“As an architect, it is my job to create and implement dreams.”

You’ve redefined skylines from Dubai to Miami to Manila. What defines your signature approach to architecture?

Architecture, to me, is founded in design. It’s about the spirit of an element, whatever that might be, and creating something more immersive or experiential.

Our signature approach might be summed up as: “Projects heavily rooted in the location and philosophy of what the client desires.” Our ability to achieve those two desires in a multi-dimensional way is something that resonates with people when they eventually see and feel the finished product.

In your speech for TEDx Miami, you said that, “As an architect, it is my job to create and implement dreams.”3 Could you put this quote in the context of the intersection of architecture and branding?

To me, when I think of the intersection between branding and architecture, I start with architecture. After the architecture and design take shape, branding captures the essence of that particular product.

What does branding mean to you, when it comes to architecture?

With architecture and branding, it’s all about telling a story. I believe that you should never go forward with a project and then try to figure out the story and marketing once it’s created. It’s hard to invent a compelling story after the fact. A story must already be embedded in order for a project to have strong potential. It’s then the job of branders to communicate that story in the most effective way.

Where does that brand and design story originate?

The story that we’re telling comes from the sort of spark ignited with the design inspiration. When we figure out a design that captures the spirit and essence of a location, we then ensure that it is something that elevates what’s been done before but still feels rooted and connected.

You worked with branders to craft a response to proposal for Isla Moda in The World in Dubai, UAE. Upon entering the competition for this project, you were given a concept and dream to carry out. How do you approach architecture when the branding—in this case, a floating palace and fashion theme—is already given to you? What impact does it make when brand—in this case, a fashion label—comes first and design must follow?

With Isla Moda, we received the requests for the project and associated research from The Seventh Art. Then we had the freedom to interpret it.

We focused on how we might capture the essence of each fashion house that would have a presence on the island. This meant really trying to understand the psyche of their products and what their selling points are—quality or exclusivity or a particular design style, et cetera. We met many of the fashion designers, including Karl Lagerfeld, who became a staple of the project and associated branding, and got to incorporate their own brands and styles into our architectural designs for the island.

After all this research and interaction, we set to work determining how we could translate those points into architectural moments. Isla Moda became a great experience for us because we were intrigued by all of the design and cultural aspects of the fashion houses. It was almost like we all shared the same sort of design DNA.

“I see success as driven by the design’s ability to capture the users’ imagination.”

You mentioned working with designers on Isla Moda to inform the final designs for the project. How do you work across industries and expertise in your day-today work?

I always tell clients to have branding, sales and marketing people at the table during the design process because they know the consumer and market best. We like to get all the due diligence, demographics, and psychographics before we start a project.

Integrating a project with its location is very important to you. What does that integration look like in practice and what difference does it make to users?

The way I see it, no project is an isolated object. It should be integrated into the place and the ecosystem of the environment. We want to celebrate and enhance the vibe that a location already has, to celebrate what’s Isla Moda / by Oppenhelm Architecture unique about it. For many years, we’ve been working to really integrate local artists, food, materials, techniques, and historical traditions in a way that feels like we took the equation and added to it.

In this way, including the past and culture in an elevated way is respectful while also setting the project apart from homogenous design. Instead of looking like a UFO landed, we want something that fits into the neighborhood, even if it’s something unique and different. We achieve this by using similar elements, materials, or designs and then reinterpreting them.

As a renowned architect, how does your personal brand impact a project?

If there’s a personal brand, it is probably based in a core aim to connect with the spirit of a location while providing a unique interpretation. At the end of the day, we hope that what we’re doing resonates with and excites people. We want to get their heart moving and create incredible experiences for them.

If you were speaking to branding students and architecture students today, what would you tell them about working with and understanding each other?

It’s a pleasure to work with creative people. Being open, collaborative and a team player is usually the most productive approach.

How do you define success when it comes to branded architecture?

Many times, I see success as driven by the design’s ability to capture the users’ imagination.