What FIRM Architects does

FIRM Architects is a Dutch architecture and interior design studio founded in 2017 in Amsterdam by co-founders Carolien Roos and Niek Joanknecht. The firm operates with a permanent core staff of approximately 8 people supplemented by a flexible network of professionals and specialists. Its core methodology is narrative-driven design: each project begins with asking clients unusual, abstract, and realistic questions to surface their stories and goals, then translating those into spatial concepts that guide concept development, spatial studies, 3D models, sketches, technical elaboration, and bespoke material specification (including custom joinery and bronze hardware). The name 'Firm' is positioned as an acronym for 'embedded architecture' — grounded, narrative, inspirational and considered spaces.

The studio serves both enterprise and private clients. Enterprise clients span legal (HVK Stevens, ~3,992 m²), consulting (SIA Partners, ~1,000 m²), real estate development (Amvest, ~2,150 m²), mining/resources (ERG, ~1,950 m²), software technology (SIG, ~680 m²), HVAC components (Flamco/Aalberts, BREEAM Outstanding), education (Nova College in partnership with Paul de Ruiter Architects), retail/beauty (Gallery Salon Studios across three Dutch cities), and smaller technology and telecom clients (Backbase, BelSimpel, Realworks, Keen Ventures). Residential clients receive services ranging from 25 m² renovations to larger loft and apartment transformations. Notable award-winning projects include Land Over Water (Dezeen Office of the Year 2024), Reflections of the Past (Dezeen Apartment of the Year 2021), and The Fish Factory (Archello Renovation of the Year 2025).

Revenue is generated through professional design fees on a project basis; pricing is quote-based and not publicly disclosed. The firm pursues a sales-led, direct-engagement GTM motion with both field/enterprise engagement (for large corporate headquarters and institutional projects) and direct residential clients. Marketing relies on Instagram, an active website portfolio, and earned media via industry awards and architectural publications (Dezeen, Archello, RTL Z, NOS). The firm is privately held with no external investment, no subsidiaries, no patents, and operates from Stuyvesantstraat 17-H, Amsterdam.

Name

FIRM Architects

Legal name

Firm Architects

Website

https://firmarchitects.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

FIRM Architects is an Amsterdam-based architecture and interior design firm founded in 2017 by Carolien Roos and Niek Joanknecht, delivering narrative-driven design services across office, residential, retail, educational, and heritage/adaptive reuse projects for enterprise and private clients in the Netherlands and internationally.

Ownership category

akta.pro rank

Product category

Architectural Design Services

NAICS

Architectural Services (541310), Interior Design Services (54141)

akta.pro primary industry

Architectural Design Services (BPAHAKAA)

akta.pro secondary industries

Interior Design Services (BPAHAKAB), Commercial Interior Fit-Out (Offices & Corporate) (IMAFANAA), Industrial/Product & Furniture Design (BPAHAKAM)

Keywords

• Architectural design services
• Interior architecture
• Workplace design
• Residential renovation
• Adaptive reuse design

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Architectural Design Services: Full-service architectural and interior design projects including residential renovations, office interiors, educational facilities, retail spaces, and adaptive reuse transformations. Projects range from small residential (25 m²) to large commercial installations (25,000 m²). Revenue generated through professional design fees for concept development, spatial studies, technical elaboration, and project oversight.
2. Interior Design Services: Interior architecture services including workplace design, custom joinery specification, material selection, and spatial planning. Includes bespoke furniture design for specific projects.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

FIRM Architects is an Amsterdam-based architecture and interior design studio delivering full-service design projects for residential, office, retail, educational, and adaptive reuse typologies. Projects range from 25 m² private residences to 25,000 m² commercial installations. The studio applies a narrative-driven methodology that begins with structured questioning of clients to uncover their story, then translates that story into spatial concepts executed through concept development, spatial studies, 3D modeling, material selection, custom joinery, technical elaboration, and project oversight.

Product overview

FIRM Architects is an architectural and interior design firm offering a unified set of design services rather than a software product portfolio. The firm, founded in 2017 by Carolien Roos and Niek Joanknecht, provides architectural services spanning office interior design, residential interior design, retail space design, educational facility design, and heritage restoration/adaptive reuse projects. Their design approach is narrative-driven, focusing on spatial challenges and creating spaces that tell stories. Projects range from 25 to 25,000 square meters and serve diverse clients including developers, consultants, startups, and established organizations. The firm operates from Amsterdam and serves national and international clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Architectural Design Services
• Office Interior Design
• Residential Interior Design
• Retail Space Design
• Educational Facility Design Interior design for educational campuses including study squares, atriums, pavilions, and collaborative learning spaces that support student engagement and diverse educational activities (exemplified by the Nova College campus interior in Haarlem).
• Heritage Restoration and Adaptive Reuse Transformation and restoration of historic buildings including monuments, warehouses, and industrial structures into contemporary functional spaces while preserving cultural-historical value. Applies climate-conscious restoration, circular design principles, and materials passport documentation for future reuse and disassembly.

Quantifiable outcome

• Dezeen Winner Office of the Year 2024
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Paul de Ruiter ArchitectsminorStrategic or Co-development PartnerPartnership on Nova College educational campus project. Paul de Ruiter Architects designed practical and theory classrooms while Firm Architects designed study squares, balconies, Atrium and Pavilion. Partnership described as enriching with firms complementing each other through critical sparring.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Heatherwick Studio: London-based design studio known for narrative-driven architecture, adaptive reuse, and material experimentation. Comparable in storytelling-led methodology, material-focused craftsmanship (joinery, bronze, bespoke elements), and award-led brand positioning across architectural and interior work.
• Studio Modijefsky: Amsterdam interior architecture studio designing hospitality, retail, workplace, and residential environments. Directly comparable in scale, design philosophy, and project type mix to Firm Architects' interior design practice.
• Paul de Ruiter Architects: Amsterdam-based sustainable architecture firm of comparable boutique scale, led by Paul de Ruiter. Firm Architects' actual joint venture partner on the Nova College campus project, with similar focus on sustainability, workplace design, and human-centered architecture.
• HofmanDujardin: Dutch interior architecture studio focused on workplace, residential, and adaptive reuse projects. Comparable narrative-led methodology and project scale range to Firm Architects, with similar enterprise client base.
• Neri&Hu Design and Research Office: Shanghai-based interdisciplinary architectural practice with strong interior architecture and adaptive reuse portfolio. Comparable boutique scale, narrative-led methodology, and award-driven positioning across hospitality, workplace, and residential work.
• Concrete Architectural Associates: Amsterdam-based design firm specializing in hotels, restaurants, retail, and workplace interiors. Highly comparable narrative-led design approach and similar hospitality/commercial project mix, though with broader geographic reach.
• i29 Interior Architects: Amsterdam-based interior architecture studio specializing in residential, workplace, and adaptive reuse projects. Comparable boutique scale with strong award profile and similar narrative-driven design approach across the same Dutch market.

Broad incumbents

• MVRDV: Major Rotterdam-based international architecture practice known for data-driven, narrative-led design across cultural, commercial, and residential typologies. Serves as the broader incumbent benchmark for Dutch design-led architecture at global scale.
• UNStudio: Amsterdam-headquartered global architecture network with offices worldwide. Comparable narrative and technology-driven design philosophy but at significantly larger scale and project complexity than Firm Architects.
• Mecanoo: Established Dutch architecture firm with broader portfolio spanning cultural, educational, residential, and urban planning projects. Comparable in Dutch design heritage and narrative-driven approach, but operates at significantly larger scale and project size.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/firmarchitects
• LinkedInlinkedin.com/company/firm-architects

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FIRM Architects