1R Australia
Founded in the UK, the now-global gym company entrusted Foolscap to design their first Australian destination. A true brand experience, 1R Australia was conceptualised around the psychological journey of exercising; programming spaces to conjure a full transformation on every visit.
1Rebel is a UK-born fitness concept recognised for reshaping the global fitness industry through intensely experiential, psychologically-driven training environments. Foolscap designed the brand’s first Australian destination, providing an interior mirroring the emotional and physical arc of exercise through a series of sensory-rich spaces.
Working closely with 1R through brand workshop sessions, Foolscap examined the psychological journey of working out and translated these insights into a spatial narrative engineered to inspire focus, anticipation and renewal. The result is a fitout designed to heighten individual engagement, encourage personal transformation, and deepen the overall training experience.
The reception and cafe is conceived as a light box where modular cellular forms reference the human body at a microscopic scale. Illuminated glass bricks generate a shifting, textural glow, while a suspended lighting grid expands the cellular motif overhead. Mirrors multiply these patterns into an infinite horizon of repeating cells, creating a captivating threshold that draws patrons toward the juice bar for coffee, protein shakes, and pre-class rituals.
A descent into the basement marks a deliberate transition from external stimuli to an internalised state of focus. Darker, enclosed spaces amplify the sense of immersion, with studios and bathroom zones arranged along a central corridor. Each studio operates as an insulated chamber designed to intensify concentration and support deep physical engagement.
Materiality drives the identity of the Rejuvenate zones, combining dystopian restraint with futuristic clarity. Raw, industrial finishes — polycarbonate cladding, brushed and natural stainless steel, metal mesh and chequerplate aluminium — create an environment that feels rigorous yet compelling. A backlit yellow butcher’s curtain becomes a graphic focal point, reinforcing the project’s utilitarian sensibility. These elements form a cohesive backdrop for decompression, giving patrons a clean slate for physical reset after high-intensity sessions.
