Seatmates: Allegra Lorenzotti
On building cinematic worlds for Ash Hotels, finding poetry in design details, and the destinations shaping her creative lens
This interview is part of Seatmates, a Window Seat series where tastemakers and creatives share how they move through the world—what they pack, where they stay, and the travel rituals that shape their lives.
Few people understand the emotional alchemy of space like Allegra Lorenzotti. As Brand Director at Ash, she helps craft cinematic stays that feel equal parts imaginative and intimate, where design and storytelling expertly intertwine. From The Siren in Detroit to Ulysses in Baltimore, her hand is behind some of the most transportive hotels in America.
Like the properties she helps to shape, Allegra’s own approach to travel is deeply sensory and intentional. She obsesses over lighting, sound, scent, and small details most travelers overlook. For her, good hospitality is about more than grandeur—it’s about creating a feeling that lasts.
Read on to learn the philosophy behind Ash’s cinematic, world-building approach to hospitality, the carry-on combo she swears by for every trip, and the genius bottle that lets her make matcha anywhere on earth.
Tell us a little about yourself.
My name is Allegra, I’m a native New Yorker and proud Sagittarius. :P
I’ve worked across experiential, talent, and hospitality, but what I really love doing is shaping how things feel. Whether it’s a hotel, a dinner, a brand world, or my side project, Send Olives, there’s always an intention behind it.
Ash feels more like a cultural brand than just a hotel group. How do you approach your role in crafting a world and not just a place to stay?
Our CEO, Ari Heckman, always says our hotels are like movie sets and our staff are like characters in the film. That’s how we approach it: immersive experiences where the properties themselves are characters. Many are historic buildings with rich pasts, reimagined with new narratives. The North Star is to create something singular that makes people feel transported.
Every Ash hotel has a distinct point of view, but there’s also a thread of irreverent elegance that connects them. What’s your lens for curating consistency across such different properties?
When I joined, it was the start of a new era under our Creative Director, Xavier Donnelly. The properties we had were singular and distinct, but not truly unified under the Ash umbrella. We’ve worked to create a stronger throughline like adding the Ash logo across collateral, launching city guides both online and in-room, Ash Radio, and creating touchpoints that carry across properties. The goal is consistency without losing each property’s unique individual spirit.
When you travel, do you find yourself comparing every experience to the Ash standard? Or do you look for something completely different?
I don’t find myself comparing every experience to the Ash standard, but I do find myself noticing the most small and simple details like the size of the trash can in the bathroom or where the outlets are located like I never did before working in hospitality. I obsess over what they’re serving in the mini bar or the light or temperature.
What’s been your most memorable stay?
Recently, my most memorable hotel stay was probably renting one of the Sea Ranch Living houses this summer for my boyfriend’s birthday. I don’t know how familiar you are with Sea Ranch, but it’s an incredible place—an architectural community along the Northern California coast designed in deep harmony with the landscape. The house we stayed in was simple and stunning: weathered wood, floor-to-ceiling windows, and the California redwoods stretching endlessly to the sky. There’s something so special about how the architecture almost disappears into the environment—it feels like you’re inhabiting the landscape rather than observing it. Really special place.
Is there a destination or property at the top of your wishlist?
I am dying to go to Bhutan or—I know it sounds cliché—Japan. I’ve never been, and I’ve been obsessed with all things Japanese since I was a kid. The culture, design, food, and way of life all feel so intentional and deeply sensory. I love how there’s this balance between precision and imperfection, ritual and spontaneity. I’d love to spend time in Tokyo, but also disappear into the countryside—stay at a ryokan, visit the hot springs. Bhutan feels like the other end of the spectrum—less about aesthetic obsession, more about perspective and peace. My best friend went recently, and her experience really fascinated me. I am really focused on traveling to more experience-based destinations and places that maybe feel a bit uncomfortable.
What are your must-haves when it comes to luggage and items you travel with?
I’ve had the lightweight Rimowa medium suitcase for a few years now, and it’s the perfect size and weight for a one-week to ten-day trip. My trusty Rimowa cabin bag always comes with me, and both are in a bright red shade—which I jokingly, but not-so-jokingly, call the perfect way to make sure your bag doesn’t get stolen at baggage claim or accidentally taken by someone else.
On top of that, I swear by the Longchamp expandable bag—it’s genius. I can fit whichever handbag I’m taking inside, and if I do a little shopping, I can expand it and check it. When I’m not using that, my go-to combo for a 3–5 day work trip is my little Lifner big black tote paired with the Rimowa cabin bag—they hold everything I need.
I’m a HUGE pouch person, and everything gets organized—from supplements to toiletries, jewelry, chargers, you name it. I recently became a Kindle person, and it’s now my favorite thing to travel with, especially on longer leisure trips. One of my pouches goes in my carry-on and holds all my in-flight essentials—face mist, hand sanitizer, Aquaphor, tea bags, etc.
I also always bring my VISP, which is a genius bottle with a built-in whisk. It means I can easily make matcha on the go, or mix in Sara Wragge Alkalize green powder or a quick bone broth. It’s the best thing to have in your hotel room when there’s a kettle ready.
What is your go-to airport outfit?
Baggy trousers are my go-to—probably a vintage army pant or my tried-and-true Maharishi. I also love my friend Emma Gerber’s Claudent pants; they’re the perfect light, comfortable layer for warmer months. For tops, a good short-sleeve tee is essential, which I’ll often layer with a chunky knit to stay cozy on board. In the winter, I love a vintage Ralph Lauren men’s cashmere cable knit or an & Daughter Balla sweater. In the summer, I always reach for my Henri cotton-linen sweater—it’s the perfect midweight option.
I always keep a big-format scarf in my bag because I get extra cold on planes and like to use it as a blanket. My favorite is a pashmina I picked up in Morocco. When it comes to outerwear and shoes, I usually wear my bulkiest pieces so I don’t have to pack them. In the winter, that’s probably a wool coat or puffer with my Row zip boots or Asics. In the summer, I’m usually in a lightweight jean jacket or a vintage Agnès B. trench.
Do you have any rules or rituals when it comes to air travel?
I always make a point to eat at home before heading to the airport—options are rarely for me, and I never want to travel hungry. I don’t eat on the plane at all; airline food just doesn’t serve me personally. I always make sure to drink at least two liters of water on long-haul flights, and compression socks are a must. I also pack my own tea, I love Doctor Stolbergs or Peppermint which I love to have on board with some hot water.
I always wear at least two extra layers more than I think I’ll need - it’s always freezing on airplanes. I bring a warmer long-sleeve overlayer and a large-scale scarf that doubles as a blanket, so I can stay cozy the whole flight.
Last question: aisle or window seat?
Nine times out of ten, I’m flying economy or comfort. I’m 5’10”, so I usually go for the aisle on a short flight so I can stretch my legs, and the window on a red-eye so I can rest my head. :)
For more, follow Allegra on Instagram. Interested in being featured in Seatmates or know someone who should be? Drop me a line here.
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Tori Simokov is a Travel Writer and Graphic Designer/Strategist based in New York. To get in touch, email tori@v1projects.com. Want more? Check out Instagram, TikTok, or shop her curated favorites.
thank you for having me tori <3