March Studio's 25th Anniversary: Reflection with Todd Erlandson
As March Studio approaches its 25th anniversary, we sat down with Principal Architect Todd Erlandson to discuss the inspirations, challenges, and accomplishments that have shaped the studio into forward-thinking and purpose-driven architecture.
The studio has made some changes over the past few years, but how has the studio evolved and transformed over the past 25?
My partner, Leigh Hoffman, and I founded March Studio 25 years ago after returning from SCI-Arc Vico in Vico Morcote, Switzerland. Leigh’s background is in marketing and advertising, and we found overlaps and consistencies between her work and my architectural work that formed the basis of our business plan. Design and architecture are often seen as artistic extras, but during my time as Project Architect at Wolfgang Puck, I learned that they’re firmly in the business realm. I witnessed how the creativity and specificity of the design significantly influenced the bottom line.
This understanding inspired us to start March Studio. We recognized that aligning the design with a client’s mission and goals not only adds value to the client/customer experience but also offers us an opportunity to support and contribute to their success. Commercial, “Branded Architecture” is what we focused on for the first 20 years, designing spaces for retail, restaurants, creative offices, enterprises like HBO films, VICE, fashion brands like Tadashi Shoji and Calypso St. Barths. However, a seed was planted in 2001 when we had an opportunity to work on an early education project, The Growing Place, where my kids went to preschool.
Through this experience, we realized nonprofits and community-based organizations have distinct goals, missions, and visions, just like any commercial brand. They have a story they want to tell that sets them apart from others in their sphere. This led us to more nonprofit projects where we applied our background and skill set, in architecture and branding, as a positive force in society. It all culminated in 2020, when we developed a new strategic plan to formally shift our focus from a commercial-centric to a community-centered architectural practice.
Image: The Growing Place, Santa Monica, California
Do you think the industry has changed over that time?
Well, certainly since 1998, when we started March Studio. When Leigh and I were visiting professors at Tulane University in 2004-2005, we developed the idea of “Branded Architecture” and the relationship between the two. Back then, especially as a SCI-Arc alum, I felt like “brand” carried a certain stigma, often associated with big corporations. But I think people’s perceptions have evolved, and they’ve started to embrace working with brands, recognizing their connection to the missions, visions, goals, and values that drive businesses and organizations, and even social movements.
Today, more people are willing to have that conversation. It leaves us in this new place where nonprofits and community-based organizations are taking up the language of commercial brands to connect with their audience in a similar way – and big businesses are trying to become more connected with the community, its social issues, with the earth, and with sustainability.
March Studio is right on the edge of that. We provide architecture and interiors for visionary clients who wish to consciously promote their brands, connect with their audience, and support their communities.
What have been some of the team's biggest challenges? And what have you learned from them?
The first 20 years were a long transition to more meaningful work, realizing over time that our process could have a profound effect on the world by focusing on community-based projects. In the five years since our 20th anniversary, the challenge has been in getting people to see March Studio in that light – to understand that the practices we’ve used for commercial projects are equally applicable to nonprofit and community-based organizations.
The hurdle is not just participating but also being recognized as a legitimate player in this field. Identifying the branches of community and nonprofit work we can contribute to and figuring out how to get involved is a challenge. It involves proactive outreach, building relationships, informing existing and new contacts about who we are, and showcasing our commitment to making a positive impact. When we go out into the world, we want everyone to know that March Studio is here to collaborate with those who share the vision of making the world a better place.
Images: Epicenter, Green River, Utah
How do you think your approach to design has changed or grown?
We always say our work doesn’t look the same for each project. Over the last 25 years, our Vision Guide process is still valid, and we never know where it will take us – we dig in deep and let the design grow from our collaboration with the client and their audience. We listen carefully and absorb as much information as possible from the client and who they serve, establishing strategies that meet their goals and vision while considering cost, timeline, and constructability. Ultimately, the concept, design, and project emerge from that process.
I still value this process; I teach it, but my role is evolving into more of a collaborator supporting the team. I’m letting others in the office lead it. That’s changed a bit for me – I’m giving some of that away to be more of a mentor and guide rather than a director.
I imagine that makes for a very collaborative environment. Can you call upon any of your favorite moments with the team over the years?
I really enjoy the studio atmosphere - being together and working together in the office. During the pandemic, the idea that everyone is in the office every day shifted, but we’ve done our best to adapt and replicate that while still being conscious of the lessons learned post-COVID. Still, the most enjoyable moments are when we are all working together.
There’s a certain point in each project where, because there are five of us, it’s all hands on deck. Everyone, including Schuyler, Summer, Marisol, and Lorena, brings varying degrees of experience and knowledge to the project. So, when we’re all engaged in the same project and implementing each person’s unique skills, abilities, and perspective, that’s the most exciting time for me.
March Studio is not Todd Erlandson Architect. It’s March Studio, Branded Architecture with Purpose. And when we see everybody get behind that, it’s truly the best.
Images: Family Medical Center, Cao Bang, Vietnam | Good Samaritan Medical Dental Ministry
All of March Studio’s projects are unique and inspiring. Are there any particular projects that have been your favorites? And looking forward, what else can we expect from March Studio?
I’d say some of my favorite projects are definitely mission-centered. Those include the Mobile Infant Classroom in Tijuana with PILAglobal and UNICEF, the Open Grounds Park in Green River, Utah, in collaboration with Epicenter, and the Family Medical Center in Cao Bang, Vietnam, with the Good Samaritan Medical Dental Ministry. These are groups that really care about these projects and are great examples of visionary clients. They are committed to making a difference in under-resourced populations and understand that design and architecture can help them get there.
Looking ahead, we are excited about projects that align with our “Branded Architecture with Purpose” approach. We’re currently in conversation with an organization in Belize dedicated to supporting and sheltering sex trafficking victims – this kind of project could really make a positive impact on people’s lives. The site planning and design of spaces become critical to the health and well-being of the individuals involved. This global reach in mission-based work resonates with us.
Also, KZMU Community Radio in Moab. We have been collaborating with their dedicated board of directors on a campaign to build a new facility/media center where Moab residents, students, performing artists, and the like can engage in community-curated events and programming. On a local level, we’re engaged with Upward Bound House in Santa Monica, contributing to their efforts in aiding families transitioning out of being unhoused. We’ve been in partnership with them, renovating existing buildings, and are hoping to explore designs for structures that would play a crucial role in supporting individuals experiencing housing insecurity.
It’s important to us to expand our collaborations with other professionals, whether it be other architecture firms, contractors, or designers. The idea of building allies and broadening our collaborations is really inspiring to me – so we’re not doing it in a vacuum. And without having to expand our particular office but to have a greater effect through collaborations.
These partnerships support the mission-based work we’re doing – locally, nationally, and globally – and allow March Studio to pursue “Branded Architecture with Purpose” for years to come.
Images: Mobile PILA Nest, Tijuana, Mexico