Dior partners with Technogym to launch exercise equipment
THELuxury companies are increasingly looking for new ways to attract new customers. From LVMH delving into hospitality, Ferrari making its debut in fashion, Burberry opening beach clubs, and now Christian Dior is launching his very first exercise equipment with Technogym.
As part of its upcoming Cruise 2022 trade fair, Dior has partnered with Technogym, one of the world’s leading specialists in high-end sports equipment and digital technologies, to launch the “Dior Ambiance” line of exercise equipment. Combining sportswear and elegance, the duo have designed 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 includes a treadmill, balance ball and training bench that contains a range of training aids.
Technogym has a long history of manufacturing very high-end and – by gym equipment standards – stylish training tools. She provided the Tokyo 2020 athletes with Technogym equipment. This, however, is a breakthrough in the classroom and perhaps the ultimate home gym for the fashion enthusiast. As the press release says, “With the common goal 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, citing, said: “This common goal of excellence gives life to a limited series of innovative Technogym products interpreted with the unique allure of Maison Dior. Created to inspire the concept of well-being to new generations, it also offers people the possibility of living a unique and irresistible experience.
As one can imagine, Technogym provided the engineering expertise on this project, while Dior provided the design and their logo. The result is a striking, minimalist paint job, much of it in black and white. Technogym’s angular yellow logo almost looks like punk and graffiti in this context. The equipment will be available exclusively in Dior stores around the world from January 22, with no pricing available yet. One thing is for sure, this gym flex won’t come cheap. Dior Technogym exercise equipment
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