, 360 product storytelling, and a feeding calculator for conversion. Built to flex, built to last.
Working in close collaboration with their internal dev team, we redesigned the site on Shopify Plus using Online Store 2.0—introducing reusable, modular content blocks that allow for scalable page creation and campaign agility.
The updated site brings together premium design and technical robustness: subscription-first UX, loyalty integration, 360 product storytelling, and a feeding calculator for conversion. Built to flex, built to last.
The activation encouraged self-expression, with try-on moments and content creation opportunities throughout the weekend. Guests felt welcomed and inspired, with many expressing appreciation for being part of such a standout brand experience.
We brought the same energy to London, transforming the Oxford Street flagship by dedicating the full entrance to SL72. A live DJ set the tone for the space, surrounded by curated displays and vitrines celebrating the trainer’s legacy. Colourful foliage installations elevated the environment, creating a vibrant and immersive retail experience.
To extend engagement beyond the physical space, we launched a bespoke SL72 Track & Field game — a nostalgic, AI-generated pixel art experience set on the streets of London. Players raced through the city in SL72s, unlocking in-store prizes and deepening their connection to the campaign.
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