The Wing

The Wing is a former private members' social club and coworking network established in 2016 in New York City by Audrey Gelman and Lauren Kassan. Conceived as a women-focused space that combined elements of Soho House, WeWork, The Wing-style hospitality, and feminist activism, it quickly grew into a multinational brand with locations in the United States, United Kingdom, Canada, and France. The organization provoked intense debate among journalists, investors, politicians, architects, and activists over its business model, legal status, inclusivity policies, design choices, and corporate governance.

History

Founded in early 2016 amid a surge of interest in boutique private clubs and shared workspaces exemplified by WeWork, Soho House, and NeueHouse, the company opened its first club in SoHo, Manhattan later that year. Early coverage in outlets such as The New York Times, The New Yorker, and Vogue (magazine) propelled rapid expansion, attracting capital from venture firms and prominent angel investors linked to Silicon Valley and the New York tech scene. By 2018 the enterprise had raised multiple funding rounds, including a notable round that involved investors associated with Benchmark (venture capital)-type firms and celebrity backers. The organization faced scrutiny after staff unionization efforts connected to groups like Communications Workers of America and reporting by The New York Times on workplace culture. In 2018 and 2019 the company altered its membership and employment policies following legal advice relating to anti-discrimination statutes such as those enforced by agencies like the Equal Employment Opportunity Commission. International expansion encountered regulatory and cultural challenges in cities such as London, Toronto, and Paris, and the company weathered executive turnover, high lease obligations, and intense competition from hospitality brands including Ace Hotel and coworking operators including Regus and Spaces. Amid financial strain and shifting market conditions after the COVID-19 pandemic and changing investor sentiment toward loss-making startups, the company ceased operations and filed for Chapter 7 bankruptcy liquidation in 2024.

Architecture and Design

The company commissioned architects and interior designers from studios linked to projects for Yabu Pushelberg, Clodagh, and other boutique practice names active across New York City and London. Signature design elements across locations included pastel color palettes, brass fixtures reminiscent of Soho House aesthetics, library lounges echoing motifs of historic clubs such as The Garrick Club and Lloyd's Register reading rooms, and curated art programs that showcased photographers and artists with ties to institutions like the Museum of Modern Art and the Tate Modern. Many spaces incorporated flexible coworking layouts seen in projects by Gensler and Foster + Partners, plus salon-style event rooms for panels, readings, and performances featuring speakers from organizations such as TED, Harvard Kennedy School, and Columbia University. Landmark leases occupied converted industrial lofts in neighborhoods like DUMBO, Brooklyn and repurposed townhouses near Chelsea, Manhattan, designed to balance hospitality features—such as bar counters, nurseries, and beauty rooms—with acoustics and privacy measures expected by professional members.

Membership and Services

Membership tiers were structured with parallels to models used by Soho House and corporate coworking operators like WeWork, offering month-to-month plans, annual subscriptions, and corporate partnerships with firms in sectors including media, technology startups, and fashion houses such as designers who collaborated on events. Core offerings included dedicated desks, private phone booths resembling those in Regus facilities, conference rooms, curated programming drawing speakers from Vanity Fair-style editorial networks and policy experts affiliated with institutions like Brookings Institution and Council on Foreign Relations, as well as on-site amenities marketed through partnerships with beauty brands and wellness practitioners linked to studios in Los Angeles and San Francisco. The organization promoted networking opportunities that connected members to angel investors, venture capitalists, and accelerators similar to Y Combinator and Techstars while hosting mentorship programs with faculty and alumni from universities such as Harvard University, Stanford University, and New York University.

Locations and Expansion

Initial expansion targeted gateway cities: New York City, Washington, D.C., San Francisco, Chicago, Los Angeles, London, Toronto, and Paris. Each location negotiated long-term commercial leases with landlords and development firms active in neighborhoods undergoing gentrification, often partnering with local restaurateurs and event promoters who had worked with entities like Eataly and Blue Bottle Coffee. The brand opened flagship sites in high-profile buildings and emerging creative districts, sometimes facing municipal permitting processes tied to zoning authorities in Manhattan Community Board districts and licensing regimes in cities like London Borough of Camden. Expansion was fuelled by venture rounds and major capital commitments from investors connected to multinational private equity firms and celebrity backers; subsequent contraction mirrored decisions by other startups during the post-2020 real estate retrenchment led by shifts in office demand.

Cultural Criticism and Controversies

The organization became a focal point for debates about inclusivity and exclusivity, drawing criticism from activists, journalists, and unions for membership policies and workplace practices spotlighted in reporting by outlets such as The Atlantic, The New Yorker, and The Guardian. Legal analyses cited statutes and enforcement actions by agencies like the New York State Division of Human Rights and private litigation addressing sex discrimination and transgender inclusion policies. Critics compared the club’s selective access and pricing to historical elites such as The Yale Club of New York City and The Harvard Club of Boston, while defenders cited empowerment initiatives, partnerships with nonprofit groups like Planned Parenthood affiliates, and philanthropic events tied to foundations associated with figures like Melinda Gates. High-profile departures of executives prompted coverage in business outlets including Bloomberg and The Wall Street Journal, and labor organizing among staff echoed broader union drives in the tech and hospitality sectors, interacting with campaigns by organizations such as UNITE HERE.

Category:Private members' clubs Category:2016 establishments in New York City Category:2016 establishments in the United States