Notes from the practice. Short pieces on the place where brand, behavior, environment, and business meet, and on the work that comes from refusing to keep them apart.
At Hudson Yards, the question was never what to put in the tower. It was what everyone in it had already agreed to believe.
The most valuable decision on a project is made before a brief exists, and it belongs to the owner. A 160-page narrative, and Spanish Valley.
The case for drawing the brief before anyone writes it. A speculative hotel for the Hudson Valley.
Brand, behavior, place, and business are taught as separate practices. The work that lasts tends to ignore the boundaries.