Penelope Sadoudi & Green Frog / Member Profile

Selected from the hat this week for our BiBNT Member Profile Series, meet Penelope Sadoudi of GreenFrog. Over to you Penny:

30 seconds to tell us what you do…

I’m a landscape architect; I design outdoor spaces on all scales, from small gardens and courtyards, through public spaces and equipment right through to large scale landscape planning on infrastructures such as motorways.

This means my clients vary across the board from private individuals to corporations, companies and government authorities.

Now how about sharing a little more detail?

On a day to day basis I have very varied work which can range from detailed planting design for gardens, site supervision (the muddy bit), hard and soft landscape detailing, preparing specifications to go out to tender or producing reports for planning authorities regarding new developments such as visual integration of photovoltaic or wind power installations (energy farms).

Right now I’m working on several interesting private gardens; one includes a natural swimming pond with a reed bed filtration system, a technique I first got experience of in the Middle East.

I’m also modifying an existing garden as the owners start up a bed and breakfast activity and need their garden to be adjusted to the new uses and the integration of a beautiful slate grey swimming pool.

Before and After

My other jobs include environmental impact studies for some very environmentally and politically sensitive projects consisting of large installations of greenhouses for growing organic fruit which are also destined to be equipped with photovoltaic panels.

The landscape analysis part of the job which involves driving around the beautiful French countryside is the part where I sit in my car and sigh…. And to think I’m being paid for this!!

What has been your favourite project over the years?

My favourite projects were the crazy ones I did in the Middle East where money was no object and the clients wildest dreams could be turned into reality but in hindsight the fun aspect was clouded by the lifestyle and in reality most of the projects were very un-ecological and not at all environmentally sensitive.

In light of our understanding of  the environmental damage being done I would never go back or do any more projects which can’t stand up for themselves.

The ones I’m most proud of are the A68 motorway Toulouse-Albi (unfortunately it has been poorly maintained), and the IUT at Blagnac, where I was on the architectural team who won a competition to design and build the complex.

Some people don’t understand what the job of a landscape architect really entails since the term landscape architect doesn’t have an equivalent in France and anybody can call themselves a “paysagiste” – making no distinction between a qualified landscape architect (who develops/creates the concept), a landscape contractor (who builds the landscapes) or a gardener (who maintains the garden).

Can you tell us your mission statement?

My mission is to provide landscape design services which enhance user experience whilst limiting environmental impact. This usually takes the form of a very hands on and practical approach to landscaping either public or private.

And your business’s values and vision?

In my business, technology, materials and techniques are continually evolving. So my values are always to be creative, developing, innovative and environmentally aware when producing quality landscaping solutions and providing great service for my clients.

My latest discoveries are Krinner screws which are a new fixing method for anchoring posts, poles or frames in the ground but can be removed afterwards. Krinner screws help avoid concrete foundations. Fascines are ground retaining structures made entirely of natural materials such as willow, hazel and acacia branches and used in riverbank reinforcement projects – but also in the creation of some really groovy live willow structures!

My vision for the future is to keep enjoying the job as much as I do at the moment and not least because it gives me the freedom and flexibility to launch my next venture…..ecommerce. (Little bird tells us that another business venture is coming soon from our entrepreneurial Penelope Sadoudi… watch this space!).

Why do your customers pick you over your competition?

I don’t know why my customers choose me over other landscape architects. I guess I’ll have to go out and ask some! Obviously there aren’t too many English speaking ones around so I guess I’m ‘cornering a niche market’!

How long have you been a member of the bibnt?

I’ve been a member of the BiBNT for a couple of years, just love those lunches. Well any excuse for lunch really!

How has business networking benefitted your company?

Its just magical, everybody knows somebody who can help/advise/support/ or just point you in the right direction, and in business every little helps.

Thanks for sharing Penny!

If you would like to talk further to Penny about her landscape architect/paysagiste services in France, you can find her contact details here. And the GreenFrog website is here. If you’d like to add your two cents worth, simply type it below in our “Leave a Reply” section below.