A fitness studio conceived as a large-scale brand experience.
In 2017, TruFusion board member Alex Rodriguez opened the brand’s Coral Gables studio. As Creative Director of TruFusion, Emily Westberg shaped the experience from the inside out, transforming the existing space through large-scale installations, custom photography, and environmental storytelling.
For its debut, she developed the opening pop-up and meet-and-greet experience, then directed and edited the photography used throughout the studio’s interiors.
The result extended the TruFusion identity beyond fitness, turning the space itself into an expression of the brand.
