By continuing to use the site you agree to our Privacy & Cookies policy

Your browser seems to have cookies disabled. For the best experience of this website, please enable cookies in your browser.


Your browser is no longer supported

For the best possible experience using our website we recommend you upgrade to a newer version or another browser.


New practices: SODA (Studio of Design and 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

SODA, London WC2

Founded: 2012

Main people: Russell Potter and Laura Sanjuan

Where have you come from? We met while studying for Part 2 in 2005 and have both worked in a variety of design-led practices

What work do you have? We have some loyal clients that have shown a lot of faith in us. We are keen to continue pleasing our existing clients while nurturing new leads

What are your ambitions? We are currently seven-strong, which has been a fairly rapid growth in six months. Ideally, we would like to cap our studio at around 15, in order to retain an active involvement in our projects and continue personal involvement at client level

What are your biggest challenges? The most challenging part of starting a new practice is to act like a synchronised swimmer: retain an air of calm above the surface while all limbs flail madly beneath. Another challenge is attracting new clients based on a limited portfolio of completed work. Naturally, clients want to see a variety of completed projects to give them confidence

Which recently completed scheme inspires you? We are both big fans of SANAA. We recently went to visit New Museum in New York which has a simplistic and rugged beauty

How are you marketing yourselves? It has largely been through word of mouth, but we have recently ventured into the big, bad cyber-world of Facebook and Twitter




Subscribe to AJ for £3 per week

Subscribe today and receive 47 issues of the magazine, 12 issues of AJ Specification and full access to and the AJ Buildings Library

Are you a student?

Students can subscribe to the AJ for £8 per month or £1.60 per week! Click here to start receiving the most recommended magazine for architecture students



Have your say

You must sign in to make a comment.

Related Jobs

Sign in to see the latest jobs relevant to you!

The searchable digital buildings archive with drawings from more than 1,500 projects

AJ newsletters