Gymshark | LONdrette, London

We partnered with Gymshark to design and build their latest brand activation, the Gymshark LONdrette, a creative transformation of Frank’s Sandwich Shop on Addison Bridge, opposite Olympia London.

The concept reimagined the space as a retro inspired laundrette and alterations shop, celebrating the Hyrox community by turning forgotten Finisher patches into cherished symbols of achievement.

Warm wooden panelling, colour matched to the existing interior, combined with soft lighting, vintage desk lamps, lightbox signage and meticulous detailing to create an environment that felt nostalgic, tactile and authentically British. Custom built washing machines brimmed with exclusive Gymshark gear, accessible only with branded coins distributed to competitors throughout the weekend.

The LONdrette perfectly captured Gymshark’s spirit of community, creativity and performance, transforming a familiar corner of London into an experience that blended retro authenticity with modern innovation.

Final patches sewn at 7pm Sunday. Frank’s bacon butties back on the grill by 6am Monday.