Brand Experience · Live Events · New York City · 2018

Sound by
SoulCycle

Client
SoulCycle · Equinox Group
Role
Creative Director
Venue
New York City · National Tour
Launched
October 2018
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Overview

The launch of Sound by SoulCycle — a first-of-its-kind hybrid concert cycling series that brought live music artists into SoulCycle studios, transforming rides into transcendent live performance experiences. Kicking off in New York City before expanding to Las Vegas and across the U.S., the series represented SoulCycle's boldest step beyond its studio walls — a new media division initiative designed to engage riders through culture and live entertainment. As Creative Director, I led the spatial design, environmental concepting, and experiential production direction for the series launch.

By the Numbers
88
SoulCycle studios across
the U.S. and Canada at launch
1st
Hybrid concert cycling series of its kind ·
live music + indoor cycling
NYC
Series launch · New York City ·
October 2018
45MIN
Immersive concert cycling
experience per event
Inside the Series
Sound by SoulCycle · New York City · 2018
Sound by SoulCycle · New York City · 2018
Sound by SoulCycle · Live Performance
Sound by SoulCycle · Live Performance
Sound by SoulCycle · Rider Experience
Sound by SoulCycle · Rider Experience
Sound by SoulCycle · Concert Cycling
Sound by SoulCycle · Concert Cycling
Sound by SoulCycle · Studio Environment
Sound by SoulCycle · Studio Environment
Sound by SoulCycle · 2018
Sound by SoulCycle · 2018
Sound by SoulCycle · Rider Community
Sound by SoulCycle · Rider Community
Sound by SoulCycle · Series Launch · NYC
Sound by SoulCycle · Series Launch · NYC
"
We say internally that it's never been about a bike. It's always been about our rider and creating an experience for them. The bike was just the vessel.
Melanie Whelan · CEO · SoulCycle
Press
Fast Company
SoulCycle is turning its rides into live music concerts — new Sound by SoulCycle series launches in New York City
SoulCycle
Sound by SoulCycle — a new series that brings the world's most exciting artists to riders in fresh, innovative ways
Wikipedia
In October 2018 SoulCycle launched live concerts during SoulCycle classes — the brand's boldest step beyond its studio walls
Apple Music
SoulCycle partners with Apple Music for Sound by SoulCycle — instructor-curated playlists and motivational audio for riders
Equinox Group
Sound by SoulCycle debuts in New York City — experience a sanctuary in the form of a concert, transforming mind body and soul
SoulCycle Media
Sound by SoulCycle expands to Las Vegas and across the U.S. — the series bringing world-class artists to cycling studios nationwide