We talk with Ray Brown about how to stay ahead in a competitive market, and it comes down to an age-old question – to specialise or generalise?
“We run as one studio in five geographies. And because we work across many different sectors they tend to all balance each other out,” shares Ray Brown, CEO of Architectus.
The national practice brings an integrated approach, with its deep knowledge in very particular typologies to every project, while always looking for ways to facilitate cross-pollination. “It’s really about applying the best resources we can or the best IP to any problem, wherever it is,” adds Brown.
These specialisations are laid out across the different geographies, lending expertise as needed. For instance, aviation work is done through the specialist team in Adelaide, while health projects would come through Brisbane. But there will always be conversations going on across multiple locations – a collaborative process that Brown agrees needs to be led from the “top down”.
For Architectus, the magic happens when specialists cross collaborate into other sectors. He elaborates: “The connection between workplace and education is becoming closer and closer. The thinking that is now going into both of these areas is really converging.”
Other areas of convergence are commercial and workplace, and transport and urban planning. “The importance of workplace to commercial design is much more considered than it has been dealt with in the past. It’s really coming to the fore. There’s consideration into how we can design buildings to more closely align with the future of work.
“It’s now common to see a rapid expansion and contraction of businesses. So what does that mean for the base architecture of the building? Why would someone go to one building over another? In the past they’ve really just been seen as large, empty vessels that will then be chopped and changed. But often the bones aren’t necessarily great for how we want to adapt these buildings into the future,” explains Brown.
One strategy the practice is currently driving to bring about cross-collaborating specialisation is an investment into systems. This allows them to capture knowledge and essentially track it down the line. “Architecture is a field where you do a lot of incredibly bespoke projects, which each generate all sorts of good design thinking. There’s a lot of detailed knowledge that is created but where does it go?” says Brown. By capturing this level of insight and ensuring its accessibility across the organisation, Brown is hoping to embed the incredible depth of expertise and share it through every sector and level of the business.
It’s a specialist approach; with an overarching generalist look to each facet of design and architecture. A cross-section that Brown believes to be one way to continue a successful practice. “I think a certain amount of specialisation is important, but there needs to be a really strong knowledge base across everything, that’s what brings the kind of rigour that is expected these days,” Brown finalises.
For more inspiring stories, join our mailing list. And read more about Architectus here.
INDESIGN is on instagram
Follow @indesignlive
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
At the Munarra Centre for Regional Excellence on Yorta Yorta Country in Victoria, ARM Architecture and Milliken use PrintWorks™ technology to translate First Nations narratives into a layered, community-led floorscape.
For a closer look behind the creative process, watch this video interview with Sebastian Nash, where he explores the making of King Living’s textile range – from fibre choices to design intent.
In a tightly held heritage pocket of Woollahra, a reworked Neo-Georgian house reveals the power of restraint. Designed by Tobias Partners, this compact home demonstrates how a reduced material palette, thoughtful appliance selection and enduring craftsmanship can create a space designed for generations to come.
The revitalisation of the United Nations’ Africa Hall in the Ethiopian capital has been named the winner of the 2026 World Monuments Fund (WMF)/Knoll Modernism Prize.
Law is one of the oldest professions in the world but Architectus’ new design for Ashurst Sydney’s workplace at 39 Martin Place reflects and responds to contemporary shifts.
The internet never sleeps! Here's the stuff you might have missed
With a superb design for the new Rodd & Gunn flagship in Melbourne’s CBD, Studio Y has created something very special that takes the idea of retail to another level.
Herman Miller’s reintroduction of the Eames Moulded Plastic Dining Chair balances environmental responsibility with an enduring commitment to continuous material innovation.
Signalling a transformative moment for Blackwattle Bay and the redevelopment of Sydney’s harbour foreshore, the newly open Sydney Fish Market demonstrates how thoughtfully designed public realm and contemporary market space can unite to create a landmark urban destination.