The practice was founded in 2020 by Gabriella Gullberg following her move home to Sweden after 21 years in London. Her career began in London with 11 years at Eric Parry Architects, followed by roles at three further architecture practices, as well as a position at Victoria Beckham (Fashion), where she was project lead for the brand's retail roll-out. At Victoria Beckham, Gabriella was also responsible for all interior design across the company’s own spaces, including the design of several pop-up shops.

Today, the work is centred mainly on private homes, alongside offices and showrooms. In every project, the practice approaches the interior with the client's needs and personal style at its heart, tailoring each scheme to suit the way they actually live or work.