Written and produced in Los Angeles, CA, softfirm is a multidisciplinary design studio that deposes the formal notion of a design office and replaces it with a heterarchical, pliable environment suitable for designing and making in today’s culture.

We are founded on two basic principles: Thoughtful design increases the pleasure of life; and everything is connected.

The culmination of nearly a decade of collaboration between the firm’s three founders, softfirm was founded in 2001 as a mechanism for providing unique solutions to universal problems in a manner that stresses concept and content over current fashion and style.

Acknowledging increased convergence in our culture, we pair traditional means of design and representation with emerging technologies. The studio's projects are a result of a multimedia process and seek to transcend conventions with solutions that are timeless, while remaining relevant.

What we do is not work — it’s life.