WHOOP HQ— The Physical Embodiment of “Always On”
The Brief
For years, Aruliden and WHOOP have collaborated to shape both product and brand. Most recently, we partnered with STUDIOS Architecture, to transform our deep understanding of the brand into a vision for their unique headquarters in the heart of Boston.
Lobby
WHOOP’s HQ embodies the brand’s core mission of “Unlocking Human Performance” physically, mentally, and emotionally. The space is centered around a prominent staircase, serving as the humanistic core, fostering connection and blurring the lines between technology and human relationship.
The design effectively utilizes contrast, reflecting the interplay between action and recovery through its spatial layout and sequencing.
Conceptual ideation for the core staircase, spanning three stories.
Graphic Language Activated
Recognizable iconography from the WHOOP app was brought to life across the lobby and cafeteria floors, referencing the range of trackable options the brand offers.
“The headquarters speaks to our DNA, at the heart of Boston’s extraordinary sports scene, world-class health and medical institutions and elite universities.” -Will Ahmed
Imagery Courtesy of STUDIOS Architecture
Photography by Garrett Rowland
Cécred—
The Science of Ritual
