Author: bracket

“ Being a visionary is about seeing beyond the conventional, challenging limitations and constantly innovating to create something both groundbreaking and timeless.”

Karl Borowiec is the Chief Operating Officer at Orama USA, spearheading the brand’s strategic expansion into the American market. With deep expertise in high-end fenestration solutions, he leads the charge in bringing European precision and craftsmanship to Los Angeles discerning architectural community. From his base in the new LA showroom, Karl works closely with architects, designers, and homeowners to deliver tailored solutions that embody Orama’s commitment to elegant design and outstanding performance.

Building bridges between Europe and America

The new showroom in Los Angeles was inspired by the need to create a dedicated space where architects, designers and homeowners can fully experience Orama’s craftsmanship, precision and European design philosophies firsthand.

“Given LA’s strong demand for high-end, customizable fenestration solutions, the showroom serves as an interactive environment where visitors can see and operate Orama’s minimal frame designs, understand the technical details and consult with our experts on tailored solutions for their projects,”  explains Karl.

The showroom is designed to be both a functional workspace and an immersive experience. Full-scale product installations showcase Orama’s ultra-slim aluminium systems in different configurations, while material samples and finishes allow clients to explore customisation options.

“We offer hands-on consultations with our in-house team, including drafting specialists and project managers to help discuss the feasibility and technical aspects of our products. Live demonstrations of our advanced systems showcasing our thermal performance which meet and exceed California’s stringent energy standards.”

A think tank for innovation and modern fenestration

The showroom positions Orama as a key player in shaping LA’s luxury residential and commercial architecture by providing a local hub for European quality window systems, catering to the city’s growing preference for seamless indoor-outdoor living, expansive glass facades, and sustainably focused designs.

Inside Orama’s LA Showroom

“It’s more than just a product showcase. It’s a think tank for innovation and modern fenestration, fostering collaboration among industry professionals to push architectural boundaries in Los Angeles.”  The primary audience for the LA showroom is a mix of architects, builders, interior designers and homeowners, each with distinct needs but overlapping interests. “The space is designed for architects, builders and designers to bring their clients, review plans and discuss specifications.

We display high-quality samples of our glass and aluminium systems, with aesthetic-based product displays that highlight the beauty and functionality of Orama’s systems in a real-world setting.”

Precision, innovation and elegance

For Karl, Orama is defined by meticulous engineering, from the slim aluminium profiles to the seamless integration of glass.

“Every detail, from sourcing materials all the way through installation, is executed with the highest standards to ensure flawless performance. The brand pushes boundaries in modern fenestration, combining cutting-edge European manufacturing techniques with today’ s advanced glass technologies. Orama’ s systems aren’t just about aesthetics. They’re designed to enhance energy efficiency, acoustics and the overall user experience.”

The brand delivers minimalist luxury, creating large-format, almost invisible barriers between indoor and outdoor spaces. “The refined aesthetics, superior craftsmanship and seamless operation embody a timeless sophistication that appeals to high-end residential and commercial projects.”

The satisfaction of collaborative excellence

What Karl enjoys most about his role is the collaborative process of working with architects, designers and clients to find the perfect solution for their projects.

“Whether it’s tailoring a system to meet their unique design challenges or ensuring flawless execution from concept to installation, satisfaction comes from knowing that every detail contributes to an exceptional final result. The industry is constantly evolving and the challenge of refining materials, improving performance and setting new design standards is what makes it exciting. Plus, seeing a well-executed project reminds me of why this work matters.”

His relationship with Orama began about two years ago with a shared commitment to quality, innovation and precision. “Orama stood out to me in the market with its 100% European- made products, made products, engineering and direct-to-client approach, which made it an appealing partner for those who prioritize both design and technical performance. Every system is designed and manufactured with superior craftsmanship and consistency. Orama isn’t just selling products. They’re pushing the boundaries of architectural window systems, ensuring better pricing transparency, quality assurance and personalised experience for each and every one of our clients.”

The visionary power of architects

Architects play a crucial role in Orama’s success, because they are the visionaries who push design boundaries and challenge the company to deliver the most refined, high-performance solutions.

“Their expertise in spatial composition, material selection and technical detailing help shape the way our products integrate into modern architecture. Architects bring creative and ambitious concepts that inspire new ways to refine and adapt our systems. They set design trends and often act as trusted advisors to our clients, making their endorsements of the Orama product essential for our brand growth.”

Material samples and finishes allow clients to explore customisation options

Shaping the architectural identity of America

Orama’s minimal frames and design solutions are helping shape the architectural identity of the US market, especially in Los Angeles, where the demand for indoor-outdoor living, expansive views and modernist aesthetics is at its peak.

“Orama’s ultra-slim profiles and large glass panels reinforce the quintessential LA lifestyle—seamless transitions between interiors and nature, whether it’s the Hollywood Hills, Malibu or Beverly Hills. Homes are designed to dissolve barriers between the inside and the outside.”

LA architects and homeowners are increasingly drawn to European aesthetics, refined materials and minimalism, with a focus on craftsmanship, all of which align with Orama’s European identity. “The minimal frames market in the US has been experiencing significant growth, driven by increasing demand for modern aesthetics and high-performance glazing solutions. While Europe has long embraced ultra-slim systems, the US market, especially in high-end residential and commercial projects, is rapidly catching up. While the US market demands aesthetics, it also requires thermal efficiency, air-tightness and durability. Orama delivers performance adapted to California’s energy codes.”

Strategic growth and eastward expansion

Orama’s expansion in the US market is all about strategic growth—deeper engagement with architects and developers, and reinforcing the company’s presence in key high-end markets. “We started with the showroom in Los Angeles and will continue our expansion eastward.”

The visionary mindset

For Karl, being a visionary means anticipating the future, pushing boundaries and redefining what’s possible. “It’s about seeing beyond the conventional, challenging limitations and constantly innovating to create something both groundbreaking and timeless. It’s someone who can reshape the way spaces and people connect. A visionary is a forward thinker, someone who doesn’t follow trends but sets them.”

For Orama, being a visionary isn’t about flashy marketing or empty innovation. “It’s about the relentless pursuit of excellence in both design and execution. Every project, every detail, every collaboration is an opportunity to shape the future of modern architecture. Orama is striving to set standards by continuously refining our materials, engineering and performance standards. Every detail matters, and we’re always looking ahead like true visionaries do.”

“…Visionary is someone who can implement a strong idea by taking the various obstacles and challenges that come their way and turning them into solutions and advantages.”

Ιlias Papageorgiou is the principal architect of PILA Studio, an architectural design firm based in Athens and New York. He and his partner Christina Papalexandri established the practice in 2019 while living in New York. They have since moved and opened their second office in Athens, working between multiple projects at all scales, from private home renovations to masterplans for office and residential buildings.

Ilias Papageorgiou & Christina Papalexandri | PILA Studio

In this edition of THE VISIONARIES, Ilias talks of how their shared experience working across different countries and with multicultural and multidisciplinary teams shaped their approach to architecture and helped them overcome the challenges of designing the façade of the 22-storey Piraeus Tower, one of the tallest and most emblematic buildings in Athens.

Embracing an open design process

After completing his master’s degree at Harvard University’s Graduate School of Design, with a scholarship from the Onassis Foundation, Ilias Papageorgiou worked closely alongside Dutch architect Florian Idenburg and Chinese architect Jing Liu as a partner in the architectural design firm SO – IL in New York City. “My approach to architecture was shaped significantly by my experience as an architect in New York. Over my 11-year stay at SO – IL, we developed retail, cultural, and residential projects in the US, Europe, Mexico, and Asia. In the office, everyone came from different backgrounds and places around the world. So, being open to possibilities and diverse perspectives was essential. I think this helped us cultivate an outward-looking approach to architecture. And it is something that we also practice at PILA today.” 

Tree House, render, Ammouliani Hotel, Greece

According to Ilias, a big part of PILA’s design process involves communicating openly with your team about what you’re creating together and putting your ideas out — even if they’re rough at first.

Ilias Papageorgiou with PILA’s team member

“Our ethos as a company is about feeling free to show your work. I think this transparent collaboration is what makes a project successful. And it is the same when we are working with a client. We bring things to the table, the various parameters of the project, different ideas and directions, to see how they feel. And then, slowly, we sort of filter the information that becomes irrelevant and conclude to a strong design direction.”

Alongside smaller-scale projects like the renovation of a small apartment for a Danish gallerist in Exarhia, Ilias Papageorgiou and his studio are most known for redesigning the façade of the Piraeus Tower located in the heart of Greece’s largest port. Initially designed by I. Vikelas, G. Molfesis, and A. Loizou, the 82m tall building was the most ambitious construction project of the 1970s. Unfortunately, though the building frame was completed in 1974, and some shops and offices were operating on the first three floors, the project was abandoned in the following years.

Awakening the “sleeping giant”

As a result, the Tower of Piraeus remained uncompleted and empty until 2020, when the joint venture of Dimand, PRODEA Investments, EBRD and Cante Holdings Ltd took over the lease and brought PILA on board to redesign the façade. “It was one of the first projects we did when we established the office in Greece, and we got invited into a competition to submit a proposal,” Ilias remembers. And he continues, “I think it was one month before the first lockdown. The office was still very young, and we hadn’t worked together before. We were still trying to figure out all the processes, and then suddenly, we had to develop a proposal for this super exciting project.”   

Piraeus Tower, Greece

Among the many challenges of this project was that zoning laws in the wider Athens area have hindered the development of high buildings in the city, resulting in a mild landscape and a lack of widespread technological knowledge of such structures. So, Ilias and his team had to figure out a design and construction process for this type of project. “The Piraeus Tower has a very different scale from everything around it. So we aimed to design a façade to help the building break down its scale and blend with its surroundings.” 

Piraeus Tower, Greece

For this, PILA devised a modular panel system that repeats across and allows the building to be perceived differently depending on where you are. Ilias explains the concept further, “The façade consists of vertical and horizontal components. The vertical louvers were designed to have a minor displacement between each floor, so it appears like there’s a slight movement across the face of the building. In addition, they slightly rotate on every floor at a different degree, which helps optimize the shading and allows the people inside the building to enjoy multiple views of the port and the city of Athens.” 

Responding to the developer’s commitment to building the first LEED Platinum-certified high-rise building in Greece, PILA’s facade solution for Piraeus Tower combined very ambitious energy efficiency and sustainability targets, reducing solar gain by 45% and the cooling needs of the building by about 20%.

Rethinking how we want to build

Ilias is adamant about sustainability: “I think it’s not a matter of whether you will follow it. It’s almost like a basic structural component; buildings today must be as sustainable as possible.” And, “When you approach a building within this framework, what I find quite interesting is the topic of circular design. How we can apply the principles of circular economy in the way we design our built environment; how we can realise more value from existing buildings instead of demolishing them, and keep resources and building materials in the economy, and stop them from becoming waste.” 

Site Verrier, Meisenthal, France. Collaboration with SO-IL and FREAKS

This holistic approach is how Ilias Papageorgiou envisions the future of architecture. “It’s essential to consider all aspects of the ecosystem that a building exists in. We must examine how our design will appear aesthetically – in context, look at neighbouring buildings and open spaces, consider the sun’s position at different times of day, its users’ wants and needs, and what messages the design should project. Finally, we should examine sustainability from a materials and an environmental perspective. I think that today, in Athens and other cities as well, there is a tendency to build individual buildings. But these buildings are not properly connected to the living reality of the actual site. So, what I believe is missing is maybe a more meaningful dialogue between the people developing a building and those responsible for the city’s infrastructure and the public space.”

Being a visionary

When asked what qualities define a visionary, Ilias Papageorgiou replies with conviction that they are “someone who can implement a strong ideaby taking the various obstacles and challenges that come their way and turning them into solutions and advantages.”

Ilias Papageorgiou during the interview at PILA studio

“…Visionary is someone who treats each challenge with broadened observation; circular vision. He never stops and can see beyond the ordinary, much like a chess player who can think of many moves ahead.”

Germano Agostini, chief executive of Agostini Group, is Orama’s business partner for Italy. In this edition of THE VISIONARIES, he speaks of the industry’s challenges and what drives him. Then, during the interview’s second half, he is joined by architect Francesco Perissinotto from Machina Architetti Associati to talk about one joint project, the Riverside House.

Mr. Agostini & Mr. Perissinotto during the interview at the House in the Riverside, Treviso, Italy, 2023.

Celebrating 60 years in business and driven by a desire for constant growth, Agostini Group has been at the forefront of testing new materials and driving innovation in high-efficiency windows. “Our company started producing PVC shutters in the 1960s, and in the 1980s, it was among the first in Italy to build windows and doors made of PVC. At the beginning of the 2000s, and keeping up with industry needs, we developed and patented the Fibex-Inside range of aluminium and wood-aluminium frames, one of the first profiles with a central insulating body of Fibex, offering maximum thermal insulation and exceptional structural stability. A few years later, Agostini Group took another step forward and launched its collaboration with Orama Minimal Frames, establishing itself as one of Italy’s leading suppliers of minimal window systems.” 

This short history embodies Germano Agostini’s and the group’s determination and vision to create a new way of opening living spaces to life, air, and light, improving people’s well-being and quality of life. “My vision and how I lead the company, setting ambitious goals and continually seeking to improve our offerings, has been greatly influenced by sport.” A passionate sportsman, Germano Agostini has always loved sailing, basketball, and tennis. He firmly believes that trying new activities is the perfect way to challenge yourself, embrace new perspectives, and experience things differently. “Even today, I like to try new sports, like kitesurfing or padel. Trying new things is about confronting hesitation and overcoming the fear of the “unknown.” But, for Germano Agostini, sports can teach us far more than motivation and drive. “To be an effective team leader in sports, as it is precisely in business, you need to have a positive mindset, be a good listener, and encourage others to do what they do best. You must put your ego aside and challenge yourself before you challenge your team. Share a common goal, believe in the value of collaboration, and define your success according to the impact you have on those around you. These ideas have been central for me in taking our business forward.”

Agostini Group Factory, Italy, 2023

Without a doubt, Agostini Group operates in an increasingly challenging industry, with digitalization, demographic change, the fusion of work and private life, and a new awareness of climate change, health, and quality of life, defining its present and future. “What I love most about what I do are these challenges… because they require relentless research for new, better, more efficient design solutions. I like to be ahead of others. I am becoming increasingly concerned about environmental protection, possibly influenced by my teenage daughters. And that will be the next challenge, manufacturing windows employing environmentally sustainable production processes.”

Mr. Agostini during the interview at the House in the Riverside, Treviso, Italy, 2023.

Approaching every challenge through a lens of opportunity

Germano Agostini’s intentional, positive, and action-oriented attitude led him to pursue a partnership with Orama Minimal Frames. “While windows have always been an integral part of a building’s fabric, in recent years, they have taken on increasing significance in building design, particularly with the rising need for larger window-to-wall ratios in construction. Therefore, I felt the need to expand our offering with a range of minimalist windows, an anticipatory product not yet well-known in the Italian market.” 

Casa tra gli alberi, Treviso, Italy, 2020. Arch. Davide Ceron

“Looking at Orama for window solutions that represented this new way of living the habitat in its essence and combined technical excellence, attention to detail, and design flexibility, I also discovered products that guaranteed optimum energy efficiency and safety, all essential requirements for the Italian market. But suppose I were to point out the most crucial aspect of our partnership. In that case, Agostini continues, it would be the great respect I have for them as a business and the confidence I feel when working with their products.”

Casoneto – Attico Centro Storico, Milan, Italy, 2019.

One of the most exciting projects of Agostini Group, in terms of the large number of minimal frames used, was the HPA Lake Luxury Life private residencies complex on the hills of Padenghe sul Garda. “With sweeping views of the lake, our client wanted to create unique and elegant interiors that completely opened up to the outdoors, so we chose to work with Orama as the most suitable solution for this request.” 

House in the Riverside, Treviso, Italy, 2022. Marco Zanta Photography

Form, Aesthetics, Permeability 

According to Agostini, this interplay of closed-open, inside-out spaces is where the opportunity arises for architects to explore minimal window solutions. “As designers, it is important to move away from treating windows as a mere element of building construction. Instead, we would like them to consider the frame more as an integral part of interior architecture. Yet, to still meet functionality, security, and comfort requirements.”

As people’s perspectives and use of their space vary, so do window frames. Germano Agostini ponders the fact that there is never the same configuration twice. Instead, it may differ in size and in modularity; fixed panes combined with sliding panes, exposed or concealed in the wall, even with pivoting opening solutions.

“Minimal windows are so versatile that there are endless solutions, and our role is to listen carefully to the architect’s vision, to think beneath and beyond their request, and offer the best possible solution.”

When Francesco Perissinotto, the architect responsible for the Riverside House project, approached Germano Agostini, he presented a design scheme defined by a distinct form, aesthetic character, and seamless integration into the environment. Situated on the banks of the Sile River, outside Treviso, the building design boasts a serpentine-like layout to take full advantage of the view, with a large porch ‘framing’ the riparian landscape and simultaneously respecting its naturalness by decreasing the height of the facade. For Perissinotto, the choice of the Orama minimal frames was “a one-way-choice,” and so was Agostini Group’s ability to interpret and amplify our design. He continues, “there are two strengths of the minimal frames: their highly technological essence and seamless character. The large windows and the formal elegance of the frame have contributed extremely well to the need to frame the wide views, creating a visual continuity between interior and outdoor.”

House in the Riverside, Treviso, Italy, 2022. Marco Zanta Photography

Concluding our conversation, Germano Agostini describes a visionary as “someone who treats each challenge with broadened observation; circular vision. He never stops and can see beyond the ordinary, much like a chess player who can think of many moves ahead.”

“…Visionaries are free thinkers, dreamers, and problem-solvers; people who channel their vitality and energy to master their abilities to create better worlds for others.”

Stella Pieri and Pieros Pieris are partners of Pieris.Architects. They create buildings with “eco-emotional intelligence”—a term they invented to describe their design philosophy—meaning spaces that inspire users’ respect for the natural environment and meet their needs in harmony with nature. In 2004—when Stella and Pieros returned from their studies in England and founded Pieris.Architects—they set up a thriving full-service firm, imbued with an extrovert spirit and a mission to create architecture that enhances people’s quality of everyday life.

“We enjoy working on buildings of different types and scales and we always follow a performance and information-driven design process that takes into account the urban, natural, and cultural context of each project,” explains Pieros. “Our work is the result of extensive research, playful experimentation, and intellectual manifestation.”

Cooperation Bank Headquarters, Nicosia, Cyprus

Architecture: past, present, and future(s)

Developing further a grand architectural legacy—inherited from Constantinos Pieris, their father who established their architecture firm back in 1976—they went on to achieve a radical mutation in the practice of architecture, making their mark with their passion for sustainability, their appreciation of cutting-edge materials, and their perspective on the future.

Stella Pieris & Constantinos Pieris, Athens, 2022

Stella is a firm believer that architects have the ability and the responsibility to design for the present and the future; to respect and protect the natural environment, as its role is essential to human health and well-being.

“At Pieris.Architects, we strive to deliver pioneering projects with a greater positive environmental and social impact; projects that incorporate modern technology in unexpected ways and act as catalysts for growth”.

Metropolitan Seaplane Port, Eleysina, Greece

Encompassing complex systems and ethics.

On one level, Pieris.Architects are being called upon to design buildings that respond to substantial challenges. “Clients from different countries and backgrounds trust us with the design of houses, apartment complexes, and office buildings, but also other building typologies with complex operations, such as the Attica Metropolitan Seaplane Port, hotels, and medical facilities among others”.

Their architecture, however, isn’t merely shaped by the trends and developments in the sustainability realm. It rather integrates them while serving the current societal conditions and deliberating what one is leaving behind for those that follow.

Metropolitan Seaplane Port, Eleysina, Greece

But how can architecture respond to fast-evolving situations or even prepare to cope with what is not wholly apparent? In Pieros’ mind, “architecture is indeed a field where change can be slow. In a way, this makes sense if you consider that it can take years from concept to execution for a new building to rise. Nowadays, however, change is happening at an unprecedented pace; global warming, the war in Ukraine, and the pandemic are just some examples of a world in flux.

Aetheria Heights Plaza, Peyia, Cyprus

In response to these changes, architects are being called upon to reshape the building environment ranging from education, workspace, community, housing, and anything that the last few years’ challenges have touched and transformed. So, as architects, we need to be endlessly curious and open to change, with the ability to retain as much flexibility as possible in thought and practice – in other words, we must go beyond the traditional means of design, finding new ideas as soon as they appear and new ways to give them a public platform.”

Stella & Pieros Pieris during the interview, Athens, 2022

Visionaries are leaders and dreamers.

In this context, this expansion of the ‘playing field’ is urging architects to ask harder questions and take responsibility for the strategic role they increasingly play. So when asked what makes a visionary, Stella describes a person “who can conceive a finer version of an existing situation and use this as a driving force to bring change in people’s everyday lives; someonewith determination, resilience, persistence, and complete belief in themselves and their purpose,” and Pieros fittingly adds that “visionaries are free thinkers, dreamers, and problem-solvers; people who channel their vitality and energy to master their abilities to create better worlds for others.”