richcraft is a full-service design studio focused
on hospitality interiors
and brand visualization
project focus
restaurant bar lounge hotel resort
latest work
blue bar​
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Juniper Preserve
Bend, Oregon
Blue Bar is located within Juniper Preserve’s clubhouse, nestled between the resort’s indoor and outdoor dining areas. Designed as a speakeasy-style retreat, the lounge balances seclusion and openness—inviting guests to enjoy elevated cocktails in an intimate setting while taking in sweeping views of the landscape. The bar takes its name from the hue of juniper berries, paying homage to the resort’s setting within Central Oregon’s ancient juniper forest.
iris​
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Juniper Preserve
Bend, Oregon
Located within Juniper Preserve and adjacent to Blue Bar, Iris was conceived as the resort’s signature dining destination, overlooking the renowned Pronghorn Golf Course. Anchored by a sculptural, two-sided fireplace, the design creates a strong sense of arrival and gathering, with seating arranged to radiate from the hearth and extend onto an open-air terrace. Intricate stonework wraps the space and rises to pitched ceilings, forming a rich architectural framework that connects the interior experience to the rugged beauty of the site.
tender​
crush
soho
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529 Broome Street
New York, New York
Tender Crush SoHo, the brand’s latest outpost on Broome Street, serves up New York City flavors shaped by all five boroughs. The interior draws inspiration from classic corner shops, layering nostalgic references throughout the design. Playful finishes, bold graphics, and old-school neon signage pop against a crisp white-box backdrop of pegboard walls, subway tile, and exposed vents. The result is a space alive with attitude—instantly familiar yet unmistakably fresh.
tender​
crush
vegas
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Rio Hotel & Casino
Las Vegas, Nevada
Tender Crush makes its Las Vegas debut at the Rio Hotel & Casino’s Canteen Food Hall with a space that pairs the attitude of New York City with the glow of the Las Vegas Strip. Retro graphics and vintage-style neon animate a bright, utilitarian shell, creating a setting that feels energetic, casual, and distinctly its own.
designer profile
Samantha Goodrich
Founder
mastering the art of storytelling and
its influence on the built environment
​Samantha Goodrich is an interior designer known for creating spaces with distinct personalities and a strong sense of narrative. Her work spans projects around the world, from intimate, character-driven interiors to large-scale hospitality environments, each crafted for a memorable guest experience. From concept through completion, her process is highly collaborative, thoughtfully detailed, and guided by storytelling that gives every project a lasting sense of place.
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With career leadership experience on both the creative and ownership sides of the industry, Samantha brings a rare perspective that bridges design aesthetic with operational strategy and long-term value. Prior to launching Richcraft, Samantha held positions as Vice President of Design at Viceroy Hotel Group and Associate Senior Designer at Rockwell Group. She is the driving vision behind her clients' branded ventures and has built a distinctive portfolio encompassing hotels, restaurants, bars, nightclubs, and luxury residential projects.
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