Jay Schwartz is the Executive Creative Director and CEO at Once Upon a Time Hospitality. Renowned for his expertise in brand development and creative direction in the hospitality sector, and with a career spanning over 25 years, his collaborations include icons such as Ian Schrager and Jean-Georges Vongerichten.

Schwartz is known for his immersive approach to branding, involving extensive research and stakeholder engagement to craft compelling identities for his clients.

His work reflects a deep commitment to enhancing the guest experience through innovative design and storytelling. Jay founded Ideawork Studios in 1999, which was acquired by Once Upon a Time in 2019, and he’s worked on hotel, resort, and luxury projects around the globe.