Luxury companies are increasingly seeking novel ways to attract new clients. From LVMH delving into the hospitality business, Ferrari making a fashion debut, Burberry opening beach clubs, and now, Christian Dior is releasing its first ever exercise equipment with Technogym.
As part of its upcoming 2022 Cruise show, Dior has teamed up with Technogym, one of the world’s leading specialists in high-end sports equipment and digital technologies, to launch the “Dior Vibe” exercise equipment line. Combining sportswear and elegance, the duo crafted a range of limited edition home fitness equipment designed by Maria Grazia Chiuri.
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This line sees the best of French couture and Italian home gym equipment. Technogym for Dior is a unique collaboration that raises the bar for adding style to workouts. This limited edition collection comprises a treadmill, balance ball and a workout bench that holds a range of workout aids.
Technogym has long made very premium and – by the standards of gym equipment – stylish workout tools. It supplied the athletes of Tokyo 2020 with Technogym equipment. This, however, is a step up in class and perhaps the ultimate home gym for dedicated followers of fashion. As the press release puts it, “With the shared objective of inspiring a lifestyle guided by the values of health and excellence Technogym innovation meets Dior elegance for an exciting design series of limited-edition home fitness products.”
Nerio Alessandri, Founder of Technogym and Wellness Designer, mentioning, said: “This shared goal of excellence gives life to a limited series of innovative Technogym products interpreted with the Maison Dior’s unique allure. Created to inspire the concept of wellness with new generations, it also offers people the opportunity to live a unique and irresistible experience.”
As one would imagine, Technogym supplied the engineering expertise on this project, while Dior supplied the design and their logo. The result is a striking and minimalist, largely black and white paint-job. Technogym’s angular yellow logo looks almost punky and graffiti-like in this context. The equipment will be available exclusively in Dior stores worldwide starting January 22, with no price available yet. One thing is for sure, and that is this gym flex won’t come cheap. Dior Technogym exercise equipment
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