Center Design & Expansion
Creative Direction / Project Management
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In 2022, TB12 wanted to expand its reach with new locations in New York City and Miami. These locations would be the first built post-brand refresh. My objective was to apply our updated design ethos to both sites and set the design direction for all future locations.
I was responsible for all aspects of the buildouts, interfacing with architects, engineers, and contractors. I directed layout and design while managing the budget, permitting, and construction schedules.
TB12 New York City
TB12 Miami
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Retail & Reception
A Warm, comfortable, and premium space without feeling overly luxurious. TB12 is a place where if you put in the treatments we perform and the work you put in leads to game-changing outcomes.
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Turf Area
An athlete-inspired but not athlete-exclusive functional fitness space. The turf area features high-slatted ceilings, back-lit mirrors and shelving, and a hydration state with electrolyte infused water.
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Branded Moments
Branded moments give the space a unique visual identity. Moments include 12-degree red ambient lighting, large format prints with personal notes from Tom, and a statement client signature wall to build a sense of community.
Branded Treatment Room Diagrams
For the treatment rooms, we developed custom medical diagrams to help our Body Coaches communicate what they were doing and why in a relevant, straightforward way that created an “ah-ha” moment for clients. The diagrams needed to show how parts of the human body are connected and affect one another.
At the same time, the diagram needed to shape the physical identity of a TB12 treatment room and center. It had to feel modern, sleek, and embody premium wellness - while tying back to the pillars of the TB12 Method.
TB12 x The Wynn
In 2022, The Wynn Las Vegas partnered with TB12 to offer their guests our concierge recovery services. We developed a small format partnership concept (complete with a turf area and private treatment rooms) that combined the Wynn’s standard of luxury with TB12’s brand heritage.