Study in Design: Pronounce This

This sign bothered me for weeks. According to the Wikipedia “@” is pronounced “at” in this country and anything from “snail” to “strudel” everywhere else.

So what is it: Ashcroft, Ashcraft, Ashcratft, Ashcrstrudelft? Is it a little light bulb under the “@”? What is trying to say?

Yours truly kcm€€sha.