From New York bars to global icons, Belfast-born studio Crown Creative has built a reputation for designing hospitality brands that feel as good as they look. Founder Ryan Crown and his growing team talk to Abbey Bamford about their evolution, ethos, and what it means to create experiences that truly stick.
Some career shifts happen gradually, but for Ryan Crown, founder and creative director of Crown Creative, it happened in an instant while sitting at a conference table in New York.
“I was working on a branding project for Harry’s NYC, sitting across from the design agency, thinking I could do this myself, and that’s when everything changed,” Ryan says. Pitching the idea to his then-employer was a no-brainer: they’d gain a dedicated studio, and Ryan would finally be doing what he truly loved – creating brands that tell stories.
From its early days branding cocktail bars, cafés, and steakhouses, Crown Creative quickly carved a niche, fuelled by Ryan’s deep-rooted belief that hospitality is more than an industry. “It’s a place to tell stories, and that’s exactly what I wanted to do: create bold, immersive brand experiences,” he says.
Five years in, the Belfast-born, New York-forged studio has evolved into a multidisciplinary powerhouse, offering branding, strategy, and interiors all under one roof. “We’re finally delivering exactly what we set out to do, creating these design-led experiences in hospitality from start to finish.”
Ryan Crown, founder of Crown Creative
Growing pains and turning points
Like many businesses, Crown Creative’s journey hasn’t been smooth sailing. The pandemic hit like a reset button, forcing a rethink across every aspect of the business. It was during this time that the studio’s core team came together—David Carofano steering strategy, Kate Tracey leading design, and Simon Worthington managing accounts—setting the stage for a new era of global work.
Today, the studio’s fingerprints can be found everywhere, from New York and Canada to Europe, Ireland, and Australia. No matter how far their reach, Crown’s core mission remains rooted in storytelling, not trend-chasing.
“For us, everything starts with strategy,” Ryan explains. “We’re not chasing fleeting trends; we’re crafting something that’s built to last.”
Kate Tracey, lead designer at Crown Creative
Defining projects and impact
Ask anyone at Crown Creative about their proudest moments, and you’ll quickly realise it’s not just about big names or fancy addresses. It’s more about deep collaborations and the evolution of ideas over time.
The Dead Rabbit project marked a major shift. “It was the project that allowed us to really step up our game and become true creative partners,” Ryan reflects. Four years of interiors, creative direction, and digital and print work transformed the bar into one of America’s most respected hospitality brands.
Neighbourhood, Crown’s own café concept, was another milestone. Ryan calls it “a playground” where the team could experiment with full creative control. Another key project is their work for Waldorf Astoria’s Peacock Alley, where their bespoke illustrations and brand strategy were rolled out worldwide, from Amsterdam to Minsk.
Birch Cabins is a highlight for lead designer Kate. “It’s been a perfect example of strategy, design, and interiors working together, all in sync,” she says, describing a project where even the tiniest details—from the artist collaborations to the nature-inspired colour palette—were carefully considered.
Meanwhile, projects like St. Regis Cap Cana have seen the team apply their thinking across multiple F&B outlets, tying everything together through a unified visual language while letting each space retain its own character.
Strategy first, design second
It’s a philosophy that everyone at Crown is evangelical about: great design can’t happen without a great story.
“As a designer, it’s like being handed a map – it helps us navigate and ensures that everything we do is aligned with the story and the brand’s purpose,” says senior designer Matty Butler. “It’s not just about making something look good. It’s about making sure it reflects the values, the mission, and the story behind the brand.”
Kate agrees: “When you’re walking into a space we’ve designed, it should feel like the brand has come to life.”
The holistic, strategy-first approach also means they don’t just drop in a logo and disappear. They’re part of the journey from the first scribble to the final table setting, even down to the playlist or the soap in the bathrooms. “Every little detail matters,” Ryan says. “That’s what excites us.”
Challenging briefs, memorable results
Of course, with ambition comes complexity. Their two-year rebrand of Le Méridien – spanning over 200 hotels globally – tested the studio’s strategic and cultural agility like never before.
“We had to consider dual-language execution, cultural sensitivities, and align with storytelling partners like Air France,” Ryan recalls. “The real challenge was repositioning the brand without losing its essence.”
Closer to home, projects like Neighbourhood allowed the team to flex their creative muscles with limited resources, proving that a small budget doesn’t have to mean small ideas. When tasked with branding Palladino’s inside Grand Central Station, the team approached the historic surroundings with the reverence they deserved. “It was about doing justice to an iconic location,” Ryan says. “It was a delicate balancing act.”
Riding the wave of change
The design world Crown Creative started out in looks very different today. AI and tools like Canva have made design more accessible but not necessarily more strategic.
“While tech is evolving, the need for strong creative thinking and brand strategy is still at the core of what we do,” Ryan says. Kate adds: “AI is here to lighten the load, not something to fear.”
Rather than resist, Crown is embracing new technologies to push their work further. “We’re constantly curious about how AI and new technologies can help us,” says Matty. “It’s about moving quickly, visualising ideas, and keeping the heart of the brand intact.”
Building a team that loves hospitality
Behind the scenes, Crown Creative has stayed fiercely committed to building a team that not only designs for hospitality but lives and breathes it.
“When we’re hiring, we’re really looking for people who are obsessed with hospitality,” Ryan says. “It’s about finding talent who are curious, collaborative, and purpose-driven.”
With studios in Belfast, London and New York, maintaining a unified culture takes intentional effort, whether through collaborative projects, team trips, or simply ensuring that everyone feels part of the bigger picture. No egos, just energy and excitement.
“There’s no typical day here,” Ryan laughs. “One minute you’re on a site visit, the next you’re brainstorming a new city guide. It keeps things fresh, and it keeps us on our toes.”
What’s next?
For Crown Creative, the future looks bright and busy. The studio’s interiors arm, only a year old, is already delivering fully integrated projects like Birch Cabins, where branding, storytelling, and spatial design collide.
There’s more work brewing across Europe, Dubai, and Ireland, with expansion into cities like Paris and projects in the Dominican Republic. Perhaps most excitingly, there’s a growing appetite for authentic, experience-driven design – something Crown Creative was built for.
Looking ahead, Ryan dreams of tackling heritage projects with deep historical roots. “Imagine rethinking the guest experience at somewhere like MoMA,” he muses. “That’s the kind of project we’d love to take on, bringing new life to something iconic.”
As for the studio’s legacy, he says: “We’re still in the thick of it, so ask us again in ten years. For now, we’re just focused on doing meaningful work, pushing boundaries, and creating experiences people will remember.”
If their track record is anything to go by, Crown Creative is just getting started.
