"False Binaries": Why the Battle Between Art and Business in Architecture Education Doesn't Make Sense - interior design Blogs

"False Binaries": Why the Battle Between Art and Business in Architecture Education Doesn't Make Sense

This article was originally published by The Architect's Newspaper as "Phil Bernstein pens inaugural column on technology, value, and architects? evolving role."

Gone are the days when clients such as The Vatican unquestioningly entrusted architects like Raffaele Stern with large sums of money. Image © <a href='https://commons.wikimedia.org/wiki/File:Musei_Vaticani._Braccio_Nuovo.JPG'>Jesús Moreno via Wikimedia</a> licensed under <a href='https://creativecommons.org/licenses/by-sa/3.0/deed.en'>CC BY-SA 3.0</a>

This article was originally published by The Architect's Newspaper as "Phil Bernstein pens inaugural column on technology, value, and architects? evolving role."This is the inaugural column ?Practice Values,? a new bi-monthly series by architect and technologist Phil Bernstein. The column will focus on the evolving role of the architect at the intersection of design and construction, including subjects such as alternative delivery systems and value generation. Bernstein was formerly vice president at Autodesk and now teaches at the Yale School of Architecture.This semester, I?m teaching a course called ?Exploring New Value Propositions for Practice? that?s based on the premise that the changing role of architects in the building industry requires us to think critically about our value as designers in that system. After studying the structure and dynamics of practice business models, the supply chain, and other examples of innovative design enterprises, they?ll be asked to create a business plan for a ?next generation? architectural practice. I?m agnostic as to what this practice does per se, as long as it operates somewhere in the constellation of things that architects can do, but there is one constraint?your proposed firm can?t be paid fixed or hourly rate fees. It has to create value (and profit) through some other strategy.
Phil Bernstein. Image Courtesy of Phil Bernstein via The Architect's Newspaper

I want our students to think critically about this question of value propositions: Where do architects contribute to the making of buildings and how is the resulting value realized, and to whose benefit" Technology has begun to change those value equations. Increasing reliance on design information created as a result of the architect?s process?the ?big data? of design representations, geometry that drives computer-controlled fabrication equipment, ?smart building? telemetry?is but one opportunity to argue that architects are the lynchpin of the building delivery system. But we must both design the methods and protocols that demonstrate our value, and as an important result, reap the financial benefits accordingly. This, it seems to me, is a much more direct route to assuring the relevance of architects to architecture, various television marketing campaigns insisting that clients ?look up? to really appreciate their architects notwit...
Source: Archdaily
URL: http://www.archdaily.com/

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