perspectives brand identity By Alia Akkam Photography courtesy of Ian Schrager Company FAMILY AFFAIR The Ian Schrager Company is on a mission to change the world For Gilles-Fleur Boutry, vice president of architecture and design at New York-based Ian Schrager Company (ISC), imbuing a space with a distinctive personality is essential. The creative process "is always different, interesting, and a chance to free itself of industry rules," explains the conceptual artist and former high-end residential architect and interior designer. "Beauty is the consequence of it, not an end in itself." Boutry's cerebral, comprehensive approach captures the mindset of the entire ISC design team. They are stirred by ideals and consumed by details. As Schrager sums it up: "The team knows they're a part of something special. It's a mission, not a business. We're trying to change the world. We're trying to do something great." A centerpiece chandelier caps the lobby in the Neri & Hu-crafted Shanghai EDITION hospitalitydesign.com November 2018 045http://www.hospitalitydesign.com