Designing for the squeezed middle

Thursday 22nd January, 2015 | 8am-9.30am

Vitra Ltd
30 Clerkenwell Rd

In archiboo’s on-going series on niche developers shaking up the UK housing market, Russ Edwards, design director of Pocket, will talk about targeting the young “squeezed middle” and its vision for the future


Pocket builds small, one bedroom-flats on brownfield sites. It receives no public subsidy but it sells homes at a 20 per cent  discount to their market value, making them more affordable for first-time buyers in London. It also has a policy of refusing to sell to buy-to-let investors.

 Russ, who trained as an architect and worked for dRMM, will explain his role within Pocket, the developer’s design strategy, the importance of brand, how architects are selected and some common mistakes they make when pitching.


Finally, he will talk about Pocket’s plans to broaden its offer, and whether its focus on compact one-bedroom flats can be extended to provide family homes and even entire estates.


Russ Edwards is Design Director of Pocket. Prior to joining Pocket he was an Associate Director at dRMM.