Martin belongs to a generation of general architects who believe that a project's success largely depends on the users' on-site experience. For him, Sid Lee's no-silo approach is a tool for better understanding the project, as well as the users' environment and needs. He works closely with the agency's strategists to develop new, research-based ways of working that foster innovation and creativity. His approach to architecture-in which business plans, context and end users are thoroughly studied-is all about strengthening the identity of a space and ensuring the long-term viability of its uses.
In terms of strategic corporate repositioning, Martin has acted as a consultant to clients in the hospitality and restaurant industries (including W Hotel, Fairmont The Queen Elizabeth Hotel and Four Seasons Hotel), as well as to real-estate developers (McGill Development, Ivanhoé Cambridge, Claridge, FTQ, ETS) and top international retailers (Birks, Red Bull, Videotron, BNC, Adidas).