On Monday, high-end sports club Equinox launched the campaign for its new hotel initiative, Equinox Hotels, in the form of a short film. Starring Naomi Campbell, the three minute and 24 seconds long clip was captured by renowned British photographer Nick Knight inside a mirrored box at his SHOWstudio in London. The psychedelic film is separated into three segments that follow Campbell on a journey of the three pillars of Equinox: Movement, Nutrition, and Regeneration. The short film begins with “Move”, where the former Vogue Arabia cover star shows off her athletic prowess and boxing skills. In the second segment, entitled “Nutrition”, the supermodel is seen biting down on pieces of cherries and grapes. This is followed by the final portion, “Dream”, which displays an ethereal Campbell twirling around in a breezy, pleated dress and headband.
“When I think of Equinox the brand, and specifically the hotel, I think about pushing human experience and pushing boundaries, testing limits. Who better to represent this than Naomi Campbell?” said Knight in a statement. “I wanted Naomi to have something to push against. A virtual version of herself and all that makes Naomi, Naomi,” he added.
Campbell was excited to be a part of the brand’s first hotel campaign too. “I’ve been a longtime admirer of Equinox and how they have set up their brand as a lifestyle with immense attention to detail,” she explains. “This is something I can certainly identify with and was proud to be a part of. Hotels are an obvious extension of this brand.”
The Equinox Hotel will open its doors in New York City’s Hudson Yards neighborhood this June. The upscale hotel will boast a spa, two pools, and an outdoor terrace. The New York launch will be followed by four more locations opening in Los Angeles, Seattle, Chicago, and Houston in 2019.
Watch the full campaign video below.