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APTE Fitness: redefining the training experience
We helped the world’s largest art fair harness the power of AI to empower the global art community and transform their business.
OVERVIEWUsing AI to transform how the art world explores, connects, and collects
Art Basel, the world’s leading art fair, brings together over 5,000 artists and 1,000 galleries with 300,000 collectors across global events. Yet their legacy digital tools failed to support this scale and ambition. Partnering with Fantasy, they reimagined their platform from the ground up—placing AI at the heart to transform how attendees navigate fairs, discover art, and build meaningful connections. The result is not just a better digital experience, but a new engine for growth and curation in the $65B art world.
STRATEGIC OBJECTIVES 01/ Transform traditional gyms into intelligent, data-driven wellness experiences
02/ Create a seamless ecosystem connecting training, recovery, nutrition, and wellness in one platform
03/ Drive membership growth through seamless 24/7 gym access and a checkout-free APTE Go shopping experience
04/ Design and build a scalable platform for long-term member growth and engagement
OVERVIEWBetter together: powering growth through seamless brand integration
The new platform is built on a simple but powerful idea: Kohler’s brands are stronger together. While each of the five companies maintains its own distinct identity, the unified experience enables effortless cross-brand navigation—allowing customers to explore the full breadth of Kohler’s offerings without friction. Designed for long-term scalability, the system continuously adapts to the evolving needs of each brand, supporting innovation and future growth. It’s a strategic foundation that brings clarity, consistency, and cohesion to Kohler’s digital presence, while celebrating the uniqueness of every label within its portfolio.
The impact
INNOVATION
Using AI to deliver instant artwork recognition with Microsoft Copilot
In a groundbreaking step for the art world, Art Basel introduced instant artwork recognition powered by Microsoft Copilot. This AI-driven feature allows attendees to simply snap a photo and instantly access rich context about the artwork, artist, and exhibiting gallery—turning passive viewing into active discovery. Seamlessly embedded into the app, it transforms the fair experience by breaking down barriers to knowledge, empowering both seasoned collectors and curious newcomers to engage more deeply with the art around them.
GLOBAL IMPACTThe new Art Basel app and AI concierge debut to 75,000+ at Art Basel Miami
Launched at Art Basel Miami Beach, the new AI-powered app transformed the experience for over 75,000 attendees. Built through months of close collaboration with gallerists and visitors, the platform saw a surge in downloads and engagement, with the AI Liaison fielding over 30,000 questions during the event. With a 4.5-star App Store rating and $547 million in estimated economic impact for Miami, the launch marked a major milestone in Art Basel’s digital evolution.