Ulrich is currently in charge of various flagship Apple store projects in North America, having worked on Apple Park in Cupertino as a cladding and building envelope expert. He joined the practice in 1994 initially working on a variety of projects in Germany, such as the Reichstag and Free University in Berlin, and the Lenbachhaus in Munich. Ulrich moved to London in 2009, but is in Germany on a regular basis. He is particularly interested in sustainable design.