Could Be Architecture

Could Be Architecture Could Be is the award-winning design practice of Joseph Altshuler and Zack Morrison. We work at all scales of the designed and built environment.

Could Be Architecture is the design practice of Joseph Altshuler and Zack Morrison that takes pleasure in projecting what the world could be. We believe that architecture enacts its greatest potential when it builds audiences that didn't previously exist; when it communicates a story, resonates with people's emotions, and instigates enthusiasm around the activities and aesthetics that it stages. W

e're invested in architecture that might be playfully sincere and seriously funny. We enjoy eyeing the everyday, drawing details, and strategizing scenarios. We're interested in borrowing familiar forms from our surroundings to unlock their latent potentials, and in coupling forms and graphics to propel performance and conjure meaning. Fueled by a collaborative adventure with clients, consultants and colleagues, our designs deliver objects and spaces of desire, both built and speculative, endowed with dreamy but calculated optimism. By positioning architecture as an active character in the world, we envision a future full of surprise, wonder, and delight.

Happy 2026 from Could Be! Here’s peek at last year’s highlights:—Designing ‘Little Second City’, an interactive play spa...
01/01/2026

Happy 2026 from Could Be! Here’s peek at last year’s highlights:

—Designing ‘Little Second City’, an interactive play space for and . 📸
—Visioning urban design frameworks for public art and public spaces in Bloomington, Indiana . With and .
—Curating the 2024–25 cycle of ‘YES AND,’ featuring 12 public installations from August–November. With curatorial partners .i.am and Mila Lipinski. 📸
— Welcoming over 1,000 visitors to the 4th edition of the Chicago Sukkah Design Festival in October, with , , , and .
—Contributing scholarly drawings and showcasing students’ work at the ‘Time Space Existence’ exhibition () at the .architecture.biennale.
—Contributing our Festival Cartography drawing to the ‘Common Chicago’ exhibition, part of the —on view at the Reading Room until Jan 31, 2026! 📸 Dan Kelleghan.
—Repping at the ‘Everything Chicago’ symposium.
—Designing ’s new taproom in Urbana, IL.
—Giving public lectures at UC Denver (), University of Nebraska (), and College of DuPage (). Repping on the road!
—Winning the 2025 Global Design Award for the ‘Carousel for Companionship’!
—Debuting a short film, ‘GATEWAYS’, co-produced with Myles Emmons, streaming on YouTube (link in bio!).
—Collaborating with ’ Don Patton to develop early concepts of a future commemorative park in Cairo, IL, and supporting Don’s team, , and to help launch the first phase of the Cairo African American Heritage Trail.

Thank you to all our community partners, visionary clients, and creative collaborators! Deep gratitude to our super talented project team members , , .lida! Looking forward to future world-mending and worldmaking in 2026!

We’re excited to share photographs of Cloud Mountain Kombucha’s new taproom, a locally minded brewery in Urbana, Illinoi...
12/04/2025

We’re excited to share photographs of Cloud Mountain Kombucha’s new taproom, a locally minded brewery in Urbana, Illinois, serving up the many flavors of the Midwest. Our design centers on flexible furnishings, bold graphics, and vibrant colors—an identity as funky and refreshing as the kombucha itself. A built-in communal table folds into the more traditional bar, creating an open zone for conversation and conviviality. Overhead, a felt canopy sweeps through the space as a single curving gesture, guiding visitors from the entry toward the bar. Be sure to sample Cloud Mountain’s impeccable Spirulina & Spearmint kombucha—the beverage’s brilliant teal hue echoes the taproom’s graphics.

Design team: Joseph Altshuler, Zack Morrison
Client:
📸 Photographs:

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Chicago, IL
60625

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Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
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