Burnt is a women's fitness clothing brand that focuses on uniting women of different sizes and cultural backgrounds under their Orange Tag. An "experience" store has been created for them with contactless payment and smart mirrors. Customers can relax and have a drink at the smoothie bar. Clothing can be customised to fit perfectly or personalised with a name at the embroidery station. The activewear can be tested at the rock-climbing wall or the yoga/pilates studio. Customers can take photos for Instagram at the light-up Insta-wall.

The organic shapes in the space mimic the flattering seams in the activewear. The Orange Tag has been employed as a wayfinding system in the store.