get thee a vision, get thee a vision

Villa Vignamaggio. Photo courtesy of Benedetta.

In Act 5, Scene 4 of William Shakespeare's Much Ado About Nothing, Benedict says, 

"Prince, thou art sad; get thee a wife, get thee a wife." 

Shakespeare's phrase, taken from my favorite of all his plays, kept popping into my head while driving away from Aileron on Friday, December 12th after learning about our DISC behaviors and motivators from Barbara Hall of Unlimited Potential Leadership Development Group, LLC coupled with excellent presentation coaching from Peggy Kennedy of Brand Tune-Up. 

Each of the VISION participants, certainly myself included, were inspired to search out new personal and career goals. It seems as though many of us are surprised to find out that our workplace behaviors may not be the same as our natural behaviors. It was another eye-opener to learn that contentment is linked to whether our motivators are aligned with our current careers. Imagine with me as Branagh says to each of us, 

"Prince, thou art sad; get thee a vision, get thee a vision."

Who could better articulate this phrase than that of Kenneth Branagh who played Benedict in the 1993 movie taped at the sumptuous Tuscan Villa Vignamaggio? Follow this link on You Tube to watch the clip.

a legacy marked by hard work

photo credit: merobson, http://www.flickr.com/photos/merobson/3334684475/sizes/m/

One of the thoughts that were commonly presented by the firm leaders was the concept of “hard work” or “working hard.” It seems appropriate that architects would be talking about “hard work” because that is one of our signature traits after all. On any campus in the U.S. where there is an architecture school, I venture to assert that not a minute goes by when the building is unoccupied during academic sessions.

We could all agree that thinking about how to work “smarter” is a key goal for any of us. Perhaps, most of all, I am thinking about our privilege in America where hard work is ideally, directly rewarded via Capitalism. We could work our fingers to the bones and not be appropriately compensated if we lived in other areas of the world. So, to me, it was inspirational to hear the stories of the firm leaders who forged their way to success by a devoted belief that a bit of suffering now can yield a bigger return later down the road. 

Personality in Architecture

Design is personal.  The objects and environments that shape our environment shape us.

For designers and architects, the people at the front end of the design process who make the decisions that shape these objects and environments, the process is somewhat reversed.  In the same way that every artist’s work could be considered a self-portrait, the final constructions of architects bear the identity of the designer’s hand.  A Wright house will not look like a Johnson house. A Meyer museum will have a different personality than a Gehry museum.  A Foster skyscraper will be totally different than a Nouvel.

But this is an illusory image, idealistic and fantastic.  The idea that a larger than life design personality simply arrives in town to build structures which bear their signature identity like little gifts given out of some magical workshop far, far away, that these gifts are given only on seldom occasions and are in fact unwrapped with ribbon cuttings prior to opening reminds me of a much deeper cultural belief in fantasy. 

 

Our first Vision class discussed the topic of legacy and leadership in Architecture.  Firm leaders presented what they believed about the profession and the candidates presented what inspires them to pursue design.  What struck me most about these presentations was the deeply personal motivation shared by all for pursuing architecture as a profession.  No one is doing it for the money, because there isn’t any.  No one is doing it for the fame, because it doesn’t exist. They are doing it because they care, they want to give, and they have the talents to do it.

I made some notes during our conversation and wanted to consider the following statements as it relates to personality in architecture.

“Be true to yourself. Don’t wear a mask.”

It’s easy for Peter Zumthor to be true to himself. He has a practice that is established, a history of successful, beautiful buildings, and the unique privilege of not having to pursue clients – they pursue him.  But how do you be true to yourself as you are still learning and trying to grow your expertise?  How do you not wear a mask but still pull a rabbit out of your hat?

“Know thyself. Sell Thyself”

Every project is unique.  This is exciting and challenging and what makes design so interesting.  But how can you know that you’ve never done something before and still sell the service?  How can you both promise quality and performance and at the same time own mistakes and shortcomings, knowing that design and construction will be messy and mistakes will happen?

“It’s not the grades you make, but the hands you shake”

Architecture is a service business and as such is based in people.  It is not a remote profession (although technology allows us to practice this way more and more and I would argue that remote design has the same effects as remote wars on the mental health of the professionals and outcomes of a particular problem).  You have to be there, to listen, to see, and to shake the hands and look in the eyes of the people for whom you are designing.

In the end, architecture is for people and architecture is for life.  And life is messy, full of joy and sadness.  What we offer as architects is not signature design, but a personality and process, a way of thinking through design problems and finding the best solution from our personal experience.  We can’t promise trophies, but we can guarantee that we will lead the process to the best of our abilities and that we will do it with joy, hard work, and personality.  In return, we don't need fame and fortune, just the opportunity to create and give. Of course some milk and cookies would be nice too.

Legacy

We will all leave a legacy of some sort, both with our family and in our career. It’s up to each individual to decide what their legacy will be. In order to create an architectural legacy of magnitude you need to accomplish three things:

1. Create projects of enduring worth. Your projects must stand the test of time.
2. Develop a protégé of significance. In order to continue on your legacy, you must develop those to help carry your vision into the future. 
3.  Have colleagues in the community at-large that respect you and your work. In order to create a legacy that endures you must be revered beyond your own community or firm.

Architectural Inspiration

Our first session for Season 3 of AIA Vision Program kicked off last week with a focus on Practice Legacy.  Each candidate was asked to give a short presentation on what we consider to be our greatest inspiration regarding our architectural practice.  In considering much of the minutiae that inspires and affects my everyday practice, it was more obvious for me to look back to my original roots of inspiration that pushed my decision to enter college and major in Architecture. 

The ability to craft and shape the built environment is the foundational inspiration I attempt to implement into my daily practice.  From monumental wonders of the world to modern buildings that challenge the preconceived notions of their typology, we as Architects get to do what very few other professions do, start with a blank sheet of paper to convey a creative idea that will define a spatial experience.  We are orchestrators of the built enviornment, and no matter the type of project, scale, or intended use, Architects have the unique opportunity to leave a mark on civilization.  So as you start your next project, or perhaps are already working on that crutial detail that will define your building's aesthetic, remember it started with a blank sheet of paper & an idea. 

Dear Vision class 2013 or should I say Season 3,

Welcome! You are about to embark on a year-long journey that will allow you to grow as an Architect, Community Leader, Firm Leader, Mentor, and Businessman/woman. This is a wonderful opportunity and I hope you all take full advantage of it. You get out of it what you put into it which can be a tremendous amount. Have fun and be a sponge – soak up all you can, including a couple brewskies in the late afternoon.

On behalf of Season 2, a.k.a. the Midwest Twelve – GOOD LUCK!

Christie Boron

THANK YOU AIA VISION 2011-2012

 

Words can't express my gratitude towards Doug Richards and Marcie Kinney for their countless hours dedicated to this program and participants this year. What a wonderful opportunity it has been for all of us. This has been such a rewarding year. We have all been exposed to so many innovative and inspiring leaders in our industry. I know I will be a better architect, leader, and person because of this program.

 

 

 

Doug - As I said in  my final presentation, your dedication to this program and the causes that you hold close to your heart is an absolute inspiration to all of us. You have motivated all of us to try harder and give more.

Marcie - Your leadership as a young accomplished woman in the world of architecture has been inspiring for me. I am looking forward to becoming an architectural leader in our city with you by my side.

Pro-Bono: A Means to an End or a Means to THE END

One of the topics of discussion that has been common place in the past 8 months of sessions has been the benefits and down falls of giving our work away.  In many instances, by “giving away” our services to entities that have the means to pay for our expertise, this could have the opposite effect of what we would hope pro-bono work to have and further degrade the value of having an architect involved in the process of building the world around us.  I would argue that in the right circumstances, this work can be fulfilling, engrain our leaders firmly in the community, and truly raise the benefit of having an architect lead the charge of any project in the eyes of the general public.

We all know that there are multiple reasons that we spend countless hours toiling away at our offices.  To name just a few, most of us fell in love with the prospect of the well-designed built environment and the effects that it can have on the people that come in contact with it. It tends to be in our nature to want to create and to refine down to the way that components are joined together to make it “just right”.  Of course, we also have the basic need to provide for our families.

At our day to day jobs, not every project that comes across our desk, for various reasons, has the potential to energize us on almost a spiritual level.  Be it budget, the prospect of a strictly utilitarian program, or something as simple as replacing a roof on a strip mall, some jobs just don’t get your heart racing or keep you thinking about solutions long into the night (unless a constraining schedule is the case).

When projects are chosen carefully, to appeal to the altruistic nature that many of us have and truly do some good for those around us, pro-bono work can be that catalyst for energizing the spirit, showcasing what we are capable of, and leading towards becoming a trusted advisor within our communities. 

When projects are done, not strictly to affect the bottom line, but because it is helping a sector of the community that otherwise would not have the means to come in contact with good design or helping a cause that is close to our hearts, they can have lasting effects:  

• When people are made to feel a part of something, they by nature become more invested and interested in the outcome and become your biggest cheerleader and brightest students.
• Altruistic work usually either has a challenging budget, challenging problem, or both.  This provides a vehicle with which to showcase our problem solving abilities to work within tight constraints and make a project sing. 

When these come together, this work can be extremely satisfying and energizing, can build long lasting relationships, and engrain us into the community.  While I do feel that “giving away” our services can be an extreme detriment to our profession; when the right circumstances come along, these types of endeavors every now and then can help to put us on the path to becoming that trusted advisor again and hopefully keeps us involved at the beginning of every project.

Friday we had some great meaningful discussion centered around the Architect's Civic Responsibility. I would like to first and foremost thank our guest presenters:

·         John Blake: Coordinator of Community Projects, Miami University - Center for Community Engagement

·         Tony Costello, FAIA: principal of Costello + Associates & Ball State University Professor

·         Mickey Jacobs, FAIA: 2013 AIA National President, Principal - Urban Studio Architects, Tampa FL

I had several requests to provide my presentation on Social Responsibility. So here is a link to a .pdf version. Let me know if you have any issues viewing it.

“Do architects and architectural firms have a social responsibility beyond our practice? We all have heard about the social consequences of architecture and about architects having a responsibility to the community when they create a piece of architecture. But do we have a social responsibility that extends beyond our practice?”

c.Boron_social reponsibility.pdf

Civic Leadership

Do architects and architectural firms have a social responsibility beyond our practice? We all have heard about the social consequences of architecture and about architects having a responsibility to the community when they create a piece of architecture. But do we have a social responsibility that extends beyond our practice?

How do we not? We would be fooling ourselves to think that we don't. All we need to do is ask ourselves why we got into this practice in the first place. It certainly wasn't for fame and fortune. It is because we all believe that architecture creates better places, that architecture affects society, and that it can even have a role in making a place civilized by making a community more livable.

No we aren't curing AIDS, or solving the world’s economy crisis, or ending poverty, but you better believe we are effecting the quality of life. It is why I design schools. While I am not an inspirational life-changing educator, I am providing a building that supports, stimulates, protects, and inspires young minds and encourages bright teachers.

We work in a profession made up of mostly introverts who seem more inclined to follow than lead. We tend to be too cautious and are too timid to set ourselves apart from the rest. Our world is missing out on a lot of conscious-minded individuals who are amazing problem solvers. It is our duty to serve others when we know what kind of talent our Architectural Society holds. Creativity is a form of social responsibility. I hold-heartedly believe that "creativity is how architecture makes itself matter, and how the generations take up the tradition of using architecture as a means of speaking to one another."

WE CAN AFFECT THE QUALITY OF LIFE IN OUR COMMUNITIES

WE CAN INFLUENCE SOCIAL CONDITIONS

WE CAN BE THE CATALYST FOR POSITIVE SOCIAL CHANGE

WE CAN PROBLEM SOLVE FOR THOSE IN NEED

WE CAN BUILD A DISCOURSE AROUND PUBLIC ENGAGEMENT

WE CAN GUIDE OUR FELLOW HUMAN BEINGS TO DO WHAT IS RIGHT FOR OUR PLANET

We all know we're supposed to.  And for many things in our lives, we already do.  We make time for family, make time for learning, make time for our hobbies and friends, if we're lucky (and smart) we make time for taking care of ourselves, and for nurturing our closest relationships.  But rarely (as stated by many of us) do we make time for design.  In the rush to "the thing" (the building) we zip right past the part where we first ask "why" and "how". 

This week we learned we also rarely (if ever) make time for consideration of the greater-whole affected by what we do;  the interwoven biological and social patterns and processes of the world in which we are active participants - not outside consultant caretakers.  We were given the task to just sit, listen, smell, and BE in a place. To essentially 'meet' it for the first time and come to an understanding of how it really works, not just as an exemplary piece of a master-plan or as an assemblage of structures, pathways and places for activity, but as a living breathing place where life occurs that has its own unique rhythms and  patterns, and that is connected to every adjacent place on out into infinity.  Like physical exercise, I would argue this mental exercise, if practiced and repeated over time, would equip us to be conscious of these things more readily, and allow for an ease of assimilation of this train of thought into how we each approach design.   (hint: John's 15 min. in 1 square meter assignment isn't a one-time gig)

This giant magnet has been posted at eye-level on all of my refrigerators for almost 2 decades.  And yesterday I was made painfully aware that though I pass it every day (multiple times), I can't tell you the last time I actually locked eyes on it and read it, or even noticed it.   Merely posting a reminder, no matter how visible or how bold, doesn't really equip you to DO it, nor does it necessarily gather within you the WILL to make it happen.  The sentence needs to be completed - and I would guess mom's intention was to have it be inside our heads, to bring out the burning issue-of-the-day that we're not paying attention to:  ...to find the pattern  ...to ask the question  ...to learn more ...to __ 

After listening to and conversing with John for the last two days, what will you now make time for?

Do We Really Need NAAB Accreditation?

Do we really need National Architectural Accrediting Board (NAAB) Accreditation? Is it to ensure that the thousands of Dollars we spend every year to get an education is really worth it? If so OK, but really its not what it is for, most states require a NAAB accredited degree for application for licensure (as mentioned on NAAB website), but why. As a profession and society, we have determined that the minimum requirement for becoming a licensed architect is to pass the Architectural Registration Exam (ARE). Does graduating from a NAAB accredited program make you better suited to become an architect than someone who did not, I do not believe so on multiple points. First, if as a profession and society we determine the minimum requirement is to protect the health, safety, and welfare of the public, which is determined through the ARE than why is any education accreditation required?

Secondly, any seasoned architect will tell you that experience is worth way more than anything that you will ever learn in school. There are individuals that have worked in the profession for twenty plus years, but are not able to become licensed architects because they have not graduated from a NAAB accredited program, however a young student who recently graduated, with very little experience can become licensed. Who is better to protect the health, safety and welfare of the public, most would argue the person who has been working in the profession rather than a new student directly out of school.

Third, is a program that is not accredited, much different from a program that is? The NAAB website specifically states that "The... societies creating this accrediting board here record their intent not to create conditions nor to have conditions create that will tend toward standardization of education philosophies or practices but rather to create and maintain conditions that encourage the development of practices suited to the conditions which are special to the individual school." Since NAAB is not setting a standard of education but rather encourages development of practices suited for the conditions, then really every architectural program could become accredited if the program chose to go through the process. However, NAAB accreditation cost thousands of dollars and man hours to become accredited, so for schools who what to control cost accreditation is not a focal point, even though it could become accredited. So at that point, is NAAB only about Money? What if a school who was accredited, but because of cost chose not to renew or drop their accreditation, (similar to my situation) nothing in their program has changed, only that they did not spend the thousands of dollars or man hours to go through the accreditation process. Is that school any different than it was before or from the other accredited schools?

Since, we already have a minimum requirement to become a licensed architect the ARE, experience is worth way more than education, and the accreditation is not standardized; I pose the question again, do we really need the National Architectural Accrediting Board Accreditation?

"If you don't engage in social issues you're just comparing shapes"

Though this article was focused on a panel of who's who in NY architectural criticism, and the role of their work in a changing world, there were several points that jumped out at me in light of yesterday's discussion.



Gehry to Playboy Jan 2012



"Julie Iovine, executive editor of The Architect’s Newspaper and moderator of the panel, spoke of a “sea change,” the move away from starchitects to a focus on affordability, sustainability and context."

Unfortunately for us, the writer did not delve into his seemingly throw-away statement,

"But while New York sees no end of the trophy -- Christian de Portzamparc’s One57 will soon be the tallest new example -- the rest of the world has seemingly moved on.

Moved on, indeed. Please tell me more!

 

How about something we can work with (in considering what we want our voice to say) ....

The following statement by the author hits home our point about the "other 90%" who don't necessarily consider Architecture at all: 

"And while typical readers of New York magazine may not know the difference between Art Deco and Postmodern, they notice absences and new arrivals."

Individual realities are shaped and informed by past experience.  Until we can provide a clear experience of architecture, it's history and impact, those who do not have the educational or experiential background of an architect will never see the world as we do.  And I don't think they necessarily should - we make awful clients the same way doctors are the worst patients.  

I think our challenge is to clearly and concisely demonstrate that humans are indeed affected by their environments and vice versa - without relying on our beloved archi-speak which only serves to further set us apart.

On a side note, while we're speaking of context.... 

Has Starchitecture Lost its Luster?

Be sure to peruse the first dozen reader responses.  I especially like the chime-in from the real estate agent who can't sell the brand new starchitect condos because the kitchens are pathetic and the "master" bedrooms can't even accommodate a queen-size bid!  It's gotta work, people!  

The Death of Starchitecture? Critics Move to the Small Scale

Oh the many hats we can wear. Who knew? Maybe we should tell someone...

How do we advocate our profession to include more than just bricks and sticks and giving someone walls and a roof? Architects are inherently extremely intelligent individuals. We are naturally very good problem solvers. How else can we help our world? Think outside the box. I encourage everyone to brainstorm about all the hats and roles that architects can play other than the "Michael Brady" role. I love the quotes that Jeff revisited in his previous post. Below are the quotes that explain why we really need to do something about the current state and perception of our profession, or should I say calling. I found these quotes while reading another architect's blog. While I certainly chuckled when reading some of them, it is disturbing that much of what the say is true. Something needs to change:

Architecture (noun): the act of artfully placing complex forms in remote locations to be photographed for magazine covers.

Architecture (noun): the memory of that which could have been, that is invoked by the residual form remaining after extensive value engineering.

Architecture (noun): Public disinterest derived from a combination of self importance and greed.

Architecture (noun): The compromise arrived at by the client and the designers after the president of the firm and the client played golf yesterday.

Architecture (noun): The hard metallic outer shell surrounding confused school children pointing at the large early period Calder mobile hanging from the ceiling.

Architecture (noun): The space between 4 or more glass walls, wherein wealthy people shower.
Architecture (noun): Profession wherein ones salary is amusing to the majority of other professionals.
Architecture (noun): The homes that hipsters admire.

Architecture (noun): Structure approved by banks.

Architecture (noun): The touch, the feel of titanium. The fabric of our lives.
 
Architecture (noun): creativity plus financing minus creativity

Architecture (noun): The solid form of angst

A New Message for Architecture?

Architecture has long been perceived by the general public as a profession best represented by widely publicized, high-ego architects (starchitects). Media attention, industry celebration, employee practices, and education all seem to be generally influenced by a very select few over the course of several decades. While alot of this design is certainly visually “interesting” does it
actually represent what the majority of architects do on a day to day basis? Is this how we want our entire industry to be understood and/or driven? Has this influence led our industry to operate within a business model that does not actually represent us? Do we want a different understanding of the architectural industry in the future?

I would like to revisit the lively conversation we had in our last session. We discussed the value of architects, public perception of the same, a few hot-button issues – recall the question “why does much of the general public object to paying architectural fees to actually CREATE the entire idea of the building but will think nothing of paying a realtor/broker’s fees to SELL that same building?” --- and other topics such as the Architect’s role in contributing to the community, educating the community as to what we can offer, non-traditional roles for architects, creating a new vision for the public understanding of architecture, etc.

That conversation covered a lot – and quickly. There was some definite passion shown at times during this discussion, (e.g. Zoe’s statement regarding contributing to the community: “there is NEVER a good time, so just do it!), and we have had a few blog post hitting this question in various ways.

At some point during this February session we discussed the idea of using a portion of this group’s time and intellect to create OUR vision of what we think the profession should be communicating to the public. Personally, I am energized by the idea of this group coming together to explore a “new understanding” of what the architect can bring to our community, on a local level, and perhaps, broader level. This seems daunting to be sure (has been a long-running issue), but I think this is a very worthwhile exercise. You have to start somewhere, why not here?

Think about it this way – we have had multiple firms’ CEOs, a national editor, the Ohio AIA president, and a national AIA lobbyist speak to us so far….and a lot of our own questions and debate. We have heard a lot of good perspective so far --- what are we going to do with it? Here are some of my notes that apply to the general topic of “Understanding / Communicating /Reinterpreting(?) the Value of the Architect”.

In March, let’s see if we can narrow this down. Why is there a lack of understanding or buy-in to the value of architecture? Is this a question of industry focus? Of willingness to accept risk? A general shift by the industry tied to societal trends overall? If the industry needs a “rebranding effort” what does that core message need to be?

Questions, notes & quotes from various Vision sessions so far.

“the public views architects as credible / problem-solvers / creative out-of-box / facilitators” This is a good place for overall perception, but how does this translate into “perceived value” when deciding to use architects?
· we are able to take the skills of architecture and apply them to the vague issues of society”
· Current AIA Ohio program: STAR Architecure = Speaking up to be Trusted Advisor Resource
· Brand Perception is not what you think it is, but it is what they think it is…Key Question – what should drive public’s understanding of architecture? Which one have we focused on as an industry: signature architecture” used by high$$ projects OR “value” needed by the majority of
clients?
· “sales is 90% listening (their needs) + 10% talking (yourself)” --- how does this apply to the BRAND of architecture?
· “Architecture is an economic driver…architects lead community programs that drive change.”
· “architects can build alliance around an issue”
· “architecture is a business, not a practice” We have to run a business to make a profit –
do not apologize for it.
· At a macro-level, the architects innate desire to create is in conflict with good business”
· “We need to lose big rather than win small” --- the individual’s short-term focused decisions affect the long-term health of the industry.
· focus of architecture for a healthier industry –“solution to current problems is not to go broader, but to go deeper”
· “clients want market-out advice (knowledge) after honest listening”
· Clients want architects to take responsibility –
can we do this in an effective way vs “just take the risk”?
· Is the current “business-focus” a 1st step on the path to long-term health (industry is committed to this change) or will this change back when the economy rebounds?
· How do we treat our own? True incentives vs running modern-day sweat shops?
· “architecture is the surplus beyond the traditional value of a building”
· “architecture is the path for people to have a better life in the space”
· “imagination is more valuable than knowledge”
· “architects need to be able to truly estimate cost, or we will never be able to take back the profession from contractors”
· “architecture is currently an undervalued career – we have not learned to leverage our skills yet”
· “we have to SELL what we do to succeed” (vs traditional “view” of marketing in architecture industry)
· Innovation drives advancement – need to truly understand the architectural clients’ needs in order to innovate

Principles of a GREAT BRAND: (do we need a new “brand” for architecture?)
· Has to be an engaging, compelling narrative
· Knows its customer
· Anticipates its customers desires
· Differentiate with great focus & clarity

And two quotes from Bob Gramann, stated within the first 10 minutes of the opening
session for the 2012 VISION classs. I think these apply.
· “behold the turtle…he only makes progress when he sticks his neck out”
· “vision without action = hallucination”

So let’s get moving on an issue that affects our industry. See you in a couple of weeks.

Practice and Philanthropy: Opportunities for Serving the Global Community.

During our January keynote presentation, I was struck by Ned Cramer’s discussion of current trends in Architecture, specifically the trend in education where students are looking toward humanitarian and philanthropic projects for inspiration and examples to be emulated. I couldn’t find any hard statistics on this, so let’s assume for the sake of this blog that this is the case.

So what’s driving this? One thought is this a rejection of the “anything goes” parametric form making in favor of a more grassroots approach to design. Now that’s a pretty shallow reason to dedicate your lift to a particular facet of architectural ideology, and I’d like to give Gen Y more credit than that. In discussion with a friend on this topic, she thought this is a result of educators being critical of the architectural movement of the past 20 years; buildings are not integrated into the urban fabric (contextualized), were poorly constructed, and inefficient. In short, they represent consumption. Or is this truly selflessness and a desire to have a greater impact on the environment and global society as a whole?

Given that July’s Vision session will be dedicated to social responsibility, I feel compelled to bring this discussion back to the topic of this month’s program:” Business Philosophy and the Economy.” How can we as practitioners support the efforts of these individuals or perhaps even participate?

Some firms are being called upon to assist with technical backup – an opportunity for partnering and mentorship. These firms offer stability and experience to temper energy and enthusiasm. Take for example emersion Design’s collaboration with University of Cincinnati’s Roche Health Center project in Tanzania (http://www.ncarb.org/en/Studying-Architecture/Educators/NCARB-Prize-Program/2011-Prize-Winner/PrizeWinner1.aspx) “The partnering architecture firm emersion Design led workshops and reviews, and the engineering firm Arup helped with the design of earthquake-resistant construction techniques, ensuring that construction and design conditions met the requirements on the ground.” (Direct Connection, Vol 14, issue 2)

Is this a niche to be filled in the architectural industry? Consider a firm that specialized in indigenous construction materials and techniques of remote areas throughout the world. They know the ins-and-outs of working with foreign government agencies and could facilitate volunteer groups or NGO’s traveling to areas in need and providing assistance through funding and project coordination.

How do these philosophies fold themselves into the average architectural firm? I submit Muller Hull as an example: two guys who served in the Peace Corps in Brazil and Afghanistan during the late 1960’s. After establishing the practice in the 1980’s they focused heavily on environmentally and contextually sensitive projects, winning awards for passive solar housing, contemporary cabins the Pacific Northwest, and an environmental laboratory. They have recently completed designs for a NetZero border crossing facility in San Ysadro, California. These men applied their innate sense of environmentalism and social awareness to create a successful, established, and recognized architectural firm.

What I truly hope is that this is not a trend, but rather a segment of the architectural population that has always existed, but now finds itself in the spotlight. Some questions to get the ball rolling: Is this something that we need to incorporate into our current business philosophy? What aspects of this “trend” can we apply to how we work with our current clients?

Establishing Value

We all seem to agree that the percieved value of architectural services is crucial to our success.  (i.e.  We know we bring essential skills to a project, but we lament that not everyone else has the same understanding.)  How do you (or your firm) market and advocate for the value of your services?  Do specialization and/or technology come into play?  How much of your energy is spent on expounding your own firms’ value as opposed to the value of architectural design in general?