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EQUINOX HUDSON YARDS – 100TH CLUB LAUNCH

Equinox tapped MATTE for the opening of its 100th fitness club at Hudson Yards. Spanning both floors of the centennial location’s 60,000 square foot facility, MATTE produced and creative directed a multi-level activation for 600 media, influencers and EQX VIPs. The celebration included DJ sets by Honey Dijon, Angel + Dren, DJ Ruckus, and NSR as well as surprise performances by members of the American Ballet Theatre and vogueing Icons & Legends from Equinox’s Pride campaign.

Intentionally incorporating the club’s fitness equipment and amenities into the party’s layout, MATTE created specific content capture moments such as a sculptural broken ‘O’ constructed for the indoor pool. The main space featured four custom digital screens displaying MATTE-treated content, prefacing the opening of the first-ever Equinox Hotel.

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