Conversations from World Architecture Festival
December 2025
Last month at WAF, our CEO, Dua Green, spoke with Scale Careers about the importance of crit culture, clarity and storytelling in award-winning design.
Central to the conversation was the idea of authenticity. Dua reflected on the value of a people-oriented approach, noting that there is no single personality type required for success in architecture; instead, meaningful outcomes are shaped by empathy and a clear sense of purpose.
Dua highlighted Reddam House Campus, shortlisted in the WAF Completed Buildings: Creative Re-use category, as a project that brings these principles into practice. The adaptive reuse of a modernist commercial building into a vibrant, future-focused school campus was guided by a deep understanding of the school community and its aspirations. By respecting the building’s heritage while reimagining it for contemporary learning, the project demonstrates how authentic leadership and clear storytelling can translate into architecture that is both responsive and enduring.