The Anti-Architect

In this episode, Christian Giordano welcomes his cousin, Tom Cortese, Co-Founder of Peloton and CEO of Counter Service, for a conversation about building businesses, challenging convention, and applying lessons learned in one industry to an entirely different one.

Tom shares his journey from helping revolutionize the at-home fitness experience with Peloton to taking on a new challenge in the restaurant industry with Counter Service. Along the way, he and Christian discuss innovation, operational efficiency, leadership, and what it takes to turn an ambitious idea into a successful business.

And, of course, with family on both sides of the microphone, the conversation gets personal, too.

Tune in for an episode about the value of thinking differently, no matter the industry.

https://counterservice.com/ 

Episode highlights:
(03:04) Family roots, Italian heritage, and the entrepreneurial spirit
(12:47) What architects get wrong and why faster collaboration matters
(14:33) How Peloton and Mancini Duffy began working together
(18:03) The scrappy story behind Peloton's first retail store
(23:01) How John Foley pitched the original Peloton idea
(30:19) Building Peloton from scratch through teamwork, persistence, and innovation
(36:31) The moment Tom realized Peloton could become a success
(41:47) Peloton's IPO, COVID-19, and explosive growth
(47:23) Leadership changes and Tom's difficult decision to leave Peloton
(53:03) Partnering with Chipotle founder Steve Ells to launch Counter Service
(59:33) Reinventing fast food with fresh ingredients and smarter supply chains
(1:01:31) Using technology to reduce food waste and grow the restaurant business
(1:05:54) How AI is changing restaurant operations and business decisions

In this episode of The Anti-Architect Podcast, Christian Giordano sits down with Ben Brougham, Senior Vice President and Creative Director of Brand at Jonathan Adler Design Studio, for a conversation about creativity, brand building, design, and the evolving role of AI in the creative process.

Together, they discuss what it takes to build and maintain a design identity as distinctive as Jonathan Adler’s, how Ben’s role has evolved over more than two decades with the company, and what it’s like working alongside Jonathan himself. Ben also shares his approach to creative leadership and why great design doesn’t always have to take itself so seriously.

jonathanadler.com

Episode highlights:
(3:18) How the Jonathan Adler creative process works
(8:31) Why great design needs “5% of levity”
(9:46) Collaboration between architects and interior designers
(11:47) How Jonathan Adler built a recognizable design brand
(12:18) Creating the identity of Parker Palm Springs
(19:43) Building long-term client relationships and repeat business
(21:42) Jonathan Adler’s beginnings as a potter and maker
(26:25) Choosing what is right for the project over promoting the brand
(30:32) Inside the design of Parker Palm Springs
(38:32) Restoring the 1971 Norman Jaffe house on Shelter Island
(44:52) Private equity, business growth, and creative freedom
(46:40) Making high-end design accessible through brand partnerships
(48:38) Benjamin Brumm’s early influences and love of antiques
(53:22) From film and television props to a career in design
(56:46) The moment Ben decided he wanted to work for Jonathan Adler
(58:20) How AI is changing the interior design process
(1:03:13) Career advice, learning new skills, and staying current

In this episode, Christian Giordano sits down with Chris and Kellen Murphy, Founding Partners of Murphy Schiller & Wilkes LLP, for a conversation about commercial real estate, land use, entrepreneurship, and the evolving role of AI in the legal profession.

Together, they discuss what it takes to move complex projects forward, from assembling the right team and navigating land use approvals to the growing politics surrounding data centers. Chris and Kellen also share how they built their Newark-based firm together, why relationships and emotional intelligence remain critical in the practice of law, and where they see AI creating new opportunities for the industry.

https://www.murphyllp.com/

Episode highlights:
(3:04) Why the Murphy brothers’ business partnership works
(11:54) How architects can give stronger planning board presentations
(16:19) Politics, zoning, and getting development projects approved
(28:25) Contracts, retainers, and getting paid as an architect
(33:22) How tax credits and gap financing work
(40:49) What is happening in the commercial real estate market
(45:15) How MSW grew from zero clients into a major real estate law firm
(51:22) Local attorneys versus statewide real estate law firms
(1:00:30) How AI is changing law and architecture

In this episode, Christian Giordano is joined by Tim Greiner, Executive Managing Director at JLL, to talk about the evolution of New Jersey’s office market and what tenants really want today.

Tim shares his perspective on the shift to hybrid work and the office “amenities arms race". He also gets candid about what architects get right (and wrong) during pitches and why doing the work before you’ve won the work can make all the difference.

They also explore how AI is changing commercial real estate, and the opportunity it creates for the next generation of brokers.

www.jll.com 

(2:52) What makes long-term business relationships last
(3:52) Is the office really back after COVID?
(7:36) What brokers need from architects
(18:44) How architects can improve their pitches
(23:02) What is happening in the New Jersey office market
(30:16) Redevelopment and office-to-residential conversions
(33:54) Which office amenities actually matter
(40:28) New Jersey incentives and the film industry
(51:12) Tim’s career story and major setbacks
(57:18) How AI is changing commercial real estate

In this episode, Christian sits down with Warren and Jason Leeds, the father-son team behind Dartcor Enterprises and Chelsea Hospitality Group. Together, they have built a hospitality-driven business that spans workplace dining, catering, and restaurant operations, with a focus on creating memorable guest experiences. Warren shares how he grew the company from a single gourmet market into a thriving hospitality enterprise, while Jason discusses his decision to leave a career at Goldman Sachs to help lead the next chapter of the family business. Together, they explore how hospitality extends far beyond food, the value of integrating operators early in the design process, and why thoughtful service and community-building are transforming the modern workplace.

https://www.dartcorhospitality.com/
https://www.chelseahospitality.com/
https://www.theantiarchitect.com/

Episode highlights:
(03:10) Creating spaces where people feel welcomed and valued
(07:04) Working together as father and son
(11:25) What architects often misunderstand about hospitality
(15:41) Why hospitality teams should join projects early
(21:36) Warren’s journey from a small café to workplace dining
(25:13) Surviving COVID and rebuilding company culture
(30:52) Launching Chelsea Hospitality Group
(34:54) Morris Proper and General Coffee Co.
(38:13) Making the office worth the commute
(53:20) Using AI to give hospitality teams more human time
(55:55) Robotics, coffee shops, and the future of service

In this episode of The Anti-Architect Podcast, Christian Giordano sits down with Corey Hennings, Project Director for the Americas at dsm-firmenich, for a conversation about leadership, collaboration, and resilience.

Together, they discuss what it takes to deliver complex projects, why communication and team fit are just as important as technical expertise, and how collaborative delivery methods can lead to better outcomes. Corey also shares how his journey in long-term recovery has shaped his perspective on building a career with purpose. 

Episode highlights:
(0:45) The project that changed Christian’s career
(6:11) Corey’s recovery story and alcohol culture in the industry
(15:03) CrossFit, grief, and healthier stress relief
(18:09) What frustrates owners about architects
(20:30) How owners choose the right architecture team
(27:47) Why design-build can improve project delivery
(40:58) What makes life science and pharma projects different
(43:24) CGMP, clean rooms, validation, and FDA oversight
(46:18) AI, robotics, and the future of lab design
(56:08) Career growth through peer networking

In this episode of The Anti-Architect Podcast, Christian Giordano sits down with Daniel Monteiro, Managing Partner of Reidy Contracting Group, to discuss a career built from the ground up.

Christian and Daniel explore the lessons learned from growing alongside a company, the value of understanding every facet of the business, and how leadership evolves over time. They also discuss Reidy Contracting Group's recent recognition on ENR's Top 600 Contractors list and the firm's work on high-profile projects, including the Warner Bros. Discovery Global Headquarters, the National Urban League Headquarters in Harlem, and the American Express Centurion Lounge. This conversation offers valuable insights on growth, accountability, and what it means to earn your way to the top.

https://reidygroup.com/

Episode highlights:
(2:18) What frustrates contractors about architects
(6:32) Compressed project schedules and early bidding
(12:50) What architects may find frustrating about contractors
(14:01) How architects can add more value during construction
(15:57) Why cost knowledge should start earlier
(19:04) The value of field experience for architects
(22:31) Learning from RFIs and repeated project issues
(24:35) Daniel’s background and path into construction
(29:29) The early days of Reedy Contracting Group
(34:19) American Express Centurion Lounge project
(36:42) Discovery and Food Network project work
(38:19) New York and New Jersey construction market outlook
(44:14) AI, scanning, robots, and the future of construction

In this episode, Christian sits down with Rick Fourie, Founder of Fourie Consultants in Tampa, for a practical conversation about architecture, construction costs, and project delivery. Drawing on more than 30 years of experience across the trades, subcontracting, general contracting, cost consulting, and owner’s representation, Rick shares how his unconventional path has given him a unique perspective. Together, Christian and Rick explore why accurate estimating remains one of the industry's biggest challenges, the risks of relying on cost-per-square-foot metrics, and how procurement strategies, constructability, and early budget alignment shape project outcomes. The conversation also examines value engineering, contractor pricing, Revit, and AI, while making the case that cost should be viewed not as a constraint on design, but as a powerful tool for making better decisions and delivering more successful projects.

www.fcicost.com
www.theantiarchitect.com

(2:11) Why architects struggle with construction costs
(3:00) The problem with cost per square foot
(6:22) Rick’s start in the trades and estimating
(9:10) Why early budgets are so important
(17:17) Rethinking value engineering as cost changes
(24:37) Constructability and field experience for architects
(29:07) When architects should bring in cost experts
(31:05) What quantity surveying means
(38:15) The risk of free contractor pricing
(55:22) AI, Revit, and the future of estimating

In this episode, Christian sits down with Jeff Lusin, Principal and Co-Owner at 45 Architecture in Bozeman, Montana, for a conversation about leadership, entrepreneurship, and the human side of architectural practice. Jeff shares his personal path into architecture - rooted in family craft and a deep connection to community - and how those influences shape the way he leads his firm and works with clients today. Together, Christian and Jeff dig into what it takes to maintain optimism in a challenging industry and the importance of intentional growth. The conversation also turns toward the future, exploring how architects can thoughtfully adapt to new technologies and AI without losing the creativity, judgment, and human connection that define meaningful architecture.

www.45arch.com
www.theantiarchitect.com

Episode highlights:
(0:00) Intro
(1:03) Jeff’s grandfather, shoemaking, craft, and early creativity
(3:30) Leadership, optimism, and staying positive through challenges
(8:09) Why not every client is the right fit
(10:14) Gatekeeping in architecture and the need for more openness
(16:20) How Jeff thinks about architecture fees, value, and risk
(24:16) The origin and growth of 45 Architecture & Interiors
(35:10) The Belgrade Community Library and local accountability
(44:04) How an MBA shaped Jeff’s approach to business
(49:42) AI, design, data, and the future role of architects
(58:58) Final thoughts and where to learn more about 45 Architecture & Interiors

In this episode, Christian has a conversation with Kara Kopach, Executive Director of the Fort Monmouth Economic Revitalization Authority (FMERA). Kara has been leading the transformation of the former Fort Monmouth military base into a thriving mixed-use community, including residential, retail, a Robert Wood Johnson healthcare campus, and the 300-acre Netflix Fort Monmouth Movie Studio. Christian and Kara unpack the complexities of large-scale redevelopment and share how community engagement and intentional planning can create spaces that truly connect with people.

https://www.fortmonmouthnj.com/

https://manciniduffy.com/

(0:44) Meet Kara Kopach and Fort Monmouth’s redevelopment story
(4:43) Fort Monmouth history and Kara’s personal connection
(12:03) FMERA’s mission, land use, and redevelopment process
(18:53) How the plan changed over time
(22:09) Historic preservation and design challenges
(33:52) How Netflix came to Fort Monmouth
(45:03) Other major projects, including the new hospital and Riverwalk
(50:39) What happens when the redevelopment work nears the finish line