IDEAS FOR THE BRAVE

IDEAS FOR THE BRAVE
WHO WE ARE
ICRAVE IS AN
INNOVATION STUDIO
We build environments, curate experiences, and develop
ideas for the brave.
WHAT WE BELIEVE
EXPERIENCE
DESIGN IS THE
INTERSECTION OF:
OPERATIONAL
DIGITAL
PHYSICAL
WHAT WE DO: EXPERIENCE DESIGN
DEVELOP
CONCEPTS
BUILD
ENVIRONMENTS
CURATE
EXPERIENCES
Brand Strategy
Interior Design
Event Design
Master Planning
Lighting Design
Programming Strategy
Research
Furniture Design
Music Strategy
Real Estate Marketing
Project Management
F+B Direction
HOW WE WORK
START
First, we get smart on
the subject by asking
the right questions.
Once we’re experts,
only then do we begin
to brainstorm.
01.
02.
IMMERSE
IDEATE
Pulling the best ideas,
we define a realistic
solution, tailored to the
needs of the users.
03.
IDENTIFY
A set of parts are
defined that when
combined create the
complete experience.
We call this a toolkit.
These toolkit pieces
guide decisions when
designing physical,
digital and operational
deliverables.
04.
05.
DEVELOP
APPLY
We make things
happen. Our design and
strategy is brought to
life in a tangible way.
06.
IMPLEMENT
FINISH
CLIENT ENGAGEMENT
TEAM BRAINSTORM
With key findings in hand, we’re
equipped to explore ideas and
potential solutions.
START
01.
IMMERSE
02.
IDEATE
KICK OFF WORKSHOP
Launch the project with an active
workshop to learn, research and
understand the challenge at hand
03.
IDENTIFY
REVIEW + REFINEMENT
Together we work to ensure a
successful initiative, paying close
attention to every last detail.
04.
DEVELOP
TOOLKIT COLLABORATION
We’ll work together to define a kit
of parts that satisfies all user and
organizational needs.
05.
APPLY
06.
IMPLEMENT
FINISH
SET FOR SUCCESS
We work with you through to
completion, and ensure that the
initiative is successfully realized.
THE SECTORS WE CHANGE
DINING
AIRPORTS
DEVELOPMENT
HEALTHCARE
HOSPITALITY
COMMERCIAL
ENTERTAINMENT
RESTAURANTS, BARS, QSR, MARKETS
DINING, MARKETS, RETAIL, GATE HOLDS
HIGHER EDUCATION, RESIDENTIAL, MIXED USE
TREATMENT + RECOVERY CENTERS
HOTELS, CRUSE SHIPS
OFFICE SPACE, RETAIL
EVENTS, NIGHTLIFE, CASINOS
SELECT PROJECTS
MEMORIAL SLOAN KETTERING, JOSIE ROBERTSON
SURGERY CENTER, NEW YORK, NY
Memorial Sloan Kettering tapped us to help them reimagine cancer care. Our
overarching goal was to deliver a campus for patients, caregivers, and the MSK
staff that rethinks the patient journey, from the seamless blend between private
and communal seating to interactive installations, recreation areas, healthy,
locally-driven food programs and thoughtfully curated technology.
28
PATIENT
ROOMS
29, 212
SQUARE FEET
IMPACTED
16
STORIES
STRATEGY
EXPERIENCE DESIGN
INTERIOR DESIGN
LGA AIRPORT, DELTA TERMINAL C + D,
NEW YORK, NY
We established a new air travel experience, extending from the gate-hold areas to
the entire terminal’s food and beverage offerings. Inspired by the streets of NYC,
we created unique, chef-driven stand-alone restaurants, food halls with open
kitchens, grab-and-go options and new seating typologies with industry leading
technology. The results? Two new terminals that express the modern Delta
experience.
2
FOOD
HALLS
18
STAND ALONE
RESTAURANTS
2,500
IPADS
INTERIOR DESIGN
LIGHTING DESIGN
DCA AIRPORT, TERMINAL A
WASHINGTON, DC
We reimagined Terminal A at DCA Airport, including walk-through
markets, specialty retail, and tech savvy dining destinations. The focal
point of the terminal is Page, an award-winning 100-seat restaurant
that acts as the terminal’s central focal point and seamlessly integrates
75 iPads for an enhanced dining experience.Inspired by modern
marketplaces, our innovative retail experiences break away from the
traditional mall layout, and concessions are brought into the terminal
75
IPADS
3
DINING
EXPERIENCES
2015
TERMINAL
RELAUNCH
INTERIOR DESIGN
LIGHTING DESIGN
VIVA VIV
TEL AVIV, ISRAEL
We were asked to reinvigorate and design the experience of a mixed-use,
lifestyle center on top of Tel Aviv’s new, busy underground transportation
hub. By curating a retail mix of globally recognized brands and public
programming, we created a neighborhood complete with a unique urban
park and a vibrant market.
STRATEGY
RETAIL CURATION
MASTER PLANNING
SIR ADAM HOTEL
AMSTERDAM, THE NETHERLANDS
Opening in Spring 2016, Sir Adam is an eclectic, luxury boutique hotel
that plays host to lifestyle travelers, locals and neighbors in a curated
environment full of music and art. The hotel occupies the first 7 floors
of the A’DAM Toren tower, home to the headquarters of the world’s
110
GUEST
ROOMS
200
CAPACITY
EVENT SPACE
6
WORLD CLASS
ARTISTS FEATURED
INTERIOR DESIGN
LIGHTING DESIGN
EXPERIENCE DESIGN
MADE MARKET BY DOUBLETREE, NATIONWIDE
ICRAVE worked with Hilton Worldwide to create a new F&B concept that
would work for breakfast, lunch and dinner. From grab’n’go markets to a full
dining experience, we created a tiered mix of design elements and flexible
staffing options that would fit within a wide variety of locations.
2013
YEAR OF FIRST
LOCATION
OPENING
4,000
SQ FEET OF
LARGEST
LOCATION
336
SQ FEET OF
SMALLEST
LOCATION
BRANDING
INTERIOR DESIGN
LIGHTING DESIGN
OPERATIONAL STRATEGY
W HOTEL, ATLANTA MIDTOWN
Working closely with Starwood, we focused on how design can make
guests feel glamorous. ICRAVE reinvented the space from top to
bottom, turning a severely outdated 500-room Sheraton into an uberhot destination hotel with new guest rooms, suites, elevators and
corridors, public spaces, bars and pool area, and a place making threestory atrium space that connects everything.
466
GUEST
ROOMS
2008
YEAR
COMPLETED
10K
FF&E BUDGET
PER ROOM
INTERIOR DESIGN
CUSTOM ARTWORK
FURNITURE DESIGN
LE DISTRICT, NEW YORK, NY
HPH Hospitality Group reached out to ICRAVE to create a unique
food hall. We collaborated on the design, architectural, operational,
and digital strategies to make a contemporary, urban brand that
is simultaneously as French as it is New York.
13
CULINARY
STATIONS
30,299
SQ FT
500
SEATS
BRANDING
ARCHITECTURE
INTERIOR DESIGN
LIGHTING DESIGN
EVENT PRODUCTION
OPERATIONAL STRATEGY
STK, NYC, LA, ATL, VEGAS, ORLANDO, CHICAGO
To reinvent the traditional steakhouse, our team took classic steakhouse
motifs and transformed them: the cozy hearth was reinterpreted as a 10foot tall lavendar-glass fireplace, and traditional cattle horns were reborn as
a white flowing sculpture. Over the last 8 years, the brand has gone from a
startup concept to a publicly traded company.
13
GLOBAL
LOCATIONS
2006
YEAR OF FLAGSHIP
LOCATION
OPENING
250
AVERAGE
SEAT COUNT
BRANDING
INTERIOR DESIGN
LIGHTING DESIGN
OCEAN PRIME, LA & NYC
Working with Cameron Mitchell Restaurants, ICRAVE was tasked to update the modern American supper club. In Beverly Hills, the 11,400-sqft location is inspired by the glamour of the neighborhood and the
Californian lifestyle. On the opposite coast, Ocean Prime NYC evokes a
timeless elegance with warm woods and a sophisticated atmosphere
“This dining room screams power lunch, and
perhaps even dinner, where the movers and
shakers in Hollywood are sure to negotiate
the fate of starlets across the silver screen.”
Eater LA
INTERIOR DESIGN
LIGHTING DESIGN
THE LITTLE BEET, NEW YORK, NY
The Little Beet is a fast casual, ingredient-driven restaurant in Midtown
Manhattan from the owners of Melt Shop and Five Guys. The design
emphasizes The Little Beet’s commitment to simple, fresh ingredients
by infusing the space with natural elements.
INTERIOR DESIGN
LIGHTING DESIGN
PROVOCATEUR, NEW YORK, NY
In the heart of the Meatpacking District, in one of New York’s few outdoor garden spaces, Provocateur is a psychedelic romp through an adult
fantasy world. The nightclub’s design was a complete transformation
into a hyper-surrealist world where 18th century gardens/drawing
rooms meet 21st century sound studios/ultra lounges.
“Among the Meatpacking’s most exclusive
playground for the elite partygoer,
this lounge/club hybrid is one
of the toughest doors in town.” -Zagat
INTERIOR DESIGN
LIGHTING DESIGN
HOLLAND CASINO
ROTTERDAM, THE NETHERLANDS
The Holland Casino recruited us to help them attract a younger, hipper
clientele, so we designed a unique gaming experience that blurred the
line between casino and nightlife. The new casino floor included new
restaurants, bar/lounges and nightclubs, along with a mixture of introvert
and extrovert gambling parlors, keeping both gamers and non-gamers
happy and engaged.
“ICRAVE’s concept was to create a
space to be discovered and unveiled, as
glowing lights, tantalizing shapes, and
hidden lounges awaken the senses.” -Architizer
INTERIOR DESIGN
LIGHTING DESIGN
PRESS AND RECOGNITION
“It seems the firm and their ideas are only getting bigger.”
“A world-renowned cancer hospital and a design firm credited for revitalizing
Manhattan’s Meatpacking District would appear to be an unlikely pairing. Yet,
Memorial Sloan Kettering Cancer Center has chosen ICRAVE for the design
of its new facilities.”
“Today’s designers are looking to create an environment that’s traveler-centric,
says Lionel Ohayon of ICRAVE, the firm behind the designs at Toronto’s Pearson
Airport, among others. “It’s time for the next evolution.”
“Memorial Sloan Kettering is updating the look of its expanding empire,
jettisoning traditional waiting rooms on the advice of its new design
guru [ICRAVE].”
“Luxury line Regent Seven Seas announced plans for its elegant French
restaurant Chartreuse on its Seven Seas Explorer ship which will be
[designed by NYC design firm ICRAVE, which is known for some of the
city’s most stylish lounges].”
“Lionel Ohayon has a preternatural sense of what we, the people, want.
With a covetable new design studio steps from Manhattan’s Madison
Square Park, Ohayon tailors a design empire inextricably linked to the
concept of brand savvy.”
LET’S WORK TOGETHER
Leah Blackman
Managing Director
leah@icrave.com
212-929-5657 x 2415