IIDA Perspective - Fall/Winter 2011 - 44

rick Focke, is senior principal and senior interior designer at Hok new york. Focke brings four decades of experience to his work and has planned and designed more than 40 million square feet of corporate, professional, and retail space.

Arthur Gensler, FIIDA, FAIA, rIBA, is the founder of gensler, which he launched in 1965. From an office of three people in san Francisco, the firm has grown into one of the world’s leading architecture and design groups, with 3,000 employees in 40 locations worldwide.

Jo Staffelbach heinz, FIIDA, is president and CEo of staffelbach, a 70-person firm in Dallas. Heinz started in the industry in the early 1970s, established her own company in 1979 while serving as national president of the Institute of business Designers, and in 1985 merged her practice with Staffelbach.

richard Pollack, FIIDA, FAIA, is principal and founder of rapt studio (formerly Pollack Architecture), a 50-person firm founded in 1985, with offices in san Francisco, Los Angeles, and Delhi, India. He also cofounded Pdk Consulting and recently launched Pollack Consulting. He began his career in 1973.

Are the good old days of design gone? or has the industry evolved, offering a new set of opportunities and advantages along with the challenges? We asked four esteemed veterans— whose experience across the decades gives them a valuable perspective—to weigh in.
-----------------------------------------------------------how do you feel the general regard of the profession has changed since you first began in the industry? -----------------------------------------------------------law firms work. you need to understand your clients’ industries. you can’t just say, “I have good taste and know how to design offices,” because that isn’t going to fly anymore.

JSh: It’s still intact for those who rise to the challenge of delivering the highest-quality product and service. The periodicals are full of architects and designers who have a huge influence on the public—I believe to a greater degree than in years past. rF: When I started, there was just a handful of firms working in this profession, because architecture firms felt like they could do everything. This is before IIDA. back then it was the IbD (Institute of business Designers)—I think I was the 11th member. now we can specialize and offer our knowledge about interiors, and that’s valued—especially in the past 10 or 15 years. AG: The clients that gensler sees are looking for much more professional capabilities and analyses of their industries. you have to become experts in, say, how small
44
perspective

-----------------------------------------------------------has the interiors practice been able to differentiate its services? ------------------------------------------------------------

JSh: The issue of our services becoming a commodity has been given ample airtime. but isn’t that our own fault? We’ve allowed real-estate construction managers to suggest that we need a “watch dog.” How did we let this turn into a legitimate issue? rF: several years ago the furniture manufacturers tried to compete with designers, but that’s no longer a problem. The real-estate project management groups understand the value a firm like Hok brings to them more than they used to. We’re all on the same ship here. Also, while a few



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2011

IIDA Perspective - Fall/Winter 2011
From IIDA
Contents
Q+A
Open Source
Power Tools
CEU Course
The Inside Picture
Social Network
Retaking Place
MythBusters
Design Decoded
Resources
Viewpoints
IIDA Perspective - Fall/Winter 2011 - IIDA Perspective - Fall/Winter 2011
IIDA Perspective - Fall/Winter 2011 - Cover2
IIDA Perspective - Fall/Winter 2011 - From IIDA
IIDA Perspective - Fall/Winter 2011 - 2
IIDA Perspective - Fall/Winter 2011 - Contents
IIDA Perspective - Fall/Winter 2011 - 4
IIDA Perspective - Fall/Winter 2011 - 5
IIDA Perspective - Fall/Winter 2011 - 6
IIDA Perspective - Fall/Winter 2011 - Q+A
IIDA Perspective - Fall/Winter 2011 - Open Source
IIDA Perspective - Fall/Winter 2011 - 9
IIDA Perspective - Fall/Winter 2011 - 10
IIDA Perspective - Fall/Winter 2011 - 11
IIDA Perspective - Fall/Winter 2011 - 12
IIDA Perspective - Fall/Winter 2011 - 13
IIDA Perspective - Fall/Winter 2011 - 14
IIDA Perspective - Fall/Winter 2011 - 15
IIDA Perspective - Fall/Winter 2011 - Power Tools
IIDA Perspective - Fall/Winter 2011 - 17
IIDA Perspective - Fall/Winter 2011 - 18
IIDA Perspective - Fall/Winter 2011 - 19
IIDA Perspective - Fall/Winter 2011 - 20
IIDA Perspective - Fall/Winter 2011 - 21
IIDA Perspective - Fall/Winter 2011 - CEU Course
IIDA Perspective - Fall/Winter 2011 - 23
IIDA Perspective - Fall/Winter 2011 - The Inside Picture
IIDA Perspective - Fall/Winter 2011 - 25
IIDA Perspective - Fall/Winter 2011 - 26
IIDA Perspective - Fall/Winter 2011 - 27
IIDA Perspective - Fall/Winter 2011 - 28
IIDA Perspective - Fall/Winter 2011 - 29
IIDA Perspective - Fall/Winter 2011 - Social Network
IIDA Perspective - Fall/Winter 2011 - 31
IIDA Perspective - Fall/Winter 2011 - 32
IIDA Perspective - Fall/Winter 2011 - 33
IIDA Perspective - Fall/Winter 2011 - Retaking Place
IIDA Perspective - Fall/Winter 2011 - 35
IIDA Perspective - Fall/Winter 2011 - 36
IIDA Perspective - Fall/Winter 2011 - 37
IIDA Perspective - Fall/Winter 2011 - 38
IIDA Perspective - Fall/Winter 2011 - 39
IIDA Perspective - Fall/Winter 2011 - 40
IIDA Perspective - Fall/Winter 2011 - 41
IIDA Perspective - Fall/Winter 2011 - 42
IIDA Perspective - Fall/Winter 2011 - MythBusters
IIDA Perspective - Fall/Winter 2011 - 44
IIDA Perspective - Fall/Winter 2011 - 45
IIDA Perspective - Fall/Winter 2011 - 46
IIDA Perspective - Fall/Winter 2011 - 47
IIDA Perspective - Fall/Winter 2011 - Design Decoded
IIDA Perspective - Fall/Winter 2011 - 49
IIDA Perspective - Fall/Winter 2011 - 50
IIDA Perspective - Fall/Winter 2011 - 51
IIDA Perspective - Fall/Winter 2011 - 52
IIDA Perspective - Fall/Winter 2011 - 53
IIDA Perspective - Fall/Winter 2011 - Resources
IIDA Perspective - Fall/Winter 2011 - 55
IIDA Perspective - Fall/Winter 2011 - Viewpoints
IIDA Perspective - Fall/Winter 2011 - Cover3
IIDA Perspective - Fall/Winter 2011 - Cover4
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