Equinox Hotels
We built the brand world for Equinox Hotels — defining how the luxury hospitality destination looks, feels, and communicates across every touchpoint.
A unique vision for an unforgettable hospitality destination.
Our Collaboration
Our work builds on Equinox Hotels' luxury hospitality positioning, translating its performance and wellness ethos into an immersive destination experience. The hotel commands major editorial recognition, including The New York Times, Architectural Digest, and The World's 50 Best Hotels. A scalable guest experience system spans campaign, booking, in-room content, and ritual programming — ensuring consistency from first impression to check-out. Project completed as Hugo & Marie.
our campaign
The campaign framework expresses the feeling and philosophy of Equinox Hotels through three core ideas — Dream, Off and On, Regenerate. A tonal foundation of "dark, quiet, and cool" captures the spirit of the rooms themselves, setting the brand apart from conventional hotel marketing
our production
Equinox's abstract visual world comes to life through three campaign films. Controlled studio environments shape choreography, lighting, and set design into a singular cinematic identity — consistency runs across all three while each maintains a distinct emotional rhythm.
Integrated Booking Experience
The hotel’s booking engine integrates to feel part of the brand experience, introducing availability and pricing before the full SynXis flow using a drawer.
Room Storytelling
Rooms come to life through a balance of atmosphere and clarity, using immersive imagery and video with minimal copy to highlight sleep, recovery, and the details that set each room apart.
Immersive Amenities & Offerings
Mood and experience create a cohesive digital journey, communicating about the club, dining, and amenities through a restrained, atmospheric lens.
Going to Market
A six-month phased launch positioned the hotel as a lifestyle and travel destination. Structured around Promote, Engage, and Become, the rollout builds awareness and deepens understanding at each stage.
A multi-channel distribution strategy activates content across social, email, OOH, direct mail, PR, and owned platforms, with messaging tailored to distinct audience segments.
A sensation-led communication approach reinforces the brand's philosophy of extremes over conventional hospitality messaging.
Content From Every Angle
Every touchpoint is consistent through production across a full content ecosystem spanning:
Campaign films
Architectural and lifestyle photography
CGI room renders
Motion graphics
In-room films & Ritual content
Bedside books and printed materials
All Equinox Hotels content functions both narratively and operationally, balancing atmospheric, brand-defining visuals with practical assets such as in-room tutorial films, yoga and ritual programming, and digital materials that enhance the guest experience before, during, and after a stay.
A Holistic Experience
Across every location, Equinox Hotels draws on a broad ecosystem of content shaped by Hugo & Marie. Motion installations, in-room ritual and yoga films, printed ritual books, and tablet tutorials bring Equinox's philosophy into lived moments — embedding the brand into how guests move, rest, and interact with the space.
Studio & Marie is an evolution of Hugo & Marie, founded in 2008.
