With 25 years of experience forging partnerships across Europe’s construction supply chain, Imro van Leersum steps into his new role as Sales Director for Europe at Permasteelisa Group with ambitious plans. From consolidating the company’s market-leading position in London to pioneering new Closed Cavity Façade technology, Imro van Leersum discusses with Tall Buildings Magazine how early architect engagement, science-based sustainability and a unified European operating structure are positioning the facade specialist to shape the next generation of the UK’s supertall landscape.
TB: Could you share a brief overview of your career background and how it has prepared you for this role leading European sales in the UK at Permasteelisa Group?
IvL: After working as a sales manager for a coatings company, I moved into sales for the Dutch brand of Permasteelisa Group, 25 years ago. Over the years, I have forged close partnerships across the construction supply chain – with architects, developers, main contractors, development managers, cost consultants and facade consultants. This, combined with my in-depth understanding of the industry in Europe, has been the ideal preparation for my new role. That said, I think it is fair to say that London has ‘accepted’ tall buildings, indeed there is a fundamental positivity about them amongst the planning authorities, who can see the part that density through clustering can play in creating sustainable urban centres, and who even offer the view that verticality and density can support heritage. That is not a viewpoint that I can remember hearing 10 or more years ago.
TB: What attracted you to Permasteelisa Group and this role specifically?
IvL: I was attracted to Permasteelisa Group because of its ability to understand the language of architecture and translate a vision into a buildable project – financially, technically and aesthetically. Business-wise, London is my home and I am looking forward to the opportunity my new role provides to bring to life more amazing buildings in the UK.
TB: What are your priorities for the UK market in your first year?
IvL: Consolidating our position as market leader in London and extending our project reach in other parts of the country.
TB: How do you see the facade market evolving, particularly with increasing sustainability requirements and building regulations?
IvL: The pressure to meet complex sustainability and regulatory requirements is resulting in an increasingly specialised market, in which openness and evidence-based approaches are key. For example, in relation to sustainability, we must avoid greenwashing and implement solutions that achieve the optimum financial and environmental balance.
TB: Which UK sectors present the greatest opportunities for growth, and why?
IvL: Beside the high demand for commercial buildings in London, I believe there are great opportunities in a number of sectors in the UK, including life sciences, healthcare, the residential market (once requirements for Gateway 2 have been normalised), and the refurbishment of existing facades.
TB: How is Permasteelisa Group positioning itself against increased competition in the facade sector?
IvL: We are focusing on excellence, complexity and innovation, leading the way in advanced technology and sustainability. In Europe, we have created a new single operating structure to give clients and partners access to the group’s entire regional talent pool of 1300 colleagues for the first time. This is bringing benefits in terms of access to specialist expertise, collaboration, efficiency, productivity and value.
TB: How is the push for net-zero buildings and embodied carbon reduction reshaping Permasteelisa Group’s approach?
IvL: We take a science-based approach to net zero in the design, manufacture, installation and maintenance of facades. We use lifecycle analysis and carbon payback tools to reduce material quantities and design for circularity. We optimise the use of low-carbon materials and logistics, and innovate with technologies like Closed Cavity Façade (CCF) and dynamic solutions. We are proud to be the first company in the world to achieve a certified Environmental Product Declaration (EPD) for bespoke facades.
TB: Can you discuss any upcoming projects or technologies that exemplify Permasteelisa Group’s sustainability commitments?
IvL: We have developed a new CCF technology with a reduced depth, which is set to decrease embodied carbon and increase net lettable area. This will be released soon and implemented on a project in London – I’m excited to see its impact.
TB: What are the unique challenges and opportunities when being specified for supertall or complex high-rise projects?
IvL: A key challenge is ensuring buildability within upfront cost targets. Early involvement in a project is key, so that we can advise clients on the right facade technology and ensure technical, economic and installation feasibility. In terms of opportunities, our team loves nothing more than creating a building that is iconic in size or complexity! Globally, our success in shaping supertall and complex high-rise projects is unsurpassed, evidenced in landmarks such as One World Trade Center, Taipei 101, Tour Hekla, The Shard and 22 Bishopsgate.
TB: How is technology changing the design and delivery of facades for tall buildings?
IvL: Today’s urban environments have new demands and we are innovating in response, with technology such as CCF and bomb blast solutions. Developments in materials and new design elements are enabling tall buildings to be constructed in increasingly condensed areas. For example, we can now integrate green wall technology at height that will flourish in any orientation.
TB: How critical is early architect involvement to successful project outcomes?
IvL: It is crucial. We are recognised globally for our unique ability to translate the most innovative, complex architectural concepts into practical solutions, and this depends on early engagement, even before project award. Early feasibility studies, cost planning, technical advice and sustainability studies are vital for successful project outcomes.
TB: What mechanisms does Permasteelisa Group have in place to keep the design community informed about new products and technological advances?
IvL: Our Lead Concept Design experts keep the market updated on new products and technical developments. Globally, we work with academic institutions on facade research projects and take every opportunity to share findings at industry events. We also have an increasingly strong online presence – both through our website and LinkedIn channels – where we share updates.
TB: Where do you see Permasteelisa Group’s position in the UK market in five years?
IvL: In five years, I am confident that Permasteelisa Group will have an even more dominant market share in the UK, both in and beyond London.
TB: What excites you most about the future of facade engineering?
IvL: I am excited to see – and be part of – facade engineering’s impact on the next stage of transforming London’s skyline.
Connect with Imro here.
