The main co-working space.
Private members’ clubs have been around for centuries. Previously known for being stuffy, pretentious, and a bit boring, today’s modern members’ clubs are reinventing what it means to be a part of a curated community of “un-like-minded individuals.”
Like a country club in the city, CORE: New York fully opened this year at 711 Fifth Avenue. The brand was founded by Jennie Enterprise, a serial entrepreneur, who created CORE: New York in 2001 with locations to come in Milan and San Francisco. CORE: New York, which has been in the works for nearly a decade, occupies four floors with 60,000 square feet of amenity and co-working spaces, plus a 6,000-square-foot private rooftop terrace. Like most modern members’ clubs, it will host a variety of curated food and beverage destinations, including a prestigious culinary program helmed by chef Michele Brogioni, the former executive chef of Armani Ristorante; 555, a rooftop restaurant; Leo’s Speakeasy; and The Culinary Lab, a 17-seat area that will host guest chefs of Michelin-starred restaurants.
The club's 555 Restaurant.
It was designed by Milan-based architecture and design firm m2atelier, founded by Marijana Radovic and Marco Bonelli. Their vision for the building was inspired by the structure’s history as the former headquarters of Coca-Cola. Originally built in 1927, m2atelier’s goal was to preserve the character of the building while creating functional spaces for members to interact with each other and the city. There are exceptional views of the New York skyline to Central Park from the rooftop terrace, and there’s a large central skylight that reveals a glimpse of the iconic Sony building.
“In the design philosophy for the New York club, we prioritized atmosphere, functionality, and innovation, ensuring that the club not only stands out in New York's competitive scene but also sets new and innovative, yet familiar standards,” Marijana Radovic tells Forbes. “The elegant and cozy club offers to its members a sense of comfort coupled with a feeling of home while they are exposed to new settings. It feels intriguing and fresh allowing for a unique experience in an enhanced environment that still feels like home.”
The speakeasy.
The firm’s design philosophy is rooted in sustainable minimalism. The club features muted color tones, a unique selection of artwork, and custom furnishings designed to specifically suit the space. The spaces are infused with greenery, ambient lighting, and curved design elements that each bring a softness to the club.
“I could see that the most dynamic individuals were relentlessly curious, they had a global perspective, they were actively seeking out the unlike-minded and approaching life as a journey of discovery. These are the individuals who inspired CORE:—this diverse world of extraordinary people from across a range of 13 different industries, from media to sports to fashion to finance to science to tech and design and beyond,” Jennie Enterprise tells Forbes. “Traditionally, when people thought about the world of clubs, they thought about rule books and dress codes. The CORE: mission has always been to curate the conditions so members can freely conduct all facets of life here. Freedom, independence, and happiness are our center of gravity.”
The terrace overlooking the city skyline.
In addition to the elegant design, CORE: New York sets itself apart by blurring the boundaries between work, play, and culture. Not only are there chic co-working spaces, but there are also bars and restaurants, a 40-person screening room, art gallery, state-of-the-art gym, juice and coffee bar, private meeting and dining rooms, and a select number of suites for members and guests. There’s also impressive programming with artist-in-residence initiatives, cultural programming, screenings, and curated art experiences. Recent guests include fashion designer Thom Browne, beauty mogul Bobbi Brown, and Walter Isaacson. Membership fees range from $15,000 to $100,000.
