ABOUT US 

UP is founded on the belief that good design solves problems—clearly, efficiently, and elegantly.

We approach every project, regardless of scale or ambition, as an opportunity to create original, meaningful work with the power to inspire and transform. Our process is rooted in curiosity, rigour, and a commitment to uncovering latent potential—adding real and lasting value for our clients and communities.

Our portfolio spans a broad spectrum of sectors and scales, including premium multi-residential developments, urban masterplanning, and bespoke single residences.

At UP, we don’t just design buildings—we shape experiences, environments, and futures.

PEOPLE

With over 20 years of industry experience, Sean Choo brings deep expertise in both residential and commercial architecture. As Director of UP, Sean leads a dynamic team of talented young designers, delivering complex, large-scale projects—an uncommon achievement for a boutique design studio.

Before founding UP, Sean held key roles at award-winning practices including Neeson Murcutt Architects in Sydney, where he was instrumental in the delivery of several acclaimed projects. His six-year involvement in the Prince Alfred Park Pool Upgrade stands as a testament to his long-term design commitment, while his leadership on “Zac’s House” and “Blue House” earned national and state awards in Victoria.

Sean also held senior positions at GRIMSHAW Architects, a globally recognised practice honoured with over 200 international awards, including International Practice of the Year at the AJ100 Awards in 2016. During his tenure, Sean led significant projects that underscored his ability to navigate large-scale and complex briefs with clarity and vision.

Beyond practice, Sean is deeply committed to architectural education. He has tutored extensively and has been invited to lecture and critique at architecture schools across Sydney and Hong Kong.

OUR VALUES

With experience across a broad spectrum of project scales and sectors—shaped by years in world-class, award-winning practices—we’ve distilled our collective knowledge into a core set of values. These principles underpin our commitment to delivering thoughtful, original design that brings lasting value and joy to our clients and users.

POSSIBILITIES 

Less than 10% of the built environment involves architectural input*, and over 99% is shaped by assumptions that overlook hidden potential. At UP, we reject the convenience of established solutions. Instead, we challenge conventions to uncover new and unexpected opportunities.

IMAGINATION

Imagination is a differentiator—a way to elevate the ordinary into the extraordinary. We interrogate how things work and why they work, constantly seeking new perspectives. We don’t just ask “Why?”—we ask “Why not?” Creativity and curiosity are the foundation of our design process.

RESPONSIBILITY

We believe in architecture that is responsible—responsible to those who live in the buildings, to the clients who invest in them, and to the social, economic, and environmental contexts they inhabit. We approach sustainability from first principles, striving to create healthier, more meaningful places for people.

COLLABORATION

We design with our clients, not just for them. We welcome ideas from beyond architecture, believing that the best outcomes come from open minds and shared perspectives. At UP, collaboration is not just a process—it’s a design philosophy.

VALUE-ADDING

Value-adding is central to our methodology. We constantly ask: Have we maximised the potential? Can we be more efficient? Are we delivering both short- and long-term value? We believe a project doesn’t need to be high cost to be high value. A successful design is one that truly enhances its context and purpose.