Yorkville Studio / 2017

SOULCYCLE, Toronto ON

After making an initial debut in Canada in the Spring of 2017, SoulCycle tasked Factioned with developing a Flagship store experience at their new Yorkville location. The studio is nestled along a bustling stretch of designer boutiques, fashionable restaurants, shi-shi hotels and top notch galleries. In other words, we had to step it up. Our approach was based around developing a multi-purpose graphic strategy that could be deployed across multiple materials. The result was a custom tailored ‘glyph’ pattern developed as an abstraction of the brands value statement (NO! They are not a cult, it’s a lifestyle). The pattern was realized as digital print on wall coverings, milled from solid surface material and etched onto a series of layer glass partitions.