Equinox was launching their Brand Experiences vertical and called upon MATTE to pilot the program with an inaugural activation for their highest level of personal training known as Tier X.
Inspired by the holy grail of brand activation (but is not a brand activation at all) PRADA Marfa, the original brief was to create an artistic pop-up installation that could debut at Marfa Myths. Art as a moment to build brand.
We dove a bit deeper into their audience and presented an alternative option – FORM Arcosanti – the forward thinking music and art festival outside of Phoenix that attracts artists and opinion leaders in wellness, sustainability, and music.
The festival’s ethos provided the same forward thinking convergence of wellness, entertainment, and experience as Equinox’s and provided a well-balanced mix of Equinox members as well as potential new customers.
We secured Equinox as a marquee partner for the festival, whose lineup included FLORENCE AND THE MACHINE, ANDERSON PAAK, KELSEY LU, JPEGMAFIA, and PUSSY RIOT.
Balance of wellness, entertainment, & experience
Inspired by the human form, the Equinox brand, and the landscape of Arizona’s desert, we looked to create a reflective sanctuary space that could also be used for innovative workout classes, meditations, sound baths, and gatherings.
Promise of substance and style, mirrored surfaces, minimalism and an artful approach that incorporates the surrounding environment created an arresting space for attendees to get back to peak form.
Canvas for Content Creation
Surrounded by the desert landscape, we also leveraged the installation to create a brand film that captured Equinox’s unique aesthetic.
Taking the form of the Equinox split ‘O’ – we created a space out of the brand language that didn’t feel overbearing
Smoked mirrored surfaces
Black faux concrete
Equinox “O” structural letter form
Previewing Equinox services that would later premiere in select clubs throughout the country as part of the EQX Body Lab, the activation’s 2 days of wellness programming included:
Group yoga + workouts
Guided mobility + performance sequences
Sleep coaching session + custom meditation takeaways
The activation became a ‘best-in-class’ example companywide for how Equinox should create brand activations, blending workout space, wellness retreat, stunning installation, and content studio.
The activation also won a Platinum Prize from the Muse Awards in the Experiential & Immersive Category.
Executive Creative Director: Michael Yu
Experiential Director: Jade Akintola
Managing Partner: Max Pollack
Senior Producer: David Vollucci
Senior Art Director: David Orellana
Creative: Margot Roussel
Account Lead: Sophie Saguil
Junior Producer: Dana Lee