SOD:
Aesthetic Climbing Gym

brand concept

❋

 SOD BRAND CONCEPT

As climbing GROWS MORE POPULAR, the environments built around it have remained largely unchanged. Sod challenges this by reframing the climbing gym as a refined lifestyle space that values design AND WELLNESS, AS WELL AS social presence alongside movement. 

❋ NAME

The name Sod is intentionally ironic: cultivated grass that looks natural but is carefully manipulated, echoing the gym’s approach to creating an outdoors-inspired environment that is precise and beautiful.

❋ LIFESTYLE

The SOD environment includes a coworking space, sauna and juice bar for maximum hang time: a home away from home. 

❋ INSPIRATION

Sod’s approach to climbing culture may be polished, but its inspiration is still rooted in the retro rebel culture of the 70s. This is important. Sod should not feel millennial clean, just more intentionally designed to feel closer to nature.