Location: 's-Hertogenbosch, The Netherlands
It’s not every day that you get asked to creatively revamp an iconic leisure destination like Sportiom, which is why this project was something we knew we had to take on. A household name for many in the S-Hertogenbosch area, Sportiom is an expansive leisure facility that encompasses everything from ice skating to swimming and F&B. Designed two decades ago, the team decided it was time for an overhaul.
The Aces team was commissioned to reimagine the outdated space and design an immersive leisure experience which would not only resonate with Sportiom’s target audience today, but that would keep it relevant for decades to come.
As a place dedicated to encouraging communities to adopt a more active lifestyle, it was imperative that the design we created embraced this sense of social responsibility. To find our concept, we decided to get right down to the core purpose of any leisure experience – FUN. And working around the universality of fun, we developed an original and experiential space where absolutely everybody, be it a Gen Z’er, a Millennial or a Baby Boomer, would be able to feel good.
Alongside the recreational swimming pool area, the Aces were asked to reconfigure the ice-skating area into a bowling alley and mini golf space and rethink Sportiom’s entrance experience. The total space being overhauled by the Aces team spanned to almost 4000m2.
We designed to take Sportiom to a place where no other leisure centre had gone before – down the proverbial rabbit hole. With graphic patterns, bold colours and unexpected lighting accents, the recreational swimming pool area, Sportiom’s biggest attraction, was transformed into a neon jungle.
“Our main source of inspiration? Children. They are full of imagination, don’t think in boxes and often associate everyday things in shapes and colours. With that limitless creativity, they create their own fantasy world, where anything is possible. Sportiom’s new visual identity aims to emulate this boundless imagination, intuition and creativity. Everyone should be able to feel like a child in Sportiom. That is why we did not opt for thematic spaces when furnishing the different spaces, but opted for transitions in shapes, colours and patterns – a bit like moving through a painting by Pablo Picasso!”
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