A Brand-defining Publication. A Grid and a Conversation: Morris Adjmi Architects

CLIENT: Morris Adjmi Architects | SERVICES: book strategy / project narratives / editing / interviews

A Grid and a Conversation is the first monograph on the work of Morris Adjmi Architects (MA). ADVSCOPY partnered closely with Morris and his team on nearly every aspect of the book — developing its structure, writing the narratives, and moderating the in-depth conversations laced throughout. We adapted the book’s messaging and language for broader marketing efforts, giving the firm a unique voice and identity that continues to shape how their work is understood and discussed.

Crafting a Narrative Framework for the History of a Firm — and a City
Rather than presenting a chronological survey, we organized the book into five thematic chapters. This structure echoes the contextual nature of Adjmi’s practice and invites readers to engage not just with individual buildings, but with the broader ideas and histories that inspired them.

Nearly 30 projects are explored in depth, each accompanied by a researched narrative that explains the the designs in relation to its historic and cultural context. The text is supported by a compelling mix of new photographs, archival images, and architectural drawings that create a layered portrait of the firm’s growth and the city’s evolution.

A New Voice for a Legacy Firm
We worked with Morris to craft the personal essay that opens A Grid and a Conversation — an insightful piece illuminating Morris's personal history and honoring the firm’s connection to acclaimed Italian architect Aldo Rossi, who was not only Morris’s mentor and professional partner, but also his close friend. The essay marks a turning point for the practice, articulating a distinctive identity that builds on Rossi's legacy while departing from it. It positions MA’s work as a uniquely American interpretation of their shared ideas about architecture rooted in history and memory. 

PUBLISHER: Images 
EDITOR: Andrea Monfried
DESIGNER: Jonatan Eriksson
TEXT: ADVSCOPY / JIMMY STAMP
9 x 11 inches
240 pages
400 color illustrations
CONTINUES BELOW 
Typical interview spread. 
The new perspectives gave readers a deeper insight into the work and approach.

Conversations With Collaborators Reveal New Perspectives on the Practice
Each chapter begins with a revealing conversation between Morris and a client or collaborator, moderated by ADVSCOPY.

Preservation consultant Bill Higgins shares the importance of research when building in historic districts. Developer Charles Blaichman discusses the nature of the client-architect relationship. Architect Judith Saltzman illuminates the under-appreciated artistry of restoration work. Fred Bland shares insight from his dual roles as commissioner of the New York City Landmarks Preservation Commission and as managing partner of Beyer Blinder Belle. Painter Lyle Starr discusses the artists who influence Morris's work, including Rachel Whiteread, Donald Judd, and Richard Serra. 

ADVSCOPY Principal Jimmy Stamp interviewing Morris Adjmi about the firm's practice and projects at CS Talks.

A Message that Drives Growth
Beyond this book, we developed messaging for the firm and a distinct language to describe their approach, establishing the practice as the leading voice in the adaptive reuse and contextual design, particularly in post-industrial districts. This new voice helped MA evolve from a local firm focused largely on urban infill projects to a national practice bringing their contemporary, context-driven lens to skyscrapers, hotels, and urban planning projects across the country

More than five years after publication, the messaging, tone, and design lexicon continues to influence the firms growth. As MA helps shape the future of cities by reaffirming their sense of place, the firm’s identity remains rooted in deep understanding of how the past informs the present.

Morris Adjmi
Founding Principal, MA

“Working with Jimmy on A Grid and a Conversation was illuminating and enjoyable. From overarching concepts to the smallest caption, he crystalized my thoughts and ideas with just the right tone. He found and refined a voice for the firm that I always knew was there, but could never articulate.”

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