In 2019, luxury fitness company Equinox re-focused its lens for Brand Experiences, aiming to bring the brand’s core ethos of high-performance living to the public in surprising and artful ways. For its first major brand experience of the year, Equinox selected FORM—a music, wellness and innovation festival in the visionary eco-city of Arcosanti, Arizona—as the site for a design-driven, performance geared activation focused on fitness and recovery. The two-day event intended to bring Equinox’s most lauded offerings to a like-minded community in an environment where recovery and self-care are often overlooked. To bring its mission to life in a tangible way, Equinox envisioned a dually-purposed functional training space and art installation in the heart of the desert, resembling the brand’s signature broken ‘o,’ which is featured most prominently in the Equinox logo. Equinox provided workouts, informational sessions and regenerative activities on the first day with the objective to promote its highest level of personal training known as Tier X. Trainers distributed neuro-headsets used to prime the nervous system to optimize movements before guiding attendees through a variety of mobility and performance sequences. The day closed with a sleep coaching session where attendees learned the art and science of “powering down to power further” with a custom meditation air dropped to their devices upon leaving. On the final day of FORM, the Equinox activation offered cupping and acupuncture to help the body regenerate following a high-octane weekend of festival-going. The brand will be launching these services in select clubs throughout the country as part of The EQX Body Lab.
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