Macro Micro Architects, a forward-thinking practice based in Hammersmith, West London, is making waves in the architecture world with its innovative approach to design and technology. Founded in 2025 by Sebastian Elliott, the practice has quickly established itself as a leader in sustainable building methods and creative use of technology. Elliott's journey began in Canada, where he immersed himself in mass timber construction, advocating for more eco-friendly practices back in the UK. After a successful stint at various renowned firms, he returned to the UK with a vision to create a unique architectural practice.
What sets Macro Micro Architects apart is its willingness to embrace new technology, particularly AI, to streamline its operations and enhance its design process. Elliott believes that AI is instrumental in helping small practices like his own stay competitive and efficient. By building their own systems, such as a practice management platform and fee proposal generator, they are able to adapt to the evolving landscape of architecture without being constrained by traditional, established systems.
The practice's portfolio is diverse, ranging from local private residential projects to larger-scale developments. One of their notable projects is a back-to-brick retrofit four-story extension in Hammersmith, which showcases their ability to blend innovative design with historical conservation. Elliott's ambition is to grow the practice into a team of four to six people, fostering a creative and engaging workplace while promoting sustainable materials like timber and stone.
However, the path to success has not been without challenges. Elliott highlights the difficulty of building relationships with trusted contractors and consultants, especially after spending time abroad. He also emphasizes the importance of embracing new technology while maintaining a critical eye on its implementation. In his opinion, AI is a powerful tool, but it should be used judiciously and in conjunction with traditional design methods.
Looking ahead, Macro Micro Architects is poised to make a significant impact on the architecture industry. Elliott's vision for a more sustainable and technologically advanced practice is inspiring, and his commitment to fostering a collaborative environment is evident. As the practice continues to grow, it will be fascinating to see how it navigates the challenges of the industry while staying true to its core values. In my opinion, Macro Micro Architects is a shining example of how small practices can thrive in today's architecture world by embracing innovation and staying true to their principles.
