New Practices #39: Amos Goldreich Architecture
The latest in a series of practice profiles looking at architects who have recently decided to go it alone, either through choice or redundancy
Amos Goldreich Architecture, London, EC2
Founded: May 2010
Main people: Amos Goldreich
Where have you come from? After I graduated from the Architectural Association in 1999, I worked for a variety of London-based design practices, including public buildings at David Chipperfield Architects. At Feilden Clegg Bradley Studios I was central to the team that designed a RIBA Award-winning secondary school.
What work do you have? Amos Goldreich Architecture is principally involved with private residential projects, but it is also pursuing other projects locally and internationally. This includes competition entries (such as the Atlantic City Boardwalk Holocaust Memorial) and collaboration with a charity to design a shelter for the victims of domestic violence in Israel.
In parallel to architecture, I ‘m also an architectural photographer with work being commissioned by established architectural practices.
What are your ambitions? In my view, architecture should be about people – the particular end-user – not simply about a preoccupation with style. My ambition is that each project achieves an individual response to the client. While I strive for enduring designs, and they can be at any scale, I see innovation for example the use of new and sustainable materials or the inventive employment of traditional ones, as essential to any progressive approach.
How optimistic are you? Given the recession, this isn’t the ideal time to start up. But even in an increasingly crowded market place I believe I have something to offer. Perhaps the recession will in some way prove of benefit to the quality of architecture in general, now that clients require a more considered service.
While confident in our ability to deliver high quality projects based on previous experiences, clearly learning the business-side of running a practice is a new challenge; but I’m learning fast and am fortunate to have the support and advice of a few friends and peers who set up their practices a few years ago.