Alex joined Orms in 2023, bringing extensive international experience in retail and cultural projects from his work on Göta Ark in Stockholm, Illum in Copenhagen, Bonhams Pacific Place in Hong Kong, and Bonhams Madison Avenue in New York. In London, he has completed significant developments including the speculative retail-led regeneration of 69-89 Oxford Street and The JJ Mack Building, alongside the redevelopment of Bonhams flagship London auction house, restaurant, and offices on New Bond Street—enhancing his understanding of the capital's unique architectural context and commercial dynamics.
What does ultrapractical mean to you? Ultrapractical architecture means combining creative design with real-world deliverability, creating spaces that serve both commercial objectives and human experience. My considerable experience working closely with commercial and client teams on regeneration masterplanning has taught me to balance aspirational design with practical implementation. At Orms, I apply this approach to create architecture that responds to context, meets client requirements and enhances user experience. By drawing on my diverse international background while focusing on local nuance, I develop solutions that are both innovative and grounded in practical reality.