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7/25/25, 1:04 PM Riyadh Daily

Home \\ Economy \\ Neil Baker: Sustainability is a nec... 24 Jul, 2025

Neil Baker, Managing Director for the Middle East, WW+P Architects

Riyadh "Riyadh Daily"
Neil Baker: Sustainability is a necessity in the GCC region and Our vision is to
create a renewable future by designing spaces that positively impact the
environment and society

1- As the GCC region invests in liveable, human-centered cities, how does WW+P define and implement a
people-first culture, both within its global studios and in the communities, it designs for?
Our core values at WW+P are that we are people-focused, inventive, and responsible – this applies to our projects
and our ethos as a practice. We believe that great developments begin with great people. Guided by this principle,
we prioritize employee well-being, inclusivity, and collaboration, creating a positive work environment where our
team members can succeed. We remain dedicated to promoting equality and inclusion while providing equal
opportunities for all individuals, regardless of their background or experience.

With our global reach in our nine studios around the world, we combine our global expertise with local knowledge,
making sure our teams genuinely reflect the communities we serve. Within our work, we put the everyday human
experience at the starting point of our design: it’s crucial for us as designers to understand the obstacles and
opportunities that ensure everyone has an equal experience.

2- Design-led innovation is increasingly shaping the future of architecture. How does WW+P incorporate this
approach into its design culture, and how do you promote creativity and collaboration across your global
studios?

Design-led innovation concentrates on understanding what a user desires, while using various design principles and
techniques to guide the creation of new products, services, and solutions. Its goal is to develop offerings that not
only function well but also emotionally connect with people and provide meaningful experiences. It is characterized
by key features such as a user-focused approach, iterative processes, increased creativity and ideation,
multidisciplinary teamwork, prototyping and visualization, a focus on user experience, and human-centered problem-
solving.

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