Portrait of Max Chan, founder of Unpack Ground
Max Chan
Architect & Founder

I’m an architect, originally from Hong Kong and now based in London. After over a decade working on projects across the UK and Asia, I began to feel a disconnect between what was being built and what people and places actually needed. I started Unpack Ground to bring design and development closer together, with more care, clarity, and long-term thinking. Everyone deserves access to a well-designed home.

Growing up in a dense, fast-changing city gave me a lasting respect for land and how we use it. My experience in branding and strategy helps me approach each project with creativity and purpose. As a parent, I also think about the kind of homes and neighbourhoods we leave behind.

At Unpack Ground, I work with landowners and collaborators to create homes that are thoughtful, sustainable, and grounded in place. I’d love to explore what might be possible with you.

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Unpack unique potential
Grounded in purpose

Led by an architect, Unpack Ground helps landowners reimagine overlooked land through thoughtful, design-led development. We help landowners realise the value of their land — with no cost, risk, or hassle

Find out more

Who We Are

Unpack Ground is a small development studio led by an architect who believes that how we build matters.

Every project begins with listening — to landowners, to context, and to the long-term needs of each place. We apply smart design and sustainable thinking to unlock genuine value.

We build with care, not just for today but for the future. If you own land and want to see it become something meaningful, we’d love to hear from you.

Our Purpose

We believe homes shape lives and too many new ones feel like products, not places.

At Unpack Ground, we care about how homes are made. With thoughtful design and long-term thinking, homes can truly enhance everyday life.

That’s why we start small, listen closely, and bring design and development together — so every home feels connected and considered.

We do this because we love it and because we want to make a positive impact on people, places, and the planet.

Our Process

We call it our
4U
process
— a simple way to unpack your land’s potential.
Illustration of a site map with a dotted-line overlay, symbolizing hidden land potential
Uncover
We identify overlooked land with potential others may miss.
Illustration of an open planning book with a speech bubble and topographic lines, representing site analysis and planning context
Understand
We study the site’s constraints, planning context and viability.
Illustration of a small architectural massing with a lightbulb sprouting beside it, symbolizing design-led development
Unlock
We shape a design-led proposal grounded in its context.
Illustration of a planning document with a rising arrow and sparkles, representing value uplift through strategic planning
Uplift
We secure planning or strategic uplift through careful preparation.

Our Vision

Guided by the
3G
vision,  
we build with purpose and responsibility.
Illustration of a pencil and lightbulb over a design blueprint, representing creative and site-specific idea generation
Generate
We unlock potential with imaginative, site-specific ideas shaped by insight and design thinking.
Illustration of buildings and a leaf surrounded by circular arrows, symbolizing sustainable construction and community focus
Ground
We deliver with care — using sustainable methods, thoughtful detailing, and respect for community.
Illustration of a hand holding a globe with leaves, representing environmental care and lasting social value
Give
We create lasting value by shaping homes that enhance lives, strengthen place, and honour the planet.

Uncover Potential Now

We’re always open to conversations — with landowners, collaborators, communities and investors

Thank you! We will be in touch shortly!
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