By Salomé Gómez Upegui
In the last couple years, Water Street Tampa has emerged as the go-to destination for culinary enthusiasts in the city and surrounding region, boasting a vibrant restaurant and bar scene that caters to every preference and mood. Amidst this dynamic atmosphere, Ash and Alter Ego, the latest ventures by Tampa-based hospitality collective Proper House Group, have recently opened their doors to the public. Co-owned by Ferrell Alvarez, Ty Rodriguez, Chon Nguyen, and Myles Gallagher, Proper House Group is also behind local favorites such as Gallito Taqueria, Dang Dude, and Gorditos at Sparkman Wharf, as well as the beloved restaurant Rooster & the Till in the Seminole Heights neighborhood.
Designed by the award-winning Texas-based interior design studio Gin Design Group, Ash and Alter Ego both promise one-of-a-kind experiences against stunning, albeit distinctly different, backdrops.
Located on the ground floor of the Asher building, Ash offers a full-service Italian-inspired dining experience with light-filled interiors and a welcoming outdoor patio, while its neighboring counterpart, Alter Ego, stands out as a vibrant cocktail lounge offering small bites and an energetic musical experience in a moody, monochromatic venue.
Renowned Tampa-based chef Ferrell Alvarez first met the Founder and Creative Director of Gin Design Group, Gin Braverman, while traveling and cooking in a circuit called Chef’s Week that took him all around the United States. Braverman’s design studio was a sponsor of the initiative, and since Alvarez cooked at these events often, they spoke frequently and quickly became friends.
“Ever since I encountered Gin’s work, I was super impressed by everything she did,” Alvarez says. “I had shared her work with my partners, but, quite frankly, up until this point, we hadn’t been in a position to bring Gin on board. However, when we had the opportunity to create Ash and Alter Ego, we finally found a way to make it happen financially, and we’re super glad we did.”
Hailing from Houston, Gin Design Group is a distinguished interior design firm with a specialized focus on crafting exceptional hospitality spaces. With an eye for detail and a deep understanding of the nuances of design, their expertise extends across a spectrum of establishments, encompassing restaurants, hotels, event venues, and retail spaces.
We knew we wanted the restaurant to feel like it was supposed to be here—to organically fit into this neighborhood.
Explaining the concept and design behind Ash, founder Gin Braverman says the Water Street Tampa neighborhood was quite inspirational during the creative process. “We knew we wanted the restaurant to feel like it was supposed to be here—to organically fit into this neighborhood,” she says “And so, we pulled a lot of inspiration from the architecture around here, which has a very organic DNA, and we incorporated a lot of that into the space. It was also a very boxy space, so we wanted to have it flow a little more. We rounded everything we could, and that gave it a really nice softness.
“For instance, what began as a picture of a canopy on a nearby walkway, with its organic formation, has now become the inspiration for the canopy over the bar,” says Braverman. “The cloud-like shape of the bar canopy retains its organic essence, but with added metallic elements. We incorporated chrome and stainless steel, which transformed the canopy from a purely organic form to something with a bit more definition. It’s intriguing how the addition of metallics provides a subtle silver lining to everything, lending a cool touch to the overall aesthetic,” she adds.
Separated by a simple wall, Alter Ego, on the other hand, offers a markedly different atmosphere to Ash. This distinction mainly arises from Alter Ego’s deliberate conception as a sister establishment designed to contrast the light and airy ambiance of Ash, hence inspiring the choice of its name.
“[Alter Ego] wasn’t originally part of the project,” explains Chon Nguyen. “But when the space became available, we began brainstorming names and that’s when we landed on Alter Ego, which I believe was the genesis for Gin’s design as well. When you look at the spaces and the contrast between them, it’s literally night and day.”
Braverman echos Nguyen’s thoughts, elaborating on how the contrasting atmospheres of the two establishments reflect their respective identities, offering patrons a choice between a bright, airy space and an intimate, mysterious setting. “Ash is light, with predominantly white and cream colors, while Alter Ego is dark, moody, and monochromatic, with unique metallic pops,” she says.
The creative approach to bring both establishments to life was a collaborative effort, with Alvarez and his partners expressing their vision to Gin Design Group, who translated it into captivating design concepts. Despite the contrasting aesthetics of Ash and Alter Ego, Braverman shares the creative process for both establishments was mostly characterized by ease. “It was a pretty straightforward design process,” she says.
Meanwhile, Alvarez emphasized their reliance on Gin Design Group’s expertise, acknowledging their pivotal role in bringing the projects to fruition. He explained that, very early on, the group had envisioned certain color palettes and energetic designs. “Expressing that to Gin and then extrapolating what she took out of the conversation and putting together some initial imagery is how we kicked it off,” he says. “We stayed engaged in the process and voiced our opinions, but we definitely relied on Gin Design Group for expertise. After all, we hired them for a reason. And they got us to the finish line—the way you see it. It’s pretty impressive.”
As Ash and Alter Ego welcome guests through their doors, the team at Proper House Group continues to be impressed by the spaces they have created together. Gin Design Group’s contribution to the project has been key in shaping the unique identities of both establishments, ensuring they offer unforgettable experiences to patrons. With their innovative concepts and thoughtful design, Ash and Alter Ego add yet another dimension to Water Street Tampa’s thriving landscape, promising unforgettable experiences for years to come.
“Every time we walk into these spaces, we continue to be blown away by what we’ve built together,” says Nguyen. “Gin was certainly a huge part of that.”