With an impressive career trajectory that includes tenures with renowned firms such as Rockwell Group, Jeffrey Beers International, and ICRAVE, and projects for brands including W Hotels and Resorts, Rosa Mexicano, and Mercadito Hospitality, Vincent Celano recently started his own New York-based design, architecture, and branding firm—Celano Design Studio. Here, the designer talks early inspirations, current projects, and the importance of knowing your guest.
Did you always know you wanted to be a designer?
I probably never knew it was called that at 8 years old, but at that early age I would always sketch and paint and then as I got older, around age 10 or 12, I really wanted to understand how things came together. For me it was mostly through buildings/architecture because of how impactful they were to my surroundings and the interesting materials used. Also, I always loved color and texture and their influences and relevancy to people and culture.
What are some of your first memories of design?
Elementary school doing stage set design—when I was only 8 or 9 years old! I loved the scale of the sets and also the number of people involved in the production.
Did where you grew up influence your career path?
One hundred percent. Growing up in Brooklyn I’d go up on the roof of our building and study the city skyline over and over. Also once I went to the High School of Art and Design in Manhattan I was a regular at MoMA and I would constantly watch how the city landscape evolved around me.
Give us a bit of your background: college, first jobs, early lessons learned?
I went to Pratt Institute’s school of architecture for college—at the time an expensive college for someone like me but I was fortunate to get a full scholarship—I’m very grateful for that. My first job after college I headed south to Miami. I worked on some great projects when Art Deco was just re-emerging. The experience of architecture, fashion, and art came together for me and was very influential.
As far as my early lessons, I would say talk less, listen more, be humble and grateful if you get to do what you love and have a passion for.
Why and how did you start your own firm?
Starting my own firm was very organic and natural for me for two reasons. One, because I started getting projects through amazing relationships I have cultivated over my years in hospitality design; and two, because I love the collaborative creative process. I love creating a studio culture of artists, architects, graphic designers, and interior designers—that’s what really gets me excited about what we do. All of our projects are very different. We are not style driven, so to share in the process of design is very powerful and exhilarating.
Can you discuss some of your recent projects?
Some our most recent completed projects include The Hamilton Kitchen & Bar in Allentown, Pennsylvania [thehamiltonkitchen.com]; America Eats [americaeatstavern.com] at the Ritz-Carlton in Tysons Corner, Virginia; Buddy V’s Las Vegas at the Venetian [buddyvlasvegas.com] (consulting through Moser Architects); Mercadito Red Rock [mercaditorestaurants.com/redrock](consulting through KJWA); the Arden in Port Jefferson, New York [theardenportjeff.com]; and Mercadito Counter in Chicago [mercaditocounter.com].
Is there a project that you are especially proud of?
I’m proud of all our projects, especially since we are very selective about what we choose to take on. The most challenging (in a very good way) I would say is a large hotel project we are currently working on. It includes a high level of design and collaboration with ownership, the hotel brand, and many other consultants all working towards crafting a unique experience. In general it’s always a challenge to come in on budget and on time and I’m very proud that we always do.
What are you looking forward to at your office?
The next level always, either defining it or living it—an epic feeling!
What do you find are the most challenging and exciting aspects of your job?
The most challenging, which is often the most exciting to me, is dealing with so many different personalities in the business.
What is the most important thing to remember when designing a restaurant—both in terms of branding and interiors?
Very simple: Who is your guest? It is very important to understand who the client is trying to capture as the guest. Understanding that is the starting point, then the creative process begins.
Is there an architect or designer you most admire? Why?
At the moment I’d have to say Auther Erickson. We are designing a hotel in Vancouver and taking inspiration from him on pure architecture and the use of concrete in a natural and sculptural way, old school style. Sometimes it’s good to look back and start from the basics. Learn and grow from it then create your own process once you understand it.
What would be your dream project and why?
I’m currently living my dream project, working with a major hotel brand (and two more on the horizon). I’ve worked on many hotel projects working for others, now finally it’s for my own studio, Celano Design Studio.
If you could have dinner with anyone, living or dead, who would it be?
Probably my grandfather, who I never met because he died very young. Family is very important to me, I can’t think of anyone else really. Maybe the Pope!
Where would you eat and what would you be having?
SD26 just down the street from our office. All the regulars are treated like family and it’s always nice talking to [the owner] Tony May. I would probably have the “Uovo” in Raviolo – soft egg-filled raviolo with truffled butter.
If you weren’t a designer, what would you be?
Since I grew up in and around restaurants, probably a cook (can’t say chef—that would be too bold) or a baker. But they design too, no?
