AI in Architecture: Antonio Quesada on Technology’s Role in Design at Morpheus & Co

Integrating AI into Luxury and Branded Residences

As AI continues to evolve, it has found a unique role in the architecture and design industry. Antonio Quesada, Managing Director at Morpheus & Co., an interior design studio specializing in branded residences, high-end residential spaces, and luxury hotels, believes AI can revolutionize creative processes. Morpheus & Co., known for its refined, client-focused design philosophy, has recently embraced AI to enhance its storytelling and concept development.

For Quesada, AI is a powerful tool that allows design teams to delve into complex research tasks and generate conceptual imagery faster than ever. A recent project involving branded residences highlighted the technology’s benefits. Working with a high-profile brand, the Morpheus team used AI to sift through massive amounts of design data, integrating cultural elements, demographics, and local aesthetics from global markets. This AI-driven process helped identify a unifying theme across different properties while providing inspiring visualizations for client presentations.

“AI collects and analyzes vast amounts of data from various sources, offering a wealth of material that helps us shape a vision,” Quesada explains. “But it’s still our role as designers to interpret, refine, and make it practical.”

Concept to Reality: Limitations and Human Expertise

Despite its transformative potential, Quesada emphasizes that AI’s current role in design remains largely conceptual. While AI can generate compelling images and style concepts, it cannot yet handle the practical aspects that make a design viable. The Morpheus team often finds itself challenged by AI’s lack of specificity in areas such as material selection and compliance with safety regulations.

For example, in a project where AI generated beautiful but fictionalized interiors, the team struggled to translate the virtual inspiration into a tangible, code-compliant design. As Quesada points out, “The concepts are inspiring, but we still have to do the real work—source materials, select fire-rated fabrics, and meet our quality standards.” This is where human expertise in materials, compliance, and functionality becomes essential, transforming AI’s abstract ideas into concrete results.

AI as a Back-of-House Tool: Streamlining Communication and Documentation

Beyond design, Quesada sees AI as a valuable back-office resource. He describes using ChatGPT to draft press releases, internal communications, and meeting summaries, saving significant time for the team. “It’s a productivity tool as much as it is a creative aid,” he says. AI’s capabilities in content generation and organization are freeing up more time for the team to focus on client interactions and design decisions, rather than administrative tasks.

This, Quesada believes, is the future of AI in design: a supportive technology that handles routine tasks, allowing designers to focus on the bigger picture. “By streamlining background processes, AI lets us spend more time on what truly matters—designing and creating exceptional spaces,” he adds.

Future of Living: The Rise of Branded Residences and Flex Spaces

One of Quesada’s main areas of excitement is the growing market for branded residences and flexible living spaces. Inspired by luxury hotel brands like Four Seasons and Mandarin Oriental, branded residences offer a lifestyle experience that extends beyond typical residential design. Morpheus & Co. is working on projects that merge hotel-style amenities with private living spaces, offering occupants the ultimate in flexibility and service.

In addition to branded residences, Quesada highlights a shift in post-pandemic housing preferences, with people increasingly valuing outdoor spaces and work-from-home capabilities. This shift is leading to new design opportunities, such as mixed-use properties that adapt to various living arrangements, from single occupants to multigenerational families. “Our designs are moving away from single-purpose spaces to multi-functional ones that cater to a wide range of needs and lifestyles,” he notes.

Cultural and Community-Oriented Design at Morpheus & Co.

Morpheus & Co. places a strong emphasis on cultural sensitivity and community engagement. Quesada explains that the firm’s team-oriented culture prioritizes a collaborative and inclusive workspace. The studio has recently relocated to a new office designed to foster collaboration and hands-on work with materials. “We’re doubling down on our commitment to community within the team, creating a work environment that is as inspiring as the projects we deliver,” he says.

With a diverse portfolio spanning the UK, Middle East, and Asia, Morpheus & Co. carefully adapts its designs to reflect the cultural nuances of each location. A recent Middle Eastern project, for example, was designed to include local influences while maintaining the brand’s global identity. As Quesada explains, “We’re working not just to meet client needs but to connect with the culture of the place, ensuring each project feels authentic and resonates with its surroundings.”

Advice for Aspiring Designers: Crafting an Impactful Portfolio

From his early days working at night jobs to make ends meet to leading a prominent design studio, Quesada has gained a unique perspective on building a career in design. He offers practical advice for emerging designers: “Pay attention to the details in your portfolio. It’s a reflection of your work ethic and attention to quality.”

Quesada advises job seekers to research prospective companies thoroughly, addressing applications to the appropriate individuals rather than sending generic submissions. Personalization goes a long way in making an impression, especially in competitive fields like architecture and interior design. “If a candidate has taken the time to understand our work and reach out personally, it shows genuine interest and commitment,” he says.

Finally, he emphasizes the value of humility and persistence. “I started my journey at the bottom, working various jobs to get here. Don’t be afraid to take on roles outside of design if they support your goals—every experience teaches you something valuable.”

Moving Forward: AI and the Future of Architecture

Looking ahead, Quesada believes that AI will continue to shape the architectural industry, not by replacing designers but by enhancing their capabilities. As AI tools become more advanced, he envisions a future where AI supports not only conceptual phases but also detailed design and project execution.

While the technology still has limitations, Quesada is optimistic about its potential to improve workflows, create immersive client experiences, and broaden access to sustainable design solutions. “We’re only beginning to understand the impact of AI on architecture and design,” he says. “The possibilities are endless if we keep exploring and pushing the boundaries of what’s possible.”

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