IIDA Perspective - Spring/Summer 2011 - 38

design practitioners everywhere—seems too progressive for an American client to embrace. But does that reflect an overarching attitude toward preventive medicine, the American insurance companies that underlie health and well-being, or the mindsets and capabilities of doctors and the talents they hire? Whether a medical office-cum-spa or the hypothetically universal lawyer’s space, every setting comes with its own vicissitudes. Due to access to fabrication resources, Belfry Tashkent’s lace-like walls had to ship to Uzbekistan from Germany. Because suppliers and import taxes vary, “In some cases you end up defining the design intent instead of calling for particular products,” Braga says, “I FedEx physical samples so suppliers are able to understand the material and try to find something that is comparable.” Then there are the users who, Internet and global media notwithstanding, represent cultures as specific as their sites. Braga says the Bancolombia project is “a little more colorful in every way, because the personality of the people is a little more colorful.” Extroversion also recommended more social space than one would find among American financial workers who still largely prefer their cubicles. And it manifested in the facility’s art program, which installed works by young artists representing every region

of Colombia. “There were just some very basic parameters, and it had a very diverse result. In the States such an effort might be more conservative; people would try to curate the results a lot more.” Last year Kurt Vander Schuur, Industry IIDA, corporate brand director of the Holland, Michigan–based manufacturer Haworth, organized a symposium at which companies discussed their strategies for creating and selling design in globalization conditions. Vander Schuur recalls that color was one effective strategy for accommodating local culture: although it would be too expensive to substantively change a product with expensive tooling costs, such as a mobile device or car, rethinking color to range from subdued to spicy can please many consumers at once. However nuanced, the world of interiors seemingly demands site-specific accommodation. Indeed, W Hotels also attended Vander Schuur’s event, and Starwood revealed that the iconic brand was beginning to strike travelers as cookie-cutter. Now the hotel’s centralized design team collaborates with regional interior designers in order to embody genius loci more evocatively. It’s a path that Haworth is pursuing, too. While the furniture giant always keeps an eye out for products that Vander Schuur says

Photographer: Eric Laignel



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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