CREATIVE UNITY
How a lasting friendship and a passion for hospitality design serve as the firm foundations for interdisciplinary practice Avroko
Before it became a multinational firm, Avroko started as a creative collaboration between friends. Co-founders Greg Bradshaw, Adam Farmerie, William Harris and Kristina O’neal met during their undergraduate years at Carnegie Mellon University. “We would pop into each other’s studios and critique our selfpropelled projects; this was the beginning of realising that we love to work together,” recalls Harris. After branching out to pursue their individual careers, the group reunited in New York for an interdisciplinary project; its success propelled the inception of Avroko in 2001. The firm’s name is a portmanteau of their respective studios: Avro Design, which was founded by Bradshaw and Farmerie, and KO, a practice led by O’neal and Harris. The firm now has offices in New York, San Francisco, London and Bangkok, and has also launched a branding arm, restaurant and bar group as well as a furniture and lighting design company. Harris, who helms the regional projects from the Bangkok office, looks back at the studio’s early years and its milestones.
What’s the starting point of any project?
There’s a system where we talk about security, surprise and significance—the three layers that we build to form a narrative and an aesthetic standpoint. One pillar tends to be an architectural reference, the next a historical reference, and the last is a muse, as we look to inspiring people and stories from any industry in the world or any aspect of our life and culture.
Could you describe your design philosophy?
Our approach has been to be truly hospitable: to focus on the human elements to create an experience that helps people feel safe and cared for, but also be delighted and surprised.
We love natural materials; there’s an honesty and authenticity to pure and sometimes very humble materials. That’s been our philosophy from day one which we still employ, whether it’s a dive bar or a six-star luxury experience. And lighting is also what we’re often known for; we love to sculpt (the space) with light.
What are some design trends that are shaping the hospitality industry?
Experiential moments are increasingly important. Guests and travellers are looking for really unique experiences and a certain level of interactivity. The blurring
of lines between workspaces, residential and retail spaces, and certainly F&B (food and beverage) will continue; these hybrid models are here to stay for a while. The members’ club is a great example. Being able to define a demographic, to really speak to a particular tribe and give them all the things that they need—working, hosting, staying and living.
A strong project that exemplifies that for us was the Eaton hotel in Hong Kong; a hybrid ecosystem with hospitality and social activism as part of the brand mission that (founder) Katherine Lo created. It’s got everything from a food hall and twoMichelin-star dining to radio stations. We’ve created suites with recording equipment, creating an opportunity for makers to make, perform and be among like-minded individuals.
What are the most challenging aspects of designing and running your own restaurants?
The biggest challenge is merging aesthetics with the functions that will ultimately contribute to the success and bottomline of other projects. We’ve fielded complaints from all over the years: from what changing rooms are like for the staff, what it’s like to be a server running through the space, the stairs and height changes.
It’s a really unique point of differentiation; we know what it’s like to be on both sides of that counter. We’re constantly using our venues as labs to test new ways of service, to test different furniture layouts, to push the boundaries of artistic moments. Much of it is trial and error as well.
Tell us more about your other upcoming projects.
We’re working with some Singapore-born brands—we’re working with Pontiac Land Group, and for Capella, a brand that they’re building called Patina Hotels and Resorts, two ski resort destinations in Beijing and Chongli. We’re still incredibly inspired by Asia and aspire to be in Asia. I’m looking forward to the Four Seasons Hotel Bangkok—(we designed) three venues that all open up to a breezy, beautiful courtyard.
“OUR APPROACH HAS BEEN TO BE TRULY HOSPITABLE... TO CREATE AN EXPERIENCE THAT HELPS PEOPLE FEEL SAFE AND CARED FOR”