Dave Henry, Head of Sales – Construction at wienerberger UK & Ireland, explores how the 2026 Serpentine Pavilion demonstrates the changing role of manufacturers in the specification process, and why early collaboration between architects, designers and material experts is key to unlocking the potential of traditional materials.
The role of manufacturers within the construction industry is evolving. Increasingly, architects and specifiers are looking beyond product supply, seeking technical expertise and material insight from the earliest stages of a project to help turn ambitious design ideas into reality.
The 2026 Serpentine Pavilion in Kensington Gardens offers a striking example of what can be achieved when architects, designers and material specialists collaborate from the outset – demonstrating how a familiar material such as brick can be interpreted in new and unexpected ways. Designed by LANZA Atelier, the Pavilion reinterprets the traditional English crinkle-crankle wall through a series of curved brick forms and layered construction. The result demonstrates how a centuries-old building technique can be reimagined to create something distinctly contemporary, combining architectural expression with a space designed for public use.
For this project, wienerberger supplied 30,000 Sienna Red facing bricks from our Ewhurst factory in Surrey. However, our involvement extended beyond supplying the material itself. By working closely with the design team during the development of the project, we were able to share our knowledge of brick and its characteristics, helping to explore how the material could be used to achieve the architectural vision. The pavilion itself has also been designed with longevity in mind. At the end of the summer, it will be carefully dismantled, sold and reused elsewhere, demonstrating how thoughtful design and durable materials can support a more circular approach to architecture.
The Pavilion demonstrates the value of bringing different areas of expertise together early in the design process.when architects, designers, engineers, contractors and manufacturers collaborate from the outset, creative ambition can be balanced with technical understanding and practical buildability - helping to ensure the original design intent is carried through to completion.
Brick is a material with centuries of history, yet its potential continues to evolve. While it has traditionally been associated with durability and practicality, projects such as the Serpentine Pavilion demonstrate how brick can also be expressive, sculptural and central to the design concept.
The Pavilion’s curved forms showcase how traditional techniques can be reinterpreted for contemporary architecture. By understanding the properties of the material and exploring its potential beyond conventional applications, designers can create structures that feel innovative while still benefiting from the qualities that have made brick such an enduring construction material.
For ambitious brick projects, early collaboration can be critical. Complex forms require careful consideration of material selection, detailing, construction methods and buildability, making it valuable to bring material expertise into the conversation before key decisions have been finalised.
The Pavilion also highlights an important point about innovation, in that is does not always require a new material. Sometimes it comes from looking at familiar materials differently, challenging convention and understanding how they can be adapted to meet new, modern architectural ambitions.
As the construction industry continues to focus on creating buildings that are durable, responsible and designed for longevity, collaboration will become increasingly important. Manufacturers have a valuable role to play in supporting architects and specifiers, not only through supplying high-quality products but by sharing knowledge and helping to shape solutions.
The future of specification is about partnership. By combining creativity, technical expertise and material understanding from the earliest stages, we can help create buildings and spaces that are not only visually striking but also practical, resilient and built to last.
