STUDIO INSIGHT
COMPUTERARTS.CREATIVEBLOQ.COMGIULIA MORETTI
Architectural assistant
Giulia Moretti carried out her architectural training at the University
of Bath and the Royal College of Art, while gaining work experience both
within the UK and abroad. Joining SODA relatively recently, she’s been
involved in a number of projects, from murals to masterplans, often
straddling the disciplines of graphics and architecture.And this is typical to how you approach
architectural projects?
KS: Absolutely. And it’s important to note that
we’re very collaborative internally, too. It’s not
just a case of the graphic designers doing the
branding guidelines and then handing them
over to the architects. All of us are intimately
involved in each stage throughout the process,
and discuss and develop everything together as
a group.
Benjamin Wilkes: I don’t think any of us see
ourselves as “just architects”. On Walker’s Court
alone, we’ve designed furniture, developed new
materials, implemented branding and more.
We like to be involved in every aspect of the
design, and I can see us branching out into other
disciplines more in the future.
KS: We do a 10-step process, and we don’t start
designing until step eight – because the brief
that’s given to you isn’t always the brief that’s
required. We take the client through step by step,
creating a brand strategy and laying the design
pillars for a successful brand platform. Whether
we’re tackling an architecture- or graphics-
specific project, or a project where we’re working
on everything in a 360-approach, we’re here to
create design that lasts, not short-term fixes.What’s the working environment like at SODA?
BW: We’ve evolved from four of us sat around one
big desk, to a size fluctuating around 20. Despiteour growth, we’ve managed to retain a sense of
closeness that perhaps wouldn’t be possible in
a larger practice. Nowadays, the office is full of
people from completely different backgrounds
and perspectives. You’ve got to bring something
different to the mix and not be afraid to voice
your opinions.
KS: It’s a bit of a family; we did a yoga session last
night, for example.What do you most enjoy about working at
SODA?
Giulia Moretti: It’s unique to have this overlap
between architecture, graphics and design, and
it’s something that I’m enjoying. And the range of
projects is nothing short of colourful. Tomorrow, a
new client might come in with another mad idea –
and if we like it, we’ll probably do it – so you never
really know what’s in store.
BW: We’re a very young practice, and our
approach to each project is different. I think
clients in particular find that very refreshing. We
have some truly amazing projects and I’ve been
very lucky with those I’ve worked on.
When I started out as an architectural
assistant, I was working on the redevelopment
of Walker’s Court during the initial stages. I’ve
been able to participate on this project all the
way through the tender and construction stages:
that’s seven years in total!
I think it’s rare to be offered such an opportunity.
GM: I think that blurring the boundary around the
idea of ‘architecture’ is exciting. Something that
past tutors instilled in me was to take an idea
and apply it across all scales – from macro to
micro – then execute it in the format that suits,
be it a drawing, installation, publication, concept
strategy, compilation of archival material, or even
performance. I like the notion of architecture
being as malleable as this.“You’ve got to
bring something
different to the
mix and not be
afraid to voice
your opinions”
PHOTOGRAPHS ©ELLEN HANCOCKBelow left: The studio’s space is light,
vibrant and inspirational.Below right: The logo for Soho’s
Boulevard Theatre.AUGUST 2019