Locations: New York City, Milano
Ownership: Jennie & Dangene Enterprise
Developer: SHVO
Services Provided:

• Assessment of Current Operation

• Pro-forma and Pre-Opening Budget Build

• Concept & Brand Development

• Programming and Event Calendar

• Strategic Partnerships

• Training and Onboarding Planning

CORE: New York, a renowned private members' club originally established in 2005, embarked on a transformative journey with its relocation from East 55th Street to a new 60,000-square-foot flagship at 711 Fifth Avenue. This move symbolized more than just a change in address—it marked a reimagining of the CORE brand to meet the evolving expectations of its members and the cultural shifts of its time.
 

Barrel Aged Management (BAM) played a pivotal role in this evolution, working closely with CORE founder Jennie Enterprise to reposition the club’s identity and broaden its membership focus. While the original CORE Club was deeply rooted in Wall Street and financial circles, the new direction embraces a more diverse and dynamic demographic, appealing to creatives, artists, tech innovators, real estate leaders, musicians, and high-profile celebrities. This strategic shift ensured that CORE’s membership reflects the multifaceted cultural landscape of New York and beyond, fostering an inclusive and vibrant community.
 

The relocation also presented an opportunity to refresh the CORE brand for its Fifth Avenue debut. BAM collaborated on the transition, ensuring that the new flagship maintained the club's signature sophistication while introducing a more modern and expansive vision. With design by renowned architect Peter Marino, the new location incorporates luxury suites, terraces, wellness facilities, and state-of-the-art event spaces, offering a more holistic member experience while retaining the elegance CORE is known for.
 

Beyond New York, BAM contributed to CORE’s strategic expansion plans, advising on new locations in San Francisco, Italy, and other confidential international markets. These initiatives position CORE as a global brand, creating inspiring spaces that cater to its growing, diverse membership. By aligning the brand with the future of luxury and community, BAM helped ensure that CORE remains a benchmark for exclusive private clubs worldwide.