ABOUT

The name is not a label. It is a declaration of intent. It reflects a belief that architecture can be cultural — not just commercial. It stands for a design approach that places people and culture at the center, treating buildings not as static icons but as living, breathing participants in society and environment: accessible in tone, rich in experience, and open to interpretation. To design under the idea of POP is to refuse the generic. Every project begins with a close reading of place — its materials, its history, its climate, and its invisible social codes. Each project is a specific response, shaped not by trends or templates, but by the character of the site and the people who will inhabit it. Architecture becomes eventful—less static object, more cultural experience. At a deeper level, POP expresses a design ethic: People–Oriented Places (POP). Context, culture, and community stories inform the work. AI and digital tools expand possibility, but authorship remains grounded in human intention. To call the practice POP is to commit to an architecture that is bold, responsive, and culturally tuned. It is a rejection of anonymity and repetition. It is a call for relevance, imagination, and presence. POP is about creating architecture that connects — not only to site, but to story. Not only to function, but to feeling. Not only to users, but to the wider cultural landscape.

A taylored design process that embraces the art of craftmenship of the architect and the latest AI tecnologies. Artificial intelligence is embedded into the design process as a creative and strategic tool that enhances quality, accelerates development, and broadens the scope of what can be explored. Design begins with intention, and AI extends the reach of that intention — enabling faster iterations, richer options, and a more fluid exchange between concept and execution. Through AI-driven platforms (Midjounrney, Flux, KREA, MagnificAI, Firefly, ChatGPT) and environmental analysis tools (Cyclope and Ladybug), multiple tailored design paths can be generated and evaluated early in the process. This allows for greater clarity when presenting to clients, offering high-quality visual and spatial proposals within compressed timeframes, without sacrificing quality and detailing. The technology operates in parallel with human creativity, amplifying the capacity to respond with agility and precision at every stage of a project. 

Our work wants to serve and be open to creative industries and a diverse clientele, always offering a creating environments that resonate with purpose and intrigue —spaces and objects that are are unique, bold, crafted, contextual and transformative. 

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1. Architecture

In a world divided by function and shape, concept and detailing, fast construction and expressive, ethical and provocative, timeless and contemporary, cost effective and iconic, sustainable and practical, local and with global echo, we approach every project trying to occupy the overall between the two extremes. On different scales and functions, the design becomes a unique element with multiple driving forces joined together in order to create a place and an experience.

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2. Interior Design

Interior design is approached as a full-body experience, a space not only to inhabit, but to feel. Materials, textures, light, and sound are composed to engage the senses and create emotional resonance. Each project becomes a carefully layered environment, where elements are curated to evoke atmosphere, intimacy, and identity. 

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3. Planning

Long-term vision, a strategic and spatial framework capable of evolving over time and adapting to changing needs, conditions, and contexts. A comprehensive methodology that considers cultural, economic, and environmental dimensions. Sustainability is placed at the center of the approach, not only in terms of energy and ecology, but as a broader commitment to social and cultural resilience, economic viability, and climate responsiveness. Each project is developed in close dialogue with local communities, institutions, and authorities, bringing stakeholders and investors into the process to create places that are rooted, adaptive, and future-oriented.

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4. Vision

We believe in the power of ideas, make a statement, not a commercial approach to the project, but shape something that is unique.  Unlocking potentials, a "realisable utopia" through analysis, experimentation, and the use of AI within the design process. Every project is an opportunity to question conventions, reveal overlooked possibilities, and reimagine what’s already there from a new perspective. We like to provoke, test limits. This approach leads to unique, tailored outcomes shaped through close collaboration with clients and all involved entities. 

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5. Products

The strength of our architectural approach goes into the object design, interpreting elements we daily use as possibility to enlarge imagination even more and have an impact on our life. The opportunity to detail and experiment becomes craftmenship. This approach enables us to test the limits of form and materiality, exploring how objects can respond to specific uses while introducing new possibilities for interaction, use and production. 

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6. AI Masterclass

Following our commitment to the POP, the idea to have a language and design open to people, we want to be open and not just enclosed on ourselves. Those moments serve as a platform for dialogue and exchange: share knowledge, build capability, and expand the creative potential of both clients and collaborators. These sessions offer an inside look into our evolving workflow, demonstrating how artificial intelligence is integrated into the design process to enhance precision, accelerate development, and unlock new aesthetics, possibilities and ways to be a designer today.

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In our current “content-based” reality, shaped by social media and average user’s attention span of 8 seconds, images are a primary and key element. They become not just representation, but revelation. It must speak fast, provoke curiosity, and invite interaction. Visual communication is treated as an essential layer of the design process. Instead of relying solely on traditional hyper-realistic renderings, the studio explores a more open and engaging graphic language — one that blends realism with illustration, collage, and abstraction. This hybrid aesthetic captures attention quickly, yet encourages deeper reflection. These images are not final answers. They are visual provocations, snapshots of possibility that invite the viewer to imagine, interpret, and construct their own version of the space. By leaving space for ambiguity, the visual becomes a shared narrative between designer and audience. There is no single truth imposed; instead, multiple realities are made possible through suggestion, texture, and emotion. This approach turns the image into a moment of active engagement rather than passive consumption. It allows architecture to exist not only in static perfection, but in movement: open to translation, context, and imagination. In a world of endless scrolls, this visual language slows the eye just enough to spark interest, conversation, and connection.