What happens when a self-taught designer skips the permission slip and builds a viral cabin empire from scratch? This week on the podcast, we sit down with Isaac French; creator, builder, and the mind behind some of the most bookmarked cabins on the internet. We talk risk,

Our friends at Selah (walkable neighborhood near Norman) recently posted this. Love seeing our building as the backdrop of a vibrant community! I’d say it’s doing its job well.

We talk a big game about efficiency today - throwing endless steel at the problem and calling it progress. But then you look at a Gothic vault or a Guastavino shell, two inches thick, 60-foot spans, all in compression. No rebar. No waste. Just geometry doing the heavy lifting.

This house has strong opinions and better taste than most people. Wood windows, a tiny door for the kids, details you notice over time. The layout works. The finishes don’t try too hard. And if you stare at the stone backsplash long enough, you’ll start to wonder why you ever

This house has two speeds: candlelit dinner party and “I just made sourdough and want you to ask about it.” Exposed brick? Check. Arched openings? Yep. There’s a little drama (hello, Moroccan pantry door) but nothing over the top. The materials are honest, the scale is right,

Everyone wants to scale, automate, and step back. But Isaac French shows how you can do that and make it feel like you were just in the room – fresh cookies, perfect lighting, and a handwritten note waiting on arrival. It's all systemized, but the guest feels like they

We like to think we’re rational beings. Logical. Conscious. In control. But science says... not so much. Turns out 95% of our brain’s activity happens under the hood, outside our awareness. And that has massive implications for how we design spaces, build cities, and experience

Another cool photo of one of our buildings at Selah (a walkable neighborhood). I’m deeply inspired by Dutch architecture and urbanism—and got the chance to do a stepped gable and stone caps here. But overall remarkably simple detailing! Beauty doesn’t have to be complicated.

If you’re gonna host a farmers market, it helps if your backdrop looks like it could double as a Mainstreet train station. This is the kind of building that makes tomatoes look redder and bread taste better. Simple details, good proportions, authentic materials. Built for

It’s worth noting that “life and safety” and “accessibility” are two of the top reasons for why this is now illegal today. Yet this is such a quintessentially human space. In our blind pursuit of “making sure nothing ever goes wrong”—we’ve completely dehumanized our habitat.

We built this one for Selah, but we kinda wanted to keep it for ourselves. Strong brick lines, soft light, and a rhythm between indoor and out that makes you want to leave the door open just because you can. It’s got a calm to it – but not the “do not disturb” kind. More like

Paris and Houston are worlds apart, but both show us something about how cities shape the way we live. In this conversation with Charles Duff, we talk about the surprising truth that Paris, at 5 or 6 stories, can be just as dense as Manhattan’s skyline. But density isn’t just a

This is structural masonry. We 'mass up' the exterior and structural walls first. Then, we come in and frame the floor, roof, and partition walls. It's a beautiful process, from beginning to end. Why do we like structural masonry? Because it's beautiful, it's healthy, and it's

Modern architecture tells us we’re autonomous brains floating through space. But neuroscience, and Main Street Disneyland, say otherwise. Ann Sussman and Kelsey Bradley from HAPI join us to unpack a foundational idea: perception is relational. We're wired to see faces, read

If you flew over America a hundred years ago and saw all this beauty, land, and potential – would you really predict that 95% of us would end up boxed into cities, working behind screens? This episode is about more than real estate. It’s about rethinking where and how we live –

TOWNSEND RAISE NOW OPEN I’m excited to announce the raise for Townsend is officially open! This is a walkable, mixed-use neighborhood in a fast-growing downtown. Our philosophy is simple: we build things worth keeping. 1. Real places people love 2. In walkable, growing

All the little details! These were fun to build.

Townsend is now open for investment! Walkable. Beautiful. Built to last. We’re on the 5-yard line: entitled, permitted, & ready to break ground in a historic & growing downtown. DM me for the deck. If you believe in building places worth keeping, a repost is appreciated!

Walking through downtown Edmond, the fastest-growing large city in Oklahoma, to show you where we’re building Townsend, our next mixed-use neighborhood. If you want to see more beautiful, walkable neighborhoods built across the country, I’m inviting you to help make it happen --

If you haven’t been out to Selah yet, it’s worth the trip. They’ve got cottages you can rent, walking trails, a vineyard, fire pits, and a whole lot of peace and quiet. We helped build a few of the spaces out there, but what they’ve created goes way beyond the buildings. It’s