ABOUT US 

UP is founded on the philosophy that good design should solve problems clearly, efficiently and elegantly. We believe that each project, irregardless of scale and ambition, presents an opportunity for original work that has the capacity to inspire and transform. We are dedicated to uncover latent potentialities to add real and lasting value for our clients.

We work across all project sectors and scales, including bespoke single houses, premium multi-residential, urban masterplanning, commercial fit-out and public works.

PEOPLE

With 20 years of industry experience, Sean Choo has significant expertise in residential and public sectors. As a director of UP, he has led a team of talented and ambitious young designers to deliver complex, large scale projects - an unusual position for a small design studio.

Prior to UP, he has delivered multiple award winning projects whilst at Neeson Murcutt Architects in Sydney. This includes a 6 year involvement with The Prince Alfred Park Pool Upgrade and a leading role in two national and state award winning houses in Victoria, Blue House and Zac’s House.

Sean also led key projects at GRIMSHAW Architects, a highly awarded practice honoured with over 200 international awards for its commitment to design excellence. This includes being crowned the International Practice of the Year at the AJ100 Awards 2016.

Sean is dedicated to education, having tutored extensively and has been invited to lecture and crit at architecture schools in Sydney and Hong Kong.

OUR VALUES

With our accumulated expertise in a wide spectrum of project scales and sectors from various world class, award winning practices, we have distilled our experiences into these key values. They underpin our commitment to deliver thoughtful designs that brings value and joy to our clients and users.

POSSIBILITIES 

Less than 10% of the built environment have any architectural involvement* and over 99% are bound by preconceptions that disregard latent potentialities. UP rejects the convenience of established solutions; we challenge it to discover new opportunities. 

IMAGINATION

Imagination is a differentiator, a means to transform the ordinary into something extraordinary. UP interrogates how things work and why things work to provoke new possibilities. We are committed to look harder from alternative perspectives and to think creatively. We don't just ask "why?"; we ask "Why not?"

RESPONSIBILITY

UP believes in a responsible architecture. Buildings that are responsible to the people that live in them, to the clients who own them, and to the physical, social and economic context in which they sit. We practice sustainability from first principals; we strive to create healthier buildings for people.

COLLABORATION

We work both for and with our clients, and are inspired by ideas from outside our own field. We believe that collaboration is the basis for good design, and exceptional design can only emerge from an open mind.

VALUE-ADDING

Value-adding is the driver of UP's methodology. We constantly challenge ourselves with the following questions; Have we maximised the potential? Can we be more efficient? Are we achieving both short and long term value? A project can be low cost but high value. We believe that a successful design is one that adds value.