Discover the people, passion and principles behind True Prime®.
Watch our film:
Partners Kathryn Archer, Andrew Paulson and James Hall reflect on 45 years of exceptional design and delivery at LA London.
As we mark our 45th year, we are delighted to be reaffirming our commitment to True Prime® and The LA Way, a four-part approach to delivering exceptional architecture, through a series of short films and articles.
At LA London, our goal is not simply to create impressive architecture, but to develop spaces that feel meaningful – deeply considered and built to endure.
A new standard
“The terms ‘prime’, ‘super-prime’ and ‘ultra-prime’ are widely used, but mean different things to different people,” says LA London Partner Kathryn Archer. “We wanted to create a distinction between projects that are simply high-value, or marketed as such, and projects delivered with genuine passion, discipline and precision at every level.”
True Prime® is an uncompromising commitment to quality that combines imaginative design, technical excellence and meticulous delivery. It is an approach founded on integrity, precision and attention to detail, where every decision is carefully considered, every stage is expertly managed, and nothing is left to chance. The result is exceptional architecture, an outstanding client experience and enduring value.
Beyond appearances
“Clients are increasingly looking beyond appearances,” says Managing Partner Andrew Paulson. “They want confidence that their project is being managed with real expertise, rigour and care. True Prime® gives a name to something we have done consistently for 45 years, and it describes the standards we hold ourselves to on every project.”
True Prime® is delivered through The LA Way, our approach to orchestrating complex projects proactively and collaboratively from concept to completion. It is supported by LA Surveys, our digital surveying arm, which carries out highly accurate, architect-led point cloud surveys to give design teams reliable information from the outset.
Built to endure
We believe sustainability and True Prime® are inseparable, starting from the principle that buildings that endure over generations outperform those designed around short-term trends. We advocate thoughtful refurbishment and reuse where possible and appropriate, as well as intelligent material choices, efficient building performance, and careful long-term planning.
Our recent refurbishment of a Grade II-listed Georgian townhouse in Belgravia's prestigious Wilton Crescent exemplifies this philosophy. By sensitively restoring the building's historic character while comprehensively modernising it for contemporary family living, we have helped secure the future of an exceptional property for decades to come.
“True quality should endure,” says James Hall. “For us, sustainability begins with longevity: buildings that age well, perform well and remain valuable for generations.”
Our sustainability progress was recently recognised with a substantial increase in our PRIME score, and we are working towards B Corp certification.
Peace of mind
For our clients, True Prime® offers peace of mind: assurance that every part of a project is diligently managed, coordinated and protected, leaving them free to focus on the outcome. One recent prime residential client described the LA London team as “the glue that held the project together.”
True Prime® is not defined by budget, location or square footage, but by uncompromising standards of design, decision-making and delivery.
What True Prime® means for our clients
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Projects receive focused attention and genuine commitment, rather than becoming one of many competing priorities.
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Prevents the familar situation where what was promised at the outset gradually becomes something else as compromises accumulate.
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Our work ages well, rather than requiring reinvestment within a few years.
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Our projects balance feasibility and programme without compromising the integrity of the design
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Clients receive clear and principled advice, particularly when projects are most vulnerable to pressure or conflicting priorities.
