IN PRACTICE - LORENZO APICELLA
This photograph was taken in our main meeting room at Pentagram. I had just returned from a holiday in California and the morning light in the room made for a gentle return to the routines of the office. That day it included a meeting with a potential new client and I was discussing what material to show them with my coordinator, Claire Parkinson. This is my favourite room to bring clients to. It is light and its generous proportions are typical of the studio as a whole, and it feels as good today as it did when I first saw it 20 years ago. Originally a tram shed, the building's conversion was the work of Theo Crosby, one of the original Pentagram partners. It has hardly changed since, despite the almost seasonal transformation of the streets of Notting Hill around us. We like it that way and, thankfully, so do our clients.