Los Angeles based Fabletics emerged as a brand in response to a distinct gap within the activewear industry. Amidst a market saturated with premium, high-performance athleticwear, the company’s founders envisioned an alternative solution: providing high-quality, stylish activewear at accessible price points.
This vision gave rise to their “One Brand” approach, built on the belief that everyone, regardless of body type, should have the opportunity to both look and feel their best. To accommodate their ongoing growth and align with the “One Brand” philosophy, Fabletics sought a new headquarters that reflected their brand’s aesthetics, functionality, and inclusivity. Jacknife was approached to bring the new space to life through engaging and inspiring environmental branding.
Knowing Fabletics takes pride in being inclusive, approachable, and uplifting, we began to ideate with the overarching theme of ‘Super-Charged Simplicity.’ Every design decision had to be impactful, dynamic, minimal, active, inspiring, and optimistic.
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The challenge entailed creating a well-designed space that balances the amazing staff, bold colourful shapes, and intricate patterns so that the team and its products could shine. For a high-energy space in constant motion, the goal was to create dynamic brand expressions balanced by neutral counterpoints and discoverable elements.
The design of the space mirrored Fabletics’ core design principles: Power, Motion, and Flow. Capitalizing on the generous 17-foot ceilings and abundant natural light, the design incorporated linework and patterns inspired by the production process of Fabletics’ athleticwear, such as cuts, sews, straps, and textured fabrics, seamlessly integrated into various aspects of the campus, from solid walls to glass surfaces.
Exploring the notion of threads intertwining, we commissioned two dynamic string art installations, seemingly in perpetual motion, thanks to the flow of people and natural light. The result is a unique experience each time and represents the kinetic energy of Fabletics products.
In less naturally lit areas, the “Origin Hallway” was adorned with 10-foot lightboxes, showcasing Fabletics’ brand ambassador team and echoing the brand’s values. Key installations representing Lizzo’s shapewear brand, Yitty, were incorporated—a 15-foot infinity mirror and a raised quote wall featuring Lizzo’s signature affirmation. The “Town Hall” the office’s social hub, was adorned with a custom graffiti mural, embodying Fabletics’ vibrant energy through its vivid colours and patterns.
Jacknife overcame significant obstacles throughout the project, notably orchestrating the entire project from a distance of nearly 3,500 kilometers during the travel restrictive pandemic period. Using location photos, video footage, and floorplans, we were able to design and oversee installation. Ultimately we were able to create and execute a visually striking space that amplifies Fabletics’ brand ethos and reflects the dynamic spirit of its team.
