About the project
Technogym, world leader in the field of fitness and wellness solutions, with fourteen branches worldwide, exports to over one hundred countries. The company also devotes attention and resources to spreading the culture of wellness and health in schools, as well as to research and development of new solutions not only for fitness, but also in other industries, including interior design. Technogym has often been a technical sponsor of the Olympic Games, including those held in Beijing in 2008, for which it decided to give life to an event dedicated to fitness.In China, most people practice martial arts, yoga and other free-body sports without the need to use sports equipment. The technical equipment is therefore not designed as a training tool for psycho-physical well-being. To prove the opposite and to support the importance of having machinery that allows the body to perform a proper exercise, a year before the opening of the XXIX Olympic Games, Technogym, as official technical sponsor of the event, wanted to prove how tools can give added value to the sport practiced.Honegger ideates and realised the exhibition space, where real training sessions are organised, using Technogym tools. The communication concept implemented by Honegger aims to increase the brand awareness of Italian brand in the eastern area