Neil Baker: Sustainability is a necessity in the GCC region and Our vision is to create a renewable future by designing spaces that positively impact the environment and society

1- As the GCC region invests in liveable, human-centered cities, how does WW+P define and implement a people-first culture, both within its global studios and in the communities, it designs for?

Our core values at WW+P are that we are people-focused, inventive, and responsible – this applies to our projects and our ethos as a practice. We believe that great developments begin with great people. Guided by this principle, we prioritize employee well-being, inclusivity, and collaboration, creating a positive work environment where our team members can succeed. We remain dedicated to promoting equality and inclusion while providing equal opportunities for all individuals, regardless of their background or experience.

With our global reach in our nine studios around the world, we combine our global expertise with local knowledge, making sure our teams genuinely reflect the communities we serve. Within our work, we put the everyday human experience at the starting point of our design: it’s crucial for us as designers to understand the obstacles and opportunities that ensure everyone has an equal experience.

2- Design-led innovation is increasingly shaping the future of architecture. How does WW+P incorporate this approach into its design culture, and how do you promote creativity and collaboration across your global studios?

Design-led innovation concentrates on understanding what a user desires, while using various design principles and techniques to guide the creation of new products, services, and solutions. Its goal is to develop offerings that not only function well but also emotionally connect with people and provide meaningful experiences. It is characterized by key features such as a user-focused approach, iterative processes, increased creativity and ideation, multidisciplinary teamwork, prototyping and visualization, a focus on user experience, and human-centered problem-solving.

At WW+P, we prioritize design-driven innovation by aligning our design approach with experience, creativity, and a deep appreciation for each space’s unique character. We highly value our team members’ creativity and life experiences as essential sources of innovation. 

Collaboration is a crucial part of our design process because it helps to improve knowledge sharing across our global studios. We also aim to create an environment where ideas are regularly tested and refined through open discussions and diverse perspectives.

3- How does WW+P incorporate sustainability, ethical design, and social responsibility into its architectural practices, and what part does inclusive placemaking have in creating resilient, community-centered environments?

In architecture, social responsibility and sustainability can be achieved by designing buildings that are accessible to everyone. While creating such democratic spaces, it is important to prioritize principles like social participation, inclusivity, transparency, biases, and age equality. To create inclusive and welcoming environments, architects must consider the needs of diverse populations, especially those from marginalized groups and cultural backgrounds. This will help them design urban social spaces that support environmental sustainability by using eco-friendly materials and energy-efficient building designs. 

In line with this, we ensure that ethical values guide our operations, conduct, partnerships, and how we support both people and the planet. We collaborate with responsible clients and partners who share our environmental and social values, while promoting broader community engagement by assisting local schools, charities, and social enterprises, offering training, design, and hands-on experience.

Our vision is to create a regenerative future by designing spaces that are not only sustainable but also positively impact the environment and society. As a result we prioritize sustainability at the heart of all our operations, with employees actively leading initiatives that challenge norms and improve results. We also motivate our team members to contribute to meaningful causes, whether it involves a specific project, social issue, or environmental concern, so their passion furthers our overall goals.  

4- With climate issues, rapid urban growth, and national sustainability targets shaping the future of the Gulf, how is sustainable architecture transforming urban development in the GCC, and what innovations are fueling this change?

As sustainable architecture continues to transform this urban landscape, we see both governments and developers prioritizing eco-friendly designs, energy-efficient buildings, and climate-responsive urban planning. We’re seeing the region adopting green building technologies, smart materials, and renewable energy solutions, while governments are implementing green building codes and offering incentives for sustainable development, which can help reduce electricity and water consumption, lowering operational costs for both businesses and homeowners. Similarly, the integration of AI-powered building management systems enables real-time optimization of lighting, cooling, and ventilation.

Especially in the GCC region, characterized by extreme temperatures, water scarcity, and high energy demand, sustainability is a necessity rather than a choice. Regional governments are also emphasizing sustainability, as seen in the UAE’s ‘Net Zero by 2050’ and Saudi Arabia’s ‘Vision 2030’. 

Sustainability is at the heart of everything we do at WW+P. With our core value of being responsible, we design spaces that are healthy, uplifting, and built to last, guided by data. Our in-house specialists lead on carbon impact, environmental analysis, and materials research – ensuring every project supports people, place, and planet for generations to come. 

5- As the architecture industry undergoes a technological and environmental evolution, how are emerging trends like regenerative design, biophilic principles, and circular construction shaping the future of how we design and experience spaces?

The global architecture and design industry is on the brink of a major transformation. From AI-driven designs to eco-friendly and intelligent homes, the upcoming wave of designs blends creativity and functionality, balancing aesthetics with modern needs.

It is high time we reimagine the idea of sustainability as something more than just environmental impact. For example, the world’s most sustainable office building, The Edge in Amsterdam, Netherlands, shows how sustainability can support the creation of regenerative structures that focus on comfort, health, and productivity of occupants. 

Integral to this is the concept of biophilic design that aim to connect individuals to their natural elements in the built environment. This includes the selection and incorporation of naturally and locally sourced materials to enhance existing spaces in a building, improve its microclimate, and increase biodiversity.

Furthermore, as housing demands increase, it is crucial to prioritize community-focused designs that are both inclusive and practical, reflecting shared goals and cultural values. Architects should also emphasize promoting circular construction methods by using materials that can be disassembled and reused. Additionally, incorporating modular components into construction will help reduce waste, paving the way for sustainable building practices.