Challenge

Creating Vaara’s first-ever permanent retail space was an exercise in precision. The brand, known for its elevated approach to activewear, needed a store that embodied its values of balance, movement and luxury, within just 19 square metres.

The space had to feel calm yet striking, sophisticated yet welcoming, a true reflection of Vaara’s ethos. As part of The Edition Hotel, it also needed to integrate seamlessly within an environment known for refined, modern minimalism.

This was not just about designing a retail space; it was about creating a physical manifestation of the Vaara lifestyle, where form and function meet in perfect harmony.

Insight

A Pilates studio, a yoga sanctuary, the rhythmic tension of a reformer machine – each element grounds the body in balance and motion. To bring this feeling into a retail space, our design team had to distil the physical world of Vaara into an immersive experience, where materials, textures and lighting work together to create a sense of serenity and strength.

The crisp lines of a Vaara garment are translated  into the store’s architectural clarity. The tactile contrast of soft leathers, smooth woods and polished metals echoes the balance between rigour and release that defines the Vaara approach to movement.

Solution

The boutique is a calm, curated space, inspired by the mind and body studios at the heart of Vaara’s world. Every element is designed to evoke balance, from the interplay of light and shadow to the careful layering of natural materials.

A backlit coffered ceiling softly illuminates the space, mimicking the ambient light of a yoga studio. Light oak panelled walls add warmth, while travertine flooring extends from The Edition’s lobby, reinforcing continuity between the hotel and store. Against this serene backdrop, metallic accents and rich onyx surfaces introduce a sense of precision and control, a nod to the technical elegance of Vaara’s designs.

Fixtures take inspiration from movement and restraint. A sleek, tensioned rail system mirrors the taut straps of a reformer machine, creating a sense of dynamic tension. A ceramic-tiled central display offers both texture and function, acting as a focal point within the compact footprint. Storage is seamlessly integrated, with a pocket-door cash desk that disappears when not in use, ensuring the space remains uncluttered and refined.

Even the smallest details reinforce the brand’s narrative in its new permanent home.

Results

As Vaara’s first standalone retail concept, this space is more than a boutique, it is a blueprint for the brand’s future in experiential retail. By distilling Vaara’s world into a thoughtfully designed, highly refined environment, the store sets the stage for future expansions. The store has been featured in leading design and fashion publications, including Grazia and Harpers Bazaar, highlighting its success in translating luxury activewear into an immersive spatial experience.