Established by George Guida and Tatjana Crossley in 2019, ArchiTAG is an international architecture and design innovation firm. We work between practice, research, and academia on projects that use technologies to augment and mediate human experience, interaction, and perception.
🌍 Our work spans from the physical to the digital through augmented to virtual realities powered by artificial intelligence. We explore technological aspects of design in order to propose innovative ways of perceiving and constructing new collective environments. We put forward radical modes of understanding and engaging with place, implementing more inclusive designs that generate sensorial multiplicity.
#ARCHITAG services include:
Architecture
ArchTAG offers a complete suite of architectural services, including brief development, concept design, planning applications, technical development, and construction management. Our experience spans internationally across residential, commercial, hospitality, mixed-use developments, and historic preservation, having worked at SOM, CZWG, and Foster + Partners. Our approach is rooted in sustainable practices and high-quality personalized design. Our generative AI and computation expertise gives us a fresh approach to creative and data-validated designs.
Research & Strategic AI Development
Research and academic practices drive us to imagine, envision and project new realities. We work with a product-driven approach with multidisciplinary teams to push preconceived norms and workflows, from state-of-the-art machine learning applications in design to speculative design and current notions of the metaverse. We offer AEC AI support for practices and projects with strategic insights on the latest tools and workflows. This includes support from creative ideation and process optimization, to building generative AI products using the latest API's and fine tunable models. Email us for information about our 2024 AI + Future of Architecture Practice Report.
Online & XR Experiences
We create custom virtual spaces and immersive experiences that bridge the digital and physical. This ranges across VR virtual environments; AR mixed reality installations, or multiplayer web-based platforms... We bring people together through narrative and immersive tools.
Creative Direction & Exhibitions
ArchiTAG designs and creates experiences that are both permanent and temporary. We work with curators and artists to design thought-provoking installations that utilize the power of narrative and information and that challenge the boundaries imposed by the physical gallery space. We merge our professional and academic knowledge to create personalized and meaningful experiences that make information and design accessible.
George Guida is a co-founding partner of ArchiTAG. He is an ARB architect and LEED AP leading forward-thinking designs and applied research. After working in leading architectural practices in the UK and Italy, George has emerged as a prominent figure on artificial intelligence in design practices, giving workshops and lecturing extensively in the U.S. and internationally. Originally from Rome, Italy, he completed his architectural studies at the Architectural Association, and at the Harvard Graduate School of Design. George has taught at the Harvard University’s GSD, Wentworth Institute of Technology, and Northeastern University. Prior to establishing the firm in 2019, George worked on high-end projects in Europe, Asia, and the Middle East at Foster + Partners, and as a researcher at the MIT Media Lab.
Tatjana Crossley is the co-founding partner of ArchiTAG. Her design leadership fosters a diverse collective of voices and agendas across the practice that integrate culture, history, and place-making with design process. She brings forward applied research on the sensorial and psychology of immersive spaces and virtual realities. Tatjana has lectured internationally and is currently an Assistant Professor at Wentworth Institute of Technology. Prior to establishing ArchiTAG in 2019, she completed her PhD at the Architectural Association, Master’s at Harvard’s Graduate School of Design (M.Arch II) and Bachelor’s at Rice University (B.Arch) and has worked on international projects at SOM in San Francisco.
Since joining ArchiTAG, Akhil has been part of the integration of custom AI workflows into architectural and research projects. Akhil is currently completing his Master in Design Engineering at the Harvard Graduate School of Design, and holds an expertise in machine learning, data analysis, product design and mathematics.
Polina is an research assistant who joined ArchiTAG in 2024. At the practice, she has worked on research development for curatorial projects and an upcoming book publication. She completed her Diploma at the Architectural Association in London with a research focus on design theory and representation.
Jean joined ArchiTAG in 2024. She has contributed on AI research development and practice communications. Jean holds a BSc in Architecture from the University of Santo Tomas, and has worked as an architect for several years in Manila.
