Anyone who’s stayed at one of Ash’s collection of cinematic hotels likely wants to take the experience home with them. Credit the design firm and hotelier’s 360-degree approach to hospitality—the firm manages, operates, and owns all of its properties, which have soared in popularity thanks to rich storytelling and an embrace of the idiosyncrasies of second cities like Detroit, Baltimore, and Providence. Chief among these is Hotel Peter & Paul, the 71-room stay inhabiting a former church in New Orleans’ boho Marigny district that spurred a new era for the Big Easy’s tourism scene.
Now it’s possible to recreate this atmosphere at home thanks to Souvenirs, Ash’s new online store offering hotel merch like robes, playing cards, soaps, and tote bags. “We love the idea of embracing an old-fashioned notion of Souvenirs, which comes from the French word for ‘memories.’ We design and produce many individual, custom touchpoints, so making these available to purchase made complete sense,” says Xavier Donnelly, Ash’s creative director. “Though we look the other way when people pocket a pen or two.”
Kicking things off is the Hotel Peter & Paul capsule, which captures the Nola spirit with the guest rooms’ cozy cotton robe and quilt, both made in oversize gingham patterns. Toiletries infused with the hotel’s custom scent, defined by notes of far-flung damask rose, replicate the stay’s sensorial experience. “Every time you interact with a Souvenir, we hope you fondly remember our hotels and are momentarily transported back to that place and time,” says Ari Heckman, the firm’s co-founder. More capsules are on the way, as are objects (like the Pillow Chair) that convey Ash’s eccentric and exploratory approach.