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No wonder the party people are so popular

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Somebody in the office said they were the people who turned up at every single architectural party and that I should take a look at their site, especially under the Contact section.

'They'are the engineers Adams Kara Talyor at www. akt-uk. com and under Contact there is a series of office statistics: Big Dave, for example, had the most cups of tea in one day - 22 when the average was six.

Average age is 29 and favorite mode of transit is asleep. I cite a few of the immediately relevant data on this page.The About Us page has the odd boast ('one of the leading practices in the world') but is otherwise of a conciseness and brevity which comes from being perfectly comfortable about themselves.

The rest of the site is driven by the terrific work the firm has done with architects from Foreign Office through Fletcher Priest, Foster, Rogers and Alsop.These guys are very definitely flavour of the month - possibly due to all those parties and possibly, though not necessarily, due to the website.

You have the choice of clicking on one of the 30 or so thumbnails running down the left of the home page or clicking on a category listed at the bottom of the page: Transport, Offices, Leisure and so on.

You may ask, what is so special about that? The interesting internal thing is that the practice has here followed classic marketing strategy: identify your audience (architects and the odd developer); find out what they want (an understanding of great design and an ability to contribute to it); give it to them (a site almost exclusively of images of really, really interesting design); and deliver it at lightning speed.

I've got to stop doing these puffs for Ian Martin's SPA (a blank email to subscribe@spa. uk. net for the monthly newsletter).Originally devoted to small practice architecture issues, Martin's natural take on the world seems to have moved it in the direction of the surreal.Try www. spa. uk. net/lexicon. htm sutherland. lyall@btinternet. com

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