Hinge Studio worked in conjunction with VBP Orange to create a comprehensive design package for Massage Envy’s rebranding initiative. A national massage membership chain, Massage Envy envisioned their brand to be fresh, current and comfortable, fulfilling their clients’ needs for medical massage while offering spa-quality, yet affordable, experiences. Hinge’s design approach was to simplify the existing design campaign by toning down harsh colors, incorporating more warmth and comfort in textures and lighting, and simplifying the palette to be able to integrate into all existing and new locations nationwide.
A design element that encaptures the new campaign approach is the glowing wooden “float” feature: it greets clients at the custom-designed reception desk and is carried throughout the space into the hallway, as if ushering the client from one experience to the next while maintaining continuity. Additionally, Hinge Studio had custom-designed furniture to achieve both sophisticated comfort and the ability to fit more seating in compact or awkward spaces. Designed primarily with subtle tones and lighter natural textures, the pieces are flexible enough to be mixed and matched for each location’s specific needs and constraints. Hinge also designed signature light fixtures to complement the furniture and decor, using natural fabrics like linen to maintain a sense of warmth while keeping crisp designs. Colorful accents – throw pillows, some chairs, and wall colors – offer a balanced dose of fun energy and life into the interiors.