Building Technogym’s First UK Flagship Boutique

Rather than functioning as a traditional gym, it operates as an interactive showroom where clients can experience Technogym’s latest range of fitness and wellness products, take part in community wellness events and receive expert guidance on fitness solutions and bespoke home gyms. 

The London flagship showroom is Technogym’s first standalone retail destination in the United Kingdom and is owned and operated directly by Technogym S.p.A., the Italian parent company founded in 1983 by Nerio Alessandri.

Technogym leases and operates its flagship showroom at One Berkeley Street, in the heart of London’s prestigious Mayfair district. The showroom occupies a prominent retail unit within a high-end mixed-use development, directly opposite the iconic Ritz Hotel.

The landmark development comprises the UK’s first 1 Hotel Mayfair, a nine-storey luxury hotel with a two-storey rooftop extension, alongside premium office accommodation, luxury residential apartments, restaurants, four flagship retail units—including Technogym—and the landscaped Dover Yard pedestrian plaza.

Surrounded by the distinguished historic architecture of Mayfair’s landmark buildings, the property benefits from exceptional visibility and footfall in one of London’s most exclusive retail and commercial districts, reinforcing its position as a flagship destination for the Technogym brand.

The boutique’s design reflects Technogym’s brand philosophy and embodies the founder’s vision of integrating wellness, architecture and luxury retail. Conceived as an immersive lifestyle destination, the space combines minimalist Italian design, premium natural materials, integrated digital technology and residential-style interiors to create a sophisticated setting for product demonstration and client consultation.  

The concept and interior design of the flagship boutique were developed by Technogym’s in-house design team, drawing on the company’s long-standing collaborations with leading Italian architects and designers, including Antonio Citterio and Patricia Viel. 

SAJO was responsible for delivering the project under a design-build model and acted as the principal contractor, during the construction phase. To ensure a high degree of precision, the on-site showroom layout was carried out using robotic tracing technology in collaboration with SAJO’s innovation studio. In addition to managing the overall execution of the works, SAJO coordinated the installation of the bespoke furniture and ceiling systems supplied by Technogym.

Built to a premium retail specification, the fit-out was meticulously designed and executed to embody Technogym’s luxury brand identity, contemporary Italian design aesthetic, and market-leading position within the premium fitness and wellness sector.