When Gymshark set out to relaunch a fan-favorite Onyx collection, they came to Pink Sparrow with a brief: build an environment that feels like the ultimate superhero HQ—elevated, mysterious, and unmistakably Onyx. Pink Sparrow designed and fabricated a week-long pre-launch pop-up in New York City that positioned the Onyx HQ as a secret hub hidden in plain sight.

We started with a garage-style, underground-feeling space and leaned into its raw character. Concrete-inspired finishes, brick, and stone details formed the architectural backbone of the experience. From there, we layered in dramatic lighting—pin spots, washes, and stark contrasts—to sculpt the environment and guide guests through the space. Our approach to the product was deliberately restrained. Rather than traditional racks and shelving, a tight edit of key Onyx pieces appeared on bold, minimal plinths and custom fixtures.

Throughout the week pre-launch, the HQ acted as a magnet for both Onyx superfans and the broader Gymshark community. The blend of immersive storytelling, elevated materiality, and scarcity-driven product display turned the space into a purpose-built hub for discovery, social sharing, and the triumphant return of Onyx.