Downtown Manhattan welcomes the grand opening of Lore, a sensory-driven bathing club in the heart of NoHo.
Founded by James O’Reilly, known for shaping transformative spaces like NeueHouse, and Adam Elzer, a hospitality entrepreneur celebrated for community-driven restaurants, Lore introduces an atmospheric, social approach to the traditional bathing experience.
Crafted for contrast
Spanning 6,200 square feet across two immersive floors, Lore is guided by an elemental spirit and the rhythms of ritual. The club is anchored by a 700-square-foot communal dry heat sauna, a soothing infrared sauna, and a 46-degree cold plunge.
“We were drawn to this practice for the social elements, but stayed for the health and felt benefits,” says O’Reilly. “While it’s been around for millennia, science now confirms what tradition always knew: regular sauna and cold water immersion sessions enrich health. The key isn’t longer sessions but greater frequency. This insight inspired Lore, a neighborhood bathing club designed for those committed to a regular practice.”
Reconnecting with the self at Lore
The interiors lean heavily on natural materials and sensory transitions that mirror the body’s journey between extremes. In the cold plunge area, warm travertine and textured flooring create a grounding, tactile environment. Conversely, the sauna is enveloped in rich alder wood and deep chocolate tones, cultivating a hushed, cocoon-like atmosphere.
Throughout the footprint, thoughtfully designed spaces support both quiet individual reflection and social conversation, framing bathing not as an occasional indulgence, but as an everyday luxury.
“Living in the city, it’s easy to become disconnected from ourselves,” says Elzer. “Lore is designed to be a place to reconnect. In the heat, everything softens and it is easier to listen. And in the cold, everything sharpens, allowing you to surrender and overcome.”
