Skift

Equinox Hotels Represents the Next Generation of Lifestyle Branding

New York City’s massive $20-billion real estate development Hudson Yards officially opened on March 15, but it’ll be at least another month until it welcomes one of its most anticipated anchors: the first-ever Equinox Hotel.

The fact that Equinox, the brand best known as a luxury fitness chain of nearly 100 clubs around the world, is opening a hotel at Hudson Yards isn’t entirely unexpected. Equinox is a subsidiary of The Related Companies, the same real estate developer behind Hudson Yards and nearby Columbus Circle.

Equinox enlisted famed restaurateur Stephen Starr to lead the hotel’s culinary concepts, and Starr has brought on chef Kyle Knall, formerly of New York City’s Gramercy Tavern and Maysville restaurants, to spearhead the cuisine at Electric Lemon.

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