In the heart of Tribeca, a fifth-floor loft becomes an enchanting canvas where contemporary design meets theatrical storytelling. Created by Will Cooper, partner and chief creative officer of notable design firm ASH NYC, this residence reflects a vision of drama and personal narrative. With a fondness for transforming spaces into emotive experiences, Cooper orchestrates vibrant, storied environments not only for esteemed hotels but also for private clients, making every detail a chapter in the life of its inhabitants.
PROJECT OVERVIEW
Designer: Will Cooper
Firm: ASH NYC
Location: Tribeca, New York City
Project Type: Residential Loft Transformation
Style: Theatrical and Eclectic
Upon entering, visitors are enveloped by rich textures—one being a striking crimson Victorian cut velvet curtain that frames the foyer. The entrance is adorned with the unconventional mix of an outspoken Kenny Scharf painting and an opulent 18th-century Rococo mirror. This eclectic combination is a testament to Cooper’s flair for dramatics, a talent he typically reserves for his acclaimed hotel designs, like the Belgian modernism at the Dean Hotel in Providence or the glam influences at the Siren in Detroit. In transforming this Tribeca loft, the same ethos applies, aiming to create an immersive, lived-in narrative for the residents—a family with aspirations of classic loft living, but with Cooper’s signature twist.
Initially, the design was dictated by the clients’ preference for an all-white aesthetic, which they deemed quintessential for a Tribeca loft. Cooper admits an affinity for living in white but had reservations about designing in it. The space required a full renovation, stripping the loft back to its essentials. The framework was repainted with Domingue’s Chalk limewash, floors transformed using white epoxy, and the industrial character retained with exposed wooden beams. A modern kitchen was installed featuring Calacatta Viola marble, echoing the industrial elegance of iconic all-white lofts such as those of Dean & DeLuca founders.
Over time, the vision for the apartment evolved as Cooper introduced vibrant elements and patterns into the initially monochromatic palette. Through his meticulous process of collecting textiles and antiques globally—from Turkey, India, and France—the loft began to gain a textured depth. He introduced Scandinavian antiques from prominent Manhattan suppliers alongside rugs from local artisans, turning the space into a layering of stories and cultures, reminiscent of 1960s high-society glamour, but reinterpreted for contemporary living.
The adaptation was gradual, gently easing the clients out of their all-white comfort zone. While many walls retained their original request, spaces like the wet bar were given a bold aubergine lacquer, creating a stark, unexpected contrast. Bathrooms exuded vibrancy with colorful tiles, while the primary bedroom transformed with a soothing praline hue and the media room enveloped guests in a deep navy blue ambiance. Each area was thoughtfully crafted to build upon the narrative, delivering a subtle choreography of color and form.
In a delightful climax, the children’s room stood as a microcosm of the residence’s inventive spirit. Twin 1920s beds glistened with luxe D. Porthault linens, crowned by antique ceremonial tents from Gujarat, India—a nod to Cooper’s profound ability to blend history with modern comfort. This loft illustrates how time and thoughtful design can harmoniously transform familiar spaces into exquisite tales, each room carrying a unique whisper of its own.
