Pure Cube: Redefining Architecture with Sustainable and Human-Centric Design

Design Philosophies in Architecture

Pure Cube’s design philosophy emphasizes the use of local materials, adding value through creativity rather than relying solely on expensive options. The firm embraces a collaborative approach, incorporating clients' unique life experiences and ideas into tailored designs. Guided by frugal yet impactful methods, the firm ensures designs remain grounded, functional, and reflective of individuality, creating spaces that are both meaningful and accessible.

Pure Cube brings impactful transformations to architectural projects by combining a deep understanding of client needs with innovative design solutions. The company prioritizes user experience, ensuring spaces are functional, comfortable, and inspiring. Sustainability is at the core of its practice, achieved through eco-friendly materials and site practices that minimize environmental impact. Collaboration is key at Pure Cube, with seamless integration of clients, consultants, and vendors. The firm also specializes in bio-selective design, incorporating nature into built environments using thoughtful materials, natural light, and contextual relevance.

“What sets us apart is our commitment to research and innovation. The team excels in solving complex challenges with simple, elegant solutions, seamlessly blending Indian cultural nuances with modern design to create multi-functional, client-focused spaces”, emphasizes Ankur Saraff.

Staying Ahead for Transformative Design

Pure Cube consistently stays ahead in the fast-evolving technological landscape by attending industry conferences, engaging in online courses, and fostering a culture of continuous learning among its team through workshops and seminars. The firm also relies on publications and books to remain well-informed.

Pure Cube integrates advanced technologies like virtual reality (VR) and augmented reality (AR) to provide clients with immersive design experiences, improving visualization and decision-making. Recently, the firm utilized AI to conceptualize innovative designs, including an organic-themed club project. By combining parametric design expertise with AI tools, the firm transforms visionary concepts into groundbreaking architectural realities.

“I’ve noticed a growing demand for biophilic designs that connect spaces with nature. Clients are also requesting smart home technology integration and modular or prefabricated construction to save time and reduce waste, aligning with sustainability goals. Additionally, there’s a strong trend toward creating multifunctional, adaptable spaces, reflecting the evolving needs of both residential and commercial projects”, adds Ankur Saraff.

Journey of Excellence

Pure Cube has gained extensive experience in delivering innovative architectural solutions while addressing critical challenges. Budget constraints were a major initial hurdle, prompting the team to adopt creative, cost-effective approaches without compromising design quality. Complex site conditions were tackled through collaboration with skilled engineers and innovative designs. Supply chain issues were addressed by bridging gaps between client expectations and vendor capabilities, ensuring smoother timelines. Additionally, navigating regulatory hurdles became a strength, enabling compliance with building codes while achieving superior outcomes for clients.

Significantly, Ankur Saraff’s journey as an architect has been marked by notable achievements. After graduating from Ahmedabad University, he returned to Hyderabad to research its architectural heritage, culminating in his book Luxurian Heritage Architecture, exploring luxury as a cultural and design concept. A standout accomplishment includes a 12,500 sq. ft. French classical villa project in Hyderabad valued at Rs 20 crores, where his design elevated perceived opulence beyond the investment. This project showcases his ability to merge cultural relevance with contemporary luxury.

Looking ahead, Pure Cube aims to expand its expertise in sustainable design and construction while pioneering innovative architectural solutions. With a new office in Banjara Hills, the firm plans to mentor the next generation of architects in Hyderabad, fostering growth and innovation. This year marks an exciting phase of exploration and team expansion, laying a strong foundation for achieving long-term goals.

Projects: Over 100 successfully completed projects. More than 2 lakh sq ft space of ongoing projects.

Project: Aangan

Built-up area: 8,000 sq. ft

Year of completion: 2018

Duration: 3 years

Consultants: Akash Srivastava, Anjura Architects

Concept: Explores connection, transparency, simplicity, with a focus on user-specific details

Design Highlight: A courtyard house that reflects client beliefs and provides a space for celebrating memories and events.

Architectural Feature: A full-height pivot door that floats through the passage leading to the house’s interiors, creating an intriguing entrance

Awards & Recognitions: Recognized as “Top 10 Architecture Firms from Hyderabad – 2024” by SiliconIndia Featured in ArchDaily

Certifications: Working towards IGBC and GRIHA certifications for sustainability.