ASH NYC is more than your typical design firm. They design residential and commercial interiors, develop property in up-and-coming neighborhoods, operate high-concept hotels, and produce custom furniture. It’s the kind of firm that, when tasked with redesigning a cavernous Tribeca loft, did so in a style that Architectural Digest affectionately called “American Psycho meets The Paris Review.”

Will Cooper, the company’s Chief Creative Officer, is equally as hard to pin down. A Texas native, Will started his career at Ralph Lauren before co-founding ASH NYC with his two friends, Ari Heckman and Jonathan Minkoff. With ASH’s ever-expanding portfolio and a slate of new projects, Cooper remains remarkably cool, calm, and collected.

“Challenge is always inspiring,” he explains, “I like when something challenges me visually—and physically. Given today’s image-overload culture, if my eye actually is challenged, there is usually something interesting about it.”

From the breakfast that gets his day going to the artworks he’s currently eyeing, here’s what’s fueling Cooper right now.

Will’s Dream Artworks

Concetto Spaziale (Bianco)
Lucio Fontana

Lucio Fontana, Concetto Spaziale (Bianco) (1968). Courtesy of Lougher Contemporary.

Hommage à Jan
Winfred Gaul

Winfred Gaul, Hommage à Jan (1971). Courtesy of Galerie Michael Hasenclever KG.

Les Deux Enfants
Paul Cézanne

Paul Cézanne, Les Deux Enfants (1858–1860). Courtesy of Galerie Dreyfus.

Black Bands in Two Directions
Sol LeWitt

Sol LeWitt, Black Bands in Two Directions (1990). Courtesy of Hiram Butler Gallery.

“Monument” for V. Tatlin
Dan Flavin

Dan Flavin, “Monument” for V. Tatlin (1967). Courtesy of Galerie Thaddaeus Ropac.

Winkel
Günther Uecke

Günther Uecker, Winkel (1972). Courtesy of Engelage & Lieder.

Will’s Favorite Things

New artist: Mara de Luca.

Party favor: Something that can be used and not thrown away, like a bottle opener—or one time I got a vape that was an unusual party favor, but useful!

Breakfast food: Two soft-boiled eggs with an avocado.

Way to celebrate a success: A nice dinner, somewhere classic and not stuffy like Raoul’s, Gotham, Minetta downtown, Elio’s, or Antonucci uptown.

Work in his collection: An Adam Henry watercolor that is a study for a painting, but is delicate and meticulous, just like him.

Show to binge-watch: Veep over and over and over, or Parks & Rec.

Item to take on a long flight: A good book… noise-cancelling headphones… and a sleeping pill.

Store in New York : Ae Vera, which just closed after over 15 years on Crosby street, but reopening somewhere… soon, I hope!

Find your own favorites by browsing artnet Galleries and finding the next addition to your collection.