IIDA Perspective - Spring/Summer 2011 - 27

“clients know what they want but not how to coalesce that into a roadmap and goals and concrete action.” —ross Cole, Principal of BAM Studio

HoK’s Advance Strategies to create a standard design and change management program for its offices and then rolled out the project worldwide. yet, some clients just require consulting services, such as devising a central database that tracks people and space changes for a global company. In that case, “There can be no design element to it all,” Stringer points out. That doesn’t mean there’s a total separation of consulting and design in a large firm. For small projects, the same person can do design and consulting, but as big projects are the norm at places like HoK, Stringer says, “We build overlap into work streams to ensure that the design team is involved in the programming process, and programmers are involved with the design phases of work.” Maintaining that connection is critical, because much can get lost in translation between teams. “you can’t just throw a document over the fence,” she says. At HLW, a global design, engineering, and consulting firm, there is constant cross-fertilization between the design and consulting teams, according to Francisco. “Representatives from both teams are involved from the beginning and every step of the way,” he says. As awareness of the field expands and more firms get into the game—including design consultancies, like San Francisco-based IDEo—pressure has increased on fees. “We figure out what needs to be done, who is involved and the different billing rates and add up the number,” says Ross Cole, principal of BAM Studio, a small New york consulting and design firm. “And then we do a reality check and look at the market.” According to Stringer, billable hours are somewhat higher than those for design because consulting projects are usually shorter term—averaging three to six months— compared with design. Emick, of EHS, says that because design and consulting don’t always take place at the same time, the firm often bills separately for each service as the project progresses. In the some cases, though, like

the university notification job, it was offered as an all-in package deal. Design Is Strategy Design solutions come out of a deep understanding of a client’s business, so translating that into consulting services is a logical extension, according to Cole. “A majority of design clients believe that if we just build the right thing, it will fix everything,” Cole says, adding, “But if you have fundamental issues with your business, you won’t solve that if the cultural aspects don’t align.” That’s where consulting comes in. For example, in 2008 BAM was approached by a developer to reposition a 1.3 million-square-foot space in Westchester County that originally housed the Union Carbine headquarters. “They didn’t know what to do with it,” Cole recalls. “It was a blue sky opportunity, not a design project.” BAM analyzed the space, floor plans, infra-structure, and visual appeal and came up with a new vision of a life sciences complex with expanded facilities. It then moved to the design side that was also handled by BAM. “Clients know what they want but not how to coalesce that into a road map and goals and concrete action,” Cole says. Designers who have added consulting to their repertoire believe it substantially enhances their ability to provide effective and creative solutions for clients. Thomas Polucci, IIDA, AIA, director of Interior Design at HoK’s New york office, feels you can make a beautiful space for a corporate client, but you also need to make a functional space that helps attract and retain employees and has the tools to make that business successful. “you’re not just coming to it from the aesthetic understanding but really getting to know what’s systemic to an organization and its culture, where design can fit into the business. This level of knowledge becomes part of the design process.”

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Table of Contents for the Digital Edition of IIDA Perspective - Spring/Summer 2011

IIDA Perspective - Spring/Summer 2011
From IIDA
Contents
Q&A
The Virtuous Circle
Hybrid Professionals
The Consulting Advantage
Trending Research
As the World Turns
MythBusters
Design Decoded
Resources
Viewpoints
IIDA Perspective - Spring/Summer 2011 - IIDA Perspective - Spring/Summer 2011
IIDA Perspective - Spring/Summer 2011 - Cover2
IIDA Perspective - Spring/Summer 2011 - From IIDA
IIDA Perspective - Spring/Summer 2011 - 2
IIDA Perspective - Spring/Summer 2011 - Contents
IIDA Perspective - Spring/Summer 2011 - 4
IIDA Perspective - Spring/Summer 2011 - 5
IIDA Perspective - Spring/Summer 2011 - Q&A
IIDA Perspective - Spring/Summer 2011 - 7
IIDA Perspective - Spring/Summer 2011 - The Virtuous Circle
IIDA Perspective - Spring/Summer 2011 - 9
IIDA Perspective - Spring/Summer 2011 - 10
IIDA Perspective - Spring/Summer 2011 - 11
IIDA Perspective - Spring/Summer 2011 - 12
IIDA Perspective - Spring/Summer 2011 - 13
IIDA Perspective - Spring/Summer 2011 - 14
IIDA Perspective - Spring/Summer 2011 - 15
IIDA Perspective - Spring/Summer 2011 - Hybrid Professionals
IIDA Perspective - Spring/Summer 2011 - 17
IIDA Perspective - Spring/Summer 2011 - 18
IIDA Perspective - Spring/Summer 2011 - 19
IIDA Perspective - Spring/Summer 2011 - 20
IIDA Perspective - Spring/Summer 2011 - 21
IIDA Perspective - Spring/Summer 2011 - 22
IIDA Perspective - Spring/Summer 2011 - 23
IIDA Perspective - Spring/Summer 2011 - The Consulting Advantage
IIDA Perspective - Spring/Summer 2011 - 25
IIDA Perspective - Spring/Summer 2011 - 26
IIDA Perspective - Spring/Summer 2011 - 27
IIDA Perspective - Spring/Summer 2011 - Trending Research
IIDA Perspective - Spring/Summer 2011 - 29
IIDA Perspective - Spring/Summer 2011 - 30
IIDA Perspective - Spring/Summer 2011 - 31
IIDA Perspective - Spring/Summer 2011 - 32
IIDA Perspective - Spring/Summer 2011 - 33
IIDA Perspective - Spring/Summer 2011 - As the World Turns
IIDA Perspective - Spring/Summer 2011 - 35
IIDA Perspective - Spring/Summer 2011 - 36
IIDA Perspective - Spring/Summer 2011 - 37
IIDA Perspective - Spring/Summer 2011 - 38
IIDA Perspective - Spring/Summer 2011 - 39
IIDA Perspective - Spring/Summer 2011 - 40
IIDA Perspective - Spring/Summer 2011 - 41
IIDA Perspective - Spring/Summer 2011 - MythBusters
IIDA Perspective - Spring/Summer 2011 - 43
IIDA Perspective - Spring/Summer 2011 - 44
IIDA Perspective - Spring/Summer 2011 - 45
IIDA Perspective - Spring/Summer 2011 - 46
IIDA Perspective - Spring/Summer 2011 - 47
IIDA Perspective - Spring/Summer 2011 - Design Decoded
IIDA Perspective - Spring/Summer 2011 - 49
IIDA Perspective - Spring/Summer 2011 - 50
IIDA Perspective - Spring/Summer 2011 - 51
IIDA Perspective - Spring/Summer 2011 - Resources
IIDA Perspective - Spring/Summer 2011 - 53
IIDA Perspective - Spring/Summer 2011 - 54
IIDA Perspective - Spring/Summer 2011 - 55
IIDA Perspective - Spring/Summer 2011 - Viewpoints
IIDA Perspective - Spring/Summer 2011 - Cover3
IIDA Perspective - Spring/Summer 2011 - Cover4
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