Ross is the architect who has made a name for himself by questioning everything and refusing to put life in a box. “In England, for example, it’s common for architects to work on commission based on a percentage of the building’s cost,” he continues. “Well, I personally struggle to see how that would result in priceoptimised buildings.” To say that he aims to create priceoptimised buildings is not the same as to say that they are cheap, however. What matters to Ross is value for money. “You can spend the same amount of money in two restaurants, but after one visit you feel robbed, and after the other you feel you really got value for money – because you enjoyed it,” he analogises.