IIDA Perspective - Spring/Summer 2012 - 48

MyTHBuSTERS

IS RapID ExpaNSION INTO a NEW pRaCTICE aREa a GOOD IDEa? DG: there probably are people out there that take on that risk. it’s not necessarily a good route to go down. to partner with somebody that has experience in a new practice area or project type makes the most sense because you mitigate risk. LR: the more broad you can be, the more stable you are. JS: My goal has always been to participate in a wide range of design projects. i’ve worked with thom Mayne, Frank Gehry, and peter Wilson. All of them are amazingly talented, and whenever they have tackled a project they had no experience in, it has resulted in a project that raises the bar on design and building performance.

HOW DO yOu MaNaGE yOuR CLIENTS’ vaST RaNGE Of NEEDS aND BuDGETS? DG: We leverage work across offices. We can bring someone in from another office for a few months, a week, or a day. We have someone in our boston office who goes to new York to manage the design of tv studios. For legal reasons, our La cross, Wisconsin, location is the only office that calculates rentable square footage. LR: We have found that we’ve been able to work on any budget. What we can’t do is to work on a costconscious project if the client does not understand that design matters. A lot of hotel projects don’t have huge budgets, but they compensate me enough to find creative and economical solutions. For instance, finding college students to do decorative painting affordably. We’re also hiring people right out of school: We have the know ledge and experience, they have the technology and tools. aB: there is a process that firms like ours will use to under stand the client—who they are, what their brand is, what the culture is. For a client with a modest budget, we use fewer materials and millwork. to create an urban feel at the Digitas headquarters, for example, we hired some really talented local street artists to tag the walls.

48

Table of Contents for the Digital Edition of IIDA Perspective - Spring/Summer 2012

IIDA Perspective - Spring/summer 2012
From IIDA
Contents
Behind the Issue
IIDA News
Designer Dialogue
What Do Clients Want?
Inside the Design Mind
Design Decoded
Mythbusters
Resources
Viewpoints
IIDA Perspective - Spring/Summer 2012 - IIDA Perspective - Spring/summer 2012
IIDA Perspective - Spring/Summer 2012 - Cover2
IIDA Perspective - Spring/Summer 2012 - From IIDA
IIDA Perspective - Spring/Summer 2012 - 2
IIDA Perspective - Spring/Summer 2012 - Contents
IIDA Perspective - Spring/Summer 2012 - 4
IIDA Perspective - Spring/Summer 2012 - 5
IIDA Perspective - Spring/Summer 2012 - 6
IIDA Perspective - Spring/Summer 2012 - 7
IIDA Perspective - Spring/Summer 2012 - Behind the Issue
IIDA Perspective - Spring/Summer 2012 - 9
IIDA Perspective - Spring/Summer 2012 - IIDA News
IIDA Perspective - Spring/Summer 2012 - 11
IIDA Perspective - Spring/Summer 2012 - 12
IIDA Perspective - Spring/Summer 2012 - 13
IIDA Perspective - Spring/Summer 2012 - Designer Dialogue
IIDA Perspective - Spring/Summer 2012 - 15
IIDA Perspective - Spring/Summer 2012 - 16
IIDA Perspective - Spring/Summer 2012 - 17
IIDA Perspective - Spring/Summer 2012 - 18
IIDA Perspective - Spring/Summer 2012 - 19
IIDA Perspective - Spring/Summer 2012 - 20
IIDA Perspective - Spring/Summer 2012 - 21
IIDA Perspective - Spring/Summer 2012 - What Do Clients Want?
IIDA Perspective - Spring/Summer 2012 - 23
IIDA Perspective - Spring/Summer 2012 - 24
IIDA Perspective - Spring/Summer 2012 - 25
IIDA Perspective - Spring/Summer 2012 - 26
IIDA Perspective - Spring/Summer 2012 - 27
IIDA Perspective - Spring/Summer 2012 - 28
IIDA Perspective - Spring/Summer 2012 - 29
IIDA Perspective - Spring/Summer 2012 - Inside the Design Mind
IIDA Perspective - Spring/Summer 2012 - 31
IIDA Perspective - Spring/Summer 2012 - 32
IIDA Perspective - Spring/Summer 2012 - 33
IIDA Perspective - Spring/Summer 2012 - 34
IIDA Perspective - Spring/Summer 2012 - 35
IIDA Perspective - Spring/Summer 2012 - Design Decoded
IIDA Perspective - Spring/Summer 2012 - 37
IIDA Perspective - Spring/Summer 2012 - 38
IIDA Perspective - Spring/Summer 2012 - 39
IIDA Perspective - Spring/Summer 2012 - 40
IIDA Perspective - Spring/Summer 2012 - 41
IIDA Perspective - Spring/Summer 2012 - 42
IIDA Perspective - Spring/Summer 2012 - 43
IIDA Perspective - Spring/Summer 2012 - 44
IIDA Perspective - Spring/Summer 2012 - 45
IIDA Perspective - Spring/Summer 2012 - 46
IIDA Perspective - Spring/Summer 2012 - 47
IIDA Perspective - Spring/Summer 2012 - Mythbusters
IIDA Perspective - Spring/Summer 2012 - 49
IIDA Perspective - Spring/Summer 2012 - 50
IIDA Perspective - Spring/Summer 2012 - Resources
IIDA Perspective - Spring/Summer 2012 - 52
IIDA Perspective - Spring/Summer 2012 - 53
IIDA Perspective - Spring/Summer 2012 - 54
IIDA Perspective - Spring/Summer 2012 - 55
IIDA Perspective - Spring/Summer 2012 - Viewpoints
IIDA Perspective - Spring/Summer 2012 - Cover3
IIDA Perspective - Spring/Summer 2012 - Cover4
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