Our Purpose (1st P)


Our purpose is to design the future of slums.

We are attempting to create a new paradigm for slums in this century, to establish an entirely new standard of excellence.

We’re making a 35 year commitment to this.

What this means…
Redesign the slum for this century
Improve slums by a factor of 10x
Create something compelling and “new to the world”
Change the game for slums

Use a design lens to introduce a fresh perspective
Create Slums 2.0 prototypes
Solve the trifecta equation of financial + land + scale

Our Values

Our values are our checklist to help with decision making. We make certain value judgments each time we choose. We can be confident that we are making the right decisions if we keep these values in mind, regardless of who is making the decision. [We’ll whittle these down to four over time].

Keep it Simple. We seek to refine things to their essence, taming complexity.

Go for Firsts. We only do things that can change the game for slums, introduce unique firsts.

Insist on Scale. Meet the ambitious issue of slums with equally ambitious solutions.

Be Compelling. We seek to be unusually compelling.

Love Good Design. Good design brings dignity and can quickly improve quality of life.

Play for the Future. Start with the end game in mind, avoid a shitty 2050 for slums.

Lead with Intuition. Engage logical thinking but value intuition even more. Intuition is made up of million of data points, it’s actually hyper-logical.

Be Special. Do the special thing.

Follow Through. This is as important to us as starting.

The Initial Jakarta Project

Think Deeply on History. Bring global lessons from the past and present.

Challenge the Status Quo. This isn’t about recreating models from the past but bringing a fresh approach to the table.

Solve Real Pain Points. Focus in on the greatest slum challenges Jakarta is facing this decade (including but not limited to the 25,000 riverside slum shacks).

Both Theory and Practice. Work with the government of Jakarta to end up with both the theory but also roll the sleeves up and help with the practice of implementing.


  1. Designed Slums Strategy to serve as a blueprint for the city and region
  2. Designed large-scale Slums 2.0 Prototype as a proof of concept and ongoing testing laboratory