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HOKO bets on AI & branding to revolutionise residential architecture

December 11 2024

HOKO bets on AI & branding to revolutionise residential architecture

Disruptive architecture firm HOKO is branching out into AI and branding as it seeks to reimagine the delivery of domestic architecture and establish itself as a household name with two key appointments.

The practice has recruited London-based architectural designer Amir Hossein Noori, founder of AI Hub, as a boardroom advisor to oversee the development of new software communicating design solutions to clients.

Noori is working on a 'rapid visualisation' tool to offer near real-time design updates and cost reporting and a regulatory tool to guarantee compliance at the earliest design stages. He is joined by Andrew Dobbie, founder of Glasgow-based advertising agency MadeBrave, who will devise a branding and storytelling approach to establish HOKO as a trusted brand.

HOKO founder and BBC Scotland’s Home of the Year judge Danny Campbell, commented: “I am incredibly excited to welcome Andrew, with his vision and experience in making brands famous, and Amir, with his unparalleled knowledge of AI in architecture, to help HOKO conquer both the UK and international markets.  

“We’re not just talking about streamlining processes; we’re fundamentally changing how architecture is delivered. To be the first household name in architecture is an ambitious goal, but with the right team – which we now have – and immensely scalable AI tools, we’ll prove it’s possible.” 

Noori added: "HOKO’s integration of AI represents a paradigm shift in an industry often resistant to change. AI will enable architects to achieve more, push boundaries, and create a more exciting and stimulating journey for homeowners to design their dream homes.  

“While professionals traditionally measure time as their primary resource, HOKO will focus on delivering exceptional outcomes. The result is not just a faster process but one that enables architects to take on more projects, improve client satisfaction, and provide better opportunities for their team.”

HOKO is seeking £200k venture capital funding via the UK Government's Enterprise Investment Scheme to help finance its aggressive expansion. 

29 Comments

Fat Bloke on Tour
#1 Posted by Fat Bloke on Tour on 11 Dec 2024 at 11:38 AM
Glesga -- AI does loft conversions.
I know that you have to start somewhere but it lacks a certain buzz.

Could I suggest Parametric Design and Variational Geometry as the baby steps to populate the AI reference space.

Three or four small steps rather than one big leap into the unknown.
ARB Bot
#2 Posted by ARB Bot on 11 Dec 2024 at 12:03 PM
Danny, reckon you could get an AI tool to manage your obligations to the ARB Code of Conduct? Just a thought, but watch out for those pesky conflicts of interest and management of clients money eh.
grape
#3 Posted by grape on 11 Dec 2024 at 12:14 PM
"HOKO as a trusted brand" lmao https://arb.org.uk/complaints/arbs-complaint-process/professional-conduct-committee/previous-pcc-decisions/mr-daniel-campbell/
Aunty Disruption
#4 Posted by Aunty Disruption on 11 Dec 2024 at 13:01 PM
I think the only disruption that 'celebrity architect' Danny has done is showcase how not to run a practice. He has already had to vastly scale back his workforce after a failed crowdfunding scheme and is now looking for government funding. I don't think AI should be his top priority... maybe start with ARB first.
redpill
#5 Posted by redpill on 11 Dec 2024 at 13:32 PM
Someone needs to do an investigative report into Danny's business practices and treatment of staff. Snake oil salesman at best, serial offender at worst.
Lovely
#6 Posted by Lovely on 11 Dec 2024 at 15:03 PM
£200K government funding to 'grow' an architecture office, if that's what they are, just sounds like a really bad idea....
Big Delicious
#7 Posted by Big Delicious on 11 Dec 2024 at 15:53 PM
'Disruptive' industry patter is heavy cringe

All of it is just trendy corporate nonsense.

Oh aye mate we're all so excited about streamlined processes. Throw some synergy in there anaw and I'll be proper moist
Billy Big Baws
#8 Posted by Billy Big Baws on 11 Dec 2024 at 16:15 PM
If he put as much effort into architecture as he does being a chode - he'd not have to bother with this AI pish!

Socks & Crocs....WTF? He should move to lochwinnoch
Sir Ano
#9 Posted by Sir Ano on 11 Dec 2024 at 17:12 PM
These comments do not pass the vibe check. Getting a bit personal, this isn't facebook.
Disruptive architecture to the max
#10 Posted by Disruptive architecture to the max on 11 Dec 2024 at 17:14 PM
Disruptive architecture is correct. Disruptive to clients lives.

Do not invest in this company. It is all hype. multiple projects that have gone horribly wrong. over budget, delayed, fundamental errors. Definitely not “exceptional outcomes”

https://arb.org.uk/complaints/arbs-complaint-process/professional-conduct-committee/previous-pcc-decisions/mr-daniel-campbell/
Maboza Aitken
#11 Posted by Maboza Aitken on 12 Dec 2024 at 06:46 AM
The minute you hear “disruptive” you know it’s vague and opaque rubbish.

Whatever happened to just being good at what you do?
Lester Beck
#12 Posted by Lester Beck on 12 Dec 2024 at 08:39 AM
Can’t wait for him to announce his Disruptive podcast alongside Steven Bartlett and that ghastly man from Brewdog.
Yanis Varoufakis
#13 Posted by Yanis Varoufakis on 12 Dec 2024 at 09:17 AM
Look at them manspreading into the next town along.. not revolutionary, pathetic!

Let alone the monumental amounts of energy required to power AI technology. Is this truly going to help people when we have issues such as the climate crisis, a housing crisis, 'cost of living' crisis and violent expansionism to contend with. All ego, no sense!
Reputation Matters
#14 Posted by Reputation Matters on 12 Dec 2024 at 15:07 PM
Clown of the Year! He is a lucky boy to have gotten off with a reprimand but, in doing so, caused significant reputational damage to the profession. The public now knows the ARB is effectively willing to turn a blind eye to ignorance and naivety, just so long as your're on the tele.
Reputation Matters
#15 Posted by Reputation Matters on 12 Dec 2024 at 18:43 PM
*you're

That typo was bothering me - I had to correct it. Wouldn't have happened with AI, eh Danny Boy
Foundation
#16 Posted by Foundation on 12 Dec 2024 at 18:49 PM
"Trusted brand" is an astonishingy bold ambition. One can only assume Mr Dobbie didn't speak with any of HOKO's previous clients before taking on this gig.
Jundamarra
#17 Posted by Jundamarra on 13 Dec 2024 at 10:37 AM
After nearly six years of publicly reimagining the industry, maybe it is time to accept - the revolution just isn't coming.
Fat Bloke on Tour
#18 Posted by Fat Bloke on Tour on 13 Dec 2024 at 10:50 AM
I know that Architecture has more than its fair share of felt tip fairies in its ranks but ...

The claws are out / phazers set to malky.
The guy off Masterchef hasn't taken this level of kicking.

Lovely
#19 Posted by Lovely on 13 Dec 2024 at 13:50 PM
Always nice to see a good heart warming pile in like this, sounds like it is well deserved.

Reputation is built by doing the work, doing a good careful job and not by bleating on and on about nonsense stuff that never happens and is meaningless anyway....

If you can't be bothered just change to an easier profession rather than creating needless turmoil in ours.

BlackTurtleNeck
#20 Posted by BlackTurtleNeck on 13 Dec 2024 at 16:13 PM
You really love a good old government investment scheme eh Danny? Wonder if you’ll pull the same tricks as you did with that Kickstart scheme all those years ago… I know of a few fresh faced students who’d love to know if you’ve reconsidered your fire & hire policies and tendency to underpay ;)
Market Square Hero
#21 Posted by Market Square Hero on 13 Dec 2024 at 20:12 PM
Wtf is a 'disruptive architecture firm'? Is it a form of arrogance in suggesting that we have been doing all things Architecture wrong all these years? A quick look at the high calibre of projects on Hoko's website would suggest otherwise.
LittleSmartCar
#22 Posted by LittleSmartCar on 14 Dec 2024 at 17:25 PM
A friend worked here and had health issues from the stress Danny placed on them. Brilliant man, 10/10 wouldn't reccomend
Mark
#23 Posted by Mark on 14 Dec 2024 at 22:55 PM
Perhaps it's no surprise that HOKO have appointed an ad agency to help them, hard on the heels of that ARB reprimand. That's known in the PR trade as trying to bury bad news by pushing the ARB story down the Google results page, to be replaced by musings about disruptive A.I. Let's hope the folks who run the E.I.S. see through him, and don't hand out £200k of VC funding - which ultimately comes out of our taxes. What a joke.
Peter
#24 Posted by Peter on 16 Dec 2024 at 11:50 AM
Money raised at last crowdfunding scheme in 2021 seems to have been well spent https://www.insider.co.uk/news/glasgow-architecture-firm-unveils-international-25060271

Where is the dublin office promised? let alone 30 new studios. They have already had to vastly scale back their workforce after a failed crowdfunding scheme. Looks like only 10 members of staff on the website - not the 30 suggested in the crowdfunding. Agree that AI should not be the top priority!
Boss
#25 Posted by Boss on 17 Dec 2024 at 13:21 PM
An AI machine trained by Hoko to punt out great design. That's a worry. As a firm they have yet to grasp the basics of high quality architecture themselves. The idea of them teaching others to
Boss
#26 Posted by Boss on 17 Dec 2024 at 13:25 PM
To quick on the tigger there.

The idea of them teaching a machine to draft plans is laughable. Stop using householders as a money tree and start investing in training for staff who regularly struggle to meet basic planning regs.
Danny's No.1 Fan
#27 Posted by Danny's No.1 Fan on 20 Dec 2024 at 14:22 PM
Can we collectively agree that there isn't really anything wrong with crocs and socks?
Shatner's Bassoon
#28 Posted by Shatner's Bassoon on 20 Dec 2024 at 15:17 PM
@27 - * only on a campsite.
Pants
#29 Posted by Pants on 21 Dec 2024 at 20:49 PM
Have you seen the maestro’s profound comments on the Christmas SHiTY show.
The crocs are off and he is really letting his hair down, along with the whole profession!
Bring back Angus please.

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