Melbourne Offline 5 March 2024 - 08:28 New York Online 4 March 2024 - 16:28 Chicago Online 4 March 2024 - 15:28

SAME PLACE


Erika Geraerts, the mind behind Fluff Cosmetics and a founding force behind the million-dollar skincare giant Frank Body, has teamed up with Thurman Wise, the director of brand and innovation at CAPI drinks. Together, they're reshaping the health and wellness landscape with Same Place—an ever-evolving yoga pop-up that transcends the conventional studio concept, instead fostering a vibrant community hub. Born from the desire for a space where individuals of all skill levels can unite and elevate their practice.

Erika Geraerts, the mind behind Fluff Cosmetics and a founding force behind the million-dollar skincare giant Frank Body, has teamed up with Thurman Wise, the director of brand and innovation at CAPI drinks. Together, they're reshaping the health and wellness landscape with Same Place—an ever-evolving yoga pop-up that transcends the conventional studio concept, instead fostering a vibrant community hub. Born from the desire for a space where individuals of all skill levels can unite and elevate their practice.

The Blurr

In a yoga industry worth billions, how do we redefine norms without falling into the trappings of stereotypical practices? Erika and Thurman embarked on a mission to disrupt the current offerings in the space, all while paying homage to the time-honored practice that encourages you to leave your ego at the door.

SERVICES

Visual identity

Art direction

Brand guidelines

The Blurr

In a yoga industry worth billions, how do we redefine norms without falling into the trappings of stereotypical practices? Erika and Thurman embarked on a mission to disrupt the current offerings in the space, all while paying homage to the time-honored practice that encourages you to leave your ego at the door.

The Clarity
The solution was simple yet beautiful, approachable and unique, and with space to evolve with the business model. Our exploration made our direction clear, creating a visual identity that plays with modern pop colours, custom type, traditional illustration and 1970’s imagery in a way that feels fresh and inviting.  A brand that boldly stands apart from its more muted competitors. Blurring the lines between convention and innovation, Same Place is a testament to the power of collaboration and a desire for a space that fosters both individual growth and community connection.
The Results
  • Inaugural session: Sold out
  • Second session: Sold out within a week
  • Opportunities blooming for collaborations with prominent studios, paving the way for offering retreats outside of Melbourne

The Clarity

The solution was simple yet beautiful, approachable and unique, and with space to evolve with the business model. Our exploration made our direction clear, creating a visual identity that plays with modern pop colours, custom type, traditional illustration and 1970’s imagery in a way that feels fresh and inviting.  A brand that boldly stands apart from its more muted competitors. Blurring the lines between convention and innovation, Same Place is a testament to the power of collaboration and a desire for a space that fosters both individual growth and community connection.

The Results

Sold out

First and second session within a week

Opening doors

Opportunities blooming for collaborations with prominent studios, paving the way for offering retreats outside of Melbourne

The Bureau

Creative Direction

Jessica Dimcevski

Art Direction

Alicia Goodmanson
Akansha Kukreja

Design

Alicia Goodmanson
Akansha Kukreja

Animation

Zane Flynn

Photography

Lyn Marshall