Collaborator Profile: Jonathan Feldman of Feldman Architecture

Amplified is excited to be collaborating on an upcoming project with Feldman Architecture, Cloud’s Rest. The firm’s iconic homes etch California’s dramatic landscape like exquisite haiku poems. For this compound, the architects designed a series of pavilions located in the remote Santa Lucia Preserve, a 20,000-acre private development and land trust near Carmel. Each pavilion features curated views connecting the buildings to the landscape and sunlight. We caught up with founding partner Jonathan Feldman to learn more about his background, as well as the values and aspirations that unify the company and inform its vision for the future.  

AL: You have an eclectic background, having studied Astronomy and English at Amherst and working in film production and residential construction before receiving your MAarch from the University of Oregon. How does that inform your architecture? 

JF: We all bring our past experiences, education, and exposure to every new challenge. I credit my liberal arts background, particularly in astronomy and English, with shaping my critical thinking and problem-solving skills. I’ve always been curious by nature, and in college, I learned how to ask deeper questions and search for meaning, whether contemplating the origins of the universe or the subtext of a novel.

As architects, I think we add the most value when we take the time to understand the “why” behind a client’s brief. That opens the door to design solutions that go beyond the obvious or expected. As a bonus, I’m skilled at understanding how sun angles shift throughout the day and across seasons, which enables us to choreograph light in our buildings in beautiful, intentional ways.

AL: What drew you to architecture as a career?

JF: I’ve always been a visual learner and drawn to creative pursuits. As a kid, I built tree forts and go-karts and spent hours with LEGO and other building sets. Later, I explored photography and filmmaking. After college, between film production jobs, I worked for a residential contractor remodeling homes in the Bay Area.

At that point, I wasn’t sure about architecture, but I found myself in a graduate program designed for students without prior architectural training. Once I entered the design studio environment, I quickly realized I had found my happy place.

AL: Who is an architect of the past or present that you admire?

JF: There are many, but I often return to Alvar Aalto and the Scandinavian modernists. Aalto’s use of natural materials, his mastery of daylight, and his sensitivity to place have always resonated with me. His work manages to be modern, humanistic, and deeply site-responsive—all things I strive for in our projects. 

AL: Your firm’s architecture sits lightly on the land; how do you achieve that?

JF: It starts with a simple belief: nature usually does it better. When you have a deep appreciation for the natural world, especially in pristine settings, you approach design with humility and a desire to tread lightly.

Too often, architecture attempts to make a statement that ultimately overwhelms the site. We take a different approach. We spend a lot of time studying the subtle forces at play—light, topography, vegetation, wind—so we can design in a way that supports and enhances what’s already working and gently addresses what’s not. It’s our version of the medical profession’s guiding principle: “First, do no harm.”

AL: Feldman Architecture is committed to sustainability; how do you balance that with aesthetics?

JF: Over time, I’ve come to see that good design—and true beauty—are rooted in addressing fundamental human and ecological needs.

A cathedral inspires awe, a home provides shelter, and good architecture should protect and uplift both people and the planet. A “retreat” that destroys a pristine landscape or generates excessive greenhouse gas emissions isn’t truly beautiful. Beauty that disregards context and consequence is incomplete. For us, sustainability isn’t in tension with aesthetics—it’s integral to it. 

AL: How do you incorporate technology into your designs?

JF: Architecture today is inherently technical—from building science and performance modeling to digital design tools and AI-assisted workflows. We’re always exploring new ways to improve our designs and processes.

That said, we know we don’t have all the answers. We make a point of surrounding ourselves with brilliant consultants—engineers, fabricators, and sustainability experts—who help us and our clients navigate the increasingly complex world of high-performance, high-integrity architecture.

AL: What is your favorite building? 

JF: I’ve always been fascinated by Aalto’s Muuratsalo Experimental House—his summer home and living laboratory. It’s where he tested ideas about form, material, scale, and detail in an environment that allowed for play and experimentation. I’ve always loved the idea of having a space like that—part home, part dreamscape, part architectural sketchbook.

AL: You are focusing on new work in the mountains of Utah and other Western states. What prompted this effort, and what do you believe Feldman Architecture has to offer in these new locations?

JF: Over the past few years, we’ve been increasingly focused on the Mountain West, particularly the mountain resort communities in Utah. These regions are experiencing tremendous growth, and we believe our site-sensitive approach, refined aesthetics, and commitment to regenerative design and land stewardship bring a fresh and thoughtful voice to the evolving conversation in these areas.

We are partnering with a few outstanding local architects as we launch our first satellite studio, and it’s been energizing to begin working in these breathtaking landscapes. The opportunity to respond to such stunning terrain is expanding our architectural vocabulary in powerful and inspiring ways.