Lorenzo Apicella and team join Pentagram

Pentagram is re-introducing architecture to its offer, with the acquisition of nine-strong architecture, interior and exhibition design group Apicella Associates.

Pentagram has not formally offered an architectural service since former partner Theo Crosby died four years ago. Pentagram also specialises in interiors, product design and graphics, and has offered architectural thinking through partner Daniel Weil.

“The deal is a marvellous opportunity for us to offer a structural, building capability again,” says a Pentagram spokeswoman.

Under the deal, which is for an undisclosed sum, Apicella Associates will lose its name and be subsumed into Pentagram as a unit. The unit will be headed by founder Lorenzo Apicella (pictured).

Apicella becomes a Pentagram partner and will have an equal share of the consultancy with the other 15 partners worldwide.

“We’ve tried to work in a multi-disciplinary way since we started and this move gives us a chance to broaden out, with a consultancy which has a similar philosophy to our own,” says Apicella.

The deal goes live tomorrow when Apicella Associates moves into Pentagram’s London offices.

“[After the deal goes live] some of our projects will be handled by the former Apicella Associates and others will be a collaboration between different Pentagram partners,” adds Apicella.

The two groups have worked together on projects in the past, including the Workplace ’97 event for client Reed Exhibitions.

Apicella says his group is working on a number of joint projects with Pentagram, but will give no further details at this stage.

Apicella Associates recently designed a research and development centre for street furniture products. The project, for client Adshel, went live last month.

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