IMPULSE Braga | estúdio AMATAM

A sudden, strong, and often winning, need to do something describes the character of this new Portuguese brand in the world of fitness.

IMPULSE has a unique identity, and its success starts with the motivation of those who created it and challenged us to develop its image. Braga club has 630sqm, the smallest of the three recently opened units, but the one best summarizes the concept developed for IMPULSE. Sobriety is in this club framed in a monochrome palette with electrifying notes in yellow, the brand's identity color.

Monochrome can be a weird word and mean different things. For us, it was a way to break through on another track. In times when the use of color can be so extreme and intense, we decided to explore an alternative path. By using varying tones of gray and black color, we create a visual game that is now part of the essence and identity of the Impulse clubs.

Part of the concept process was to move from three-dimensionality to flat views, exploring the use of colors and different supports in a very graphic way. This strategy allowed us to bring liveliness and balance to the  elements that define this project. When graphic elements and architecture merge into a single structure, they become part of a unique identity.

Regarding the layout, the contrast between the compact entryway and the spaciousness of the central area enhances the scale and dimension of the exercise room. The roof structure of its industrial building was kept visible to take advantage of the ceiling height. Here, neutrality is guaranted by the predominance of gray. The vibrant yellow color is punctual and demarcates the free weights zone.

Each studio has its own language and is easily recognizable by its identity. Studio 1, a black space dedicated solely to cycling classes, has its geometry demarcated by a continuous line of light that stands out from the black planes as it illuminates the graphics on the vertical walls. Next to the stage, a full-length wall mirror reflects this game of light and shapes, duplicating it and creating an optical illusion that distorts the perception of the size of the room.

Studio 2 is neutral and aims to be subtle, but the tension caused by the ceiling lines of light is provocative and challenges the orthogonality of this space.

 The dressing rooms were optimized and organized along an axis to make the most of the its area. This space maintains the strategy and concept adopted in the other spaces of this club, however, exploring different materials.

Symmetry, perpendicularity, and rigidity contrast with the daring recycled marble and the rhythmic pattern created by the satin-finish ceramics. The color yellow appears here as an element of surprise. Present inside the lockers, it is revealed to those who open them.

 Even simpler spaces have a story to tell.