Established by George Guida and Tatjana Crossley in 2019, ArchiTAG is an international architecture practice. We work with a 50:50 split between private and public clients on individual homes, new-build housing, and workplace projects, as well as research projects that use technologies to augment and mediate human experience, interaction, and perception.


Who we are.

ArchiTAG is an international architectural design firm who puts forward a multidisciplinary, innovative, and sustainable approach. We are no ordinary practice. Our work spans from the physical to the digital through augmented to virtual realities. 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 has worked on several competitions, built projects, and are also actively engaged in the academic community, giving lectures and teaching internationally. It is our goal to work with clients to find better solutions and to push design innovation through experimentation with advanced workflows in computation, artificial intelligence, and digital fabrication.




George Guida is an ARB RIBA architect and creative technologist. His main interests lie at the intersection between equity, design, and technology through the lens of sustainability, computation, machine intelligence. Originally from Rome, he has completed his architectural studies at the Architectural Association in 2017, completed research at the Harvard Graduate School of Design and MIT Media Lab, and has several years of work experience from Kuwait City, Florence and London. He has worked on several high-end residential, commercial and cultural projects in Europe, Asia and the Middle East while working for several years as an ARB RIBA charted Architect at Foster + Partners. As a LEED Accredited Professional and computational designer, his research expands in practice through the creation of forward-thinking designs and in research through the use of novel computation and artificial intelligence methodologies.

Tatjana Crossley

PhD, Assistant Professor

Tatjana's research focuses on the sensorial and psychology of immersive spaces and virtual realities. Specifically, she has been examining the development of the body image in relation to how the subject perceives space, themselves within space, and the other, using theories from psychology, philosophy, biological and technological sciences and art and architectural history. This research has been published and presented at conferences and symposia, and has been applied to her design work. 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 in practice, at S.O.M. San Francisco, and academia, having taught at the Architectural Association and currently teaching at the Chinese University of Hong Kong.

what we do.

We are makers, thinkers, and innovators using a multidisciplinary approach that pushes the boundaries of architecture in the physical and digital environments. ArchTAG offers a complete suite of architectural services, including brief development, concept design, planning applications, design development and construction management, in order to deliver built projects. ArchiTAG adopts the stages as established by the Royal Institute of British Architects (RIBA), in the Plan of Work. We are a UK registered company based in London, UK, however, often work internationally on projects currently in the UK, Italy, USA, Hong Kong, and Mozambique. By combining academia and research, the practice aims to lead by example and innovate towards a better future.

If you have a project in mind, please do contact us at

ArchiTAG LLP: 2 Finchley Road, Westminster, London


Teaching, lecturing & critic.

Villa Romana Delle Grotte

Italia Nostra Arcipelago Toscano

Arcipelago Cultura

Architectural Association School of Architecture

Harvard Graduate School of Design

Chinese University of Hong Kong

Beebreeders Competitions

Private Clients + Hotels

Harvard Graduate School of Design

Architectural Association School of Architecture

Cambridge University

Manchester University

Leeds Beckett University

Aarhus University
Chinese University of Hong Kong

Hong Kong University