Barry's Bootcamp, Singapore

Welcome to the experience economy

As consumer behaviour evolves, the experience economy grows. In a market saturated with products, consumers are placing an ever-increasing value on their experiences with a brand.

The Barry’s team embraces this philosophy, where 'best in class' extends well beyond the luxe amenities, fuel bar, and retail offerings. They create an atmosphere – an urban, energetic space that delivers a sense of community and advocacy.

As construction partner, we’ve worked closely with Barry’s to ensure that every detail in their Asia Pacific roll-out has been immaculately considered, bringing their vision of exceptional, high-end customer experience to life.

The Singapore studio is no exception.

Design consistency

From day one, we’ve created a consistent design language while working with local architects to introduce subtle cultural influences. This transfer of knowledge has ensured that every studio encompasses the same high standard of finish.

While crucial to the brand, design consistency is also key to the client experience. The design layout, in particular, brings a consistent vernacular across all sites globally; giving clients a level of comfort and ease from studio to studio.

In Singapore, our engagement of local design firm DEVO drew on local references to create a distinct sense of place. The palette of polished concrete, marble, and stone finishes with an overlay of gold mesh is distinctly Barry’s yet imbued with a Singaporean flair.

Streamlined delivery

Through construction lessons learnt across Surry Hills, Martin Place, and Kings Cross, we anticipated and developed solutions for unique site challenges well before the construction phase.

One key element of the build needing particular attention was the base building mechanical works where the existing site was incapable of supporting the Red Rooms’ extensive airflow requirements.

Our team worked closely with the building management team to understand their existing system capacity then utilised this knowledge to the benefit of Barry’s mechanical design – combating the heat and humidity of the region.

Acoustics

With nightclub volumes accompanying the workouts, acoustic treatment is always a core part of the Barry’s build.

Located in the iconic Robinson Tower – a premium corporate asset – the appropriate acoustic treatment was a crucial element to the project. Building on our previous experience across multiple Australian sites, we refined our systems to satisfy the site conditions; additional underlayment systems reduced noise and vibration for an even higher acoustic rating.

Value adds

Our established presence through Singapore enabled us to offer our distribution networks and local warehousing, saving Barry’s money and increasing their speed to market.

Also, with the Barry’s team based in Sydney, our local site personnel produced weekly video fly-throughs using drone technology. This allowed our client to visualise the progress and share videos on social media for added publicity during construction. Our graphic designers also created dynamic hoarding in collaboration with local authorities and the Barry’s international team to generate pre-booking revenue for our client.