Modular Construction: Beyond the Cookie-Cutter Myth

3 min read | Matt Goff | September 2024

For most people, when you hear the term “modular buildings”, you probably envision identical boxes on a construction site. Yet in recent years, modular construction has evolved far beyond this into a dynamic, versatile method that rivals – and often surpasses – traditional construction in terms of design freedom and customisation.

While the wider industry has historically leaned towards standardised, cookie-cutter designs, our modular construction approach at Thurston offers a refreshing alternative. The earlier you involve us in your build project, the more opportunities we have to think outside the box.

By working together from the outset, we can identify potential challenges and develop creative solutions that align with your goals and budget. It also means that we can advise you on the different RIBA Stages, collaborating to factor in efficiencies across all aspects from design to manufacturing to ensuring all compliance are ticked. The result is a truly bespoke and unique structure that reflects your specific vision and budget.

Myth: Modular buildings are all the same, lacking character.

Modular construction is incredibly adaptable. From modern minimalism to rustic charm, virtually any architectural style can be achieved with modular techniques. Thurston Group has an extensive core product range with inherent standard levels of compliance which can be adapted, these can also accommodate aesthetic finishes such as exterior finishes, including architectural rainscreen cladding, timber stucco and highly flexible interior layouts to suit your unique vision/operational needs.

Myth: Customisation is limited with modular.

Modular construction offers a high degree of customisation, allowing you to tailor the space to your specific needs. While finishes can be easily adjusted, the size and configuration of your building are key factors to consider, particularly in terms of transportation and construction efficiency.

Whilst the industry approach is limited to working with standard dimensions, we take a different approach and look at the overall size of the plot first and then come up with the best modular design possible for that space.

Our three manufacturing sites across Yorkshire provides us production flexibility, situating any project with the team and location best suited.

Myth: Modular construction sacrifices quality.

Modular buildings are constructing to a high level of pre manufactured value within a controlled factory environment, built to higher standards than traditional structures. Each module is meticulously constructed in a factory, ensuring precision, consistency, and stringent quality control. These same principles follow through to site where identical processes, practices and documentation continues.

Side-by-side comparison

Design Flexibility: While traditional construction offers flexibility, it can be influenced by site conditions and the expertise of the construction team. Modular construction provides a controlled environment that allows for greater design freedom, with fewer limitations imposed by on-site factors.

Modular construction can offer a higher standard of quality control thanks to its controlled manufacturing setting. Our clients can actively participate in the design and approval process, ensuring that their vision is fully realised. Additionally, modular construction provides a more predictable timeline and logistical process due to off-site manufacturing and assembly.

Modular construction offers a significant advantage in terms of construction time. By prefabricating modules off-site, we can streamline the process and reduce overall project timelines. This approach allows for parallel activities, such as site preparation and module assembly, further accelerating the project.

Modular construction offers a premanufactured value (PMV), providing a higher level of quality and efficiency. Way back in 2016, The Farmer Review of the UK Construction Labour Model cited that PMV solutions should be given a higher priority as a way to improve on-site innovation, and also notes PMV reducing on-site risk.

Our team brings extensive expertise in modular and traditional construction, ensuring a professional and rounded service is provided focusing on the journey to delivering a successful project.

Traditional construction is widely accepted to be much more vulnerable to unexpected costs. Off-site construction is completed in a much more controlled environment, minimising potential disruptions and providing opportunities to build in efficiencies with early collaboration and decision making.

The controlled environment of modular construction also provides sustainability benefits. There is generally less material waste as products are ordered to size and at Thurston Group we are committed to all of our product waste being diverted from Landfill. In addition, it is easier to optimise energy usage and there is far more certainty when constructing modular that performance levels will be achieved.

Disruption to the site and surroundings is another area in which modular has greater benefits, in that there’s barely any disruption to site and far less traffic overall with site delivery of materials greatly reduced. On site activity is minimal, certainly when compared to traditional construction which often produces noise from plant equipment.

Your Vision, Our Expertise

At Thurston we believe that your building should reflect your unique style and needs. Our team is committed to working with you throughout the process, from initial concept to final touches, to create a modular structure that exceeds your expectations.

Ready to Rethink Modular?

Get in touch with the team to explore our portfolio of completed projects and discover the boundless potential of modular construction. Contact us today to schedule a consultation and let us turn your dream building into a reality.

With new fire regulations coming into effect in January 2025, our head of technical, Marc Johnson discusses how Thurston is putting in the groundwork to ensure our products are, not only, exceeding fire regulations but providing clear evidence of performance.


For most people, when you hear the term “modular buildings”, you probably envision identical boxes on a construction site.