“If you’re not happy kicking around ideas with your friends at seven pm, this isn’t the place for you,” is refrain heard often around the offices at ICRAVE, a Manhattan design firm known for its hospitality work. As with most creative firms, the company’s offices emphasize collaboration and cooperation with an open plan to facilitate the free flow of ideas. Recently, Ken Fox, the managing partner of Stripes Group, a private equity firm in New York, asked ICRAVE to bring some of that spirit into their new Manhattan offices.
Entries in ICRAVE (3)
FORM's current print edition features the winners of the AIA|LA Restaurant Design Awards. Inspired by the amazing spaces, we reached out to Greg Merkel to get some insight into his approach to restaurant design. Merkel, the creative director of ICRAVE, joined the company in 2006 and has worked on projects ranging from nightclubs in New York and Los Angeles to restaurants around the country. Here, he unpacks what makes a great restaurant and how, with today's diners, the expectations are bigger than ever.
“We wanted to take the word design out of it,” Siobhan Barry, a partner at ICRAVE, a design and branding studio, says of The General, a new restaurant in the Bowery. It’s a provocative thing for a designer to say but one that makes sense when you consider that the spot is a contemporary riff on the classic Chinese restaurants that used to dot this stretch of Manhattan.