ASH NYC - Content
Ash NYC
ART FORM
Creative Director & Designer
LOCATION
New York, NY
COLLABORATIONS
ASH NYC / Ulysses Hotel
ASH Staging
IN THEIR WORDS
"On the surface, a new product launch or collaboration looks like it just sprung from nowhere, but there are months to years of work behind each one of those sprouted seedlings."
THE TRANSFORMATIVE HOTEL EXPERIENCES,
from hotelier ASH NYC and its former creative director William Cooper offer a glimpse into fantastical worlds, each thoughtfully layered with luxurious patterns, textures, and one-of-a-kind furnishings—reflecting both the soul of the city where it resides, as well as the unique history of the original structure.
The Siren, set in Detroit’s iconic Wurlitzer building, is rich with references to the building’s musical roots. New Orleans’s Hotel Peter & Paul is the result of a four-year restoration of a Catholic church and school, featuring a 5,000-square-foot, stained glass-clad event hall first built in 1861.
In 2023, Will tapped Collab Society to help outfit the firm’s latest opening, Ulysses, in Baltimore’s early 20th-century Latrobe building. The team set to work rounding out the concept’s eclectic elegance, sourcing or helping design: canopy beds adorned with plush, handmade quilts inspired by Baltimore Album Quilts; vibrant bathroom tiles; glassware and ceramics; and even the hotel’s signature fragrance. Will travelled internationally, hand-selecting vintage pieces and artwork for the property, while the team managed logistics and creative refinishing projects.
A longtime friend of Pam’s, Will describes her as “a trusted sourcebook for almost anything that comes to mind. If she doesn’t already know where to find or create what you are looking to develop, she is never shy to put in the work to find a source, and always presents myriad solutions for each opportunity along the way.”
The richly hued scene at Ulysses’s daily cafe conjures old-world salon society with glossy wood paneling and rattan armchairs, whereas the cocktail bar is dressed with mirrored ceilings and moody red banquettes. Every space is finished with meticulous attention to detail, including a subtle nod to Baltimore’s own John Waters in the form of flamingo-printed textiles. Many of the items Collab Society helped with are available as souvenirs for purchase through the hotel’s website, such as custom hair care & body lotion, pajamas, and the hotel’s signature scented candle.
Will goes on to share, “Pam’s rapturous knowledge of the creative industries across home, fashion, and culture illuminate endless possibilities for collaboration. Any obscure reference lands solidly in Pam’s mind, and if it’s new, she’ll do the work to make sure she understands it to be able to have the conversation.”
Recently, Will turned his attention to launching an eponymous (of sorts) lifestyle brand called William White. The William White world shares a way of living with presence and permanence, which encourages responsible purchasing and feel-good collecting. The collection was born from a carefully considered list of things Will believes one needs to live simply but well, and is produced in New York’s garment district as well as countries with a particular expertise, for example glass from Egypt and handmade ceramics and baskets from Italy.
Collab Society also worked with ASH Staging, conceptualizing, sourcing, and delivering furnishings for use throughout their residential properties in LA, NYC, and the Hamptons.