Contract - March 2014 - 72

photography: irwin miller

forum overview

Contract Design Forum Repositions Design
The evolving role of design in society was the focus of Contract's annual of Custom Spaces Commercial Real Estate, discussed how tech
Design Forum, held in Scottsdale, Arizona, in early November 2013. The companies and startups have embraced design as a way to attract
event's goal was to spur a dialogue about how designers can reposition and retain talent. "I think the biggest change I have seen over the
past five years is the new buzzword: culture," she said.
themselves as leaders and change-agents for the industry. Meaningful
The real estate panelists engaged in discussion with the room
discussion, thought-provoking panels, and one heated game of bocce
of designers, and the complicated issue of fees emerged as a key topic.
ball engaged members of the design community during the three-day
"There is a huge difference between your world and our world," said
event. The forum's theme paralleled the American Institute of
Kay Sargent, vice president of architecture, design, and workplace
Architects' (AIA) national "repositioning" effort, which is evaluating its
strategies at Teknion. "You are at high risk, high reward. We live in
own structure and programs. Invited guests included industry leaders,
a world of low reward. So it is very difficult until that model changes."
sponsors, and members of Contract's Editorial Advisory Board.
Black, senior vice president at Jones Lang LaSalle, said that while
Two keynote speakers served as catalysts for the discussions.
competitive prices will always be important to clients, the design of
Award-winning graphic designer Michael Bierut, partner at Pentagram,
a space can be a means of lowering the price per employee. "I think that
gave the first keynote presentation, and spoke about his work in
design is a great opportunity for us as brokers and real estate advisors
transforming brand identity. Bierut presented recent elements of his
to help change the conversation; to change it from price," he said.
portfolio, including work for The New York Times and Saks Fifth

Keynote speaker michael
Bierut (above), partner at
pentagram, discussed his
work in transforming brand
identities for clients such as
The New York Times and
Saks fifth avenue. panelists
(above, right) roy abernathy,
peter ferzan, Sean Black,
and Jenny haeg shared
their perspectives as real
estate professionals working
with designers.

72

The first panel discussion flowed seamlessly into the second,
Avenue. He and his firm have also been consultants to the AIA in its
repositioning efforts by not only developing a unique typeface and logo in which three designers-Pam Light, Felice Silverman, and Michael
Bonomo-took the stage to offer perspectives from the other side.
for the association, but also helping it to reconsider priorities and
In addition to continuing a dialogue about the role of fees, other
messaging. David Kuehler, an innovation consultant who has shaken
processes, such as the importance of RFPs, were discussed. "I want to
up brands like Procter & Gamble and Disney, gave the second keynote
address. He encouraged the audience to incorporate innovation tactics thank Contract, because this is such a relevant and perfect topic to put
us all in the room. I think we have all talked about the challenges of
and processes within their own organizations and firms.
different relationships for years," said Silverman, president of IIDA.
New to Forum this year was the inclusion of two lively panel
discussions, moderated by Editor in Chief John Czarnecki, intended to "It is really refreshing and exciting to have us all starting this
conversation together."
craft a dialogue about the value of interior design and its relationship
The Contract Design Forum was made possible by sponsors
with the real estate industry. First, a panel, featuring commercial real
BOLYU, HBF, Herman Miller, Humanscale, Mohawk Group, OFS Brands,
estate professionals Roy Abernathy, Sean Black, Peter Ferzan, and
Shaw Contract Group, Tandus Centiva, Tarkett, Teknion, Universal
Jenny Haeg, gave their perspectives on the state of the real estate
Fibers, USG, and Wilsonart. -Cody Calamaio
industry and relationships with designers. Haeg, founder and CEO

contractdesign.com 	

march 2014


http://www.contractdesign.com

Contract - March 2014

Table of Contents for the Digital Edition of Contract - March 2014

Contract - March 2014
Contents
Editorial
Publisher’s Letter
Industry News
Columnist: Good Project Management Techniques for Interiors Practices
Product Focus: Not the Highway
Product Focus: Bloom Where You Are Planted
Product Briefs: Education
Princess Nora bint Abdulrahman University
Pat Bosch Reflects on Designing the World’s Largest University for Women in Saudi Arabia
Odegaard Undergraduate Library
Henry W. Bloch Executive Hall for Entrepreneurship and Innovation
University of Copenhagen KUA2
Rethinking Campus Foodservice Design
Forum Overview: Contract Design Forum Repositions Design
Designers Select: Education Solutions
Ad Index
Sources
An Exhibition at the Stedelijk Museum Explores the Work of Dutch Designer Marcel Wanders
Contract - March 2014 - Intro
Contract - March 2014 - Contract - March 2014
Contract - March 2014 - Cover2
Contract - March 2014 - 1
Contract - March 2014 - Contents
Contract - March 2014 - 3
Contract - March 2014 - 4
Contract - March 2014 - 5
Contract - March 2014 - 6
Contract - March 2014 - 7
Contract - March 2014 - 8
Contract - March 2014 - 9
Contract - March 2014 - Editorial
Contract - March 2014 - 11
Contract - March 2014 - Publisher’s Letter
Contract - March 2014 - 13
Contract - March 2014 - 14
Contract - March 2014 - Industry News
Contract - March 2014 - 16
Contract - March 2014 - 17
Contract - March 2014 - 18
Contract - March 2014 - 19
Contract - March 2014 - 20
Contract - March 2014 - 21
Contract - March 2014 - 22
Contract - March 2014 - 23
Contract - March 2014 - Columnist: Good Project Management Techniques for Interiors Practices
Contract - March 2014 - 25
Contract - March 2014 - Product Focus: Not the Highway
Contract - March 2014 - 27
Contract - March 2014 - Product Focus: Bloom Where You Are Planted
Contract - March 2014 - 29
Contract - March 2014 - Product Briefs: Education
Contract - March 2014 - 31
Contract - March 2014 - 32
Contract - March 2014 - 33
Contract - March 2014 - 34
Contract - March 2014 - 35
Contract - March 2014 - 36
Contract - March 2014 - 37
Contract - March 2014 - 38
Contract - March 2014 - 39
Contract - March 2014 - 40
Contract - March 2014 - 41
Contract - March 2014 - Princess Nora bint Abdulrahman University
Contract - March 2014 - 43
Contract - March 2014 - 44
Contract - March 2014 - 45
Contract - March 2014 - 46
Contract - March 2014 - 47
Contract - March 2014 - 48
Contract - March 2014 - 49
Contract - March 2014 - 50
Contract - March 2014 - Pat Bosch Reflects on Designing the World’s Largest University for Women in Saudi Arabia
Contract - March 2014 - Odegaard Undergraduate Library
Contract - March 2014 - 53
Contract - March 2014 - 54
Contract - March 2014 - 55
Contract - March 2014 - 56
Contract - March 2014 - 57
Contract - March 2014 - Henry W. Bloch Executive Hall for Entrepreneurship and Innovation
Contract - March 2014 - 59
Contract - March 2014 - 60
Contract - March 2014 - 61
Contract - March 2014 - 62
Contract - March 2014 - 63
Contract - March 2014 - University of Copenhagen KUA2
Contract - March 2014 - 65
Contract - March 2014 - 66
Contract - March 2014 - 67
Contract - March 2014 - 68
Contract - March 2014 - 69
Contract - March 2014 - Rethinking Campus Foodservice Design
Contract - March 2014 - 71
Contract - March 2014 - Forum Overview: Contract Design Forum Repositions Design
Contract - March 2014 - 73
Contract - March 2014 - Designers Select: Education Solutions
Contract - March 2014 - 75
Contract - March 2014 - 76
Contract - March 2014 - 77
Contract - March 2014 - Sources
Contract - March 2014 - 79
Contract - March 2014 - An Exhibition at the Stedelijk Museum Explores the Work of Dutch Designer Marcel Wanders
Contract - March 2014 - Cover3
Contract - March 2014 - Cover4
https://www.nxtbook.com/nxtbooks/contract/202007
https://www.nxtbook.com/nxtbooks/contract/202006
https://www.nxtbook.com/nxtbooks/contract/20200405
https://www.nxtbook.com/nxtbooks/contract/20200203
https://www.nxtbook.com/nxtbooks/contract/202001
https://www.nxtbook.com/nxtbooks/contract/201912
https://www.nxtbook.com/nxtbooks/contract/201911
https://www.nxtbook.com/nxtbooks/contract/201910
https://www.nxtbook.com/nxtbooks/contract/womeninbusiness_2019
https://www.nxtbook.com/nxtbooks/contract/201909
https://www.nxtbook.com/nxtbooks/contract/201908
https://www.nxtbook.com/nxtbooks/contract/20190607
https://www.nxtbook.com/nxtbooks/contract/onpp-foresight_2019
https://www.nxtbook.com/nxtbooks/contract/201905
https://www.nxtbook.com/nxtbooks/contract/201904
https://www.nxtbook.com/nxtbooks/contract/201903
https://www.nxtbook.com/nxtbooks/contract/20190102
https://www.nxtbook.com/nxtbooks/contract/201812
https://www.nxtbook.com/nxtbooks/contract/womeninbusiness_2018
https://www.nxtbook.com/nxtbooks/contract/201811
https://www.nxtbook.com/nxtbooks/contract/201810
https://www.nxtbook.com/nxtbooks/contract/201809
https://www.nxtbook.com/nxtbooks/contract/20180708
https://www.nxtbook.com/nxtbooks/contract/201806
https://www.nxtbook.com/nxtbooks/contract/201805
https://www.nxtbook.com/nxtbooks/contract/201804
https://www.nxtbook.com/nxtbooks/contract/201803
https://www.nxtbook.com/nxtbooks/contract/20180102
https://www.nxtbook.com/nxtbooks/contract/201712
https://www.nxtbook.com/nxtbooks/contract/201711
https://www.nxtbook.com/nxtbooks/contract/201710
https://www.nxtbook.com/nxtbooks/contract/201709
https://www.nxtbook.com/nxtbooks/contract/2017neocon
https://www.nxtbook.com/nxtbooks/contract/20170708
https://www.nxtbook.com/nxtbooks/contract/201706
https://www.nxtbook.com/nxtbooks/contract/201705
https://www.nxtbook.com/nxtbooks/contract/201704
https://www.nxtbook.com/nxtbooks/contract/201703
https://www.nxtbook.com/nxtbooks/contract/20170102
https://www.nxtbook.com/nxtbooks/contract/201612
https://www.nxtbook.com/nxtbooks/contract/201611
https://www.nxtbook.com/nxtbooks/contract/201610
https://www.nxtbook.com/nxtbooks/contract/201609
https://www.nxtbook.com/nxtbooks/contract/2016neocon
https://www.nxtbook.com/nxtbooks/contract/201607
https://www.nxtbook.com/nxtbooks/contract/201606
https://www.nxtbook.com/nxtbooks/contract/201605
https://www.nxtbook.com/nxtbooks/contract/201604
https://www.nxtbook.com/nxtbooks/contract/201603
https://www.nxtbook.com/nxtbooks/contract/20160102
https://www.nxtbook.com/nxtbooks/contract/201512
https://www.nxtbook.com/nxtbooks/contract/201511
https://www.nxtbook.com/nxtbooks/contract/201510
https://www.nxtbook.com/nxtbooks/contract/201509
https://www.nxtbook.com/nxtbooks/contract/20150708
https://www.nxtbook.com/nxtbooks/contract/2015neocon
https://www.nxtbook.com/nxtbooks/contract/201506
https://www.nxtbook.com/nxtbooks/contract/201505
https://www.nxtbook.com/nxtbooks/contract/201504
https://www.nxtbook.com/nxtbooks/contract/201503
https://www.nxtbook.com/nxtbooks/contract/201501
https://www.nxtbook.com/nxtbooks/contract/201412
https://www.nxtbook.com/nxtbooks/contract/201411
https://www.nxtbook.com/nxtbooks/contract/201410
https://www.nxtbook.com/nxtbooks/contract/201409
https://www.nxtbook.com/nxtbooks/contract/2014neocon
https://www.nxtbook.com/nxtbooks/contract/20140708
https://www.nxtbook.com/nxtbooks/contract/201406
https://www.nxtbook.com/nxtbooks/contract/201405
https://www.nxtbook.com/nxtbooks/contract/201404
https://www.nxtbook.com/nxtbooks/contract/201403
https://www.nxtbook.com/nxtbooks/contract/iida_red2014
https://www.nxtbook.com/nxtbooks/contract/201401
https://www.nxtbook.com/nxtbooks/nielsen/contract_201312
https://www.nxtbook.com/nxtbooks/nielsen/contract_201311
https://www.nxtbook.com/nxtbooks/nielsen/contract_201310
https://www.nxtbook.com/nxtbooks/nielsen/contract_201310_v2
https://www.nxtbook.com/nxtbooks/nielsen/contract_201309
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130708
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130708_neocon_supplement
https://www.nxtbook.com/nxtbooks/nielsen/contract_201306
https://www.nxtbook.com/nxtbooks/nielsen/contract_201305
https://www.nxtbook.com/nxtbooks/nielsen/contract_201304
https://www.nxtbook.com/nxtbooks/nielsen/contract_201303
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130102
https://www.nxtbook.com/nxtbooks/nielsen/contract_201212
https://www.nxtbook.com/nxtbooks/nielsen/contract_201211
https://www.nxtbook.com/nxtbooks/nielsen/contract_201210
https://www.nxtbook.com/nxtbooks/nielsen/contract_201209
https://www.nxtbook.com/nxtbooks/nielsen/contract_ncw_201208
https://www.nxtbook.com/nxtbooks/nielsen/contract_201208
https://www.nxtbook.com/nxtbooks/nielsen/contract_201206
https://www.nxtbook.com/nxtbooks/nielsen/contract_201205
https://www.nxtbook.com/nxtbooks/nielsen/contract_201204
https://www.nxtbook.com/nxtbooks/nielsen/contract_201203
https://www.nxtbook.com/nxtbooks/nielsen/contract_20120102
https://www.nxtbook.com/nxtbooks/nielsen/contract_20111112
https://www.nxtbook.com/nxtbooks/nielsen/contract_201110
https://www.nxtbook.com/nxtbooks/nielsen/contract_201109
https://www.nxtbook.com/nxtbooks/nielsen/contract_2011neoconwinners
https://www.nxtbook.com/nxtbooks/nielsen/contract_201108
https://www.nxtbook.com/nxtbooks/nielsen/contract_201106
https://www.nxtbook.com/nxtbooks/nielsen/contract_201105
https://www.nxtbook.com/nxtbooks/nielsen/contract_201104
https://www.nxtbook.com/nxtbooks/nielsen/contract_201103
https://www.nxtbook.com/nxtbooks/nielsen/contract_20110102
https://www.nxtbook.com/nxtbooks/nielsen/contract_20101112
https://www.nxtbook.com/nxtbooks/nielsen/contract_201010
https://www.nxtbook.com/nxtbooks/nielsen/contract_201009
https://www.nxtbook.com/nxtbooks/nielsen/contract_20100708
https://www.nxtbook.com/nxtbooks/nielsen/contract_201006
https://www.nxtbook.com/nxtbooks/nielsen/contract_201005
https://www.nxtbook.com/nxtbooks/nielsen/contract_201004
https://www.nxtbook.com/nxtbooks/nielsen/contract_201003
https://www.nxtbook.com/nxtbooks/nielsen/contract_20100102
https://www.nxtbook.com/nxtbooks/nielsen/contract_200911
https://www.nxtbook.com/nxtbooks/nielsen/contract_200909
https://www.nxtbook.com/nxtbooks/nielsen/contract_200910
https://www.nxtbook.com/nxtbooks/nielsen/contract_200908
https://www.nxtbook.com/nxtbooks/nielsen/contract_200907
https://www.nxtbook.com/nxtbooks/nielsen/contract_200906
https://www.nxtbook.com/nxtbooks/nielsen/contract_200905
https://www.nxtbook.com/nxtbooks/nielsen/contract_200904
https://www.nxtbook.com/nxtbooks/nielsen/contract_200903
https://www.nxtbook.com/nxtbooks/nielsen/contract_200902
https://www.nxtbook.com/nxtbooks/nielsen/contract_200901
https://www.nxtbookmedia.com