Robert Ashton, the former executive vice president of Ian Schrager Company (ISC), recently joined ICRAVE, the Miami- and New York-based concept-driven experiential design and branding firm. Ashton’s pedigree speaks for itself, cutting his teeth with Daroff Design, Rockwell Group, and C.Y. Lee and Partners. He will serve as the company’s first COO, under CEO Lionel Ohayon who founded ICRAVE in 2002. Here, Ashton tells us why it was time for him to make the move to ICRAVE.
Why was now the right time to join ICRAVE?
I started a conversation with Lionel, intrigued by the diversity of the work at ICRAVE. They were already successful with incorporating hospitality design in healthcare and the financial sectors. After talking with Lionel and the senior directors of the firm and [seeing] the young design talent of the firm, I was convinced it was the right move.
What are your priorities as ICRAVE’s first COO?
I have been fortunate to work with a lot of premier architectural design firms in the world over the years, including my time working with Ian [Schrager]. He’s such an iconic hotelier and real estate developer that I’ve learned a lot of valuable business lessons, and I’m excited to use that knowledge and experience to strengthen business and management practices as we grow at ICRAVE.
Lionel has been working for years on evolving his practice to allow ICRAVE to integrate physical designs into advanced digital technologies like voice recognition, Web 3, and the metaverse. When we talk about that with clients, they’re intrigued. Hotel brands are exploring how to integrate digital design into physical design, and [ICRAVE] is uniquely positioned to grow in that area.
The forthcoming Collins Park Hotel in Miami Beach, shown in a rendering
What is your favorite part of the design process?
Without a doubt, it’s the kickoff. Everybody’s exhilarated to start something new. [They’re] motivated and inspired and want to make the project the best it can be. You’re doing the early programming and brainstorming and concepting, setting the tone for years to come.
What’s on the boards at ICRAVE?
The Moore Building in Miami’s Design District and the Collins Park Hotel, also in Miami, are going to be quite interesting. A new restaurant at the Jean Nouvel Building on 53 West 53rd Street [in New York] is going to be amazing. And we’re designing a number of Planta restaurants around the country [as well].
What’s your best career advice?
Something that’s helped me in my career is relationship building. It pays off later in your career. It’s a very small industry. You never know if [someone you work with early on] might become your boss or your client in the future. Take the high road when you’re in these intense circumstances working through a project because you never know. I’ve learned that these relationships are so important in life.
What is your greatest lesson learned?
One of the biggest [lessons I learned] is to keep fighting for big ideas and the integrity of the design. There are many factors on a project that work against realizing the dream. I would encourage designers to not lose the passion, motivation, and their drive to keep pushing for the design because, at the end of the day, the best marketing is the quality of the finished project.
The PLANTA Queen restaurant in New York’s NoMad neighborhood; photo by Pietro Milici
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