At the (Healthy) Heart of New York City Fall 2019 Trending in Flatiron 2 Contents 3 Flatiron: Health & Wellness 12 Flatiron District Retail & Hospitality 17 Flatiron District Office Space 22 Flatiron District Residential 25 Getting Around Flatiron 28 BID Expansion 30 Key Takeaways The Flatiron District “An explosion of health startups in Flatiron are making it a wellness epicenter.” – Wall Street Journal (May 2019) What is wellness? The active pursuit of activities, choices, and lifestyles that lead to a state of holistic health.* The wellness industry has driven interest in a variety of practices that have become a selling point for all types of products and services. Wellness components have increasingly appeared across an array of businesses in the Flatiron District. *Source: The Global Wellness Institute At the (Healthy) Heart of New York City Image: Brrrn, 107 West 20th Street Health & Wellness 5 Flatiron Health & Wellness Trends 5-year growth of gyms & ground floor retail & fitness studios in Flatiron 1 out service businesses are wellness-focused + 7. 3% of 5 increase in wellness- focused retail & service businesses since 2018 17. 2% 62 wellness-focused 9.9% 36 retail & service 116 businesses 2014 2019 *Wellness-focused retail and services include fitness and yoga facilities, salons and spas, beauty and cosmetics, and med clinics. Source: Flatiron Partnership Ground Floor Survey Health & Wellness 6 Trend: Businesses Challenging Misconceptions A suite of Flatiron businesses are removing Assemblage NoMad (114 East 25th Street) misconceptions around wellness practices A coworking community with workspaces and products to make them more designed to foster personal and accessible and approachable. professional transformation. The Assemblage features an alchemy bar Inscape (45 West 21st Street) harnessing the healing power of botanicals, meditation rooms, yoga and A community space aiming to rid dance classes, a rooftop green oasis, WTHN misconceptions and intimidation of communal dining, 2,350 plants throughout meditation. Inscape helps guests develop a the space, and curated art. more positive outlook on life through audio- guided meditation and relaxation sessions. The in-house wellness shop offers self-care Standard Dose (1145 Broadway) products as well. A three-story wellness destination that is committed to natural healing through CBD WTHN (20 West 22nd Street) and plant-based products. The space features a tea bar, meditation studio, a An acupuncture studio and herbal shop therapeutic skylight installation that demystifying the ancient healing practice. visually reproduces the behavior of the Assemblage NoMad WTHN strives to help heal bodies and relax earth’s atmosphere, an outdoor rooftop for minds in order to lead happier, healthier, classes, educational workshops, and and more fulfilled lives through accessible community events. “I have been working and personalized treatments. "We decided in Flatiron for years and have seen it grow to open our flagship location in Flatiron into a health and wellness hub. It’s also a because it is the heart of New York's bustling business area…" said CEO & wellness hub… with a great mix of fitness, Founder, Anthony Saniger. health, wellness, retail, residential, and commercial spaces.“ said CEO and Co- Founder, Michelle Larivee. Standard Dose Health & Wellness 7 Trend: First-Of-Its-Kind Fitness Flatiron is often referred to as the “Fit Precision Run (12 West 21st Street) District” with over 60 fitness studios and Precision Run, a fitness class featuring gyms in and around the neighborhood and interval training on treadmills, was the is home to several inventive fitness most popular class offering at Equinox concepts that are the first-of-its-kind. fitness clubs nationwide. Given this, Equinox launched its first running-only Brrrn Brrrn (107 West 20th Street) studio that does not require an Equinox Brrrrn, the world's first cool temperature membership. The studio prides itself on fitness concept opened in May 2018. Brrrn building a better generation of runners features a rotation of cardio and HIIT that’s approachable for both haters and classes at various temperatures: 45°F, 55°F lovers of running. "The Flatiron District is a and 60°F. At first glance, this seems bustling hub for innovation, specifically for gimmicky, but the research-driven concept fitness and wellness," said Director of claims that your body works harder and Operations James Gu. uses more energy when you’re cold. "The main reason we chose the neighborhood is Rumble Treading (49 West 23rd Street) not because of the data with population Rumble is a boxing-inspired group fitness density, but more because of its history for Precision Run concept that announced the launch of its commercial businesses. From the days of it first treadmill-only location coming soon to being Ladies' Mile to now becoming the Flatiron. The HIIT-inspired Rumble hottest area for fitness, we couldn't be Treading is a 45-minute, 10-round, happier serving the residents and treadmill and strength-based class. The professionals working in the area," said co- studio is expected to debut later this year. founder Jimmy T. Martin. Rumble Treading Health & Wellness 8 Trend: Beauty as Wellness The Personal Care, Beauty, & Anti-Aging L'Occitane En Provence (170 Fifth Avenue) industry is a $1.083 billion sector within the L’Occitane’s New York City flagship in wellness market.* The beauty industry is Flatiron offers bath and beauty products converging with health and wellness as and spa services touted as a sensorial brands explore products and services as holistic journey inspired by the contributors to self-care. Flatiron is home to Mediterranean. The Flatiron Beauty 50 beauty-related businesses. Lounge claimed to be sanctuary of Alchemy 43 tranquility features various facial serves. Alchemy 43 (40 East 21st Street) For L'Occitane, balance is at the center of An LA-based aesthetics bar, Alchemy 43 beauty and the brand invites clients to debuted its East Coast location in Flatiron. reconnect with their bodies. Founder Nicci Levy noted, “Flatiron is home to so many cutting-edge beauty and Silver Mirror Facial Bar (20 West 22nd wellness concepts with clients who share Street) an affinity for staying in tune with what's new.” Alchemy 43 specializes in cosmetic Silver Mirror introduces a fresh and microtreatments positioned as an decidedly modern approach to skincare accessible self-care experience instead of that aims to change the way people think L’Occitane En Provence an intimidating medical procedure. about skincare. It can be affordable, in sync with a busy schedule, and part of on- Sundays Studio (51 East 25th Street) going skin health maintenance. Matt Maroone, Co-CEO, stated, “After opening A sleek, wellness-inspired nail studio our first location in the Upper East Side, offering beautiful nails without the health we knew that Flatiron would be our next risk. The toxin-free environment is stop.” positioned as a sanctuary of wellness and self-care offering vegan and nontoxic mani- pedis. Silver Mirror Facial Bar *The Global Wellness Institute Health & Wellness 9 Trend: Fast-Casual Gets Healthy With 140 fast-casual dining spots, Flatiron is is based on neuroscience and designed one of the city’s most popular food for guests’ overall well-being. According to destinations. As people have become more Honeybrains, substituting processed conscious of what they eat and sugars with natural sweeteners like raw increasingly seek out healthier options, honey can improve brain health. Whether fast-casual establishments have caught on. it’s salad dressing, coffee/tea, or fresh juices, processed sugars are nowhere to Fields Good Chicken Fields Good Chicken (44 East 23rd Street) be found. "Flatiron is an exciting and vibrant neighborhood that contains an Chicken joint Fields Good Chicken was incredible mix of startups and health and founded on the pursuit of food that is wellness concepts," says Marisa Seifan, nutritious and filling with the belief that you CEO and Founder. get out of your body what you put into it. Fields Good sources its chicken from an Veggie Grill (12 West 23rd Street) upstate family-run farm, buys locally At Veggie Grill, vegetables are the whenever possible, and never fries its food rockstars at the center of bringing people or cooks with butter or cream. Founder together. All of the menu items are free of Field Failing said, “Flatiron is a meat, dairy, eggs and other animal quintessential New York neighborhood, and products, and free of antibiotics and Honeybrains it’s an excellent opportunity for us to further hormones. Originally based in California, our mission of providing simple, no-BS food Flatiron marks Veggie Grill’s first New York to people who care about what they eat.” City location. The brand hopes to inspire a plant-forward movement with healthier Honeybrains (34 West 22nd Street) alternatives for vegetarians, vegans, and Honeybrains is insanely passionate about those just hoping to eat better. Veggie empowering guests with the knowledge to Grill plans to open in Fall 2019. achieve a healthy body and brain. The food Veggie Grill Health & Wellness 10 Wellness Corridor: West 21st & 22nd Streets West 21st and West 22nd Streets, between Fifth and Sixth Avenues, have become health and wellness hotspots within the last year. Inscape Sweaty Betty Flywheel Avenue Juice Rich Barretta Origins Press Private Training Rituals West 22nd Street West 22nd Street Tiger Taim Bite by Living Fresh Honeybrains WTHN L'Occitane En Provence Schulmann CHLOE Mens Spa Silver Mirror Sweaty Betty DAVIDsTEA Soon Beauty Facial Bar Lab Sixth Avenue Fifth Avenue Fifth Avenue CAVA Madison Avenue Inscape Flywheel Dream Dry Exhale WestWest 21st 28th Street Street West 21st Street Brrrn EverTrue Aerea Salon Precision Run Alchemy 43 Limelight Salon *Opened Avenue 3rd within the last year Flatiron District Retail: Fitness Destinations 11 Fit-District: Gyms & Studios The number of gyms and fitness studios has nearly doubled in and around the neighborhood since 2014.