Unrealized Project
Flexing Data-Driven Hospitality with Equinox
Client
Equinox Hotels / Related
Challenge
Related’s first Equinox Hotel property in New York’s Hudson Yards is the penultimate example of uniting wellness, customized hospitality and high design. To deliver on this proposition, C-Suite leadership from both organizations sought to create a first of its kind brand experience to punctuate a guest’s arrival and first impression.
Opportunity
Rethink the tropes of the traditional hotel concierge and develop an experience rooted in co-creation and customization, and informed by data, insights, and community preferences. Provide an intimate experience platform with unparalleled local knowledge that only Equinox - with its built-in, culturally savvy, and wellness-obsessed member base - could deliver.
Human-Computer Hospitality
Equinox’s commitment to high-touch hospitality, and extensive guest research, pointed towards the insight that the Hotel’s concierge couldn’t rely on digital tools only - the expertise and subtleties of highly trained concierge staff are just as important to optimize the guest experience. The Future Concierge seamlessly melds human-computer interaction in a way that’s natural, putting guests and concierge leaders shoulder to shoulder in content discovery and the co-creation of an optimal stay - all using a balance of data, preferences and interpersonal dialogue.
Designing to Attract and Orient
We designed the entire physical-digital experience to deliver a spectacular first impression, and to create an undeniable draw upon entry. The entire space exudes a sense of luxury in its finishes, lighting, and bold sculptural centerpiece - all of which orient guests and concierge staff in the round - a stark contrast to the typical oppositional arrangement of chair and desk. Digital engagement reveals exclusive content via unique partners, and immerses guests in a bold new vision for modern hospitality.
