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Caroline Tam

English Editor 

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Isabella Alveberg, CEO of Snøhetta, is a powerhouse. In a seamless blend of technology and design, her journey from cybersecurity trailblazer to architectural visionary is not just a career shift, but a seismic reimagining of how creative industries can be led. As the first non-designer to head Snøhetta in its then 30-year history, Isabella has redefined the firm’s path since 2018, merging a tech-savvy outsider’s lens with a deep passion for purpose-driven design.<figure class="image"><img src="https://prd-cdn.jessicahk.com/Norwegian_National_Opera_and_Ballet_Helge_Skodvin_1_21a901ae9b.jpg" alt="Norwegian National Opera and Ballet_Helge Skodvin 1.jpg"><figcaption>Norwegian National Opera and Ballet. Photo courtesy of Snøhetta</figcaption></figure>Snøhetta, renowned for landmarks like the Norwegian National Opera and Ballet and the Bibliotheca Alexandrina, has long stood at the intersection of architecture, landscape, interior, product, graphic and digital design. With Isabella at the helm, its footprint now spans eight cities from Oslo to Hong Kong while deepening its commitment to sustainable, community-centric work. Her approach breaks from tradition in a field where CEOs typically rise through design ranks, proving that diverse perspectives can spark revolutionary change. Isabella’s decades in IT and cybersecurity may seem an unlikely prelude to architecture, yet her mastery of rapid innovation and complex systems has become a secret weapon as she confronts tackling the field’s toughest issues: outdated business models, undervalued creativity, and a competitive race to cut cost.As a woman in a male-heavy space, her rise to Snøhetta’s top role signals a broader shift, diversifying leadership in a profession overdue for inclusion. Her philosophy of “ethical profitability”—balancing financial health with social and environmental good—mirrors Snøhetta’s core values, turning abstract values into tangible impact.Breaking the Blueprint: The Power of an Outsider’s Lens Isabella’s leap to Snøhetta began with a moment of clarity in 2016. After 30 years in IT—15 at Microsoft Norway, then leading Avast Software—she hit a familiar wall after being passed over for a senior role in a male-dominated industry. But where others might see defeat, she saw a chance to rewrite her story. A mentor’s words struck a chord: “Don’t be defined by barriers that others set for you. Define your own barriers that you want to break through,” igniting a transformative journey toward uncharted territory.<figure class="image"><img src="https://prd-cdn.jessicahk.com/Isabella_Alveberg_Group_CEO_Snohetta_AS_78a8169a31.jpg" alt="Isabella Alveberg Group CEO Snøhetta AS.jpg"><figcaption>Isabella Alveberg. Photo courtesy of Snøhetta</figcaption></figure>Her first step wasn’t toward architecture but inward. At Avast, she launched Women@Avast, a mentorship program uniting ten standout women to defy the glass ceiling she’d repeatedly encountered. The initiative wasn’t just a lifeline for others, but a revelation for Isabella. When Snøhetta came calling in 2018, she found her next stage. “Snøhetta is a place where my brain is challenged every single day, but also my heart works every day, because I feel that what we’re doing is purposeful,” she said, reflecting on how the firm’s mission aligned with her shift toward meaningful impact.Her tech background brought unexpected strengths: navigating complexity, streamlining systems, and leading global teams with precision. Architecture’s struggles—stagnant business models, creativity sidelined by cost pressures—mirrored the resistance to change she’d overcome in IT. Free from the constraints of design dogma, she reframed success not as corporate metrics but as creating spaces that uplift communities, a pivot that’s since propelled Snøhetta into a new era of influence and innovation.Bridging Legacy and Innovation: Earning Trust in a Creative Dynasty Stepping into Snøhetta’s leadership meant inheriting a creative dynasty. The co-founder’s 30-year reign had produced icons like the Oslo Opera House, and Isabella faced a daunting task: earning trust without unravelling that legacy. She dubs the six-month handover a “dating period”—a careful, deliberate dance to align their visions. “He was handing over his baby to somebody who didn’t know at all what happened with that,” she recalls, acknowledging the previous CEO’s leap of faith in entrusting its legacy to an outsider.<figure class="image"><img src="https://prd-cdn.jessicahk.com/Norwegian_National_Opera_and_Ballet_Helge_Skodvin_78c264e2c2.jpg" alt="Norwegian National Opera and Ballet_Helge Skodvin.jpg"><figcaption>Norwegian National Opera and Ballet. Photo courtesy of Snøhetta</figcaption></figure>Without any formal training in design, she positioned herself as a facilitator, strengthening operations so Snøhetta’s creatives could shine. She streamlined support processes, refined strategies for the firm’s global studios, and built a framework that empowered its 350-strong team to focus on delivering world-class design. The real test was proving that business rigor wouldn’t stifle their creative edge—a fear the founder voiced as a fear of “being bureaucratized.” Isabella tackled it head-on, showing how stability could amplify innovation rather than suppress it.The pandemic became her proving ground. As studios shuttered in 2020, her tech expertise turned chaos into opportunity, pivoting Snøhetta to seamless digital workflows. Projects stayed on track, morale held steady, and her leadership cemented trust across the organization. Beyond logistics, she fostered psychological safety—a space where bold ideas could flourish. “Mine is more creating that security within a company where we’re free to be creative, within certain boundaries,” she explains. Across Snøhetta’s studios, diverse voices now drive breakthroughs, a vitality she credits to her non-traditional roots.Global Vision, Local Impact Leading Snøhetta’s global network, Isabella bridges cultures with a clear sense of purpose. Biannual gatherings in Oslo unite teams from eight cities, culminating in a symbolic hike up Snøhetta mountain—a ritual that bonds 350 employees from over 40 nationalities. Transdisciplinary workshops bring in outsiders—artists, philosophers, even local residents—to spark fresh ideas alongside architects. The Beijing Library, which drew 3.7 million visitors in its first year and hosted 3,400 events, owes its vibrancy to this approach, evolving into a community lifeline.<figure class="image"><img src="https://prd-cdn.jessicahk.com/Beijing_Library_Photo_by_Zhu_Yumeng_d6cc1b9dce.jpg" alt="Beijing Library_Photo by Zhu Yumeng.jpg"><figcaption>Beijing Library. Photo courtesy of Snøhetta</figcaption></figure>Local nuance meets global vision in Snøhetta’s Times Square overhaul, a district once a dangerous, congested mess despite its 330,000 daily visitors. Completed in 2017 under Isabella Alveberg’s leadership, the redesign transformed it into a civic gem, carving out 2.5 acres of pedestrian-only plazas between 42nd and 47th Streets. With support from New York City’s Department of Design and Construction and the Times Square Business Improvement District, subtle yet powerful changes—such as eliminating curbs, removing clutter, and adding sculpted granite benches—nearly doubled the pedestrian space, cutting injuries by 40% and crime by 20%.Rethinking Sustainability: Building for a Carbon-Neutral Future Isabella sees architecture’s cost-based fee model as a fundamental flaw. “Our business model is not based on the input of creativity or value increased by ideas; our business model is based on percentage of the cost,” she critiques. Snøhetta now incorporates social benefits, environmental gains, and community uplift into its approach, dodging the industry’s price-driven competition. Through thoughtful client dialogues, she’s shifting mindsets, positioning quality design as an investment rather than a cost.Her push for sustainability is ambitious. Beyond the 2049 carbon-neutral target, Snøhetta is experimenting with carbon-negative materials and energy-positive buildings. The Beijing Library’s transformation into cultural hub with green design elements reflects this dual focus, where financial health supports broader impact, allowing Snøhetta to pursue bold projects without losing its creative edge.<figure class="image"><img src="https://prd-cdn.jessicahk.com/Beijing_Library_Photo_by_Zhu_Yumeng_1_c0bb398f68.jpg" alt="Beijing Library_Photo by Zhu Yumeng 1.jpg"><figcaption>Beijing Library. Photo courtesy of Snøhetta</figcaption></figure>Empowering Through Diversity: Mentorship and Inclusion in Action Her experience with Women@Avast taught Isabella a key lesson: change requires allies, not just advocates. At Avast Software, she’s built a mentorship web where seniors guide emerging leaders—gender aside—with tailored support for women. Cross-disciplinary circles encourage collaboration, while flexible policies, like parental support and clear advancement paths, have boosted female leadership across studios. Diversity KPIs and open forums track progress, turning inclusion into measurable action. Her efforts ripple outward, shared at global forums, nudging the wider industry toward equity with steady, deliberate steps.Architecture with Heart: Creating Spaces That Serve&nbsp; Isabella’s “community-friendly architecture” approach reimagines spaces as engines of social vitality rather than mere structures. “We try and engage with the communities to understand how this building is supposed to function,” she explained, emphasizing that design must prioritize the people it serves. This philosophy shapes Snøhetta’s process, turning buildings into communal lifelines that foster connection and well-being across diverse populations.Isabella is committed to giving back to communities through design, an approach which stands out in projects like Times Square. Before finalizing the redesign, Snøhetta set up temporary installations—movable seating, pop-up pathways—inviting pedestrians to test and critique them in real time. “We try and engage with users regardless of backgrounds, gender, religion, nationality,” she noted, ensuring every voice informs the outcome.<figure class="image"><img src="https://prd-cdn.jessicahk.com/Times_Square_photo_by_Michael_Grimm_27b9c20ef7.jpg" alt="Times Square, photo by Michael Grimm.jpg"><figcaption>Tims Square. Photo courtesy of Snøhetta</figcaption></figure>Regenerative design adds another layer—designing spaces that give more than they take. Features like publicly accessible green roofs, multi-use community rooms, and integrated art installations turn functional buildings into gifts for their surroundings. “Buildings don’t just serve a functional purpose, they actually serve the people who need to inhabit them,” she said, a principle evident in every corner of that bustling hub.Shaping the Future: A Legacy of Purpose Isabella’s tenure at Snøhetta fuses tech precision with creative fire, cementing its role as a sustainable, inclusive leader. Her journey from cybersecurity to architecture embodies a rare alchemy: blending outsider insight with a deep reverence for the power of design. She has not just maintained Snøhetta’s legacy since 2018—she’s propelled it into new territory, proving that a non-designer can lead a creative titan to greater heights.<figure class="image"><img src="https://prd-cdn.jessicahk.com/IMG_3003_b38cda1168.JPG" alt="IMG_3003.JPG"></figure>Looking ahead, Isabella envisions Snøhetta crafting architecture and design that respond, regenerate, and uplift—not merely adapting to the future but shaping it, positioning Snøhetta as a pioneer for the next era. Its legacy will transcend buildings like the Oslo Opera House or Beijing Library, living in the countless lives touched by spaces that serve, sustain, and inspire, breaking barriers for generations to come.

Redesigning the Future: Isabella Alveberg's Snøhetta Revolution

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As the first local female leader within the company, Samsung Electronics Hong Kong Managing Director <a href="https://www.linkedin.com/in/yiyin-zhao-b16aa98/">YiYin Zhao</a> shares valuable insights into the company's unwavering commitment to promoting diversity and inclusion, ensuring that every individual has equal opportunities to thrive and contribute.&nbsp;Samsung places a strong emphasis on sustainable innovations and fostering an inclusive corporate culture, as evident from the leadership of YiYin Zhao. Committed to&nbsp; empowering women and upholding ESG principles, Samsung is actively driving positive change in the industry.&nbsp;Discover how Samsung leads the way in sustainable innovation while cultivating an inclusive work environment.Text: Goosie Lam Photo: Raymond Chan&nbsp;

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