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Why Does Design Matter?

  • 1.  Why Does Design Matter?

    Posted 03-14-2011 12:32 PM
    This message has been cross posted to the following Discussion Forums: Small Project Practitioners and Practice Management Member Conversations .
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    Planning is underway for this year's National Architecture Week, which will be a series of virtual events taking place April 10-16. We'd like to include your voice in this observance. Across the country licensed architects just like you will have the opportunity to answer one simple question - What are you doing in design and why does design matter? Are you willing to share your thoughts with your colleagues? To do so requires you video recording your response, posting it online, and forwarding the link to us.

     

    Responses can be as creative as you would like, but should be no longer than 3 minutes. After recording your answer, post the video to your YouTube or UStream channel and send me the link to the video via email (sbarnes@aia.org). I'd like to have your link no later than Monday, March 28.  If you do not have a YouTube or UStream account, please use the links below to set up a free account in just a few minutes.

     

    Each day of National Architecture Week, we'll post links to the video presentations to AIA National's Facebook fan page and invite our fans to join in a conversation about your response. So you might want to include a provocative or thought-provoking comment or query in your response. This is a great opportunity to get your voice heard and let the public know Why Design Matters.

     

    *Please note that not all videos may be used. Any submission that is deemed inappropriate or expresses views and opinions in contradiction to AIA public policies may not be displayed.

     

    Setting up a YouTube Account:

    http://www.youtube.com/create_account?next=/index

     

    Setting up a UStream Account:

              http://www.ustream.tv/login-signup



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    Sybil Walker Barnes
    Director, Social Media
    The American Institute of Architects
    Washington DC
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  • 2.  RE:Why Does Design Matter?

    Posted 03-15-2011 01:19 AM
    Design Matters but only in Context with Mankind and the Environment

    Design that is of a graphic or sculptural form is nice, but if it is never built (PA Design Awards), it is not archtitecture.  Architecture must be built and it must serve the owner's and community's needs for it to be good architecture.  Built archtiecture may be good graphic design or good sculpture, but if ti does not serve the needs of the ower or the cummunity, then it is not architecture. 

    Buildings that are built but blow the owner's budget and cannot be finished, are rarely occupied, or do not function as intended are also not architecture, no matter how inspiring that structure might be.  The office building known as The Ark in London is a great example of such a project.  Each floor of this piece of scupture had a different sized floor plate,  The interior atrium made it so that the building could not be subdivided.  Both the architect and the owner went bankrupt and the building set vacant for years. It was a great piece of sculpture, but know one could afford to occupy the structure.  Major corporations looked at the building and passed, deciding to move into the renovated wareshouses that were on the opposite side of the street.  That way the corporate office workers could have an excitign view of a great piece of sculpture.  The Ark won all kinds of architectural design awards, but in the end, the structure was never really architecture.

    On the otherhand, the St. Louis Arch is an example of both great architecture and great sculpture.  Good design and archietecture must fullfill the needs of what the building and its surroundings were intended to perform.  Good archtiectural design must work for the owner, the community and be built in a manner that meets good economic and envirionmental practices.  Sustainable buildings that do not meet building efficiency needs or are in need of contant repair are not good architecture.  They may look good, but they are really stage settings; a Disney World of metal buildings with stage setting fronts and interiors.

    Good design must go beyond just the building shell and its visual attaction.  Good design must consider building science, the community, and the economic needs of both the owner and the public.  A simple warehouse with efficent design and materials designed for a short term use, knowing that the dynanmics of the area are changing and that at a not too distant future the warehouse may be raised, may be great architecture.  To the contrary, a $400 or $500/sf LEED, 2030 Challenge, Award winning building may be a nice piece of sculpture, but the costs involved in construction, maintenence, use of substandured material jsut to score points, is in on way a viable, long term structure with any real archtitectual value.  It may be an architectural laboratory, but it is not an example of great architecture.  Great architecture must consider economics.  Trophy buildings considere economics as does a metal building.  They also consider life-cycle costs as well as long term occupancy and and maintence.  Great architecture need not only be that of great expense and longevity.

    We as architects, owners and developers, need to try things and push the envelop.  However,  we also must remember building costs, schedules, the owner's real need, the coummity's needs, building science, and long term (or short term) care in our design.  Good design must fit the needs of the owner and the community and each other's long term plans.  Form always follows function.  The key to good desgin is to understand the real function.  Not all good archtiecture needs to be a Taj Mahal.

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    David Hauseman AIA
    The Hauseman Group, Inc.
    Atlanta GA
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  • 3.  RE:Why Does Design Matter?

    Posted 03-15-2011 09:41 AM

    Well said David.  I only wish the AIA and industry media could accept this definition of "architecture."  They never will because this definition does not promote their agenda.  They would rather ask "why does design matter."  In the context of your definition, this question becomes absurd.  It is like asking why does "air" matter.  In the context of their definition, one might ask why they have to ask that question at all?  The reason is because their definition of design only includes the artistic expression of a building, which to many, does not carry the importance they would like, bar the functional qualitities that you so eloquently outlined.  They don't ask the question because they want an answer.  In asking it what they are really saying is:  "Design, as we choose to define it, does matter."  The question is a means to promote their agenda, not to get to any truth.  So long as they can convince membership that promoting this agenda is in member interest, they can continue to operate as a media outlet and lobbying group rather than the far more difficult task of providing useful member services. 

    Regarding the call for video submissions "Why Does Design Matter?"

    Read the footnote:

    *Please note that not all videos may be used. Any submission that is deemed inappropriate or expresses views and opinions in contradiction to AIA public policies may not be displayed.

     

    They reserve the right to quell any submittal that does not promote the AIA's agenda/public policies.  They have their answer, they are looking for the right question.

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    Alan Burcope AIA, MBA, LEED AP
    VP Project Development
    HBE Corporation
    Saint Louis MO
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  • 4.  RE:Why Does Design Matter?

    Posted 03-15-2011 10:02 AM

    answer one simple question - What are you doing in design and why does design matter?

    Excuse me? Simple Question? You're kidding right?

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    David Clarke AIA, Senior Architect
    Williams Design Group, Inc.
    President-Elect, AIA New Mexico Southern Chapter
    Las Cruces NM



  • 5.  RE:Why Does Design Matter?

    Posted 03-16-2011 12:54 AM
    Maybe we are asking the wrong question in "Why Does Design Matter?"  Maybe we should be asking the question, "Does Architecture and Design Matter?"

    Architects are held in high esteem by the public but are paid little for their knowledge and their work.  On the otherhand, lawyers, bankers, politicians and real estate agents are held in low esteem by the pubilc but are paid far better than architects for their knowledge and their work.

    If design and architecture matter, why is the architect paid so little and required to know so much and provide such a large liability umbrella?  Has the architect in the US outlived his/her useful life?  If so, should the profession be allowed to die an honorable death and go quietly into the night?  Nothing lasts forever.

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    David Hauseman AIA
    The Hauseman Group, Inc.
    Atlanta GA
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  • 6.  RE:Why Does Design Matter?

    Posted 03-17-2011 07:45 AM
    One of the reasons why architects in general are paid little is that we get caught in a competitive fee frenzy and give away our services in order to get the commission, and then complain that our fees are so low.  We are the reason why we are paid the way we are.  The other professions you mention are not in the same competitive fee war that architects get caught in.  The AIA for years has admonished the profession for partaking in the fee undercut practice.  When was the last time you won a project based on experience, qualifications and value, and fee did not enter into the equation?

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    Kerry Hogue AIA
    HKS, Inc.
    Dallas TX
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  • 7.  RE:Why Does Design Matter?

    Posted 03-18-2011 11:57 AM
    I completely agree with Kerry Hogue.  I find that too many architects are willing to take low fees in order to 'get the job', produce minimal documents too quickly, provide little or no construction phase service, and move on to "chase the next ambulance" so to speak. They leave behind a wake of clients and builders who consider architects incompetent dreamers. To quote one local collegue; "I practice reckless architecture".

    In CT a non-licensed practitioner can legally design any residential project up to 5,000sf. Members of our local AIA chapter (are you listening Lee and Glenn?) plan to petition our legislature to require that all buildings be designed by a licensed architect. I believe that a comprehensive standard of care should be required in order to obtain building permits. We need to better educate our clients regarding the potential pitfalls inherent in marginalizing the architects role in the construction process. Hopefully, that will produce better buildings and commensurate fees.

    We have power if we stop fighting ourselves.

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    Alexander Esposito AIA
    Alex Esposito A.I.A., Architects
    Southport CT
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  • 8.  RE:Why Does Design Matter?

    Posted 03-21-2011 03:34 AM
    The profession lost the fee battle decades ago under the FTC restraint of trade action against price fixing as represented in the old AIA Fee Schedules for various project types. Had the AIA the same political power to defend us as the realtors' professional org in defending their 6% fee, we might be in much better shape today. Discount realtors are still somehow illegal or blacklisted in many states!

    Also, as long as architects, and specifically the AIA as our professional association, as well as the states' architectural registration boards are willing to ignore/allow the use of the term "architect" to be parsed out to those who deem themselves creative in some way but have no architectural credentials, certifications or training - such as is ongoing & expanding in the high tech industry, via monikers such as "Chief Information Architect," etc. - we will continue to lose ground as a highly trained, specialized and irreplaceable profession in society. And our fees will erode accordingly. 

    As a further fee erosion force, as IPD moves BIM into the forefront, at least some of the large GCs' aim is to capture technical documents delivery from our profession so we can be cornered into providing nothing more than pretty design concepts and the fee down-sizing will continue. This I have heard specifically stated by one IPD/BIM director for one of the largest GC's in America after a recent panel discussion when plied with enough 80 proof "truth serum."

    A society pays only what it is required to by political & market forces (realtors', lawyers' & undertakers' fees), and what it truly values (nascar drivers & college athletes) - not what it says it values... else teachers would be well-compensated in America.

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    Bruce Bradsby
    bdb/a
    San Francisco ' Bangkok

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  • 9.  RE:Why Does Design Matter?

    Posted 03-22-2011 09:53 AM

    It is interesting to hear Architects complain about low fees, and about members selling their services too cheaply, in order to win projects, or just plain getting work to survive. I admire the Architects who can turn down work when the fees are not to their liking. I am not in the position to always do so. I have been in business for 18 years, and during that time, I have taken projects for low fees to survive.
    Just recently, I have relocated to an area in Minneapolis, whose residents; many of whom are "newer" immigrants, (non-white) are under served by the design and construction professions. I have a client who operates a used car lot on an urban site in Minneapolis, and the City was not interested in having him remain. Of course, they did need to desperately obtain taxes from this site. So this Owner received resistance from the City, and from several Architects who were unwilling to take his project through the process for a reasonable fee. Guess who did not say no? That's right - our firm. Did we do a somewhat limited set of documents for a reasonable fee? Yes we did. Through all of this, we have an approved project, that the neighborhood is pleased with, and we have forged a link with the new community and will be providing services for many years - at fees that would be deemed by many to be too low. In addition, the fact that we stood up for a local businessman (like myself), in the face of the tyrannical attitudes of the City, is not a model, perhaps, for "traditional" architectural fees and practices, but for the realities faced by many in todays economy. Lets not have our noses in the air, people! Lets get real. BTW, we did earn a profit for the project, and the Owner is delighted.
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    John Harriss AIA
    Harriss Architects, Inc.
    Minneapolis MN
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  • 10.  RE:Why Does Design Matter?

    Posted 03-23-2011 10:29 AM
    In my opinion, Mr. Harriss has missed Mr. Bradsby's excellent point.  First, congratulations to Harriss for doing a "cheap and dirty" project and making a profit.  But the fact of the matter is that architecture has become a profession in name only, certainly NOT A PROFESSION in terms of perceived value to the public and compensation of architects.  Why do we all cave-in to the notion that as a group we can't DEMAND better fees?  Why does this AIA site have the gall to caution us not to discuss fees? "Be careful what you say.  We don't want to upset the FTC.  They might be listening."  Personally, I couldn't care less what the FTC decided 30 years ago.  As Mr. Bradsby pointed out, somehow, magically, realtors can price fix all day long and no one cares.  6% for what a realtor does, and an architect has to lift mountains for the risk of a small fixed fee...how ridiculous!  When was the last time you negotiated a fee with a doctor or lawyer?  The whole world is price fixed, but not us good, noble architects!  Aren't we proud!

    Yes, I can rant, but what can I do to change the current situation.  I am a realist.  I don't think there's anything I can do...nothing at all.  That train left the station decades ago.

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    Philip Royer AIA
    Knoxville TN
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  • 11.  RE:Why Does Design Matter?

    Posted 03-23-2011 03:15 PM
    Jeffrey.  I did not mean to single you out.  My apologies if I insulted you.  I do believe that the profession has eroded to the point that we no longer, as a group, understand what business we are in.  We have allowed the individuals who we work most closely with in the client organizations (usually facilities personnel) to shift our thinking to the idea that what we sell is a set of drawings, and so we allow them to measure our value based on the paper and ink that we produce.  This idea is made worse by the fact that we have supported the Brooks Act, and state regulated mini Brooks Acts that force us into a selection process theoretically based on "qualifications" first and "value" second.  There are many arguments to support this process, but the most compelling one is never voiced, and that is because it protects the industry leading firms from competition.  In the mean time, it cripples smaller firms who would challenge, and innovate in real ways that would serve the public's and client organization's interests in the long run.  I don't think that many architect's truly understand this, they simply practice within the limitations set for them, rarely looking beyond that box, rarely even aware that they are within that box.

    The business we are in is truly defined by what the client organization, or market demand is.  Client organizations demands are for facilities, not drawings.  Drawings are a means to an end for them.  No client hires an architect because they want a set of drawings, they hire an architect because they want a building.  We must move away from a belief that what we provide is drawings, and only when we ourselves change our own perception will be able to negotiate better terms for ourselves.

    Design matters, but not as much as buildings matter.  Let's not separate design from buildings, they are one and the same in the eyes of the market.  The market's eyes are the only ones that matter.

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    Alan Burcope AIA, MBA, LEED AP
    VP Project Development
    HBE Corporation
    Saint Louis MO
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  • 12.  RE:Why Does Design Matter?

    Posted 03-24-2011 03:26 AM

    Proponents of a fee schedule might be interested that Germany has one that is mandatory for a and e services that is based upon cost and complexity of the project. In prescribing the fee, it must by necessity describe exactly what is included in each of 9 main phases of services. The omission of certain tasks leads to a fee reduction. Complexity scale is open to interpretation and since final costs are hardly ever known until completion, the schedule provides a mechanism for recalculating the fee at the end of a project.

     

    While it may be a well meant attempt to eliminate cost based competition in favour of quality, competency and other factors, anticipation of potential situations during the course of a project has resulted in legislation so complicated, that few architects and engineers understand it. It is a field of expertise in the architectural and legal professions.

     

    While liberalised several years ago to bring it into line with European legislation, the reality is that it is largely ignored except by government projects. In working as an owner's representative, I am by law prohibited from negotiating or advising to negotiate outside of the fee schedule.

     

    In the long term, I anticipate its total elimination.



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    Karl Hartnack AIA
    Component Past President
    Hartnack Architecture
    Düsseldorf, Germany
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  • 13.  RE:Why Does Design Matter?

    Posted 03-25-2011 10:18 AM

    My 25 years in the profession has taught me that there is a permanent (yet always moving)line that divides that projects that the Owners truly value the depth and breath of the Architect's experience, and others that do so only on a sporadic or intermittent basis. If Architects are only interested on being on one side of the line, and not understanding that quality, appropriate design can be applied to virtually any situation, then we as a profession will be left to a self fulfilling prophesy: that Architecture is the domain of the rich, the educated and corporate sectors of society. Architecture fees are important to discuss when trying to figure out how we can best serve our clients, but at the same time-, thinking that we can somehow mandate fees, or have our noses in the air about how noble our profession is - will not enhance the standing of our profession. Inclusivness is the key, not exclusivity. ---------------------------------------
    John Harriss AIA
    Harriss Architects, Inc.
    Minneapolis MN
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  • 14.  RE:Why Does Design Matter?

    Posted 03-20-2011 03:57 PM
    A favorite professor offered the following definition:

    • Design is planning for the future.

    Our place in the development industry provides architects with experience and insight that is uniquely valuable to to the endeavor.  The challenge is to pull ourselves up to the table contribute to good decisions, accept only the correct portion of risk, and demand the respect that our work deserves.

    The A/E Fee is a very small portion of the building investment, however the decisions we influence have far reaching consequences.  With smarts, we can demonstate that design matters and that our input is valuable.

    At QEA, nearly all of our commisions are based on qualifications before value.


    Jeffrey Luker AIA
    Quinn Evans Architects
    Washington DC
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  • 15.  RE:Why Does Design Matter?

    Posted 03-21-2011 09:25 AM

    I mean no criticism of Mr. Luker, his post is representative of the vast majority of architect's beliefs.  However, those beliefs are the problem, not the solution.

    Earlier in this conversation someone made the accurate observation that architects are held in high esteem, yet paid less than lawyers, builders and real estate professional, who are often held in low esteem.  So what is the difference?  The difference is not that these professions do a better job of "communicating thier value," or "educating the public" of thier worth.  They don't have to, the public is keenely aware of their worth by using their own judgement.  For the consumer, the value of a lawyer is quite evident when you are faced with prison time, or a liability suit.  Or a real estate agent, when you have no idea where to begin to sell your house.  VALUE is evident!

    If your business model requires that you first educate your market on the value of your service, then your business model is failed.  Demand comes first, then development of a product that meets that demand.  Otherwise, the only way to make that model work is to legislate a false market demand for your services, which is what the AIA and others attempt to do.  There is an attitude out there..."if they can't see the value of our services,... if they won't listen to us about how useful we architects are,...then we will pass laws that force them to use us."

    Look at how Mr. Luker finished his post. 

    "At QEA, nearly all of our commisions are based on qualifications before value."

    Qualifications before VALUE.  There is the problem!


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    Alan Burcope AIA, MBA, LEED AP
    VP Project Development
    HBE Corporation
    Saint Louis MO
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  • 16.  RE:Why Does Design Matter?

    Posted 03-21-2011 03:36 PM
    From the responses I have received it has become apparent that most feel they price thier fees according to the value they provide clients and do not get into a competitive fee situation.  Somewhere out there are architects and firms that very much undercut fees to gain a commission.  We lose projects weekly because the deciding factor was fee and not qualitifications or experience.  A firm's qualifications and experience give you the opportunity to get invited to the dance, but unless you have the low number, in many instances, you don't get invited to dance to the music.  My hat is off to all of you that are sticking to your principles and not engaging in pricing wars.

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    Kerry Hogue AIA
    HKS, Inc.
    Dallas TX
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  • 17.  RE:Why Does Design Matter?

    Posted 03-17-2011 09:09 AM

    David:
    Our profession has become commoditized in large measure because we have become a risk averse profession because of our fear of liability lawsuits. I would say that Design Matters but Good Design Matters More. In addition to risk aversion, we tend to try to convince clients based on language that only architects truly understand-a term I have dubbed: "design speak" which results in our clients not understanding the true value that good design brings to their personal and business lives. We need to present our work in a way that convinces clients in language that they understand-that's when the public will be willing to pay us more!
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    Anthony Schirripa FAIA
    Chairman
    Mancini Duffy
    New York NY
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  • 18.  RE:Why Does Design Matter?

    Posted 03-17-2011 01:43 PM
    I have heard reference to architects being "held in high esteem by the public" for my entire, over 30 year, career usually in the context of Mr. Hauseman's question; "why is the architect paid so little?"  Among the answers to that question, I think there is a simple one and a more complicated one.  The simple answer is that "the public" doesn't hire architects; the complicated one is that we architects don't respect each other as business professionals.  Don't work for people who don't respect what you do and are willing to pay you for it.   The problem is that there are too many "professionals" who are willing to take work for low fees or too many clients who don't understand what the archtiect can (should) bring to the table and hire someone who won't provide the appropriate level of service.

    Furthermore, thinking back to a lecture I heard over 30 years ago, don't back away from appropriate liability.  The more liability we try to avoid, the less significant and necessary we are, as professionals.  Generally, we all "love" design and see that as our "calling" but that is only a small part of what we do and no matter how respected we are for our "design" skills it is our technical and business skills that will strenghten the industry.

    When we, as an industry, stop saying that we "get" to work on a project and start, instead, stressing why the client should want us on the project then we will see the "respect" we really want and, hopefully, deserve.


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    Francis Watkins AIA
    Bignell Watkins & Hasser Architects, P.A.
    Annapolis MD
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