Softfirm

softfirm is a Los Angeles, California based, multidisciplinary design studio that deposes the formal notion of a design office and replaces it with a heterarchical, pliable environment suitable for designing in a time of globalization and environmental awareness. Passionate about the NOW, we believe our design intelligence is gained thru understanding the past while carefully considering the legacy of the future. We are founded on 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, we pair traditional means of design and representation with emerging technologies and modes of thinking. The studio's diverse range of projects are a result of a multimedia process and seek to transcend conventions with solutions that are timeless, while remaining relevant. What we do is not work — it’s life.