Some architects still think a digital strategy is about getting onto Instagram.
This last week or so at my graduate school of architecture the students were lining up for selfies with Bjarke when he came as a
“Design leadership is not simply about putting the smartest people into the design studio and then telling them everything they do is “not quite right”, a “little bit wrong”, or their work has “no credibility” or doesn’t actually “count”
As someone said to me if you are going to do research in architecture don’t dabble in it. Either do it as pure research or do it as serious applied research, at the other end of the chain, which will give you some kind of competitive advantage. But don’t dabble.
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.