Eat and Fit
“Find your balance”

It is a project developed by participating in an Adidas contest that asked participants to rethink the brand’s retail spaces so that they could express Adidas’s sustainable commitment.
The project was developed academically as a final synthesis project of the bachelor’s degree in interior design.
The project was assigned a specific commercial space in Via Paolo Sarpi, Milan.
The project outcomes is a hub that helps its customers to find the right balance between sport and nutrition.

Design Process:
Field & desk Research

In order to have a holistic view of the challenge, we started with both desk and field research.
First of all, an in-depth research into Adidas’ sustainable strategy was made, as well as the products it sells.
As a second step we continued investigating the sustainability trends present on the international market.
At the same time, we carried out a careful territorial analysis regarding the project site and the surrounding areas to: identify the commercial activities present, the typical users of the area, as well as characterizing elements connected to the theme.

The research outputs were transformed into project opportunities, in particular:
Paolo Sarpi’s area is characterized by a preponderant commercial activities relative to food, but what is striking is the preference for unhealthy foods; Adidas is connected to the theme of nutrition as it is dedicated to the theme of physical well-being!
The number one project opportunity therefore is: How might we teach proper nutrition that reinforces physical and mental well-being?
Secondly, from the field research it emerged that the area is not functional for separate waste collection.
From this derives the second opportunity: How might we fight waste and not overload an area already submerged with waste?
The solution to this was provided by a trend that emerged from the research: The sale of objects and foods in bulk without packaging.
We noticed that the area lacks space in which to sit, especially for those who want to enjoy the take-away foods bought nearby; this brings us to the last opportunity: How might we transform a space of only passage into a space where we can stop and live a complete experience around the themes of nutrition and sport?

Design Process:
Concept generation

We brainstormed solutions to the opportunities generated; the outcomes where:

1. The interaction with experts able to recommend the best dietary lifestyle to follow through specific nutritional values.

2. The sale of food products on tap allows the quantity of waste derived from packaging and waste to be reduced to a minimum.

3. An expert with his skills, offers total support in choosing the best Adidas technical product.

4. The sell of take away Bowl foods, dishes containing the right balance between carbohydrates, proteins and vegetables, which can be customized according to the macro elements to be enhanced.

EAT & FIT

ABSTRACT:
The hub helps its customers to find the right balance between sport and nutrition.
It offers specific tips on your diet and technical support on Adidas products.
The space is composed of four sales areas dedicated to a different sport: football, basketball, running and fitness.
Closed to them, in the Hub’s corners, small private spaces are dedicated to consultancy.
Experts help customers to choose the best Adidas product and consultants offer personalized diets to customers through a step of their experience in the hub. The exhibitors, vertical beams up to the ceiling, define four lounge areas with a sales
path around them, including clothes and food (dedicated to the related sport).
The food is sold in bulk, “vs waste”, and for each area it is divided by the more specific elements in the sports diet.
In the lounge areas everyone can relax and enjoy a bowl food, inspired by the proposed diets, freshly prepared by the kitchen.