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:
- Best practice
- Green design innovation
- Workplace
- Practice and process tools
- 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:
- Architects have left interiors behind. Schools are not teaching architecture students anything about interiors.
- Interest in starting a hospitality practice. Saw this as an unexploited practice area.
- 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
- 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.
- Interiors are not taught in architecture school and this may cause discrimination against interior design in the practice.
- Others thought this isn’t true. Frank Lloyd Wright and Gropius designed exterior and interior architecture including interior details, furniture, etc.
- Need to talk about the success of good design and mutual respect for what all team members bring to the project.
- Interiors practitioners may be more in touch with end users than architecture practitioners.
- 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.
- Janet Sager: There is value in empathy.
- Having an interiors practice is a way to survive in a down economy. Also graphic design.
- Some professions are taking work from interior architects. These include real estate brokers and furniture dealers.
- Janet Sager: Be the person that listens and engages clients.
- Design can help with change management.
- 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.
- 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.
- 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.
- 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.