We were recently invited to pitch for the retrofit of a Central London workplace building. Being one of four studios asked to pitch is nothing new—particularly in a market where speculative workplace developments are limited, and architects are clambering over each other to secure the next project. What was new—at least for us—was the offer to pay us for our involvement.
The benefits of design competitions in shaping the quality of our built environment are well-documented, as are the commercial risks they present to those pitching. However, there is another dimension that often goes overlooked—the human impact.
In recent years, we’ve increasingly been asked to pitch for feasibility work, often for contracts where the potential fee is less than the cost of preparing a competitive submission. The hope, of course, is that these opportunities will lead to a project, a new relationship… something. Yet, on more than one occasion, we’ve been left waiting indefinitely for a decision—despite knowing through industry whispers that projects have progressed—sometimes without even receiving candid feedback.
When pitches go unacknowledged, it sends a message that the countless hours of creative effort invested are not valued. It leaves us questioning the process. Perhaps we could be firmer in turning down such ‘opportunities’, but the pressure to compete often makes unpaid work feel like an inevitable part of winning work. The way competitions are run can have a profound impact on industry morale and the relationships between individuals and organisations.
A poorly run competition not only devalues ideas—it can also affect a practice’s profitability in an already profit-squeezed sector. This squeeze is then passed on to employees, fostering unsustainable working cultures, affecting mental health, and even limiting equitable entry to the profession—particularly when practices struggle to fairly pay entry-level staff.
The human aspect of the competition process deserves greater recognition. Respecting and acknowledging the time, energy, and care that go into these pitches could help mitigate the ripple effects on relationships, working practices, and the people behind the work.
Despite the challenges, we enjoy pitching—the energy it brings to the studio, the rapid pace, and the freedom to explore ideas. It’s difficult to see designs we’ve poured ourselves into left behind after just a few weeks’ work—but losing is part of the game. What we advocate for is a more equitable process, where the value of the work is recognised by those setting the brief.
For this particular pitch, we experimented with a new way of presenting our ideas—an approach we’re excited to refine further. If you’re curious to see it, drop me a message—we’d love to hear your feedback as we develop it for future projects.
We didn’t win this one (congratulations to Morris+Company), but we want to thank Global Holdings Management Group for inviting us, conducting the process with respect, and valuing the work of all four participants. We hope more organisations follow their lead—whether through financial contributions or simply by acknowledging the energy and creativity that goes into competing for work.
On to the next one…
Charles was invited by Max Kyte and the Kyte Property team onto their podcast – Losing The Plot.
The two sat down to have an honest conversation on the powers of a strong team, commerciality and using architecture to create opportunities and value.
Listen to the full episode of Apple Music, Spotify and YouTube.
GPAD receives planning approval for Pellatt Road, the transformation of an underutilised piece of land opposite Preston Road Sports Ground into a vibrant and characterful new residential development in the heart of Wembley.
The design approach is rooted around the original Metroland ethos, with homes set within abundant greenspace amenity, whilst drawing architectural inspiration from exemplar modernist buildings within the borough.
The low-carbon proposal features 13 generously proportioned dual–aspect homes that widen the offer available locally and support a community of all ages. Homes that will be environmentally responsible, with carefully selected enduring materials, super–insulated and with on-site renewables to deliver sustainable homes that are cheap to run.
The sculpted form addresses the sports ground in the spirit of the pavilion which once stood on the site. Itresponds to, and acknowledges, its proximity to neighbouring homes with articulation offering further space for planting and retention of existing trees. The proposed design strengthens connections to the sports ground through the introduction of a series of south–facing garden terraces that sensitively tier down to mediate between the building and open space to create a distinct vertical green profile that also contributes to the scheme’s 10% Biodiversity Net Gain.
The new pavilion building celebrates its prominent position as a gateway into the wider estate with its striking appearance acting as a visual landmark for the surrounding community. Externally, a soft white brick is used for its durable quality and provides a neutral backdrop for the diverse planting that will be introduced. The simplicity of the material palette, reminiscent of Wembley’s modernist architectural heritage, is elevated with playful brickwork patterning at the top of the building and at ground to distinguish the entrance.
Architects View:
A key concept at the outset of the project was to provide meaningful, high-quality amenity for the residents in-line with LB Brent’s aspirations. This ambition has directly influenced the massing approach to the building, with stepped terrace gardens not only breaking up the mass of the building and mitigating overshadowing, but also providing areas for cascading planting and a fantastic space to socialise with your neighbours overlooking the adjacent sports ground.
The challenge of retaining an existing mature tree became an opportunity for the building to sensitively respond to its geometry in harmony with the sculpted language of the proposal. The gently scooped walls allow the building to appear slender and more elegant when viewed within the townscape.
It was a pleasure to work with a brilliant team, design-led client and positively engaged local authority to transform this tricky site into a place that residents will be proud to call home, through bold but thoughtful design.
– Alex Mann, Architect at GPAD
Read more about Pellatt Road here.
We’re thrilled to share of our recent planning approval for Colmore Row. GPAD have been working collaboratively with Marlborough Property Company and V7 to develop a best-in-class office restoration in the heart of Birmingham’s Colmore and Environs Conservation Area. Forming part of the Snow Hill Masterplan and wider regeneration for Birmingham City, the sensitive retrofit will deliver a highly sustainable, people focused workspace, that celebrates the unique history of the site and surroundings.
Built in 1917, the Portland stone exterior to this Edwardian Neo-Baroque style building will undergo a light refurbishment to bring it back to its former glory. The proposals consolidate and retrofit the existing non-designated heritage building to reinvigorate key architectural features that contribute to its longstanding significance and character. The thoughtful restoration and extension have been designed to integrate seamlessly into the historical landscape while achieving exemplary sustainable credentials.
“As a strength-based organisation, V7 know the importance of teamwork, especially in development management of the UK’s office sector as we strive to retain existing buildings but still refurbish them with one eye on ESG and the other on viability for our clients. The team we have appointed to design and rebuild 90 Colmore Row is a diverse senior team fully committed to our vision for the project illustrating leadership through expertise in their respective disciplines. When dealing with the redevelopment of any existing building, no one member of the team can have all the answers as there is a journey of discovery through feasibility, strip out and surveys. The key is remaining positive and solving the problems presented by the physical building and stakeholders – something this team has done from day one and is doing at every Design Team Meeting and Inspection. People – the reason I love what I do in Real Estate!”
– Zak Veasey, Director V7
Read more about Colmore Row on our project page here.
As we ended the year at our Christmas party last week, we took a moment to reflect on a year filled with both highs and challenges. Every experience has been an opportunity for growth, pushing us to innovate and evolve. 2024 has been a year of exciting expansion, as we ventured into new sectors and broadened our portfolio. Alongside this growth, we’ve focused on refining our internal processes, ensuring we continue to deliver quality as a team.
A huge thank you to all our clients, project teams, and collaborators for being a vital part of our journey.
Here’s to 2025!
The London Festival of Architecture and Wandsworth Council launched a competition to transform the tunnel beneath Falcon Road Bridge into a creative and vibrant landmark for the local community and visitors.
Sharing a unified commitment to empowering people through community-driven design, GPAD has partnered with POoR, MRG Studio, Sutton-Vane Associates, Cundall and MDA Consulting.
“We are super-excited to co-design another project in Wandsworth and to include local young people, residents and community groups throughout the process. This project gives opportunity for meaningful community engagement that will help shape the design to enrich the local environment for residents and visitors alike.”
LFA director Rosa Rogina said: ‘Beyond the Bridge beautifully embodies the spirit of transformation and inclusivity that is at the heart of the London Festival of Architecture. By weaving the voices and stories of Wandsworth’s communities into the design, this project celebrates local identity in a deeply meaningful way.
‘We are thrilled to see such a visionary and community-focused proposal come to life, redefining Falcon Road Bridge as a landmark of connection, creativity, and pride for all who pass through it.’
Simon Hogg, leader of Wandsworth Council, which is backing the scheme, said: ‘I’m delighted to welcome the winning bridge design team to Wandsworth to help us make a real difference to the Clapham Junction area and involve local people in the project.
‘As part of our Decade of Renewal, the makeover to Falcon Road Bridge will be paid for by property developers. This new bridge design will provide a better and brighter route and create a new landmark for the borough during our year as London Borough of Culture 2025.’
How do you deliver quality family housing – and what does it look like?
GPAD Director Gareth Bansor and Nicholas Hugh Goddard from Arup sit down and discuss what it means to deliver family housing and how we should be exploring a variety of typologies to deliver essential family housing in our city centres. Should we be looking further afield for inspiration on successful family housing in city centres?
As part of the Homes England Framework – we have worked collaboratively alongside Sheffiled City Council, Homes England & ARUP to develop a masterplan for Furnace Hill and Neepsend within the former industrial heart of Sheffield.
As part of our work, GPAD has developed a suite of innovative residential typologies that could provide a variety of densities, mix and tenure whilst still set within the retained intimate historic streets and celebrated heritage assets. Working with our in-house passivhaus designer they were designed to deliver the highest residential quality and have the potential to be operational net zero.
Watch the full video interview here: https://vimeo.com/944131404
Matt and Farrah from GPAD discuss the key design moves for Golden Lane, a sensitive refurbishment and contemporary extension of a locally listed Board School.
“What I’ve particularly enjoyed about the project is being able to think about the design on more of an urban scale, and how it interacts with the wider city. The building has lost its identity, because of the post-war development to the south, and the various new buildings that have appeared in the last few years have hidden what used to be a prominent entrance sequence.”- Matt Iliffe, Project Architect
Located in Islington bordering the City of London, the proposals for Golden Lane breathe new life into the historical building to provide unique office and educational space. A new extension inspired by the original buildings intricate brick detailing and metalwork is introduced to the former playground, whilst a new entrance fronting Baltic Street, unites old and new, to provide an enhanced and more legible sense of arrival.
Watch the video interview here: https://vimeo.com/944019541
In 2020 we received planning permission from Islington Council for the construction of a new 30,000sqft office building in the Clerkenwell Green Conservation Area on a site fronting Clerkenwell Green. Like many projects over the last few years, the economic climate meant the possibility of constructing the building looked limited.
We have worked hard with a top consultant team to optimise the scheme, targeting an efficient design and construction approach that drives down cost and a building that maximises efficiency and value through quality.
The planning approval for key changes to the original consent, which include the core location; extent of terracing and entrance sequence, unlocking value and rebalancing the viability. We are looking forward to getting into more detail and (hopefully) building this scheme.
We’ve received planning approval for the remodelling of the façade at 149 – 151 Oxford Street. The design will enhance the retail frontage and improve the street presence, while concurrently working towards decarbonising the retail space.
We’re excited to move on to the next phase of the project, testing material samples for the faience finishes where we will be using a custom mould based on the column profile with different colour combinations. Working with the same colour input, we are experimenting with the order in which they are applied, which causes different reactions between the pigments.
The first round of colour samples showed the importance of testing before ordering, we value this hands-on approach, carefully fine-tuning our designs to ensure every detail is carefully considered. Looking forward to sharing more on this process over the coming months.
