This message has been cross posted to the following Discussion Forums: Committee for Leadership Education and Small Project Practitioners .
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There are many superb responses here. I feel the need to gather them together, distill the main points, and write a final paper. For now, though, here is a brief synopsis (by no means all-encompassing) of what I think has been the high points brought up most often...
Before I do that, however, I want to post a portion of one of Eric Rawling's prior posts. He said:
///I think Architects who have established high values for the sales of their buildings should bring more value to a new project than someone who is not established. This motivates us to do a better job and design more "valuable" buildings and to begin establishing what "value" means. Why wouldn't someone want a Gucci House or a Vera Wang addition? Designers bring more value to all items in America, why not houses? There is a big difference between the amateur and the Architect, but the saddest thing is that I meet more resistance from other Architects on this idea than I do from builders. We have a very lousy perception of ourselves and our self defeatist mentality is holding us back more than "they" are.///
I think this is one of the most important points Eric made. I think it's valid to compare fashion designers to building designers. So, it got me thinking: who is the Vera Wang or Gucci of architectural design? Most likely, it's Zaha Hadid, Frank O. Gehry, Calatravi, I.M. Pei; and, from years gone by, there is Frank Lloyd Wright, Meis van der Rohe, Alvar Aalto, HH Richardson, Louis Sullivan, and Louis Kahn, etc. to name a few and in no particular order. And let's not forget Julia Morgan, AIA. What? You've not heard of her? Or perhaps you have but most likely not while you were in architecture school.
Anyways, the likelihood of someone famous in architecture adding their point of view to this discussion is slim to none. Why? Because they're too busy doing what we wish we were all doing: creating DESIGNS that people crave. I guess we can't all reach the heights of a Gucci status brand, but we can try. Somebody has to make the pants that sell at Walmart. Not everyone can afford to buy only Guess jeans or Vera Wang gowns. Putting a Gucci bag with an outfit purchased at Macy's is okay; adding a Michael Grave's addition to a spec home is ridiculous. But we can try to do it... Sometimes it's hard to accept that we are bound by certain economies of scale. Yet, the over-arching point is: as architects, we are equipped- and required/expected- to provide good quality design at any price point.
Back to the idea of prioritizing the main ideas that have surfaced so far...
As I first stated above, I am trying to wrap my mind around all the points that everyone has been making and plan to write them in a coherent manner to share them at a later time.
For now, here is a quick, rough-draft overview:
1. We need to define who we are as architects and what are the core general services we provide. This needs to be separated into two distinct categories: residential and commercial.
2. We need to recapture the training and mindset of the "Master Builder" (i.e. Imhotep; or the architect(s) of the Parthenon, for ex.- how they took care in overseeing the carving of each stone...)
3. We need to revisit our notion of what defines "good design"- aesthetically, functionally, cost-efficiency-wise, environmentally, etc.
4. We need to develop better self-images and we need to really strive to improve our camaraderie and mutual respect between one another, as fellow AIA members, and within the greater architectural community and allied professions.
5. We need to explore more meaningful ways to connect with the public and increase our leadership roles in every facet of society
6. We need to collectively resolve to take back the residential industry/market by storm and work together to create and implement a cohesive, workable strategy to do so.
7. We need to create a marketing campaign on TV, the internet, social media of all types that will influence how the public perceives architects and their value to society's health, safety, welfare, and aesthetics
8. We need to get adequately paid for the services we render. This means, as a pledge to your fellow colleaugues, you will not agree to work for less than an appropriate professional rate for any given architectural service rendered.
Again, this is just a rough draft.
Thanks, again, to everyone who has read and/or posted your thoughts on this topic. I think everyone's opinion on this forum is valid and has a right to be heard, especially those of you who are fortunate enough to be working and are in the trenches providing architectural services at this time.
Maybe this topic is nearing an end. Still yet, I always look forward to receiving further input.
Sincerely yours,
Tara
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Tara Imani AIA
Architect
Tara Imani Designs, LLC
Houston TX
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