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.

• Services

• Environmental Design

• Wayfinding

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

The WHOOP icon was deconstructed into various gestural elements, forming a graphic toolkit to implement throughout the space.

Privacy graphics on conference room windows pickup the angular shape language.

WHOOP branding on the rooftop lives alongside a landmark of the Boston skyline — the Citgo sign.

The elevator display on the 8th floor showcases the visual metrics used in the WHOOP app to grade user's Sleep, Strain, and Recovery scores.

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.

A space designed to facilitate conversation, collaboration, 
and movement.

Conference Room

Top Floor Lounge

Soft Goods / Apparel Lab

“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