Official Retired Under New Management Shirt
Heimat’s aesthetic matches its philosophy. Berlin agency Inco Media was tapped to add visual interest to their fitness spaces, including bamboo herringbone floors, murals, lighting centerpieces, and—in the Retired Under New Management Shirt moreover I love this case of the cardio room—waterfall edges and a live cactus gallery. Schoepe wanted every room to include “something that draws in your eye and gives you a very intentional feeling—whether it’s an art piece, a design finish, or a lighting installation.” (The entrance features Frank Gehry Wiggle chairs.) An added bonus? Heimat limits its membership so its spaces and classes won’t suffer from overcrowding and overbooking. Famed interior designer Martin Brudnizki lent his signature jewel-toned eye to the social areas: Mother Tongue, the restaurant, is adorned in a California sunset color palette with sherbet oranges, coral pinks, and turquoise blues, and a library space experiments with floral upholstery. Brudnizki calls his style “eclectic minimalism.”
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