Mr. Ashen

David Ashen

Principal and Founder

dash design

David Ashen is a principal and the founder of dash design, an award-winning New York-based interior design and branding firm specializing in hospitality and retail projects. Known for his ability to tailor each project to answer clients’ specific business needs, Mr. Ashen and his design team update spaces and reinvent brands. Clients include market leaders and Fortune 500 companies from all over the world including Shanghai, Hong Kong, Istanbul, Philadelphia, Cleveland, New York City and Aruba. Among the recent high-profile hotel projects to dash design’s credit are: the multi-million renovation of the Lexington New York City hotel; the Renaissance Aruba Resort & Casino; and restaurants at the Mandarin Oriental in Shanghai.

Rather than a signature style, Mr. Ashen and dash have a signature philosophy: that design equals strategy. He earned a Bachelor of Science in Human Factors Engineering at Tufts University, then a Masters of Architecture at the University of Pennsylvania.

After his entrée into luxury retail at Peter Marino, he spent five years—from Director of Retail to Principal—at desgrippes gobé, one of the world’s largest independent branding firms. Accounts included Reebok, Unilever, Target, and Peugeot; he created the first consistent global retail image for Godiva, and helped the company expand in Japan and China. In 2000, Mr. Ashen's first hospitality project—XL Lounge—attracted serious media attention. A year later, Mr. Ashen left desgrippes to launch dash design.

dash’s work is all about context and reinvention. “To me, there’s nothing richer than collaborating with client and partners to produce a project that is innovative and thoughtful,” Mr. Ashen says, adding, “It’s not about adding to my portfolio. My success is solely about whether our work helps my client succeed.”

Please visit http://www.dashdesign.net for more information.

Mr. Ashen can be contacted at 718-383-2225 ext. 201 or dashen@dashdesign.net.

Coming Up In The November Online Hotel Business Review




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Feature Focus
Architecture & Design: Authentic, Interactive and Immersive
If there is one dominant trend in the field of hotel architecture and design, it’s that travelers are demanding authentic, immersive and interactive experiences. This is especially true for Millennials but Baby Boomers are seeking out meaningful experiences as well. As a result, the development of immersive travel experiences - winery resorts, culinary resorts, resorts geared toward specific sports enthusiasts - will continue to expand. Another kind of immersive experience is an urban resort – one that provides all the elements you'd expect in a luxury resort, but urbanized. The urban resort hotel is designed as a staging area where the city itself provides all the amenities, and the hotel functions as a kind of sophisticated concierge service. Another trend is a re-thinking of the hotel lobby, which has evolved into an active social hub with flexible spaces for work and play, featuring cafe?s, bars, libraries, computer stations, game rooms, and more. The goal is to make this area as interactive as possible and to bring people together, making the space less of a traditional hotel lobby and more of a contemporary gathering place. This emphasis on the lobby has also had an associated effect on the size of hotel rooms – they are getting smaller. Since most activities are designed to take place in the lobby, there is less time spent in rooms which justifies their smaller design. Finally, the wellness and ecology movements are also having a major impact on design. The industry is actively adopting standards so that new structures are not only environmentally sustainable, but also promote optimum health and well- being for the travelers who will inhabit them. These are a few of the current trends in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.