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.