the broadgate club - gym presales

architect: allford hall monaghan morris.  reenie (karin) elliott was project architect
building type+location: the ground floor of euston tower was fitted out as a presales office for a gym club then under construction; london, england
invisible elements:

1. euston tower had (until our occupation of the site) been the offices and studios for capital radio station, one of my favourite stations as a teenager.
2. several hundred gym memberships were sold despite the fact that the gym wasn’t yet built or visible – a triumph of advertising the invisible over tactile reality.

client: broadgate club
completion date: 1997