GOSTELOW REPORT—“We needed to redefine luxury in a disruptive way,” says Chris Norton, CEO of New York-based Equinox Hotels. Not for him comfortable chairs – in fact any chairs at all – at check-in, and there is not a chandelier in sight at the 212-key Equinox Hotel, New York.
The hotel opened July 2019 on floors 24 to 38 of The Related Companies’ 92-floor 33 Hudson’s Yard tower. Other floors host Norton’s corporate team, Related-owned Soul Cycle pay-as-you-go fitness, Related’s members-only Equinox gym and upmarket co-working.
Norton had been working with the Related leaders ever since he was enticed in 2016 from Four Seasons Hotels & Resorts, where he had been president, global product, and chief operating officer. As a fitness freak himself, he was attracted by the idea of starting a new, feel-better brand.
“I hate the word wellness. I like high-performance lifestyle,” he declared, describing how hotel guests have complimentary access to the Equinox fitness floors – offering a total of 60,000 square feet – and they can join the early morning guided runs up Thomas Heatherwick’s amazing 150-foot-high open-honeycomb Vessel sculpture. They can also keep healthy in their bedrooms. David Rockwell’s designs have allowed space for exercise rolls, yoga balls and yoga mats (a dedicated Fitness laundry bag allows you to send clothes to be washed at a maximum charge of US$10 per bag).
Norton chose somewhat unusual minibar items, which include not only Krug Champagne and the trendy Whispering Angel rosé wine but also Awake and Restore diet supplements, hypertonic ampoules, restorative Moon Juice, natural fir-needle deodorants and, at US$125, high-performance anti-aging and filler lip treatment. He also wrote a small bedside book, “Rituals,” which entreats guests to say, out loud daily in front of a mirror, three positive beliefs.
“At Equinox we work to three pillars of feeling better, namely movement, nutrition and regeneration,” he explained. On the food side, the hotel’s outside partner, Starr Group, runs the one restaurant, Electric Lemon, with a buzz that is right up there with the best of Broadway. Steaks and red wine are just as prominent as quinoa salad and green tea.
Although some reviews have concentrated predominantly on unusual spa offerings, Norton has created a hotel that is not cranky. Employees may wear white suits, designed by him, but they are traditionally trained, in such service attributes as fast and friendly (that is today’s luxury, as long as there is also anticipation, says Norton).
The Related-Equinox goal is to have six open properties in five years. Two locations, both owned by Related, have already broken ground, with a view to opening in 2022. Equinox Hotel Houston, offering 238 rooms and 29 suites, is by architect Arquitectonica, with main interiors by Bonetti Kozerski, and lobby and restaurant from Roman & Williams. The 258-key Equinox Hotel Los Angeles will include 50 suites: here, THE architect is Frank Gehry, and Tara Bernerd is doing interiors.
After so many years with his previous company, Norton now has freedom to be even more creative: “I have always believed you should never stop learning.” He also believes that people actually want to be healthy, which supports the theory that Equinox Hotels has emerged at just the right time.