the refresh of the identity for a-rr. stemmed from a desire to better represent the two parts of the practice ——— the retail rites side, which studied peoples habits in retail environments, and the architectural side,
the places that housed or served them.
These two sides could be summed up as the ‘humain’ and accessible side and the ‘technical’ rigourous side. Importantly, both these aspects of the agency were to be treated equally.