In Her Element: Julia Moshy, Founder of Social Studies, On Designing Experiences That Stick
In Her Element is a new column in YCB written by Meredith Lepore dedicated to highlighting the lives, careers, and personal journeys of inspiring women who are leading the charge in their respective fields. Each edition will dive deep into what makes these women tick, from their go-to wellness rituals and favorite products to the daily habits that keep them motivated and empowered. In every conversation, we’ll uncover the tools, routines, and mindset behind their success. Expect everything from self-care practices and workout tips to insights on productivity and entrepreneurship, showcasing the unique ways these women balance it all while staying true to themselves.
Let’s face it. These days, it is truly all about the vibes. When you walk into a new restaurant or hotel, the vibes are that feeling of intrigue of being somewhere you haven’t been before, while somehow making you feel like you are home, or rather, just belong there. And though you are probably too focused on getting caught up in said vibes, there is an architect and curator who has created that concept and makes it tick. Meet Julia Moshy, brand strategist, cultural producer, and founder of Social Studies, a brand new creative platform that focuses on shaping next-gen hospitality and lifestyle concepts through identity, storytelling, and immersive experiences.
Moshy, a striking brunette with impeccable style, is one of the driving behind-the-scenes forces for some of the most exciting creative projects in New York right now. She recently launched JANG at Spring Place—a Korean-French tasting concept from Chef Tae Woo Lee that is kicking off the members’ club’s entire new culinary series. She also led the brand strategy behind Crazy Pizza NYC, which just opened in Noho recently. You may think you have been to a pizza party, but you have not been to a Crazy Pizza party. It is half restaurant, half spectacle (think disco balls, pizza dough throwing interludes, and a live DJ). The Crazy Pizza party will be coming to East Hampton later this month this month. In addition to that, she has been on the teams that brought exclusive social clubs Casa Cipriani and The Ned to life.
“The magic happens when people feel transported by the cultural narrative but also see themselves reflected in the experience. They’re not just consuming culture—they’re participating in it in a way that feels natural to them. It’s about translation, not replication. The culture provides the soul, the community provides the energy, and maintaining brand integrity ensures
The experience feels intentional rather than forced,” she told YCB.
We were lucky enough to speak with Moshy about her career, what she finds to be moving, and what she needs to be in her element.
Meet Julia Moshy: The Mind Behind NYC’s Most Talked-About Hospitality Concepts
From your work with Casa Cipriani and The Ned to launching Social Studies. What inspired you to carve your path in the world of cultural hospitality?
The desire to be creative and lean into my strengths in this space was the genesis for creating Social Studies. When I worked on the development of Casa Cipriani in 2020, while the world was on pause, I was offered the unique opportunity to learn and explore this industry on a deeper level. For this reason, I was able to get a strong grasp on my unique skill set, understand where I excelled in hospitality, and where I wanted to push boundaries. I realized my strength wasn’t just in operations or design—it was in translating culture into experiences that felt authentic and meaningful. Working with established brands taught me the fundamentals, but I kept seeing opportunities to create something more intentional, more rooted in community and storytelling. Social Studies became my way of working with brands at any stage, whether building new concepts from the ground up or refining existing ones, where I could fully integrate cultural narrative into the hospitality experience.
What was the spark behind Social Studies, and how do you define its mission in today’s creative landscape?
Casa Cipriani and Chez Margaux were particularly insightful experiences for me. Having a seat at the table during the early-stage development of a hospitality brand is an opportunity that I am immensely grateful for. Both experiences ignited a creative fire in me, which became a passion-fueled obsession. After developing the membership concept for Casa Cipriani and seeing it come to life, I wanted to do it again and again. I realized very quickly that my superpower is having an intuitive foresight of the guest experience long before it comes to life and nailing the execution. From this passion and precision, Social Studies was born.
You’ve helped reimagine the hospitality experience at institutions like Crazy Pizza NYC and JANG at Spring Place. What’s your approach to translating culture into atmosphere?
My approach is about creating that moment of transport while staying deeply connected to the local community, who will experience the space. I start by understanding the cultural story we want to tell, but then I spend equal time with the hyper-local audience—the neighborhood, the regulars, the people who will make this place their own. It’s a three-way conversation between the cultural authenticity, the community’s needs, and the brand’s integrity. For example, you might be creating an Italian experience, but if your local community values late-night energy and social connection, you find ways to honor Italian hospitality traditions while adapting to how your specific audience wants to gather and celebrate.
On Innovation, Timelessness, and Creating Lasting Experiences
How do you balance innovation with timelessness in the brands and concepts you help shape?
I focus on identifying what’s fundamentally human versus what’s trendy. The timeless elements are usually rooted in basic human needs—connection, comfort, celebration, and belonging. Those never go out of style. Innovation comes in how you deliver those experiences in ways that feel fresh and relevant to today’s audience.
I ask myself: ‘What would make this concept feel essential in ten years?’ Usually it’s the emotional core and the quality of human interaction, not the latest design trend or technology. Then I layer in contemporary touches that enhance rather than overshadow that foundation. For example, the ritual of gathering over food is timeless, but how people want to gather—more casual, more flexible, more authentic—that evolves. So I might innovate on the service style or the space configuration while keeping the essential warmth and hospitality that makes people want to return.
I also test ideas against the question: ‘Is this solving a real problem or just chasing what’s cool?’ The innovations that stick are the ones that improve how people connect and the space.
You’re a behind-the-scenes powerhouse. What do you wish more people knew about the creative strategy that goes into building these experiences?
People see the final experience—the perfect lighting, the seamless flow, the moment when everything just feels right—but they don’t see the months of intentional design thinking that creates those ‘effortless’ moments. There’s so much psychology and cultural research that goes into understanding how people move through spaces, what makes them feel comfortable versus intimidated, and how different communities define hospitality. That’s quite literally how social studies got its name. It’s the study of human design and how to shape a hospitality experience around that.
I wish people understood how much collaboration it takes. These experiences aren’t born from one person’s vision—they’re the result of bringing together designers, operators, community voices, and cultural experts who challenge each other to dig deeper. The best ideas come from those heated conversations where someone says, ‘But what if we’re missing something?’
How do you stay creatively charged in an industry that’s always evolving? Any rituals, sources of inspiration, or go-to escapes?
I draw a lot of inspiration from European culture and traveling to cities like Rome, Paris, and Venice. These places become real escapes for me—there’s something about experiencing that deep sense of belonging in spaces with centuries of history. For example, a visit to the Parthenon can be incredibly moving. You’re not just seeing ancient stones—you’re feeling the weight of all the human stories that have unfolded there, the generations of people who’ve gathered and celebrated, and connected in those same spaces. That history runs so deep that you can feel it. Those moments teach me that the most powerful hospitality experiences tap into something primal about human connection. When I’m creating new concepts, I’m trying to capture even a fraction of that feeling—how do you create spaces that make people feel part of something larger than themselves?
The key is staying curious about how different cultures create belonging rather than just chasing hospitality trends. When you ground yourself in these timeless approaches, you create experiences that feel authentic rather than manufactured.
You lead cross-functional teams on high-pressure, high-visibility projects. What’s your Leadership philosophy?
Stay calm, communicate clearly, and make informed decisions—panic is contagious, but so is confidence.
In Her Element: Julia’s Essentials Edit
Morning routine in 3 words: ALL ABOUT ME!
Creative fuel: Travel
Song that gets you into your flow state: Oldies
Coffee order: Cappuccino, whole milk!
Things we would find at the bottom of your purse: too many lip balms, hand cream, treats for my dog, and an RX Bar for me.
A scent that grounds you: Fresh air
Best advice you’ve ever received: Being in your 30s means you’re young enough to be innovative and old enough to be believed. Use your voice and don’t waste this time.
Worst advice you’ve ever received: “Follow the rules and don’t rock the boat.” You should absolutely, ROCK THE DAMN BOAT!
A space (physical or emotional) where you feel most in your element: In any restaurant environment.
Mantra or mindset right now: What’s meant for you will find you
Next bold move you’re planning: Oh, I can’t share yet, but Social Studies will be taking on a very exciting new project this summer! Stay tuned!