Matthew Rosenberg is a designer and entrepreneur who set out to revolutionize the industry of architecture and change history.
By studying industry inefficiencies and identifying potential solutions, he developed a new business model for architects and designers around the world. This unique perspective creates a strong platform for architects while ensuring cities of the future are resilient and adaptable to evolving cultures and technologies.
Albert Einstein once said “Learn from yesterday, live for today, hope for tomorrow. The important thing is not to stop questioning.” While architecture has seen many changes over time, it takes a visionary to lead the industry to the next level.
“Architecture has been struggling for half a century. It has been heavily reliant on unpredictable markets,” explains Rosenberg, the founder of M-Rad Architecture + Design, located in Los Angeles. “Architecture has kept its distance from the early stages of the real estate cycle which has been the number one vulnerability of the industry.”
Over the past fifty years, architects have become increasingly specialized, no longer involved in many elements they used to be responsible for. This has happened for several reasons, the two most prominent being the complexity of buildings and the increase in liability and legal aggression in the industry. While Rosenberg understands the risk, implication, and push-back in creating a business model that goes against the industry standard, he believes the outcome will be well worth the efforts.
There are three phases to Rosenberg’s model: pre-architecture, architecture, and post-architecture.
Researching cities needs, market trends, and a variety of other factors help M-Rad to discover the most efficient use of urban property. Once a development site is sourced, M-Rad acquires those properties and assembles adjoining parcels together under one ownership, ultimately allowing for larger, denser and more thoughtful programs. Early stages of branding, selecting a strategic partner, discussing needs of the current community and conducting further detailed research ensures the project is set up for success.
The architecture phase includes concept design, design development, obtaining construction documents, construction management and administration. During this stage, all legal aspects of the building are documented and executed. Permits are obtained and the vision of the project now starts to take shape so construction can begin.
During this phase, M-Rad creates unique branding for the property which increases the value of each of project through brand recognition. They establish a designated scent, specific furniture and product line. This transitions the project from a building to an “enhanced experience.” M-Rad also maintains the marketing of the property throughout the building’s lifecycle.
“I saw a lifetime of struggle ahead and realized I had to make a drastic change to the way the industry was operating,” added Rosenberg.
Rosenberg foresees his business model providing the opportunity for architects to be fairly compensated and take equity in the projects they are working on, resulting in superior products and increased control over the building process. This financial security, in combination with a more efficient system, will alleviate the stress on an industry typically overworked and underpaid. It will allow more time to design better communities, neighborhoods and cities of the future. Rosenberg predicts M-Rad will see an unprecedented return compared to their competition.
Rosenberg, who was born and raised in Saskatoon, Canada, spent nine years studying architecture and environmental design. He traveled all over the world to study structures and cultures which inspire him. Rosenberg earned bachelor’s degrees in fine arts and environmental design in architecture, as well as a master’s degree in architecture. When he was ready to bring his architectural influence back to the West, he headed straight for Los Angeles to open shop and put his vision into action.
Currently, the team at M-Rad are working on projects around the globe, from apartment buildings in Los Angeles to a private members club in Philadelphia, to a boutique hotel in Taipei. They create designs for mixed-use towers, luxury hotels, sports parks, and more.