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For Samsung and Basic-Fit, Tchai created Space Squat: a high-impact, gamified workout experience that brings technology, movement, and community together. Designed to engage members, spark competition, and showcase the innovative features of the Galaxy Watch 7, the activation was rolled out across 29 Basic-Fit locations. Built in-house, engineered for scale, and delivered end-to-end by Tchai.
Samsung and Basic-Fit wanted to connect innovation to everyday fitness in a way that felt relevant, motivating, and social. The challenge was to translate the Galaxy Watch 7’s advanced features into a physical experience that resonated with Basic-Fit’s broad and diverse member base — while being scalable, durable, and easy to deploy across multiple gyms.
Working closely with long-term partner Cheil Benelux, Tchai designed a gamified workout concept that turns squats into a shared challenge. The experience was developed to be intuitive, inclusive, and high-energy, encouraging participation from all fitness levels. Every element was engineered for fast rollout, repeat use, and consistent performance across locations.
Space Squat transforms a functional workout into a playful, competitive experience. Members are invited to squat, score points, and engage — while directly interacting with the Galaxy Watch 7’s capabilities. Tchai built four complete Space Squat units in-house, managed logistics and distribution, and handled on-site installation in 29 Basic-Fit clubs. The modular setup allows for efficient deployment, easy maintenance, and future re-use in new locations or formats.
• 4 Space Squat experiences delivered
• Rolled out to 29 Basic-Fit locations
• Strong member engagement and social interaction
• Clear product storytelling for Galaxy Watch 7
• A scalable activation model for future brand collaborations
Space Squat shows how technology becomes meaningful when people can feel it, use it, and share it. By blending gamification, fitness culture, and smart design, Tchai helped Samsung and Basic-Fit connect innovation to real movement — creating an experience built for engagement, community, and scale.
Credits: Cheil Benelux