NoChintz We are a creative studio
Focused on interior design and branding

Whatever It Takes, Retail Design


Whatever It Takes, Retail Design

NoChintz was appointed by brand-led fitness retailer Whatever it Takes to develop a concept for a two-storey retail unit in London which also doubled as a space for fitness events.


With a prominent location on Shoreditch High Street, the brief was to design an attention grabbing and prominent ground floor to captivate the attentions of the passing public. The lower ground floor meanwhile needed to serve as a fusion of traditional retail space and fitness and training area, it also needed to highlight the wares of brands including Nike, Adidas, Reebok and Under Armour.

NoChintz executed the brief in its trademark creative manner; on the lower ground floor gym matting and AstroTurf flooring give the gymnasium feel, bespoke strip lighting create a dynamic feature with a nod to monkey bars and with Bulldog supplying the retail fixtures the aesthetic is continued.

Stripped back graphics reverencing line marking adorn the walls and delineate each brand’s area of the store; NoChintz worked closely with the brands themselves to ensure designs considered their own guidelines. Dark charcoal walls create a dramatic backdrop for the product with pastel accents to highlight key features.

The client – Whatever it Takes founder Sam Kitching, was delighted with the end result, saying: “NoChintz was the perfect partner for us, we wanted to bring our retail space to life and make a real statement within a inherently dated retail sector. Combining specialist product with inspirational environment and through the creative minds of NoChintz we mange to nail it.”