Slated to open its doors in June 2019, the inaugural Equinox Hotels property in Manhattan’s Hudson Yards aims to correct traveler’s fatigue, fuelled by poor diets, uninviting gyms, and low-quality sleep. The company hosted a lavish event during New York Fashion Week to introduce the concept to some VIP customers and media.
“This is about the redefinition of luxury away from golden faucets and into really what matters,” said Christopher Norton, CEO of Equinox Hotels (formerly a senior executive at Four Seasons Hotels). “What is more important than moving well, eating well, sleeping well? For example, we wanted to find out how quiet and dark you can make a room, so we spent over a year developing a whole new sleep system that just gives you the ultimate recovery period. It’s so basic, but so important.”
Naomi Campbell attended the launch event, the model also being the star of the hotel’s campaign, filmed by Nick Knight in his signature closed-box studio, gleaming with mirrors and pulsating light.
Harvey Spevak, CEO of Equinox said “Fifteen years ago, if you were an avid enthusiast, you might work out two or three times a week, and you might be a little weird,” he said with a laugh. “Now, people have moved to no days off, so the whole idea of these hotels is that we’re for those that want it all—and really, who wants it more than Naomi?”
Martha Hunt, Ajak Deng, Kate Young, Alexandre Assouline and Maluma also attended the Equinox Hotels launch party which was hosted at 520 West 28th Street, also known as the Zaha Hadid Building
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