"There is an element of radical idealism to the structure of Pentagram but it is far too hard-nosed about the realities of working in a commercial environment to be hippy," says William Russell in response to the suggestion. "The structure is designed with, hopefully, the same intelligence, craft and attention to detail that we put into everything we do."
All the London partners sit in alcoves along the back wall of the studio, and their teams sit in groups across the open-plan first floor, which is flooded with natural light. Each partner will work directly with clients and his team. "As all the partners are still practising designers rather than just fronting projects, it means we're all quite focused on the work," says Domenic Lippa. "The reason we're all here is the quality of the work; it's the primary reason why Pentagram has been so successful. None of us wants to look like we're doing sub-standard work next to each other, so it's a good way of keeping the output quality high."
