What ICRAVE does

ICRAVE is a New York-headquartered multidisciplinary design studio founded in 2004 by Lionel Ohayon, now operating as a founding studio of the global design and innovation agency Journey Ltd. The studio delivers professional design and design-build services across eight vertical categories: hospitality, food and beverage, entertainment, healthcare, development, airports, cruises, and installations. Its core service offering spans four disciplines - Strategy, Experience Design, Interior Design, and Branding - executed through the proprietary Immerse-Design-Build-Amplify four-stage process and its MDX (Multidimensional Experience Design) methodology that integrates physical, immersive, digital, and virtual design dimensions.

The firm serves large enterprise clients on a project-based, fee-for-service basis, with marquee engagements including Sphere Las Vegas, MSG Sphere, J.P. Morgan Chase Sapphire Airport Lounges, St. Jude Family Commons, Memorial Sloan Kettering Cancer Center facilities, the Moore hotel in Miami, and Shaver Hall in Manhattan's former Lord & Taylor building. ICRAVE operates studios in New York, Miami, and London, with the London office serving Europe and the Middle East. Its enterprise client list spans hospitality operators (TAO Group), real estate/tech (Amazon), entertainment (Dreamscape), healthcare systems, and financial services.

Revenue is generated through professional services fees tied to project scope, with pricing undisclosed and engagements quote-based. The studio maintains technology capabilities in real-time visualization (led by a Technical Director of Visualization) but has no disclosed AI/ML, API, or platform-product layer - the business model is fundamentally human-creative labor sold at premium rates to enterprise clients. Post-2025 integration into Journey Ltd. provides access to a 400+ professional network across sister studios, though no venture or private equity ownership is evidenced.

Name

ICRAVE

Legal name

ICRAVE Design LLC

Website

https://icrave.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

ICRAVE is a New York-headquartered multidisciplinary design studio (and founding studio of Journey Ltd.) delivering strategy, experience design, interior design, and branding services to enterprise clients across hospitality, F&B, entertainment, healthcare, airports, and mixed-use real estate globally.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Design and Architecture Services: Professional services revenue from interior design, experience design, strategy, and branding engagements for major clients across hospitality, entertainment, healthcare, airports, and other sectors.
2. Project-Based Design-Build: Turnkey design and build engagements delivering fully realized experiential environments, from concept through opening day, for restaurants, hotels, entertainment venues, and other hospitality spaces.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

ICRAVE is a multidisciplinary design studio delivering end-to-end interior design, experience design, strategy, and branding services for enterprise clients. Projects span strategy, concept design, and build phases across hospitality, food and beverage, entertainment, healthcare, airports, mixed-use developments, cruise, and installation sectors. The studio operates as a founding studio of Journey, a global design and innovation agency.

Product overview

ICRAVE is a multidisciplinary design studio and a founding studio of Journey (a global design and innovation agency). The company operates as a single unified offering—a design services studio—rather than a platform-plus-modules architecture. Its core services span Strategy, Experience Design, Interior Design, and Branding, delivered across eight specialized vertical categories: Hospitality, Food & Beverage, Entertainment, Healthcare, Development, Airports, Cruises, and Installations. Projects are developed end-to-end from concept through build, serving clients across industries globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services Holistic vision development service that builds brand ethos and roadmaps focused on business objectives, target customer understanding, market positioning, and long-term goals for enterprise clients.
• Experience Design Engineering of holistic design solutions that examine ecosystems of places or projects and tailor them to the needs and behaviors of people and businesses.
• Interior Design Dynamic high-touch environment design delivered by designers and architects that bring people together and manifest project mission for enterprise clients.
• Branding Services Bespoke graphic systems creation that channels the visual and emotional identity of brands for enterprise clients.
• Hospitality Design Design and build of hospitality projects across sectors and service levels, telling hotel stories through tailored service and thoughtful details for hospitality operators and developers.
• Food & Beverage Design Narrative-driven restaurant design, including design and delivery of award-winning culinary experiences for restaurant groups and food hall operators.
• Entertainment Venues Design Dynamic entertainment spaces design that deepen connection between artists and fans, powered by cutting-edge technology and audience understanding for entertainment operators and venue owners.
• Healthcare Design Hospital and care center design with hospitality focus, helping medical providers rethink patient experience and redefine brand through thoughtful, empathetic design for healthcare organizations.
• Development Services Working closely with developers and master architects to test-fit solutions that drive place-making, validate design, and encourage investment for large-scale mixed-use developments.
• Airport Design Reimagining airport experience as testbeds for innovation in retail, dining, and immersive media installations for airport authorities, airlines, and lounge operators.
• Cruise Ship Design Cruise environment design reimagining relaxation, shaping guest experiences through immersive materials, dynamic lighting, and personalized amenities for cruise line operators.
• Installations Design Immersive installations that blur the line between art, architecture, and experience, crafting moments of interaction, wonder, and connection through spatial storytelling and material experimentation for brands, museums, and cultural venues.

Quantifiable outcome

• ICRAVE's design of The Moore received 2025 Forbes Top Hospitality Designers recognition and 2025 Hospitality Design Small Hotel award.
• +2 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• DreamscapeflagshipStrategic or Co-development Partner · 8 July 2026ICRAVE is partnering with Dreamscape to lead the development of BKX, a 440,000-square-foot mixed-use entertainment and retail complex at the former Macy's space on Fulton Mall in Downtown Brooklyn. The project, described as the largest block of available retail space in New York City, will feature flagship retailers, immersive attractions, food and beverage options, and a five-story atrium with LED screens. The partnership aligns with consumer demand for entertainment and experiential offerings over traditional retail.
• FB SocietyflagshipStrategic or Co-development Partner · 30 June 2026FB Society (restaurant incubator) developed Shaver Hall, a 35,000-sq.-ft. food and entertainment destination, in the former Lord & Taylor flagship building at 424 Fifth Avenue in Midtown Manhattan. ICRAVE designed the space alongside ZGF Architects, creating a venue with 11 food stalls, three upscale restaurants, two bars, a self-serve 20-tap beer wall, and the nation's first cheese conveyor belt, with seating for 1,400.
• ZGF ArchitectscoreTechnology or Integration · 30 June 2026ZGF Architects co-designed Shaver Hall in collaboration with ICRAVE at the landmark 1914 former Lord & Taylor building in Midtown Manhattan (purchased by Amazon in 2020 for approximately $1 billion).

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Rockwell Group: New York-based multidisciplinary design firm specializing in hospitality, entertainment, and cultural projects. Directly comparable to ICRAVE in scale, sector focus (hotels, restaurants, theaters, immersive venues), and award-winning experiential design approach.
• Yabu Pushelberg: Toronto/New York luxury interior design studio with deep hospitality, F&B, and retail expertise. Closely comparable to ICRAVE on high-end hotel and brand-anchored interiors across global markets.
• AvroKO: Hospitality-focused design firm known for award-winning restaurant and hotel interiors. Comparable to ICRAVE in narrative-driven F&B and hotel design across New York, Las Vegas, and international markets.
• Meyer Davis Studio: New York-based design studio with strong hospitality, residential, and commercial portfolios. Comparable to ICRAVE on high-end hotel and experiential interior design, with overlapping premium brand clients.
• Stonehill & Taylor: New York-based architecture and interiors firm with strong hospitality and hotel design practice. Comparable to ICRAVE on New York hospitality interior design and similar client profile of hotel developers and operators.
• DesignAgency: Toronto-based multidisciplinary design firm with hospitality, F&B, and brand experience focus. Comparable to ICRAVE on integrated brand, interior, and experiential design for hotels, restaurants, and entertainment venues.

Broad incumbents

• Hirsch Bedner Associates (HBA): Global hospitality interior design specialist with far broader geographic and operational scale. Comparable on hotel interior design specialization but with a much larger footprint across luxury and ultra-luxury hospitality worldwide.
• Gensler: Largest global architecture and design firm with significant hospitality, entertainment, and workplace practices. Competes with ICRAVE for large-scale hospitality and mixed-use commissions but at much greater scale and with integrated architecture services.
• Wimberly Allison Tong & Goo (WATG): Global hospitality design firm specializing in hotels, resorts, and mixed-use developments. Comparable to ICRAVE on hospitality sector focus but with integrated architecture, masterplanning, and larger-scale delivery.
• CallisonRTKL: Global architecture and design firm with significant retail, hospitality, and entertainment practices. Comparable to ICRAVE on retail and entertainment environment design but at much larger scale and broader service offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/icrave-design
• Instagraminstagram.com/icraveny
• Facebookfacebook.com/icravedesign

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ICRAVE