Interview with Gregg Novicoff and Gwen Fuertes of LMSA


Leddy Maytum Stacy Architects (LMSA), based in San Francisco, California, is directed by a group of five principals, including Gregg Novicoff, who is pivotal in guiding the firm’s focus on sustainable, community-oriented projects such as affordable housing and educational facilities. The firm is recognized for its dedication to impactful and inclusive design, exemplified by projects like the Ed Roberts Campus in Berkeley. Contributing significantly to these efforts, Gwen Fuertes, a Senior Associate and Building Scientist at LMSA, plays a crucial role in integrating advanced sustainable practices into the firm’s projects, enhancing their commitment to creating functional, inclusive environments across Northern California.

What inspired you to become an architect?
Gregg: Growing up in Los Angeles’ San Fernando Valley in the 80s inspired me to become an architect. I would drive around and explore Los Angeles’ streets, diners, and odd corners. I love cities: their textures, voices, and surprising turns. These are the places we live, eat, sleep, and play. The curiosity to explore from SF’s downtown to the beach still drives me today.

Gwen: I have an environmental advocacy and building science background, and architecture was the best space to transform this training into tangible results. I’m constantly humbled and learning in this role. It takes focus and tenacity, but I’m still having fun.

How would you describe your design philosophy?
As a mission-driven firm, we focus on projects that make a meaningful difference in the community—be it affordable housing, community spaces, or educational facilities. We aim to provide dignity, joy, and meaning to the communities we serve. These projects often have limited budgets, so we strategize to make one move serve multiple purposes and do the most with the least. It’s minimalist yet abundant.

Can you tell us about your favorite project and why it stands out?
The Ed Roberts Campus in Berkeley, California, was transformational for me. It involved working with seven different non-profits dedicated to serving the disabled community, the Bay Area Rapid Transit (BART) agency, and the City of Berkeley. This non-profit center serves the wider Berkeley community and integrates best practices of Universal Design and sustainability.

What is your favorite architectural detail?
The ramp construction and detail at the Ed Roberts Campus are incredible. Working with ARUP, we made the ramp feel weightless and supported from the sky. The design combines light, color, materiality, and structural collaboration to create an integrated sensual experience. This turns the simple task of moving from one floor to the next, often a challenge for the disabled, into a celebration.

Do you have a favorite material?
We don’t have a go-to favorite—no one has a favorite child. It’s important to seek out the right material for the right setting. Currently, we are interested in existing building reuse as a ‘material,’ and in using structural materials as finish materials.

What is your process for starting a new project?
Our practice—and the practice of architecture—is constantly evolving. We often start a new project based on the development of the last. We are in an ongoing critical evaluation of our designs, processes, and tools. Each project is an opportunity to do some level of research and to challenge ourselves.

How do you balance creativity and practicality in your designs?
With our institutional/non-profit clients, balancing creativity and practicality is an ongoing process. The creativity component shines in shaping the identity of a space and defining what ‘belonging’ means to a client. Our projects take on an aesthetic that suits each project’s needs and context, and it always comes out differently.

What role does the surrounding environment play in your architectural projects?
All architecture is influenced by the environment. Whether working in an urban infill site, a campus, or a daycare tenant improvement, we leverage the climate as a design tool and anticipate adaptation to future environmental conditions. It’s about meeting energy and comfort goals and designing for the next 50 years.

How do you approach working with clients to understand their needs and visions?
We partner with clients who share our values of creating lasting buildings, engaging communities, and reducing our impact on the planet. With this shared foundation, we develop tailored solutions that reflect their mission and provide the most with the least, especially under the pressure of Bay Area construction costs.

What architectural trends or movements do you find most inspiring?
We follow the material research and advocacy work of the Design for Freedom program, which seeks to eliminate forced labor in the material supply chain. This program has brought much awareness to this issue, engaging our clients and deepening our discussions about material and finish selections.

What advice would you give to aspiring architects?
Be curious. Learn about your clients, community, and how buildings are built. The practice of architecture is continuously evolving with new technologies, products, and issues. Stepping into this can be rewarding.

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