For the Equinox Dumbo, INC developed a design that captured the most up-to-the-minute Equinox design ethos— the aesthetics of the Dumbo context and the spirit of the neighborhood's vibrant culture. The neighborhood has become a mecca for tech and creative populations. In Dumbo, a design savvy audience would be looking for a chic and in-your-face environment. The spaces needed to be rough ready, casual, well-designed and luxurious. It needed to feel like Brooklyn but look like an Equinox. The spaces evoke a surprising set of contrasts between an old-world materiality and an athletic modernism. They are at once rough and luxurious, sleek and sensuous in a manner that feels just right in Dumbo.