With the rise of the “sober curious” lifestyle, it’s no wonder that New York has seen the emergence of wellness spaces that borrow as much from hospitality as they do from fitness culture. Take , for instance, the cult-favourite bathhouse that proved that considered design can turn contrast therapy into a shared social experience, giving the bar a run for its money as the default gathering space. Lore, a new bathing club in NoHo — founded by James O’Reilly, the entrepreneur behind coworking space NeueHouse, and Adam Elzer, a hospitality expert known for his community-driven restaurant concepts — marks the next chapter in this evolution, reframing public bathing as a contemporary third space.
The two-storey interior, designed in collaboration with Ilse Crawford and realized by local firm Ringo Studio, is conceived as an immersive sensory journey. “Living in the city, it’s easy to become disconnected from ourselves,” explains Elzer. “Lore is designed to be a place to reconnect.” As visitors move through the 576-square-metre space, careful spatial sequencing and material contrast invite people to stay grounded in the moment.
In the reception café, for instance, which serves up everything from coffee to bone broth and fresh-pressed juice, a palette of warm neutrals sets a spa-inspired ambience, offering a calming space to ease out of the bustle of city life. The same level of intention extends to the amenities, including the spacious change rooms, where thoughtful details like waffle-weave towels and Margin toiletries complement the elevated interiors.
Further inside, the sauna and plunge pool embrace contrast both in temperature and design. The former, an expansive space that reaches up to 88°C, is clad in rich, thermal-treated alder wood and deep chocolate tones. The cold plunge room, meanwhile, is light and airy, surrounded by travertine and framed by Hammam-style heated stone benches. The natural materials support the inherent benefits of contrast therapy, engaging the senses to foster a deeper connection with the body.
Because these benefits are compounded with consistent use — practicing more than twice per week is ideal to support longevity and overall health — Lore provides at a more affordable price point than other facilities with more extensive offerings (though they still offer optional guided programming from sound baths to hot yoga and German Aufguss ceremonies). The idea, the founders explain, is to create a neighbourhood space that is as accessible as possible — an everyday luxury, rather than an occasional indulgence. With a focus on connection to both community and oneself, Lore Bathing Club is poised to become a pivotal addition to New York’s social scene.
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