In recent years, the ever-increasing profile of Bjarke Ingels and his firm BIG have been hard to miss. For an office that is barely 10 years old, the number and scope of their projects is astonishing; to cope with demand, the firm has grown to employ almost 300 people. This growth, though, did not happen by accident. In this article, originally published on DesignIntelligence as "The Secret to BIG Success," Bob Fisher speaks to the firm's CEO and Partner Sheela Maini Søgaard in order to uncover the business plan behind the BIG phenomenon.

BIG may be the most appropriately named firm on the planet.

The Bjarke Ingels Group (BIG) seems to have an outsized impact in all it does. The Copenhagen-based design firm turns conventions and assumptions upside down and combines contrasting possibilities in outrageously bold, imaginative and playful ways. Projects like Via at West 57th Street in New York City and the Amager Bakke Waste-to-Energy Plant in Copenhagen are prime examples: the first a pyramid-shaped apartment building that defies the forest of rectangular towers around it, and the second a power plant that doubles as a smoke ring-blowing ski slope.

The world has taken note. Whether in praise or criticism, the architectural, cultural and business media tend to strike a heroic tone when describing the firm’s work: radical, ambitious, bold, confident. In short…BIG.

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