September 15, 2008 is a date Phil Waind will not forget in a hurry. As the global financial crisis bit hard, his fledgling practice hit what turned out to be its low point.
“Lehman Brothers filed for bankruptcy protection, and our phone rang twice. Both calls were clients suspending designs,” he recalls.
Phil and fellow director Sonya Gohil had set up Waind Gohil Architects (WG+A) in 2005 and opened their Shepherd’s Bush, London studio in July 2007, with two members of staff and a very modest turnover undertaking mainly residential projects for private clients. But the financial crunch forced them to cut the team of five they had built up as the outlook became far less rosy during this very uncertain period.
They fought back and their optimism, hard work and persistence paid off as the directors began to turn things around.
“We secured planning approval on our first significant housing development – Raymond House in Enfield,” says Phil.
By 2010 things had improved to the point where opportunity started to knock on the door of smaller practices.
“We had ambition to develop the practice into commercial sectors, including housing and leisure. Opportunities came, and relationships were formed, leading to multiple unit housing developments, an extension to a modernist church, new one-off houses, holiday homes and hotels. As a result, the practice grew quite quickly to around 12 architectural staff.”
December 2013 proved to be a big landmark as WG+A became WG+P. James Potter, previously a director at The Manser Practice, joined the team as a director. James’ significant experience in the design and delivery of large-scale buildings clearly complemented the team, Phil says:
“We shared the vision to provide a great service and buildings which exceed expectations.”
Has the practice approach changed along the way?
“When Sonya and I set up WG+A in 2005 we had a vision to develop a design-led studio, with commercial understanding, and an outstanding level of service,” Phil explains. “Simplicity Beyond the Obvious was the strapline we used to describe our process of interrogation of complex (and sometime opposing) design constraints and opportunities, to distil rational, coherent solutions.”
In those early days Sonya developed her skills in the financial control and management of an architectural firm, while Phil established essential relationships with clients and colleagues, along with learning more about the importance of entertaining!
On the delivery side, Sonya harnessed her interest and specialism in conservation, while Phil, whenever possible, brought his interest in experimenting with fabrication processes into play.
Early residential projects in London that shaped their approach included structural glass and economic timber-framed extensions. Through these projects WG+P was able to develop and hone the role of a designer for construction/fabrication processes – or, as product designers would put it: “design for manufacture”.
This approach, including identifying the appropriate construction/fabrication process for each project at an early stage,and reinforcing this at every scale, is inherent in the practice’s design process today.
Designing for construction/fabrication, WG+P devises a clear strategy to meet the various scales of requirement, opportunity, context, cost and programme, with the process providing form, materiality, decoration and sustainability of contemporary built results.
As well as undertaking commercial projects, WG+P applies research and development in construction methods and emerging sectors, and partners lecture at schools of architecture.
How do the three directors set the tone with their passion for appropriate, contemporary architecture? The individual strengths of the directors compliment each other: Phil spearheads strategy with James focusing on execution, while Sonya oversees practice management. Their experience, gained over 50 years of running large-scale projects in commercial practice, is blended with an expanding team of 17 highly-motivated and talented architectural staff.
From their W12 studio they have structured the office into teams and set out formal design review/crit processes. The core principles and approach from the early projects is retained, but with a structure capable of undertaking varied projects from a large-scale 35,000 m² mixed-use masterplan in Ipswich, including 450 units; to highly bespoke and innovative residential extensions and new homes.
“We have also developed specialisms,” says Phil. “With ongoing research and development, in new fabrication processes and sectors such as spaces for the latest gym concepts – such as the Core Collective Gym in Kensington – and the recycling of pre-owned modular buildings as low-cost housing solutions.”
James Potter describes some of the current projects. First, the Core Collective:
“This project is at the forefront of the emerging ‘wellness’ sector that encompasses a broader spectrum of well-being rather than focusing solely on physical conditioning. It has led the way to a series of further projects with start-ups and operators in the wellness sector.”
On the Westgate Masterplan, Ipswich James says:
“This is an exciting and significant public realm and regeneration project on the town’s inner ring road, moments away from Willis Faber Dumas’s site famously redeveloped by Norman Foster in the 1970s. The project offers hotel, residential and retail buildings.”
Lastly, Farlows Lake fishing lodge, Buckinghamshire:
“This is significant for the practice” says James. “It is a rare building that is both wholly new, contemporary and within London’s Greenbelt in an attractive lakeside setting. The scheme utilises off-site fabrication to improve the quality and lessen time spent on site – two areas of design and construction process close to our heart.”
One of the current challenges for the team is developing the practice’s portfolio of completed projects whilst maintaining and improving the quality of the designs.
“This is by no means a challenge unique to a young practice such as ours,” James adds. “But we hope to have put enough effort into our business plan and the systems necessary to support its realisation in the future.”
“We want to strengthen and develop our approach to innovation with commercial understanding as part of the design approach. This will undoubtedly evolve as we explore the possibilities for off-site fabrication, where appropriate.”
Looking ahead, Phil feels the key is an enthusiasm to deliver modern, coherent designs:
“We believe the creation of space is an enriching and positive experience to which we enjoy devoting our time and energies. We invite clients to put their faith in our ability to inspire and innovate.”
Based on a talented and committed team at Shepherd’s Bush, WG+P is looking to maintain its specialisms while taking on larger and more sophisticated projects and so double in size within the next five years.
With all three directors still under 40, the future trajectory is full of promise.
WG+P Fact file
Waind Gohil + Potter Architects is a RIBA Chartered practice of 17 architectural staff based in West London, working in the housing, leisure, community and emerging wellness sectors. Designing for construction/fabrication, WG+P devise a clear strategy to meet the various scales of requirement, opportunity, context, cost and programme, with the process providing form, materiality, decoration and sustainability of contemporary-built outcomes.
As well as undertaking commercial projects, WG+P apply research and development in construction methods and emerging sectors, and lecture at schools of architecture.