Interior Architecture Committee

Notes from the AIA Interior Architecture Knowledge Community Roundtable

2013 AIA Convention, Denver, CO

21 June 2013

Committee members attending:

Mary Burke

Liz Peterson

Annie Chu

Janet Sager

Ken Wilson

2009 survey was reviewed by Mary Burke

Members were most interested in the following top 5 items:

1. Best practice
2. Green design innovation
3. Workplace
4. Practice and process tools
5. Retail

Show of hands on what practice areas the audience was involved in (numbers are approximate):

5              Residential

15           Multi-family

30-40     Workplace

30-40     Healthcare

8              Cultural

2              Media

15           Hospitality

30-40     Retail

15           Green building

5              Design for the aged

Mary Burke:  AIA is changing its position.  Architects need to communicate their value to clients.  See a video on this subject on the AIA website.  How do you differentiate?  Great service.  Alignment with client values. Show areas of value added services to clients. 

Annie Chu:  Would research in this area be of value?  Audience:  Yes.   Would like to see data and information on this subject from the IAKC.

Audience Comments: 

1. Architects have left interiors behind. Schools are not teaching architecture students anything about interiors.
2. Interest in starting a hospitality practice. Saw this as an unexploited practice area.
3. Some suggested topics of discussion:
   • Transitioning in a recession
   • How has the practice changed?
   • How has business development changed?
   • How to sustain business development efforts?
   • The role of social media
4. SEGD (Society of Environmental Graphic Design) was mentioned as another organization the audience member participated in. Said SEGD looked at how to create a better experience.
5. Interiors are not taught in architecture school and this may cause discrimination against interior design in the practice.
6. Others thought this isn’t true. Frank Lloyd Wright and Gropius designed exterior and interior architecture including interior details, furniture, etc.
7. Need to talk about the success of good design and mutual respect for what all team members bring to the project.
8. Interiors practitioners may be more in touch with end users than architecture practitioners.
9. The AIA IAKC Roundtable at the 2012 AIA Convention in Washington, DC was a transformative event. The normal AIA IAKC Roundtable is about 40. In DC it was 195. It is about connection to the client. “Am I less of an architect because I care about the interiors?” I am an architect that cares about the end user. Architecture from the inside out.
10. Janet Sager: There is value in empathy.
11. Having an interiors practice is a way to survive in a down economy. Also graphic design.
12. Some professions are taking work from interior architects. These include real estate brokers and furniture dealers.
13. Janet Sager: Be the person that listens and engages clients.
14. Design can help with change management.
15. Architects used to be about new buildings – now it is about renovating buildings. Demolition of existing buildings costs more. Renovation and reuse of existing buildings is a better value. Stewart Brand: How Buildings Learn.
16. We must continue to market our services even if you are busy – especially if you are a small firm. Staff can also learn to market. Show them how. Engage with clients and ask about upcoming projects.
17. Use social media to see what values align with clients. It is a way of connecting to the community. But social media can backfire. Interior images on your website can make you look like an “interiors only” firm.
18. Janet Sager: Do a blog. Tell a story. Talk about a holistic approach and shared values. Talk about proof of success with client testimonials. Give a sense of who you are.