The challenge for architects, is to adapt in a competitive global system that is increasingly flexible and indeterminate. This is a system where the project itself has, in a manner of speaking, disappeared.
Many architects fall into the trap of getting in a few new designers and fresh design ideas in the hope this will change the brand or how the firm is perceived.
This weeks blog discusses the divide between business imperatives and creative aspirations in architectural practice. Are we selling ourselves short?
For architects, in this day and age its all about the brand.
The more efficient and profitable your firm is the more time you will have for design.
If we are to talk about different forms of practice then I think architects really need to abandon their pre-conceived notions of what practice is. There is no magic solution.