+ADD [Architecture + Design + Development] is a firm with presence in New York City, São Paulo and Mexico City in the fields of architecture, urban planning, design and consulting for the industry. The line of work is anchored on the understanding of the built environment as a physical and cultural landscape with material and social repercussions. Reacting to aspects of place, time, function, and client goals we place materials and methods of construction above formal assumptions. The studio aims to identify and employ relevant crafts and technologies, through an ongoing research complemented by the built work, which provides a three dimensional laboratory that cannot be represented through other methods. In this context, aspects like functionality and efficiency are given priority over design theory, ensuring a successful physical experience. Good design should be forceful but not imposing; it should both structure and improve lives. Good design should possess tenacity but must also transcend that determination to enrich the human experience. Our objective is to understand our clients’ needs, apply our knowledge in construction and fabrication, and pay attention to details to discover new approaches toward design.

Established in 2010 by Laura González Fierro who received her Architecture Degree from Universidad Iberoamericana in Mexico City in 2002 and a Master of Science in Advanced Architectural Design from Columbia University GSAPP in 2008. She collaborated with several architectural firms in Mexico City, Paris and New York, where she gained experience in design and coordination of larger and more complex projects. In order to keep an ongoing research she created LED [Long Distance Experimental Lab], a platform dedicated to multidisciplinary analysis on the built environment and the urban dynamics. The laboratory runs parallel to the practice, with the genesis that solutions can be found across disciplines, places, people and time; creating a nexus of sources connected by communication technology. Its goal is to expand Architecture's possibilities and to propose novel solutions to its problems. Her work has been published by Braun Publishing, LEAF Review, and PIN-UP among other publications. She is currently co-curator of the Brazilian Pavilion in the 16th International Architecture Exhibition - La Biennale di Venezia 2018. Laura Gonzalez Fierro is a registered architect in the State of New York, São Paulo and Mexico and a member of the American Institute of Architects. NYS Registration: 037703
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