In the realm of architectural acoustics and media systems design, WSDG (Walters-Storyk Design Group) has distinguished itself as a team of innovators and market leaders for more than four decades. One of WSDG’s next generation of leaders is WSDG Miami Office leader Sergio Molho. With a distinguished career spanning from music production to global business development, Molho continues to shape the trajectory of architectural acoustics and design on a global scale as Director of WSDG International Relations and Partner/Director of Business Development,
From managing creative audiovisual projects to providing technical direction for multi-awarded installations like the Faena – El Porteño Hotel & Universe, designed by Phillipe Starck, Molho's impact has had profound and far-reaching implications on WSDG’s rapidly expanding scope of projects. His commitment to knowledge sharing, exemplified through lectures and contributions to professional organisations, underscores his dedication to advancing the field.
Since his earliest days of childhood, Molho's home in Argentina was alive with the melodies of his mother playing the piano. It wasn't long before he began to experiment with music himself. As a teenager, he became intrigued by the prospect of recording his own compositions but faced a significant challenge: in the 1970s, access to professional recording technology was scarce.
Undeterred, Molho crafted a makeshift studio with what was available—simple cassette recorders. At 12, he was already producing his first album, layering vocals and instruments between two tape recorders. He did all this without formal training, embracing the spirit of self-education and experimentation. Driven by the desire to create high-quality recordings, he dove into the world of acoustics and transformed his room into a home studio, which became affectionately known as his "recording closet."
At 20, with the help of friends, Molho assembled a more sophisticated studio, acoustically conditioning the space with the limited knowledge and tools available at the time. His expertise in audio production and acoustics quickly gained recognition among fellow musicians, and he became the go-to problem solver for their recording challenges.
In 1990 Molho met WSDG Co-Founder John Storyk, a renowned architect specialising in acoustic design and a pioneer in recording studio design at South America's inaugural Pro Audio Expo. Storyk, the "S" in WSDG, was in need of equipment for his booth. Molho and his wife Sylvia graciously lent them gear from their home, ensuring the booth ran smoothly. During Storyk's lecture, the interpreter quit unexpectedly, leaving the presentation in disarray. Storyk pointed to Molho, who had come to his aid the day before, and invited him to step in. Molho translated effortlessly, turning the one-hour lecture into a captivating three-hour session, and forming a bond with Storyk that would shape both their futures.
That bond evolved into a partnership. Storyk became a mentor to Molho and his wife Silvia, and eventually, Molho co-founded WSDG’s Miami office. Together, they expanded the business globally.
Molho then began by taking on the role of Argentina representative for WSDG in the early '90s. From there, he spearheaded the company’s expansion into neighbouring countries like Uruguay, Paraguay, and Chile, eventually establishing a new office in Brazil and taking on substantial projects at multiple Latin and South American universities.
Molho was one of the internal spearheads to strategically position WSDG to enter global markets, developing a robust presence in the Middle East, China, and India. By 2012, he had spent countless hours in the skies, frequently commuting from Argentina, but ultimately settled in Miami. The city offered a convenient hub for business, connecting Latin America, Europe, and Asia. Today, as the Director of Global Business Development and a key partner, Sergio helps guide the company's strategic growth worldwide.
Philosophically rooted in knowledge sharing, Molho credits Storyk, with establishing an open approach to education that has proved critical to their global expansion. By freely sharing lessons learned, the firm attracts innovative talent, allowing them to work on visionary projects and continuously hone their expertise.
Initially focused on architectural acoustic design, Molho’s innate curiosity about technology helped the firm add a strong AV systems consulting and design division. Today, the company stands on three pillars: architectural acoustic design, AV systems consulting, and technical interior design. This structure allows WSDG to provide comprehensive solutions, whether it's designing a stadium or providing acoustic consulting to a residential architect. Their technical interior design division merges the other two, creating spaces that are not only technically sound but also aesthetically pleasing.
As a firm that doesn’t sell specific products, WSDG maintains an unbiased approach, offering solutions tailored to each project’s unique requirements. This independence allows them to design without an agenda, focusing purely on quality and suitability. Molho calls this an "agnostic" approach, which brings immense value to clients seeking the most effective and forward-thinking solutions.
Navigating Project Success: on Leadership, Empathy, and Embracing Change
Molho’s role in company leadership has been instrumental in propelling WSDG into a global leader in acoustic design and consulting.
When asked about the key factors for ensuring the successful completion of projects, Molho responds: “Keep in mind what the client really needs and not what the market is pushing for.” Molho believes that focusing on the unique requirements of each project gives WSDG an edge. As designers, specifiers, and supervisors of implementation, the team begins by working opposite the client. Once construction starts, they align side-by-side with architects and clients overseeing quality control to ensure it meets their rigorous standards. Final tuning, certification, and design testing are all baked into their comprehensive service.
Integrating architectural design, acoustics, and technology is fundamental to WSDG’s philosophy. This approach enables the firm to provide a seamless, 360-degree vision that’s essential in every project, regardless of size, budget, or function. Whether it's a theatre with complex sound requirements or a family home that needs to minimise disruptive noise, blending the three disciplines is crucial. Technology has become such an integral part of daily life that losing access to it, even for a short time, can upend routines.
Molho acknowledges that technological advancement has profoundly shaped not only how people live but also how projects are approached. "Flexibility is crucial in the technology business," he says and points out that 50 years ago, having a professional recording studio required equipment costing millions of dollars, whereas today, a laptop offers more sophistication than those early studios. This "democratisation of technology" places powerful tools at everyone's fingertips.
Managing projects effectively means knowing how to react when challenges arise. Molho learned early in his career from his mentor, Storyk, that clear, immediate communication is essential. If an issue emerges, it needs to be shared with the team promptly, so no one is left in the dark. This transparency ensures everyone is on the same page, allowing them to address issues head-on. Project management is not just about coordinating tasks but also about navigating crises and ensuring the team stays cohesive.
Molho strives to maintain warm relationships with his team, understanding that external factors can impact morale and productivity. He believes it is crucial to build connections that go beyond work to foster an environment where everyone feels valued.
The future of WSDG hinges on a clear succession plan. Molho underscores the importance of nurturing future leaders and encouraging a sense of ownership within the team. By identifying emerging talent and giving them a stake in the company, they ensure that everyone is invested in WSDG's success.
"Ownership fosters passion," Molho emphasises. When individuals share in the company's vision, they work not just to punch a clock but to build something meaningful. This commitment to growth, collaboration, and the embrace of technology ensures that WSDG remains at the forefront of acoustic and architectural design, blending passion with precision to create a brighter future.
Innovation, Learning from Mistakes, and the Value of Hard Work
Molho finds inspiration in those who are on the verge of creating something new, and he believes that sharing knowledge is the key to giving them the push they need. "That's the beauty of lecturing," he says. "Yes, there's a marketing factor, but the most interesting part is interacting with other smart people and sharing our knowledge."
Sometimes, Molho’s lectures are about his mistakes, offering practical advice to others. "If you're on this path, don't go down this road—it's a headache," he often says based on his experiences, emphasising the importance of addressing complicated problems early.
He also finds great joy in sharing discoveries of innovative materials and tools that offer new functionality. He believes in actively researching daily for these new solutions, tools, and ideas that enhance both form and function.
For Molho, success is rooted in hard work, resilience, and an open mind. He doesn't see success in terms of a bank account.
"In the end, it's like a football coach. If you play a hundred games and win one more than you lose, you're doing a good job. Stay loyal to your beliefs and your vision."
He remains open-minded and pragmatic, willing to share the lessons he's learned while staying true to his core values.
As leadership passes from mentor to mentee, Molho’s continuing drive is one of architectural innovation and technological advancement. His unwavering commitment to excellence, coupled with the core ethos of knowledge sharing intrinsic to WSDG’s global team, ensures that the firm remains at the pinnacle of acoustic design and consulting.
Sergio’s philosophy is a symphony of hard work, resilience, and unwavering vision. Through the collective efforts of a dedicated team and a commitment to embracing change, WSDG continues to compose the future of architectural acoustics.
"Sometimes people ask why I work so hard," concludes Molho. "I respond that I'm not working - I'm doing what I love. If I had to cut the grass, that would be work, but this is my passion, and I feel blessed to be among the five percent who can pursue what they love."
