Health & Fitness
New York, USA | Completed 2025

General Contractor: Primary Built
Local Architect: ArchytecX
Photographer: [1] Doublespace Photography [2] Lauren Beischer

Myo Flatiron is located at a premium 5th Avenue address, in the heart of Manhattan. Their first location in New York City marks a significant milestone for the brand and represents the culmination of a decade plus partnership and collaboration with Reflect. Myo established a foothold in the health and wellness space and has carved out an identity as a premier, modern physical therapy provider across North America. Since inception, Reflect has collaborated to shape their physical environments ensuring a seamless translation of the brand’s ethos to the client experience across more than 20 clinics.

Early on, Myo (then Myodetox) positioned itself as a technical, high-performance offering within a crowded, emerging field of health and wellness providers all evoking the same bright, airy aesthetic. Their spaces reflected the brand’s unique aspirations and place in the market embodying a refined, dark aesthetic that permeated the brand’s identity. Layered, textured palettes, inspired by Japanese streetwear and luxury fashion created a consistent, familiar experience from the moment you stepped into a Myo. A casual lounge, informal greet desk, and contrasting wood accents acted as a common design language across locations, while abstract variations of the iconic “X” logo were inspired by contextual attributes found in each clinic’s respective neighbourhoods.

In 2025, a decade into their journey, Myo launched a refreshed evolution of their brand which was overseen by Herman-Scheer. Refocussing on their core tenets, the new direction softens the some of the brand’s harder technical edges, logo included, for a more accessible, inclusive position in the marketplace. Reflect worked closely with Myo and Herman-Scheer throughout the process to imagine how this evolution would be translated to the physical, in-person experience. The approach is a combination of subtle changes that incorporate core elements of the existing design language while layering in new materials that invoke the brand’s current direction. Travertine and fluted glass introduce a softer palette to the reception and lounge. The “X” motif is echoed by a curved, angular travertine profile emphasizing movement and growth in both the brand and its clients.

In addition to their industry-leading open treatment pods, Myo has expanded a range of services performed in private rooms that offer a calming environment for more intimate treatments and consultations. The palette in these spaces presents softer lighting and tactile elements that reinforce comfort and privacy. The brand continues to emphasize the idea that physiotherapy is a proactive approach to personal wellness rather than a reactionary medical treatment and now embraces a range of clientele from expecting mothers to high-performance athletes.