2022 GFD 🏆 Awards

Gold Winner | HEIMAT, LA – concept fitness club | INCO STUDIO

HEIMAT means origin and provenance. HEIMAT is freedom, security, well-being and naturalness. At its core, HEIMAT is nature and the elements from which everything is created.
Back to nature – an immediate state with no “additives”. The origin in nature applies to all living beings and affects everyone equally, across society and culture.

Global Future Design Awards 2023: Entries Open! 

Gold 🏆 Winner
Global Future Design Awards 2022

HEIMAT, LA – concept fitness club
Commercial Architecture


Christian Gröschel

Design Team
Christian Groeschel, Franzisak Nemitz, Linn Staschik, Maike Panz, Jill Saager, Felix Volmari

960 N La Brea Ave, Los Angeles, CA 90038, USA


©incostudio + rsg group America

How society deals with this freedom, value and sustainability has changed. The importance of freedom and unrestricted action has increased exponentially and is probably the greatest luxury. Basic values such as freedom, time and health are becoming luxuries. The realization of the finite nature of resources and our biological time has expanded our awareness of this.

The HEIMAT concept connects values with the senses. People should act in the spirit of intergenerational justice, deal sustainably and considerately with nature and resources. Balancing the relationship between urbanity and nature, going back to the source where man is part of nature again.
The harmony of man and nature is based on appreciation and respectful interaction. Materials are valuable, unique, sustainable. The complete and meaningful handling, recycling and upcycling is part of the meaningful, valuable utilization of resources. Example tree: trunk (tabletop), branches (furniture), roots (art), leaves (wallpaper), bark (floor).

The uniqueness of the HEIMAT is reflected in the materials and their processing. Craftsmanship makes this value visible in many ways. Freedom is lived out and demonstrated in all art forms. It doesn’t need reality or specific norms. It is a pure form of freedom and thus an essential part of the spatial concept of the HEIMAT. Works of art are therefore central elements of the room concepts – they symbolize informality and a sense of freedom. But also for freedom of expression and diversity of opinion.

The interior concept by inco.studio shows this multi-sensual approach to dealing with resources and their appreciation. It’s about the materials and their uniqueness, the appreciation of originality through to craftsmanship and combinations, with a thoughtful, holistic approach and the sense of freedom of art. This brings the visitor back to the origin and provenance. The core is nature and the elements that make up everything – the immediate state – HEIMAT.

“You can’t buy the really important things in life.”