Martin belongs to a generation of general architects who believe that a project’s success largely depends on the users’ on-site experience. For him, Sid Lee’s no-silo approach is a tool for better understanding the project, as well as the users’ environment and needs. He works closely with the agency’s strategists to develop new, research-based ways of working that foster innovation and creativity. His approach to architecture – in which business plans, context, and end users are thoroughly studied – is all about strengthening the identity of a space and ensuring the long-term viability of its uses.
In terms of strategic corporate repositioning, Martin has acted as a consultant to clients in the hospitality and restaurant industries (including W Hotel, Fairmont The Queen Elizabeth Hotel and Four Seasons Hotel), as well as to real estate developers (McGill Development, Ivanhoé Cambridge, Claridge, FTQ, ETS) and top international retailers (Birks, Red Bull, Videotron, BNC, adidas).