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New practices: SODA (Studio of Design and Architecture)

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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

Website: so-da.co.uk



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