While New York is not getting a full-fledged Erewhon, Kith’s upcoming private club will mark the health-food grocer’s first official residence in the Big Apple.
On Sep. 1, Kith founder and creative director Ronnie Fieg posted a map revealing that Erewhon would be a part of the retailer’s Kith Ivy club currently being developed. Kith revealed details two days later, announcing that this will be in the form of the Erewhon Tonic Bar for juices and smoothies.
No opening date has been announced yet for the space at 120 Leroy Street between Soho and the West Village. Fieg described the concept as “our most holistic entry into hospitality, expanding outside of dining into true lifestyle services, sport and wellness, and product.”
Wildly popular in Los Angeles, Erewhon is known for celebrity smoothie collaborations with Hailey Bieber and Kendall Jenner. Kith club members will be able to stop in for the smoothies, known for ingredients like sea moss gel, collagen and blue spirulina, while visiting the location’s array of wellness and fitness offerings. (Erewhon’s smoothies will also be available via delivery to members and the general public in limited quantities through Uber Eats and Postmates.)
In addition to a restaurant by Cafe Mogador and rooftop courts for the racquetball-like sport padel, the club’s wellness centre will have Thai, Swedish, and sports massages, facial treatment and IV drips, as well as a spa with a jacuzzi, hammam, sauna, steam rooms and cold plunge. The features tap into the wellness private club trend popularised by Remedy Place and Equinox.
Ahead of the club opening, a new Kith Ivy fashion collection will launch on Sep. 8 with padel wear created in collaboration with tennis brand Wilson.
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