Gym Public Relations Sport

The Library reveals Pearlfisher London was behind its brand identity, naming and interior design


By Jennifer Faull | Deputy Editor

June 6, 2013 | 2 min read

The Library, a new private members training club in London’s Notting Hill, has announced that Pearlfisher London created its brand identity, naming, interior design, brand experience and communications.

Karen Welman, founding partner and chief creative officer at Pearlfisher, explained: “The Library is like no other gym out there. Its unique and personalised training philosophy and approach to wellbeing meant we needed to create a holistic experience for the brand that would showcase Zana’s expertise and provide members with an exclusive space, devoted as much to physical exercise as to relaxed, intelligent thinking."

She added: “We have created an eclectic space using a mix of modern and vintage furniture, cutting edge training equipment, custom-made black and white photographic wallpapers, rare old brown leather punch bags and an antique vaulting horse.”

Welman went on to say that the The Library’s name was chosen to reflect that the club “provides an educated, intelligent environment for both physical and mental stimulation and relaxation”.

She added that Pearlfisher aimed to communicate the “brand essence” across all touchpoints including bespoke leather merchandising such as a leather bookmark to track exercise notes and a leather membership card-holder.

Zana Morris, founder of The Library commented on working with Pearlfisher on the project: “Pearlfisher have brought to life everything The Library stands for. It is a unique space that provides our members with a place to come and escape the city, a place where they can achieve exceptional results both physically and mentally. The result is stunning, and my clients are endorsing this. I am delighted.”

Gym Public Relations Sport

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