One of the best kept secrets within the Mall shopping centre in Luton, is the female friendly 24-hour gym, Anytime Fitness. Occupying a large space on the gallery level the gym operator wanted to increase visibility to take advantage of the huge footfall within the shopping centre.
After discussing suitable locations with the Centre management, Anytime Fitness was offered some prime signage positions at the entrance to the Market car park and on the rear of the shopping centre. Working with Treacle Factory, the franchise owner of Anytime Fitness Luton was able to design, produce and install a large double-sided pylon within the car park to sign customers to the gym on level two. The sign featured a different message on the reverse that is read as customers leave the car park.
Space was also allocated on the rear of the building, visible as cars enter the service road area. This was installed by the same as the pylon which made the installation costs very economical. Inside the shopping centre, Anytime was able to display a freestanding LED backlit display with removeable fabric graphics, also produced by Treacle Factory. The unit was made to size and the interchangeable graphic enables Anytime Fitness to change the message in alignment with their advertising campaigns. Three A0 grip frames have also been supplied to enable posters to be displayed outside the main entrance to the gym.
It is anticipated that the combination of internal and external signage, will turn the best kept secret into something many more people know about.