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We believe that good design balances human needs with ecological integrity, promotes health and wellbeing and employs regenerative approaches to create places that inspire and endure.

Guiding Principles


Core Services

  • Architecture
  • Urban Design
  • Interiors

Specialist Services

  • Research
  • Environmental Design
  • Human-centered Design
  • User Experience
  • Wellness Design
  • Digital Immersive Design
  • Visualisation + Film
  • Strategic Briefing
  • Stakeholder Engagement
  • Place Audit

Approach to Sustainability

The state of the world and the way we live now has become increasingly more complex. As architects and designers, we have the responsibility to create spaces and places that prioritise human and planetary health through our design work. We also have a responsibility as a business to do good not only for the environment and society, but for our own employees.

While Heta was set up with a strong focus on sustainability, innovation, and social responsibility, we are a relatively new design studio at the beginning of our journey. Our commitment to Environmental, Social, and Governance (ESG) principles is outlined in our approach to sustainability in four key areas:

- Adaptive Reuse and Circular Economy
- Wellness and Community
- People Engagement and Analysis
- Diverse Perspectives, Learning and Knowledge Sharing

This document has more detail on how we are going to measure our impact, acknowledging what we are already doing through our project work and business practices, and what we need to accomplish in the future.


Jon Fielding

Jon Fielding

Creative Director

Jon Fielding

Jon is an award winning Creative Director with over twenty years of experience in Architecture and Design, in the UK and internationally. He has worked for a number of the world’s leading design firms, most notably in his previous roles as a Partner at Foster + Partners and Global Creative Director at Benoy.

Jon is an Architect, Urban Designer and has worked across many different sectors through all work stages, to deliver a number of award winning projects for prestigious clients, such as Bloomberg London HQ, Imperial War Museum, Apple Flagship Paris, Imperial College, Alibaba China HQ and Heathrow Commercial Masterplan.

At Heta Jon oversees the creative process for all projects, research and insights across the studio, chairs the design review panel and leads the London studio.

Daniel Birdsall

Daniel Birdsall

Operations Director

Daniel Birdsall

Daniel is a Operations Director with a broad range of experience gained over the past fifteen years across Architecture, Engineering, Construction and Real Estate. As a qualified project manager, he focuses on using his vision and hunger for digital data driven design to deliver complex projects. He has worked for a number of well known organisations of varying size and focus. Having previously grown his own consultancy, he has experience in aspects of business management, developing digital strategies, managing consultant teams and project delivery, with strong commercial and leadership skills.

In his previous role as Digital Director at Sheppard Robson he was responsible for a number of major projects delivering digital innovation for major clients such as, Westfield, Cambridge University Estates, Canary Wharf Group, Olympic Legacy project and Interserve.

Joon Paik

Joon Paik


Joon Paik

Joon is an award winning Director and has 22 years experience in Architecture and Design at the international stage. He has worked for a number of the world’s leading design firms, most noticeably at Foster+Partners, Jean Nouvel, Renzo Piano and most recently, senior Vice President of Chang-Jo.

Joon has worked across many different sectors and always puts design first, his international reputation as a designer has allowed him to lead some prestigious global projects such as Virgin Galactic’s Spaceport project in New Mexico, planning to completion, Incheon International Airport Phase III, Samsung C&T R&D centre, Korea, Panama International Airport, Panama City, Standard Life’s HQ in London, Grand Intercontinental Hotel, Korea, Parnas Tower Luxury Collection, Korea – Hotel.

At Heta Joon leads the Design process at director level and also manages all international projects and clients, he brings his passion, flair and dedication to perfection to every one of our projects.

Jake Choi

Jake Choi


Jake Choi

Jake is an associate architect with over twelve years experience across a broad range of sectors and building scales. After graduating from the AA School of Architecture in London, he has worked at the one of world leading architectural practices Wilkinson Eyre before joining Heta as our Associate regional lead for S.Korea and APAC.

With notable project experience and specialist focus in tall-buildings, UK & internationally. Including No. 8 Bishopsgate, asset for Mitsubishi Estate, 21 Moorfield, asset for Landsec and Mount Pleasant Development in the central London. A number of super tall towers in China and One Queensbridge in Melbourne. Other key projects include the Peace bridge design in Northern Ireland, and a number of residential and mixed-use projects across continents. 

Jake is specialised in the design of complex parametric design with experienced site delivery and BIM capability managing projects for clients from inception to completion. With  a specialist focus on tower projects in complex dense urban sites. His extensive technical & regulatory gained through his project experience has built his reputation with a number of world leading clients in the tall-building sector.

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