About softfirm

softfirm is a Los Angeles, California-based, multidisciplinary studio that deposes the formal notion of a design office and replaces it with an environment suitable for designing in a time of globalization and environmental awareness.

 

The studio is founded on the belief that design intelligence is gained through understanding the past while carefully considering the legacy of the future. The work considers two basic principles: thoughtful design increases the pleasure of life and the every day; and everything and everyone is connected.

 

Embracing increased convergence and multiplicity, the studio pairs traditional means of design and representation with emerging technologies and modes of thinking. A diverse range of clients and assignments are a result of a project specific, multimedia process that transcends conventions with solutions that are timeless, while remaining relevant.

 

What we do is not work — it’s life.