Visionary designer and engineer who spearheaded the Modern movement in Britain.
Pritchard studied economics and engineering at Cambridge before becoming marketing manager in 1925 for Venesta, a firm specialising in the manufacture of plywood goods. He quickly realised the potential for creating new furniture for a modern form of living. Together with Molly, his wife, and his colleague Wells Coates, Pritchard formed Isokon Ltd. in 1931 as a British attempt to apply 'modern functional design to houses, flats, furniture and fittings'.
Pritchard's reputation as a designer enabled him to secure prestigious commissions from Breuer, Gropius and Moholy-Nagy, all of whom designed pieces for Isokon. Marcel Breuer's plywood 'long chair' for Isokon (1936) became the icon of modernism in Britain, remaining in production for over 30 years.
Pritchard also took a keen interest in economics and politics and was a founder member of Political and Economic Planning (PEP).