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PRODUCT NEWS
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| European bathing practices gaining traction in the US |
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| 30 Apr 2019 . BY Jane Kitchen |
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| The wellness area at the upcoming 111 Murray Street residential building in New York spans over 20,000sq ft, and includes a 500sq ft Turkish hamam / Design for Leisure |
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US property developers are tapping the centuries-old bathing practices of Europe as they seek to differentiate their wellness amenities and increase wellness ROI, according to Design for Leisure (DFL), creators of hydrothermal spa and wellness areas.
The company says more US hotels, resorts, spas, condo/apartment developers and luxury home owners are adding self-service hydrothermal bathing circuits like those typically found in European spas and bath houses.
DFL has seen an increase in interest from both large and small US properties that are looking to extend – or even replace – standard spa treatment rooms with self-service European bathing circuits that give guests the freedom to explore and experience wellness benefits at their leisure.
The company, which was founded in the UK nearly thirty years ago, opened a US office after being tapped by Canyon Ranch to design and build the hydrothermal area of its 134,000sq ft spa at the Venetian Resort in Las Vegas. Dubbed Aquavanaâ, the European-inspired suite of thermal spa cabins, tubs and hydrothermal bathing experiences remains a key signature of the spa’s wellness offerings.
“It’s inspiring to see more US developers embracing hydrothermal bathing areas as a key differentiator in their wellness offerings,” said Don Genders, CEO of Design for Leisure. “Not only does European-inspired hot/cold contrast therapy offer significant health and wellness benefits for guests, the self-service areas also have a tremendous ROI benefit and are a great alternative to staffed spa treatment rooms which can be underutilized and expensive to maintain.”
DFL recently finalised schematic design drawings and is now in the detailed design stage for the new 50,000sq ft World Spa in Brooklyn, New York. Slated to open in 2020, World Spa will feature one of the largest coed hydrothermal bathing areas in New York and will offer bathing practices from Europe, Russia, Turkey, Finland and Japan, including public and private Russian Banyas, an event-size Finnish sauna, a traditional European bathing circuit with snow rooms, a Kneipp walk and salt inhalation room, multiple Turkish hamam areas and much more.
“We want to give New Yorkers access to a true hydrothermal bathing circuit – letting them experience the intense warmth of a sauna, the benefits of a gentle steam bath or salt inhalation therapy and ending with the exhilaration of a cold plunge pool or a ‘roll in the snow’ in the snow room,” said Leonid Khanin, project leader of World Spa.
“We’re seeing a huge increase in interest from luxury home builders, hotels, spas, fitness facilities and even multifamily markets, where differentiation is becoming extremely important as more consumers are opting to swap home ownership for amenity-rich apartment living,” said Genders, who also chairs the Global Wellness Institute’s Hydrothermal Initiative. “A prime example is New York’s Gotham Plaza in Harlem, a mixed-use building that will house a 1,200sq ft, coed hydrothermal spa for tenants in its leased apartments. Wellness is becoming a vital amenity in today’s urban developments.”
In addition, Design for Leisure is currently working on a 64-story glass residential tower in the heart of Tribeca created by developers Fisher Brothers, Witkoff and New Valley. The homes in the building, dubbed 111 Murray Street, range from US$2.5 to US$40m for one-bedrooms to full-floor penthouses, and the wellness area spans over 20,000sq ft – featuring several distinct spaces – including a 500sq ft Turkish hamam – that flow naturally into one another.
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