William Smalley set up his architectural practice in the year 2010. He is recognised as one of the architects with a rare sensitivity. He has matured his own idiosyncratic design language, which is a balance between an in depth admiration for tradition and a relentless minimalism. He has a profound knowledge for old buildings and their background with a passion for new spaces. He is popular for his usage of basic yet high quality materials and comprehensive understanding of design merged with luxury. His projects are often within the boundaries of simplicity, a quality that is prominent in the lime washed walls of a medieval building, penetrated and made obvious through a modern sentiment.