With a deliberate focus through a variety of projects, MAD has obtained a unique insight in how buildings best can release their full potential in close relation with their surroundings. Made useful to humans by urban understanding Just like you and I, buildings are social beings. And just like us, architecture cannot live and prosper unless it relates to its environment. We strive towards our ideal of creating architecture that adapts while maintaining personality and character; that blends in by standing out! By recognizing the most important factors of each site’s urban fabric and social implications, MAD has cultivated the art of conveying this abstract essence into a formal response, maintaining both the building itself and its relationship to its context – be it a small infill-project in a crowded street or large buildings as part of an extensive transformation. Because no matter which size, scale or situation, the bottom line is always the same: A building’s main purpose is to be useful to humans. And we believe the key to achieving this, is urban understanding.