Equinox re-focused its lens for Brand Experiences, aiming to bring its core ethos of high-performance living to the public in surprising & artful ways. We were tapped to produce their first major brand experience of the year.

We selected FORM – a 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. We envisioned a dual-purpose training space and visually arresting art installation in the heart of the festival grounds, taking the form of the Equinox logo’s signature broken ‘o’.

The two-day event promoted Equinox’s highest level of personal training, Tier X. Day 1 featured workouts, informational sessions and regenerative activities, closing with a sleep coaching session. On the final day of FORM, the activation offered cupping and acupuncture to help the body regenerate following a weekend of festival going.


Executive Producer & Account Director


MATTE Projects