In Profile:
Forum Phi | Architecture, Interiors & Planning

Name: James Ford
Company Name: Forum Phi Architecture | Interiors | Planning
Position Within Company: Project Architect
Website: https://forumphi.com/

Tell us a little about your background in design:
Design started with a lot of drawing and imagination when younger. I loved to watch the stick-built homes go up in my childhood neighborhood. They often looked more beautiful as structures than finished homes. Architecture attracted me with its creativity and problem-solving while touching daily human life so intimately. It combines art and engineering, as well as culture and society.

I studied architecture and engineering at Georgia Tech in Atlanta and finished my master’s degree at Chalmers in Sweden with a focus on sustainable development. I was attracted to Scandinavian design and architecture and started my career in Stockholm, where I worked for 3 years. I worked in California for a stint before landing in the Colorado mountains, where I’m originally from.

Name five key themes to consider when approaching design in the future.
AI – What is the role of AI in the design process? And what goals does it serve? Is it aligned with human and environmental thriving?
Soft qualities and craft – How do architects lead and maintain relevance and voice in a world driven by economic and political incentives? We must bring clarity and expression to the soft qualities of good architecture that stand the test of time.
Technology and software dominate more and more of the creative process. Are we interrogating and driving innovation in the fields that govern the constraints of our daily interactions with our primary tools? Are we adapting our tools to the needs of good design in the world, or are we adapting ourselves to the tools?
Handcraft – The personal pride and professional life-long craft of the trades are so much of what has brought design excellence and detail to the buildings of the past. Imagine what it would take to create a Victorian building today or the Gothic cathedrals? I think it’s important to think deeply about how we preserve and advocate for authentic handicraft and the refinement that comes with it.

If you could offer one piece of advice when it comes to designing, what would it be?
It’s easy to lose sight of the core idea that gives a design its freshness and conviction in the early stages. Many compromises are made throughout the process. It’s important to constantly clarify the intention and ask yourself the question – what are we trying to create? Does the integrity of the achievement remain clear and intact?

How important are The International Design & Architecture Awards?
The power of awards like these comes from the conversations they start and sustain. The selections are a statement of values by important voices in the design community. These international voices inform future practice in turn and communicate to the public about the leadership of the design fields. We would hope that we resonate with the values of the public in a time of ecological concern. We aim to give our buildings a strong placement in the landscape with thoughtful connection and celebration of nature. We hope an excellence of craft and clarity of intent come through every work. We believe this communicates a wonderful optimism that drives the profession forward.

What projects are you currently working on?:
A number of custom homes set in the mountains between spruce and aspen trees

What was your favourite project to work on and why?
Slopeside was a fantastic experience. The best part of what I do is getting to work with dedicated, talented people. The whole team worked together with great care and attention to detail. So many conversations. So many problems solved in collaboration. It always feels like a small miracle when a project is finished. So much had to come together. There’s a feeling of astonishment. It’s fulfilling when we all feel proud of the work.

What was your most challenging project to work on and why?:
Every project is different. They all have thousands of problems to solve. That is the work. The hardest part is chasing solutions when the goal keeps changing, or expectations are unrealistic. While the best part of what I do is working with great people, it’s frustrating in equal measure when collaboration is strained.