Runbase Berlin has been purpose built to unlock human potential. The growing influence of wellness is helping to reshape bodies as well as the retail landscape. Though the trend is still relatively nascent, its impact is becoming increasingly apparent. In reaction to a growing consumer preference for branded experiential spaces that offer more than just consumerism, sports giant Adidas have established Runbase Berlin.

Runbase Berlin brings together an active food kitchen, in-house fitness classes, individuated training schedules and a range of urban running routes. These features all aim to help members become “better runners”.

The concept is built around improving the functionality of the heart, brain and muscles by fuelling the body with the correct nutrients, while simultaneously equipping it with performance enhancing Adidas gear.

The Runbase will also reward development based on a ‘bonus scheme’. The more runners achieve, the more levels they will ‘unlock’, giving them access to further privileges including more nutritional plans, personal guidance from running experts as well as physiotherapeutic services. The unlimited access Gold Pass is available for £45 ($67, €59) a month. Alternatively, interested parties can buy individual tickets.

Selfridges' newly launched Body Studio Department is another example of experiential retail which comprehensively taps into the wellness zeitgeist by bringing together a similar combination of activities and products.