True Prime: Defining Excellence in Architectural Design and Delivery
LA London partners Kathryn Archer, Andrew Paulson and James Hall
Since LA London’s founding over 45 years ago, we have witnessed numerous changes in prime residential design and what ‘prime’ actually means. Transformative technologies, changing client demographics and new regulations have required us to adapt and evolve, continually honing the way we work.
Decades of experience navigating these changes give us a unique perspective on the notion of ‘prime’ design, and what it means for HNW clients. Recently, LA London’s three partners – Andrew Paulson, Kathryn Archer and James Hall – have spent time reassessing our mission and vision, and in doing so have re-clarified the values that we hold true, the standards we expect of ourselves, and the commitments we make to our clients.
As a result of this process, we found ourselves repeatedly describing the same qualities that have defined our work for more than four decades. We refer to these qualities as True Prime, a standard that formalises and captures in a single term the principles that have always been deeply embedded in the practice and its values.
Here, we explain what True Prime means, why it matters and how we achieve it.
So, what is True Prime?
True Prime is the combination of exceptional design, technical rigour and meticulous project delivery. It is the ability to orchestrate complex projects with clarity and care, ensuring every detail is properly considered, coordinated and resolved to an optimum standard. It goes beyond ‘luxury’ finishes or high project values – it is about the quality of thinking, detail, coordination, craftsmanship and client experience throughout the process.
For us, True Prime is as much about how a project is designed, procured and delivered as it is the finished result. True Prime means creating buildings and spaces that are exceptional, not just visually but also technically, spatially and experientially. Every element is carefully considered and properly resolved.
The unique solid stone staircase at Camp End Manor, a collaboration with The Stonemasonry Company
Many of the qualities that define True Prime are invisible. They are found in the decisions made before problems arise, the details resolved before they become compromises, and the coordination that allows a project to proceed smoothly. True Prime is also distinguished by the skill and artistry of the specialists and creatives we work with – from interior designers to cabinet makers, home automation specialists and stonemasons. Recent examples include the Stonemasonry Company, who produced our helical floating stone staircase at Camp End Manor, and Parisian artisan Janaina Milheiro, whose intricate and exquisite laminated featherwork panels featured in another recent Surrey project.
Why does True Prime matter?
The terms ‘prime’, ‘super-prime’ and ‘ultra-prime’ are (over)used widely across prime central London, but they can mean different things to different people. We wanted to articulate a clearer distinction between projects that are simply high-value (or marketed as such) and projects that are delivered with genuine passion, discipline, and precision at every level. True Prime represents a commitment to quality in its fullest sense – design quality, technical quality, delivery quality and a smooth and rewarding client experience, as much during the design and delivery process as after. It is about creating buildings and spaces with lasting value, longevity and integrity rather than pursuing luxury or prestige as a purely aesthetic or marketable exercise.
A swimming pool and adjacent bowling alley for a home in Oxshott
Why is now the time to create this distinction?
Projects today are more complex than ever. Clients are navigating an increasingly demanding regulatory environment, larger consultant teams and more technical coordination. They also have higher expectations around sustainability, accountability and performance. While luxury and prestige remain important, increasingly sophisticated clients are also looking beyond pure appearances. They seek the confidence that their project is being managed with genuine expertise, rigour and care. True Prime reflects a wider shift in the industry towards a new understanding of quality. Our clients and partners value genuine collaboration, technical excellence, thoughtful delivery, meaningful sustainability and long-term performance as well as strong design.
How has the concept of True Prime changed the way LA London works?
The dining room of a recent project in Belgravia, with a GRG coffered ceiling, provding a seamless and pristine finish
True Prime simply gives a name to something we have been doing consistently for 45 years. But the concept of True Prime sharpens our focus and gives clearer definition to the standards we hold ourselves accountable to across every aspect of a project and every client and collaborator interaction. It reinforces the importance of meticulous coordination, technical excellence, transparent communication and long-term thinking. This is closely allied with and delivered through what we term The LA Way, a process we will dive into in a future article.
The LA Way is our approach to orchestrating complex projects with clarity, care and attention to detail. It means being highly proactive, deeply collaborative and relentlessly focused on protecting quality, from concept through to completion. True Prime also strengthens the relationship between our architectural services and our digital surveying work through LA Surveys. With more reliable information, obtained from our highly accurate point cloud surveys, we can make better decisions and work with greater precision from the outset.
What part does sustainability play?
We do not see sustainability and True Prime as competing priorities. In many respects, they are inseparable. For us, sustainability begins with longevity. Buildings that endure, adapt and continue to perform over generations are inherently more sustainable than those designed around short-term trends. True quality should endure. Buildings and spaces should age well, perform well and remain valuable for generations. That requires thoughtful refurbishment and reuse where possible and appropriate, as well as intelligent material choices, efficient building performance, and careful long-term planning. We integrate sustainable thinking into all our design and delivery processes rather than treating it as a tick-box exercise or optional extra.
The Menier Chocolate Factory building
Wherever appropriate, we advocate retrofit-first thinking, improved building performance and informed decisions around materials and whole-life impact – while still achieving exceptional levels of quality and craftsmanship. A recent example of this was our refurbishment of the Menier Chocolate Factory, where we retained as much of the original structure, layout and fabric as possible to deliver a unique and highly attractive workspace while extending the lifespan of the Grade II-listed former Victorian warehouse.
We are also committed to sustainable practices outside of our projects – in our studio, within the team, and through our involvement with our community. Our progress in this area has recently been recognised by a substantial increase in our PRIME score and we are working towards B Corp status by the end of the year.
What does True Prime mean for clients?
For clients, True Prime brings confidence and peace of mind. We want our clients to be reassured that every aspect of their project is being dilligently managed, coordinated and protected. We strive to offer the peace of mind that we are upholding quality not just in visible finishes, but in the countless decisions we make behind the scenes that ultimately determine the success of a project. It also ensures a more enjoyable client experience. We have always recognised that a principal aspect of our role as architects is to oversee and orchestrate the complexity of projects on behalf of our clients – managing the process, protecting their vision and allowing them to focus on the opportunities created by the project rather than the challenges of delivering it.
A client on a recent prime residential project paid tribute to this approach:
‘LA London successfully achieved a very high luxury finish to this beautiful townhouse, bringing it back to its former glory for our clients to enjoy. This was achieved through their hard work ethic, resilient nature and good communication skills. They were the glue that held that project together.’
True Prime is not defined by budget, location or square footage. It is defined by the standards applied to every decision throughout a project. Ultimately, it means creating buildings and spaces that are not only visually outstanding, but deeply considered, highly functional and built to stand the test of time.
To learn more about True Prime, how we measure it and our work in the high-end sector, or to discuss a project, please contact us.
