tag:blogger.com,1999:blog-87266011078875488282024-02-19T12:04:31.809-05:00Creative Spirit, Methodical MindBruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.comBlogger19125tag:blogger.com,1999:blog-8726601107887548828.post-75052959915607314372014-01-12T07:20:00.000-05:002018-01-14T19:15:30.208-05:00"Oh an idea? But it is so rare!"<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">That an idea is rare was Einstein's insightful reply when asked by Paul Valéry how he kept track of his brilliant reflections.</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">In a world where the noisy stream of 140-character mental spurts makes it sometimes nearly impossible to keep track of our own thoughts, it is humbling to be reminded of the true value of a transformational notion by one of the
most prolific thinkers in history. </span><span style="font-family: "trebuchet ms" , sans-serif;">Einstein's capacity to visualize</span><span style="font-family: "trebuchet ms" , sans-serif;"> very complex systems was coupled with an equally astounding ability to direct his mind like an arrow to the core of every problem he dealt with. While many of his colleagues spent their time seeking answers in
experimental data, he pierced through the knowledge continuum of his own time as his ideas rippled through history.</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">Reading the news about Angela Ahrendts move from Burberry to Apple, I
can't stop thinking about the importance of her own ideas, in particular when
confronted with a task as momentous as leading the retail empire of one of the most exciting businesses of our time.</span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVy9SblfuOKVr0b8YMjnYJXezeQCVT8DM8OtqNf8X-2CjJ9Wd3Ar7puVtSNzaPBxpx2vawSm9XKyAE5PvHJTZ0v39XW4pbOtiZD5F1OxCIVXaqjKZdlsXC93IX81tR0A6vI5mY_zCQeLHl/s1600/Apple-tartan.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVy9SblfuOKVr0b8YMjnYJXezeQCVT8DM8OtqNf8X-2CjJ9Wd3Ar7puVtSNzaPBxpx2vawSm9XKyAE5PvHJTZ0v39XW4pbOtiZD5F1OxCIVXaqjKZdlsXC93IX81tR0A6vI5mY_zCQeLHl/s1600/Apple-tartan.gif" width="196" /></a></div>
<br />
<span style="font-family: "trebuchet ms" , sans-serif;">Ms. Ahrendts had a stellar run at the luxury fashion powerhouse. She
successfully steered the brand into a realm connecting consumers, markets and society. She warped the digital-physical consumer universe and had an early
perception that our time is one where the "experience of shopping" has more strategic significance than any product-store-website system. The
true buying decision that matters today is when a consumer decides to spend his
money in a product not because he needs it more than something else but because
the act of owning that product is more than the sum of buying and using it.</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">And now Ms. Ahrendts finds herself in the best place to leverage her
vision. Apple already offers a very integrated experience: the
products are simultaneously tools for work and play, they seamlessly integrate
with one another, they transcend generations, they include an independently
generated market of content that continuously improves the product. Most
interestingly, Apple products break the barrier between being
used by their owners and being an extension of their desires, the fundamental motivation for all human action. </span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">The focus of my work being the physical place, I always look at how the design of a public space impacts what is happening there: retail
design must contribute to increase sales, hotel design must contribute to human
comfort, restaurant design must generate leisurely enjoyment, a cultural space
must trigger curiosity .... Creating the conditions for a successful and
perpetuating business is at the heart of design: the investment in creating a space must contribute to higher revenue, it must trigger repeat business and make it desirable and a competitive
destination for consumers.</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">Steve Jobs' vision generated products that compete across all categories. Until
the i-devices came along I would reasonably know how much of my budget would be
spent on clothes or leisure versus technology - but it is fascinating how the
i-products have the ability to displace spending from other categories. They
compete with fashion, accessories, travel and leisure. </span><span style="font-family: "trebuchet ms" , sans-serif;">Apple competes with Burberry and with Uniqlo. It competes with Montblanc. It competes with Louis Vuitton. It competes with Bang&Olufsen. It competes with Daniel Boulud. It competes with Starwood. It competes with MoMA.</span><br />
<span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMuSrx-fzDEWh0ygWb_5PaJ2laWzHmqoeXFHWfZSw8ZnUhOFU8XM8P6rH714ACa85QiaLAi2PKaT7m0zN2wSzn_5xpkXS7zPKVyEDJC_uzMMmpHq6Dr1bPCqeXB72AiJS01t_7j-bNnFZ4/s1600/Apple+brands.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="318" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMuSrx-fzDEWh0ygWb_5PaJ2laWzHmqoeXFHWfZSw8ZnUhOFU8XM8P6rH714ACa85QiaLAi2PKaT7m0zN2wSzn_5xpkXS7zPKVyEDJC_uzMMmpHq6Dr1bPCqeXB72AiJS01t_7j-bNnFZ4/s1600/Apple+brands.gif" width="400" /></a></div>
<br />
<br />
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">So for all the skeptics about Ms. Ahrendts appointment and her lack of
experience in technology, nothing but a very narrow view of what Apple is can explain their doubts. </span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">I am looking forward to seeing how the Cook/Ive/Ahrendts triumvirate will refine the Apple experience. I have no doubt the company will go
through an exciting time and it's going to be about far more than just changes in retail strategy. Market analysts worried about flattening sales growth across the
Apple retail system will be looking for innovative ideas to spur
revenue acceleration. My thought however is that initially most of her impact
will be subtle and subliminal. She will strengthen the backbone of the
customer experience, she will galvanize the staff network and will leverage the connection
that already exists between customer and product to stimulate further
sales. Customers already know their Apple products. What they now want is for
their Apple products to know them better. This will eventually lead to changes
in the physical appearance of the stores but those will result from a strategy based on the invigoration of the core bond between customers and products.</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;">If I had to speculate about what we will see?</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
</div>
<ul style="text-align: left;">
<li><span style="font-family: "trebuchet ms" , sans-serif;">I look forward to a time when Apple geniuses know my purchase history upon entering the store and have the ability to glean my
app-buying trends to converge their service toward the kind of customer I am:
whether I am a music lover eager to see the newer sound systems, or a graphics
specialist interested in higher performance displays - pretty much the same way
the waiters at the corner restaurant know my favorite dish. Amazon has
a simple on-screen helpdesk - a mere digital iteration of a 1-800 number- but I envision Apple will create instead a tech/lifestyle
concierge to help with shopping as well as making the product use as enjoyable
as possible.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: "trebuchet ms" , sans-serif;">The experience of buying technology is still daunting for many, but if Steve
Jobs was able to conceive a phone with only one button, then the convergence
of consumer technology to a single device is very likely. There are still risks of disruption
from some competitors: Samsung has big screens to get consumers attention, Sony
has a large entertainment archive, Microsoft has software that a majority of
consumers trusts and knows - and they all want to leverage these strengths in their retail offering. Apple has the unique ability to make t</span><span style="font-family: "trebuchet ms" , sans-serif;">ech-retail a leisure destination. The stores need to continue the effort to make customers feel like they are part of a community rather than going to a place that showcases, assists and sells.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: "trebuchet ms" , sans-serif;">Culture is also in the process of becoming a digital experience and museums know that to attract a younger generation they need to be connected and interactive. Apple has immense opportunities to explore that connection and create educational and inspirational moments in its stores in a similar way to how Burberry triggered an unexpected whimsical artistic vibe with </span><a href="http://uk.burberry.com/acoustic/#/acoustic" style="font-family: 'Trebuchet MS', sans-serif;" target="_blank"><b>Acoustic</b></a><span style="font-family: "trebuchet ms" , sans-serif;">, displacing customer time spent on itunes, youtube and facebook.</span></li>
</ul>
<br />
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
</div>
<div>
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://uk.burberry.com/acoustic/#/acoustic" style="margin-left: auto; margin-right: auto;" target="_blank"><img border="0" height="175" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRUPBO-pOPNXh0XICH_q-OKxS9-eFHETDrkCJsyS1f9MYCasBCGOcRebkvUOKJsTA6whPV7JlxPLJkaf5Lth8u3uwCgZ7fgWR_TRAfse-GLV4lndEj9Mo9vikcK3Txb9ovA9tMtBbUK7Iy/s1600/burberry+acoustic.JPG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="font-family: "times" , "times new roman" , serif; font-size: xx-small;"><i>Burberry's Acoustic web page featuring a curated selection of musicians</i></span></td></tr>
</tbody></table>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<br />
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<blockquote class="tr_bq">
<b><span style="font-size: large;"><o:p><span style="font-family: "trebuchet ms" , sans-serif;">When reminded of Einstein's focus on the importance of a true idea, I see that Apple created a vortex that projects digital interaction into the future and </span></o:p><span style="font-family: "trebuchet ms" , sans-serif;">Angela Ahrendts has the opportunity to frame it within a lifestyle
ethos. I believe she is the inflection point that will turn Apple's customers into Apple's guests.</span></span></b></blockquote>
</div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "trebuchet ms" , sans-serif;"><br /></span></div>
</div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-43354195965963777032013-12-11T02:42:00.003-05:002013-12-11T02:42:49.427-05:00All passions are made from wonder ...<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">These
words written by Rene Descartes over 300 years ago never cease to inspire me and I use them like a mantra to keep me sane when too much reality takes over ... </span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiItk9_w88WDfYrD72w02ol5QFrnthpMIBmskXXgUeKOl8CGmjdgFxl0GMOtVjijV-3huhGhusfr_1-9zgkhQwhardhkH0MpqqYTbFt30GSAolULlPVZKFD4-ARUFIHnEV4hvz_D4h8Ujk/s1600/manray.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiItk9_w88WDfYrD72w02ol5QFrnthpMIBmskXXgUeKOl8CGmjdgFxl0GMOtVjijV-3huhGhusfr_1-9zgkhQwhardhkH0MpqqYTbFt30GSAolULlPVZKFD4-ARUFIHnEV4hvz_D4h8Ujk/s200/manray.jpg" width="155" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="color: #444444; font-family: Times, 'Times New Roman', serif; font-size: xx-small; font-style: italic;">Backflip in paradise Cove<br />by </span><span style="color: #444444; font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>Herb Ritts</i></span></td></tr>
</tbody></table>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">Out of
all the artistic influences that have shaped my life, I've been lucky to have had my mother's creative
talent as one of the most important. A designer by passion and by
training, she never missed an opportunity to teach her children that beauty and
inspiration can be found in almost everything. And having spent the formative
years of my professional life learning the trade from her, I observed as close
as one can get the true power of original creation when it is focused on the
effort of resolving a design problem: it is usually spontaneous, often simple
and when successful it is generally ... elegant.</span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlUYskgxc6_F9xwrEE-q-je46sV8D_v73jxi4dz9yvn_1sBc8dYNKmxq-y3pWhJL-g6NBq2IYlVPaij2FjhBclMmNzTPBQ82lib9Hb04YSOJJ8oVcpYokm4aEZSeVo-911FhyoyggKKeHW/s1600/Foto+GV+em+obra+JPG.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhlUYskgxc6_F9xwrEE-q-je46sV8D_v73jxi4dz9yvn_1sBc8dYNKmxq-y3pWhJL-g6NBq2IYlVPaij2FjhBclMmNzTPBQ82lib9Hb04YSOJJ8oVcpYokm4aEZSeVo-911FhyoyggKKeHW/s200/Foto+GV+em+obra+JPG.jpg" width="170" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="color: #444444; font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>My mother, Graça Viterbo<br />on a site visit (1999)</i></span></td></tr>
</tbody></table>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">These
thoughts came to mind when I came across the work of Massimo Vignelli,
a multi-disciplinary Italian designer who, amongst an astounding body of work, is most often remembered for his iconic signage of the New
York subway. A mentor to a generation of designers through his
influential work for large companies like Knoll, IBM, American Airlines, Bloomingdale’s, ... he was a true </span><span style="font-family: 'Trebuchet MS', sans-serif;"> believer in intellectual elegance as the quintessential approach to every design problem.</span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">He
had the self-confidence of visionaries who disrupt conventional frameworks
through innovative thinking. He despised the concept of focus groups and the
notion that design can be the outcome of the average response of a
representative group.</span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggydtmyCTkXO2wF81qk3xet1iq3Ju0KdYYBqXMNskpZArvr1kJ7OSMNn4BnqXaqRGn5aYD2TnNCzFax1onQSbjoZ_0HjDQlHusLjGnv8J3_EEG1slMnDTOS7UQEmV0byZACxfHD9r3fJ2I/s320/Massimo-Vignelli_vignelli-isms_2.jpg" style="margin-left: auto; margin-right: auto;" width="233" /></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="background-color: white; line-height: 15px; text-align: left;"><span style="color: #444444; font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>"Vignelli Forever" series by Anthony Neil Dart</i></span></span></td></tr>
</tbody></table>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">Essentially, he believed that true creators develop the
answer before other people even formulate the question. As he said in a seminal
conversation with Debbie Millman:</span></div>
<blockquote class="tr_bq">
<span style="font-family: Trebuchet MS, sans-serif;"><b><i>"People
do not know what they want. They barely know what they need, but they
definitely do not know what they want. They’re conditioned by the limited
imagination of what is possible."</i></b></span></blockquote>
<span style="font-family: Trebuchet MS, sans-serif;">Connecting the dots with my own experience, I realize that I grew-up exposed to a similar kind of thinking at home. It was perhaps not crystallized intellectually, but what I always appreciated about my mother's
design approach was the innate elegance in her intuitive exploration of what was
already there ...</span><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">Most of my professional life has been spent interacting with
designers and I am truly fascinated by all those who simplify the act of creation and eliminate
the redundant layers that can often cloud our perception of beauty. In the words of another elegant thinker, <i>simplicity is the ultimate sophistication.</i></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">In my
creative process I always strive to be guided by this principle, and I'll paraphrase Maestro Vignelli to call it "elegant creativity". Whenever the creative process gets muddled by an over-reliance on trends and fashion or even on
over-intellectualized concepts, I tell myself not to
try so hard. The answer is often in the question and for interior designers and
architects, it starts with the basic exploration of the sense of place and then asking what that
place wants to be.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">But
Vignelli was also guided by the notion that practicality is the key to transform
ideas into solutions that actually address our clients' needs. It was in its flawless
execution that he was able to disseminate so broadly his elegant thinking:<o:p></o:p></span></div>
<blockquote class="tr_bq">
<span style="font-family: Trebuchet MS, sans-serif;"><b><i>By
listening as much as I can. I am convinced the solution is always in the
problem. You could do a design that you like, but it doesn't solve the problem. Design must solve a problem. Then, the design is exciting. But I find it
extremely difficult. This is why I respect artists. Without a problem, I don’t
exist. Artists are lucky; they can work by themselves. They don’t need a
problem.</i></b></span></blockquote>
<blockquote class="tr_bq">
<span style="font-family: Trebuchet MS, sans-serif;"><i> </i><span style="font-size: x-small;"><b>Massimo Vignelli</b> in <b>Design
Matters with Debbie Millman</b></span></span></blockquote>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">Vignelli
was not unique but his work has certainly been an inspiration, and looking
around we see these same principles guiding the work of other contemporary
designers and artists that are defining their time: Jony Ive, Paul Smith, Norman Foster, Karim Rashid, Patrick
Jouin, Andre Fu and others ... </span><span style="font-family: 'Trebuchet MS', sans-serif;">These are but some of the creators that constantly remind me that the act of creation is never successful if we hide behind aesthetics. Instead we succeed by celebrating the unique ability that human beings have to re-interpret and re-invent the world around them.</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="margin-left: auto; margin-right: auto;"><a href="http://www.dezeen.com/2013/10/10/the-red-desk-by-jonathan-ive-and-marc-newson/" target="_blank"><img border="0" height="285" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZFz_WGyB2A6uq0sVK0XPhfHFmIqpyAcB5z_sgbHssjD5kWLbXunZNRy1BvK2tmHCVstkQsV4Y4mvgjA6Z8GNWCrjCuLbBBCXmd_aOrwjxcLFbzICiW5T3-CKtEQScsWiOlJQ__C2qwr0K/s400/dezeen_The-RED-Desk-by-Jonathan-Ive-and-Marc-Newson_1a.jpg" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="text-align: right;">
<span style="color: #444444; font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>Desk designed by Jonathan Ive and Marc Newson</i></span></div>
<div style="text-align: right;">
<span style="color: #444444; font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>for the (RED) charity auction</i></span></div>
</td></tr>
</tbody></table>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzqGnFt0Db5KS593V68sdlmujERn9Qo8fiqsXfckWLTQj_FKL9u5nCZijhnPewe-VxfrkpqUhSNHC0VMk_c9b30Zpjcx9fXdBsmZs0YBcSlHQv-U_bRJNux5lzl75Z0QGp44d-uXv1TOZO/s1600/03.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzqGnFt0Db5KS593V68sdlmujERn9Qo8fiqsXfckWLTQj_FKL9u5nCZijhnPewe-VxfrkpqUhSNHC0VMk_c9b30Zpjcx9fXdBsmZs0YBcSlHQv-U_bRJNux5lzl75Z0QGp44d-uXv1TOZO/s320/03.jpg" width="216" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>Public restroom at The Upper House<br />by Andre Fu (AFSO)</i></span></td></tr>
</tbody></table>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiznb5MxdZ2hUKu0dDxtF4jiRrLYHZRwV8H_XD4vCYLkV2sMBYw17lIJvq8MB3ltg_gtDo7ZW91Itp16jaFwe3PoCtUHWdG2bcCH3LSmBWOmhfgBo9hJkeEnIL3k5xK_I3e-1wpH6hyphenhyphen6hOf/s1600/PAulsmith.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="172" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiznb5MxdZ2hUKu0dDxtF4jiRrLYHZRwV8H_XD4vCYLkV2sMBYw17lIJvq8MB3ltg_gtDo7ZW91Itp16jaFwe3PoCtUHWdG2bcCH3LSmBWOmhfgBo9hJkeEnIL3k5xK_I3e-1wpH6hyphenhyphen6hOf/s400/PAulsmith.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="color: #444444; font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>The elegance of Paul Smith's stripes </i></span></td></tr>
</tbody></table>
<br /><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjleuXaut4p63rYVt6DDbr7M5qxTgpeIPKYBg61r2J9RN2knkK431aOtcqY1_tDI_wsBuNR0SCEEoeEnxAUDnPyNH6YYDiQuzIFBWX0TPuVKuF0q76L-rCj22CK_TOnbtJaGdDwxvoS5T0w/s1600/Patrick+jouin+Van+Cleef+paris.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjleuXaut4p63rYVt6DDbr7M5qxTgpeIPKYBg61r2J9RN2knkK431aOtcqY1_tDI_wsBuNR0SCEEoeEnxAUDnPyNH6YYDiQuzIFBWX0TPuVKuF0q76L-rCj22CK_TOnbtJaGdDwxvoS5T0w/s400/Patrick+jouin+Van+Cleef+paris.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="font-family: Times, Times New Roman, serif; font-size: xx-small;"><i>Van Cleef & Arpels (Paris) by Patrick Jouin </i></span></td></tr>
</tbody></table>
<br />
<br />
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
</div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com4tag:blogger.com,1999:blog-8726601107887548828.post-21986177552515098122013-09-29T10:23:00.000-04:002013-09-30T09:22:24.071-04:00Pierre Frey: a Parisian escapade<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="orphans: 2; text-align: -webkit-auto; widows: 2;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif;">This week I felt compelled to write about a home furnishings brand whose products I have a soft spot for. For two generations now, my family has had a relationship with the creative and refined Paris-based textile editor La Maison Pierre Frey. A commercial relationship that began 30 years ago and that evolved over time into a valued friendship.</span></span><br />
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="margin-left: auto; margin-right: auto;"><a href="http://www.pierrefrey.com/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="306" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFqqpF-M0Nj0nxsm1VeWRfvaJ1rdF2cRdTtECCxP_vluC8lGmrVpZ7Muat-SsWirZxar_Z7oFcuwhDwyltgVpLhUtnFzNNIlAm6cLkXhGFKh1Wt7S1FRyfCPDvEAXHcnaYZgUlTZ3ednba/s400/pf.jpg" width="400" /></span></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i><a href="http://www.pierrefrey.com/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;">A selection of Pierre Frey fabrics</span></a></i></td></tr>
</tbody></table>
<span style="text-align: -webkit-auto;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<span style="text-align: -webkit-auto;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Pierre Frey tapped the pulse of the design world </span></span><span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;">long ago </span><span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;">and through the years have sustained the creative production of original fabrics that never cease to fascinate. The collections range from archive-inspired patterns to artist-driven designs. With a unique consistency in the stories told by each collection, all their fabrics are bound by tenets of quality, elegance and always an element of "surprise" (to be read as a french word!).</span><br />
<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;"><br /></span>
<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;">And now they have added another layer, or rather another "surprise". On the occasion of the renovation of the famous Hotel Costes, now fully upholstered with fabrics by Pierre Frey, </span><span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;">La Maison released "Escapade: A Parisian Love Affair". U</span><span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;">nder the direction of </span><span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;">Martial Schmeltz, this is a </span><span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;">short movie where the oscar goes to ...the fabrics in the decor! With very subtle but powerful performances and providing the perfect backdrop to a quintessentially french postcard, the fabric patterns subliminally populate the dream-like imagery that envelops the story.</span><br />
<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; text-align: -webkit-auto;"><br /></span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Trebuchet MS, sans-serif;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/kL7B-k-vcOg?feature=player_embedded' frameborder='0'></iframe></span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="text-align: -webkit-auto;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif;">It is no more than a fleeting moment in the transient lives of a Parisian couple, but behind every moment in the movie we feel the passion and the legacy of a brand that has been built around sophisticated living.</span></span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">It's wonderful to see a brand firmly grounded in its philosophy looking for ways to disrupt a market that has for too long been too tied-up to the old ways of doing business. There are opportunities to connect with customers in a world where brands built on legacy often struggle to be a part of the zeitgeist, and finding the right channel is not always easy This initiative gets it right.</span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Bravo Pierre Frey! I enjoyed the movie and look forward to the sequel(s).</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
</div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-66330686585861377742013-09-03T00:14:00.000-04:002013-09-03T12:02:10.277-04:00Meeting people where they are ... The simple vision of creative leaders.<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Zapping through the airplane media system on my last trip
back from Asia, I stumbled across an episode of "Iconoclasts", an
inspiring Sundance Channel/Grey Goose Entertainment production that filled in
heart and mind the last few hours of my flight.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvQoSZtE9lZqOtO75w-LHDO9Z_HineUkSrUtBQu3qdYQIimVa8k3RQHdg2nE0SRL6sIHzCcUMQKaSC4gfa_Ju4_GThXp-_1tiznc18cENRFoSvAhlvjH6h3ny_nPV-s5G94NzUT72acpGs/s1600/maxresdefault.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvQoSZtE9lZqOtO75w-LHDO9Z_HineUkSrUtBQu3qdYQIimVa8k3RQHdg2nE0SRL6sIHzCcUMQKaSC4gfa_Ju4_GThXp-_1tiznc18cENRFoSvAhlvjH6h3ny_nPV-s5G94NzUT72acpGs/s400/maxresdefault.jpg" width="400" /></a></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">The show pairs people of different creative realms sharing a
day in each other's lives, with minimal production in an intimate setting. The
episode I watched featured Christy Turlington Burns and Tory Burch as the
face-to-face "iconoclasts". In a straightforward conversation between
two articulate, intelligent and beautiful women discussing the ideals that have
driven their successful careers it became apparent to me that the simplest
measure of a creative leader is the fact that they live extraordinary lives by
instinct.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">The title of this post paraphrases Christy Turlintgton (she
says that Tory Burch's success derives from "meeting women where they
are"). I found these words to define the essence of a true philosophy for
life and work - I paused the video and listened again and again …</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil9dNWoH7kg2pDBhT2jaysbvzc6FfpEJOcq5J83bykbaU5VnYBs7R3Z-j9jWsVgPplwZC5XegWhpipHb_PCCRbvtLJqt9bdcbSzG4GhsxjXptOJmoECRJUG7L-_Da8_Uk5We5iTWbexiUM/s1600/Capture.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="277" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil9dNWoH7kg2pDBhT2jaysbvzc6FfpEJOcq5J83bykbaU5VnYBs7R3Z-j9jWsVgPplwZC5XegWhpipHb_PCCRbvtLJqt9bdcbSzG4GhsxjXptOJmoECRJUG7L-_Da8_Uk5We5iTWbexiUM/s400/Capture.JPG" width="400" /></a></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">There are so many zingers thrown around these days to
explain what companies need to do to attract clients and gain market share.
From re-naming consumers "product guests" to the ubiquitous
labeling of every product as an
"experience", consumer driven companies seem to be all too
often more focused in achieving an intellectual differentiation from their
competitors than in just addressing their market with the honesty that most
people want.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">My daily exposure to
the hospitality & leisure world provides me with plenty of examples of
brand gimmickry. It can be the over-use of adjectives like ultra-luxurious (FYI
to all hoteliers: just plain, simple and real luxury is fine when delivered
genuinely!), or brands so scientifically tailored to a particular sub-demographic
that by the time they come to market that niche has morphed into another and
the brand runs on empty, or even tag lines that can be exceptionally good
examples of language flexing but fall short of expanding the expectations of those
for whom they are suited - a particular favorite of mine is Las Vegas Cosmopolitan's
great tag line "just the right amount of wrong".</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6y6NuxUkpqL9FAJpxNkIj67q_abEVsmOBkWOmpaPSRbOfP0MiCg1Xc6rKeNaMmZyn-zeWLL30G3nj2-IDfroxVvNISzzuZHT04CN1Y5dtik11WJHwjf9FSs96g_NDywMJoge3QxupzJLL/s1600/cosmo.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6y6NuxUkpqL9FAJpxNkIj67q_abEVsmOBkWOmpaPSRbOfP0MiCg1Xc6rKeNaMmZyn-zeWLL30G3nj2-IDfroxVvNISzzuZHT04CN1Y5dtik11WJHwjf9FSs96g_NDywMJoge3QxupzJLL/s400/cosmo.JPG" width="400" /></a></div>
<div class="MsoNormal" style="text-align: center;">
<span style="color: #666666; font-family: Times, Times New Roman, serif; font-size: x-small;"><i style="background-color: white;">A poster advertising the Las Vegas Cosmopolitan Hotel</i></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">And that is why the
simplicity of "meeting people where they are" resonated so much with
me. It is a worthy motto, and a philosophy of living that I feel inspired to
pursue.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Opposite Ms. Turlington Burns’s more reflective view was Tory
Burch's pragmatic but sensitive approach. I have always liked the
style she has fashioned - it is elegant, it is current and it is genuine. I
think she has harnessed the best qualities of creative fashion with the reality
of modern women's lives. And I also like the design of her shops - they always
seem to stand out in a row of storefronts. There is the lacquered orange for
which I also share a passion and the tasteful mixture of furnishings that make
them so inviting. So it didn't surprise me when she said that the design was
based on the idea of creating "a shop where people would want to come to
and spend time in". What better way to sell products than to make your
clients feel like welcome guests and let them naturally belong in the place
where they are shopping! However conscious, this effort is coherent with the
brand and clearly a determining element of her success.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPW5iWlHXw5OojomIMQ-i_sI6RJCGtxa_M0SpfC5ZXsxBoxLQr6rmcNvznITU7Z60gloFC_B1k2-xQEdQVCUWgNU70HD7eCEgbxYL6Dq55AsHwT-WCZ4GHBvpxZd3UKE70d8W2Mt3dz8D0/s1600/Capture1.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="175" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPW5iWlHXw5OojomIMQ-i_sI6RJCGtxa_M0SpfC5ZXsxBoxLQr6rmcNvznITU7Z60gloFC_B1k2-xQEdQVCUWgNU70HD7eCEgbxYL6Dq55AsHwT-WCZ4GHBvpxZd3UKE70d8W2Mt3dz8D0/s400/Capture1.JPG" width="400" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<blockquote class="tr_bq">
<span style="font-family: Trebuchet MS, sans-serif;"><b>So: "<i>meeting people where they are"</i> and "<i>making people feel like they want to spend time where your products
are"</i>. Two pretenseless, powerful and appealing ideas that can definitely improve our
life and our businesses.</b></span></blockquote>
<blockquote class="tr_bq">
<b style="font-family: 'Trebuchet MS', sans-serif;">They also prove that more than relying on ad campaigns, if
you know what you are doing success will eventually follow.</b></blockquote>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif; font-size: x-small;"><i>(The "Iconoclasts" series is available on Amazon.com - you can find it on My Recommended Amazon products on the side banner of this blog).</i></span></div>
</div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-72635371795279428412013-08-25T08:46:00.000-04:002014-01-20T12:49:01.396-05:00Unlocking the hidden value of design services - Part 1<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<b style="font-family: 'Trebuchet MS', sans-serif;"><span style="color: #0b5394;"><br /></span></b>
<b style="font-family: 'Trebuchet MS', sans-serif;"><span style="color: #0b5394;">This might
be shocking to hear but I believe the recession has been good to the design
industry.</span></b><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">Don't take
me wrong, I know from the inside how much design firms have suffered during the
last few years. Many businesses have folded under the weight of overhead costs they
could not eliminate or the debt they could not repay. For others, the lack of
profitability seems to have permanently discouraged partners from investing in
their firms and it has led many practicing designers to lose faith in the
profession they have worked so hard to belong to.</span><br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">When I
started this blog over a year ago, I set out to explore how sanity in the
design profession required such a fine balance between leveraging the magical
experience of creating something new while remembering that what we create must
have value to others. Understanding
the post-recession re-tooling of creative professions was my goal and it all
started with my first post “<a href="http://creativespiritmethodicalmind.blogspot.hk/2012/07/whats-in-toolbox.html" target="_blank"><b><span style="color: #741b47;">What’s in the toolbox?</span></b></a>”</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><b>So why do I
say that the recession has been good to design businesses?</b></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Because now
that designers are finally seeing an increasing number of interesting RFPs
flowing-in as well as a steady rise in billings, <b>the holders of equity in firms
are realizing the full potential of their newly-acquired “recession-survival” skills</b>:
they have learned to appreciate the value of the information contained in financial
statements, they have developed selling skills they never thought they had, and
they are reaping the benefits of a focused strategic thinking.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">The
professional landscape has changed and designers are now guided by a new map.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">I am surprised by how frequently these days designers mention their attendance to
real estate and investment conferences, their active presence in social media
platforms, their new-found curiosity for Gen Y'ers and Millennials, their interest
in deploying financial resources in technology and their deeper
understanding of metrics that help them run better performing businesses. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">All these
interests bring improvements to the economics of the design services industry,
but I have also noticed that what I consider to be the best measure of success
is often absent from the conversation, crowded out by all these new and exciting activities.
I am talking about that one element that has been the foundation of so many
designers’ careers: <b>a satisfied client.</b><a href="http://www.blogger.com/blogger.g?blogID=8726601107887548828" name="_GoBack"></a><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">I think
there is a real risk that the search for operational efficiency might become
the Holy Grail of designers focused on surviving the next economic dip. If
firms make the keystone of their mission to become well-oiled and lean
machines, they might just crowd-out the Client. While I insist that the
recession has made many design practices better managed businesses, designers
should not forget that the success of their services results from contributing
positively to the goals of their clients.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">So what do
we get from satisfied clients that return with more work?</span></div>
<div class="MsoNormal">
</div>
<br />
<ul style="text-align: left;">
<li><span style="text-indent: -18pt;"><span style="font-family: Trebuchet MS, sans-serif;">They
increase the profitability of the business by reducing the cost of sales</span></span></li>
</ul>
<ul style="text-align: left;">
<li><span style="text-indent: -18pt;"><span style="font-family: Trebuchet MS, sans-serif;">They
become an active part of the firm's marketing strategy – providing referrals
and tilting the needle of trust in the right direction for other potential
clients</span></span></li>
</ul>
<ul style="text-align: left;">
<li><span style="text-indent: -18pt;"><span style="font-family: Trebuchet MS, sans-serif;">They
increase the intrinsic value of the business by solidifying the client
portfolio and helping raise the backlog baseline</span></span></li>
</ul>
<ul style="text-align: left;">
<li><span style="text-indent: -18pt;"><span style="font-family: Trebuchet MS, sans-serif;">And
last but not least – they provide the most significant and elusive reward a
designer can get: a compliment for a project well delivered.</span></span></li>
</ul>
<span style="font-family: Trebuchet MS, sans-serif;"><b><span style="font-family: Trebuchet MS, sans-serif;"><b><br /></b></span></b></span>
<br />
<blockquote class="tr_bq">
<b style="font-family: 'Trebuchet MS', sans-serif;"><span style="color: #073763;">Here's the challenge: design firms
need to be professionally managed to succeed but if they seek efficiency solely
by approaching design as a goal in itself, they will only survive until the
paradigm is disrupted again. But the firms that approach design services as a
dynamic and evolving process by which they leverage their client’s ability to
succeed, those are the ones that will perpetuate the business.</span></b></blockquote>
<br />
<span style="font-family: 'Trebuchet MS', sans-serif;">As
designers seek to define their value proposition in the current economic
environment, they must strike the right balance between the cost of the
resources they apply to each endeavor and the opportunity cost of those
resources. It is only by striking the right balance that we can maximize the
productivity of each creative professional in the organization and unlock the
hidden value of our services.</span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">Design
professionals are particularly vulnerable to over-servicing and under-valuing
their involvement in projects, and that risk increases exponentially when
clients do not provide the adequate level of project management. By delivering
effectively on the services that clients have bought we can achieve a baseline profitability, but by actively expanding the scope of work and up-selling
services that are perceived as adding value to the project, then firms can
truly leverage their resources to maximize the performance.</span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">In my next
post, I will explore examples of actions that leverage this new management approach and unlock the value of design services.</span></div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-19527755976856262662013-04-10T10:00:00.000-04:002013-04-10T11:53:18.730-04:00What is iconic today? (Part 2)<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: 'Trebuchet MS', sans-serif;">There are few moments in life where a simple but profound statement can define our thinking forever. It happened to me during a lecture I once attended on the recondite subject of financing models for cultural initiatives, when the speaker said: </span><br />
<blockquote class="tr_bq">
<b><i><span style="font-family: 'Trebuchet MS', sans-serif;">"... the value of art is in conversation ..."</span></i></b></blockquote>
<span style="font-family: 'Trebuchet MS', sans-serif;">Perhaps it is a simplistic view but I have often engaged in discussions with friends about what makes a painting, a photo, a musical composition, a building or an
interior be associated with Art. All too often our exchanges hover around issues of
taste or currents or social structures or historical context, or just plain old "educated art criticism".</span><br />
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "Trebuchet MS","sans-serif";">However simple, the notion that art has value when it animates human communication resonated with me. </span><span style="font-family: 'Trebuchet MS', sans-serif;">I don't think art
is about taste or fashion, or even schools of thought. Artistic creations that have
value are the ones that are able to generate sophisticated exchanges of
thoughts and ideas, that make us question assumptions and preconceived
notions. </span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<blockquote class="tr_bq">
<span style="font-family: "Trebuchet MS","sans-serif";"><i><b>Real art generates timeless interest because it provides an answer to many questions, and sometimes many answers to the same
question.</b></i></span></blockquote>
</div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: 'Trebuchet MS', sans-serif;">In my last blog post,
I discussed the over-use of the word "iconic" to describe aspirations of very diverse examples of contemporary design. Too many times we
see “iconic” mistaken for authenticity, for picturesque or for elegance. People
tend to confuse the meaning of iconic traits with memes, or with pastiches
and replications of what was once original and modern.</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "Trebuchet MS","sans-serif";">On some level, I
think that it is partially the result of a declining importance of cultural
studies, and it is also the result of the loss of the richness of language in the abbreviations
and zingers popular in the modern ways of communication. But it is also because we
aren't always as demanding as we should be in the recognition of artistic
creations.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: "Trebuchet MS","sans-serif";">Not all
experimentation is Art, in the same way that not all writing is literature. Art, as well as Design, must question assumptions, generate dialogue, provoke thoughts and leave us wanting to explore it further. And in the case of Design, if those
concepts can translate into reality and they transcend the thinking of their
time, then we can start thinking about calling them "iconic", and most of
all start thinking about calling them Art.<o:p></o:p></span><br />
<span style="font-family: "Trebuchet MS","sans-serif";"><br /></span>
<span style="font-family: "Trebuchet MS","sans-serif";">I find many examples today of artists that have been pushing the boundaries of their time, creatively as well as scientifically. These are some of those that I believe have been enriching our conversations:</span><br />
<span style="font-family: "Trebuchet MS","sans-serif";"><br /></span>
<span style="font-family: "Trebuchet MS","sans-serif";"><br /></span>
<span style="color: #4c1130; font-family: "Trebuchet MS","sans-serif"; font-size: large;"><b>Zaha Hadid</b></span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">Zaha Hadid creates buildings and spaces that define the transition of
architecture to the 21st century, but she also creates important moments in
cityscapes that are identifiable and push the boundaries of the built
environment. She innovates with shapes around building functions and explores
materials and aesthetics with elegance and originality. And not only
her buildings, but her drawings are Art, and they generate their own
conversation.</span><br />
<span style="font-family: 'Trebuchet MS'; line-height: 24px; orphans: 2; text-align: -webkit-auto; widows: 2;"><br /></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.zc.com.sa/wp/art-design-by-zaha-hadid-at-ivorypress-space/" target="_blank"><img height="400" src="http://www.zc.com.sa/wp/wp-content/uploads/2012/08/dezeen_Beyond-Boundaries-Art-and-Design-by-Zaha-Hadid-at-Ivorypress-Space-Madrid_4.jpeg" style="margin-left: auto; margin-right: auto;" width="342" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="font-size: xx-small;"><a href="http://www.zc.com.sa/wp/art-design-by-zaha-hadid-at-ivorypress-space/" target="_blank"><i>Architectural art by Zaha Hadid</i></a></span></td></tr>
</tbody></table>
<span style="font-family: "Trebuchet MS","sans-serif";"><br /></span>
<span style="color: #4c1130; font-family: "Trebuchet MS","sans-serif"; font-size: large;"><b style="background-color: white;">Christo & Jeanne-Claude</b></span><br />
<span style="color: #4c1130; font-family: "Trebuchet MS","sans-serif";"></span><br />
<span style="color: #4c1130; font-family: "Trebuchet MS","sans-serif";"></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.smh.com.au/ffximage/2007/12/14/jeanneclaude_wideweb__470x342,0.jpg" style="margin-left: auto; margin-right: auto;" target="_blank"><img height="291" src="http://artobserved.com/artimages/2009/11/Jeanne-Claude-and-Christo.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="font-size: xx-small;"><i>Jeanne-Claude & Christo (Sydney Morning Herald - 14/12/2007)</i></span></td></tr>
</tbody></table>
<br />
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: 'Trebuchet MS', sans-serif;">My first exposure to Christo's work was with his Pont-Neuf project
in 1985. I was in Paris on a school holiday walking around near Ile-de-la-Cite
and did not understand at first why the bridge was wrapped. It looked like it
was under construction by the cleanest and most careful builders. The loud
arguing I could hear was not surprising in France, but it was only when I
realized that people were arguing about the wrapping, and whether it was art or
not, that it struck me how fabulous the idea was and how it created spontaneous
dialogue between strangers about their involvement in an artistic experiment.</span><span style="font-family: "Trebuchet MS","sans-serif"; font-size: 10.0pt;"><o:p></o:p></span></div>
<br />
<br />
<span style="font-family: 'Trebuchet MS', sans-serif; orphans: 2; widows: 2;"></span>
<br />
<div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.nga.gov/exhibitions/2002/christo/71fs.htm" style="margin-left: auto; margin-right: auto;" target="_blank"><img alt="The Pont Neuf Wrapped, photograph 1985" border="0" height="268" src="http://www.nga.gov/exhibitions/2002/christo/images/large/71.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="font-family: Times, Times New Roman, serif;"><i><span style="background-color: white; font-size: 11px;">The Pont Neuf Wrapped, Paris, 1975-85,</span><span style="background-color: white; font-size: 11px;"> </span><span style="background-color: white; font-size: 11px;">by Wolfgang Volz</span></i></span></td></tr>
</tbody></table>
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); line-height: 24px; orphans: 2; text-align: -webkit-auto; widows: 2;">
<div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-family: Trebuchet MS, sans-serif;">When I got back home I researched the artist, in the old fashioned
library-kind-of-way. I learned how his projects focused on the conversation
that can be generated about the things that surround us and that can be viewed
in a different way. A few years later I became good friends with someone who
knew Christo personally and had spent time with him during the Reichstag
project. It was wonderful to hear first-hand what his process was and the
thoughts he expressed were while working over the scale models. In
2005, on a cold February morning, I experienced the Gates in
Central Park, with sheer luck that a business trip coincided with the event. Christo
& Jeanne-Claude are true icons of contemporary art, and their creations
will last though imagery and oral tradition. I for one will continue talking
about their work.</span></div>
</div>
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); font-family: Candara; line-height: 24px; orphans: 2; text-align: -webkit-auto; widows: 2;">
<br /></div>
</div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://www.christojeanneclaude.net/" target="_blank"><img height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjntdUv-ykeX1hiVjLxDrIEtY5hmSlLVeqekXAZMK0fJ9Nnia_4jjcLwNjjMVMsuxusWJQzJIt04PBd1ajvXsMGbrkJUIF66S3X2J0zTM7a0VMUbee8pERfgujNLl1Nu0phSMsMWoQQHJu-/s320/_H1U1064.jpg" style="margin-left: auto; margin-right: auto;" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="text-align: right;">
<i style="font-family: Times, 'Times New Roman', serif; font-size: x-small;"><a href="http://www.christojeanneclaude.net/" target="_blank"><span style="background-color: white; line-height: 12px;">The Gates, Central Park, NY, 1979-2005 </span><span style="background-color: white; line-height: 12px;">Photo: Wolfgang Volz</span></a></i></div>
<span style="font-family: Times, Times New Roman, serif; font-size: xx-small;"></span><br />
<div style="text-align: right;">
<span style="font-family: Times, Times New Roman, serif; font-size: xx-small;"><i><span style="background-color: white; line-height: 12px;"><a href="http://www.christojeanneclaude.net/" target="_blank">©2005 Christo and Jeanne-Claude</a></span></i></span></div>
<span style="font-family: Times, Times New Roman, serif; font-size: xx-small;">
</span></td></tr>
</tbody></table>
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); font-family: Candara; line-height: 24px; orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="font-family: 'Trebuchet MS'; text-align: -webkit-auto;"><b><span style="color: #4c1130;"><br /></span></b></span></div>
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); font-family: Candara; line-height: 24px; orphans: 2; text-align: -webkit-auto; widows: 2;">
<span style="font-family: 'Trebuchet MS'; text-align: -webkit-auto;"><b><span style="color: #4c1130;"><br /></span></b></span></div>
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); line-height: 24px; orphans: 2; text-align: -webkit-auto; widows: 2;">
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); font-family: Candara; text-align: -webkit-auto;">
<span style="color: #4c1130; font-family: Trebuchet MS; font-size: large;"><u><b>Dianne von Furstenberg</b></u></span></div>
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); font-family: Candara; text-align: -webkit-auto;">
<span style="font-family: Trebuchet MS;"><br /></span></div>
<div class="separator" style="clear: both; font-family: Candara; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQ2nsDVyJSMxFBKKbEy-ANZar_dKnQIJoZdBtz5vXlAMqSfjCHhTlIsjwV7L-LzUTxy9xhwAk5Z1jvyeY9OiYSkT4Tai0w03eqyNs3pv4fw9vyRESGo7_PsYuJ5MlFugZmRAOlu-RwBBe1/s1600/diane-von-furstenberg-evrin-wrap-dress-profile.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="311" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQ2nsDVyJSMxFBKKbEy-ANZar_dKnQIJoZdBtz5vXlAMqSfjCHhTlIsjwV7L-LzUTxy9xhwAk5Z1jvyeY9OiYSkT4Tai0w03eqyNs3pv4fw9vyRESGo7_PsYuJ5MlFugZmRAOlu-RwBBe1/s400/diane-von-furstenberg-evrin-wrap-dress-profile.jpg" width="400" /></a></div>
<div style="-webkit-tap-highlight-color: rgba(26, 26, 26, 0.294118); font-family: Candara; text-align: -webkit-auto;">
<br />
<span style="line-height: 115%;"><span style="font-family: Trebuchet MS, sans-serif;">If
there is one artistic discipline that intersects with interior design in ways
that prove mutually inspiring, that's fashion. Wherever designers explore
colors, patterns and textures, we learn from their experiences. DVF has always
had a particular appeal to me, and she is quite unique in her style. I think
bold statements with pattern are difficult to achieve in a tasteful way but she
rarely misses the mark on elegance and sophistication, whether it is one of her
signature wrap dresses or a long gown. I think she is a true definer of the
taste of her time. Oh, and my wife has never looked so beautiful as in one of
her black and white color-blocked dresses...</span></span><br />
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></div>
</div>
</div>
</div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com1tag:blogger.com,1999:blog-8726601107887548828.post-54996481963546758542013-03-24T22:12:00.003-04:002013-03-24T22:12:44.948-04:00What is iconic today? (Part 1)<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Trebuchet MS, sans-serif;">I so often read features in magazines about real estate developments where the owners, designers or brand gurus talk about how they pursued the inclusion of "iconic" elements ... It is surprising that even when the resulting buildings are no more distinctive than most others, they still insist on the use of the word "iconic" as a differentiation factor. It seems to be used as a descriptor for features that were desired qualities in the program, and much like the emperor's new clothes can be used to brand anything that is new regardless of its quality.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">I recently discussed </span><span style="font-family: 'Trebuchet MS', sans-serif;">the notion of iconicity in architecture and interior design </span><span style="font-family: 'Trebuchet MS', sans-serif;">with a senior partner at an internationally renowned design practice. I refused to accept that iconicity can be achieved purely as a programmatic goal. Instead, I feel that we should use it cautiously to describe examples of great design, old and new, lest we loose the ability to describe really great design when it happens. <b><span style="color: #444444;"><i>My own idea of great design is defined by buildings that respect the social, historical and urban context, and can still achieve originality and innovation in their answer to the built environment</i>.</span> </b>And if they have artistic qualities that distinguish them, then they can aspire to become "iconic" and be </span><span style="font-family: 'Trebuchet MS', sans-serif;">regarded as symbols of their time.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">Very quickly in our conversation, we realized we were trying to answer the wrong question and we both came to agree that the problem is not the fact that people tend to overuse the "iconic" moniker in branding their developments.<b><span style="color: #444444;"> <i>It is instead the fact that the energy spent in branding buildings has somewhat taken over the act of design itself.</i></span></b></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">I do not deny that branding is key to ensure competitiveness and to enable the deals required to finance real estate ventures - especially in urban environments - but do we really need to seek the same stereotyped lifestyle ideals over and over again to inspire good design?</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">There are very focused and experienced developers out there that are able to offer vision and guidance to their consultants and understand that sensible and thoughtful steering is the way to achieve a successful project. And if the project results in the right building for its context, its function and that attains the objectives required by the financing model, then branding becomes a natural extension of the creative process. When this happens, describing architecture or interior design can use a much richer variety of adjectives, and iconicity can return to the higher pedestal where it deservedly belongs.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;">In my next post </span><span style="font-family: Trebuchet MS, sans-serif;">I'll explore contemporary examples of "iconic" spaces, but we can start by looking at creations that defined moments in architectural history, and that still inspire today's designers. <i><b><span style="color: #444444;">Perhaps these are the true iconic traits: they became symbols of their time, they overcame criticism and appear to have provided the right answer to their context.</span></b></i></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif; font-size: large;"><b>The Colosseum (Rome, Italy - 72-80 AD) </b></span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://architecture.about.com/od/greatbuildings/ig/New-Wonders/colosseum-lge.htm" style="margin-left: auto; margin-right: auto;" target="_blank"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhT1JJAi14MbuZ8KaEHA27GpuNeyHx98pJJ3hqJPx-LH8DGR1gxDlv0WPlXA1r_0xh1T_Z7cbPEzO_k0ZQjrzGH2xwXZ6i-XEb33oJsLbkbVMjUcxXTCvqvXtgsCsHm8mNBHPQklFoLZ6aq/s400/ColloseumRome.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="font-family: 'Trebuchet MS', sans-serif; text-align: left;"><span style="font-size: xx-small;"><i>www.about.com</i></span></span></td></tr>
</tbody></table>
<br />
<span style="font-family: Trebuchet MS, sans-serif; font-size: large;"><b>Soane Museum (London, UK)</b></span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;">Sir John Soane (1753-1837) was a neo-classical visionary who explored materials and light in ways that were so unique for his time.</span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsXonS5cAk3PimoBwq3ZBnZ7HI6LbQMS8r1r-V5V44d9-Cx74FiellMu_0BRKRXGiJVotxBkydIrbtBG1ovkGLwKuB7liEiSFSarwqYeJFo6WYkOoCHyg3W5iiwHjunxd1gTCPh2OCEwnP/s1600/E6-John+Soane-377.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsXonS5cAk3PimoBwq3ZBnZ7HI6LbQMS8r1r-V5V44d9-Cx74FiellMu_0BRKRXGiJVotxBkydIrbtBG1ovkGLwKuB7liEiSFSarwqYeJFo6WYkOoCHyg3W5iiwHjunxd1gTCPh2OCEwnP/s400/E6-John+Soane-377.jpg" width="300" /></a></div>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><b><span style="font-size: large;">Wiener Secessionsgebaude (Vienna, Austria - 1897)</span></b></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">The <i>Secession Building</i> by <a href="http://en.wikipedia.org/wiki/Joseph_Maria_Olbrich" target="_blank">Joseph Maria Olbrich</a> was a rupture with the past, while retaining the appeal of crafts and traditional arts. The motto: <i>"To every age its art, to art its freedom."</i></span><br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://en.wikipedia.org/wiki/File:Secession_Vienna_June_2006_017.jpg" target="_blank"><img border="0" height="297" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgPrw-9B3hobdEQYHehSS0nSwD3U5HZdmLEL3NRGVR5325Sly36QvcV96m2HjqUQALYhUV8eF4yyKvG5BDRr-N1usJ-3eohGipOyvrsTjIiBb6vXV6FJ-I3HajAfoS9CtvzxPpIw77wCkRz/s400/Secession_Vienna.jpg" width="400" /></a></div>
<br />
<br />
<span style="font-size: large;"><b><span style="font-family: 'Trebuchet MS', sans-serif;">Barcelona Pavillion (</span><span style="font-family: 'Trebuchet MS', sans-serif;">Barcelona, Spain - 1929)</span></b></span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><a href="http://en.wikipedia.org/wiki/Ludwig_Mies_van_der_Rohe" target="_blank">Ludwig Mies van der Rohe </a>created elegance in his modern functionalism.</span><br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://commons.wikimedia.org/wiki/File:The_Barcelona_Pavilion,_Barcelona,_2010.jpg" target="_blank"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhL7M58FUhTwVOH-KBg0zfKx1vA08cTNJiqnC3ZHRYu7moXWOLAOdZ9kPH5OZaf8JJsG17IXEKEssXuPb7ZbWExVfSRoJHNwgkayujtpcZfqh6-931qgFleW2zudJSS9WgP_7SvbGOc37cC/s400/The_Barcelona_Pavilion.jpg" width="400" /></a></div>
<br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: 'Trebuchet MS', sans-serif;"><b><span style="font-size: large;"><a href="http://en.wikipedia.org/wiki/David_Nightingale_Hicks" target="_blank">David Hicks</a> (1929-1998)</span></b></span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">David Hicks' interiors are still inspiring today's designers, and have re-surfaced with the interest in the Mad Men-like retro-style.</span><br />
<br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.davidhicks.co.uk/ch08-1.htm" target="_blank"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5ogxajGonxwJI89i2mpHZ8c7FixbYr4jiv-YaJen-_pjGO2mroXoV2t70_IuUqjzNo2Lw1EW_-Apr2ViJwNlqWjXn0_2TIQq83OG-IUdtmH5eeqeRr0HFXBEIHVR16UxOLprSm7z2kmiU/s400/david-hicks-mod-living-room2.jpg" width="397" /></a></div>
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-51130843287135457862013-03-10T22:38:00.000-04:002013-03-10T22:38:57.991-04:00The essence of privacy: designing for individual needs<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Not long ago privacy was a concept that related essentially to
the physical world. All human beings need time to be with themselves: to rest, to
reflect, to pray, to prepare mentally for the outside world or just to enjoy
quality time in small groups. Finding a place to be alone or to enjoy privacy
was not difficult. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #444444;"><br />
</span><span style="color: #444444;">Then, in a short period of time our lives were taken over by an
ever-growing dependency on the digital realm and rather than relating to
the fulfillment of individual needs, privacy became instead a way to
quantify the amount of personal information that we share with others,
willingly or not.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><span style="font-family: Trebuchet MS, sans-serif;">If privacy is less and less a physical experience, how do we
frame the need for privacy in todays built environment? Our homes are places
where we can still affect some degree of control over what we share about ourselves,
but how can we achieve it in the public environment: in the workplace, in
leisure areas, in hotels or in cultural venues?<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br />
In his inspirational book "<i>The Poetics of
Space</i>", french philosopher Gaston Bachelard wrote:<o:p></o:p></span></div>
<blockquote class="tr_bq">
<b><span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #444444;"> </span><span style="background-color: white; color: #444444;">"... the house shelters day-dreaming, the house protects the
dreamer, the house allows one to dream in peace."</span></span></b></blockquote>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #444444;">The complaint about lack of privacy is not a real one as most
people knowingly accept some interference with their personal lives in order to
benefit from the enhanced reality provided by our permanent sharing. I believe
it is the ability to find some sort of personal space to be oneself without the
involvement of others that can provide us with a sense of privacy. Even if we
remain connected, we need to be in control of our environment. Privacy is
probably shifting from the "alone-together" idea that used to be common
in libraries, museums and churches, and moving towards a
"together-alone" behavior where we can selectively connect
to the wider community in some form of seclusion.</span></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br />
I wonder if the growing appeal of calm and serene
wellness destinations does not come from this inner desire to be in a bubble
where the outside world is kept somewhat at bay. It is not unusual to see
people in spa relaxation areas with their smartphones or tablets. They might be
enjoying leisure activities but also replying to a work email - but they still
feel relaxed because there, they feel protected.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br />
I used to think that being in an airplane provided
me with a distance from the real world and for a few hours I was in privacy,
even if the passenger next to me was clearly inside the most personal area of
my proximity sphere, where usually no-one besides my family can stay for such a
long period of time. But now we can connect to the world from the plane, and
although I try to resist it, there is a sense of guilt in insisting to have
those few hours all for myself.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><b>So how do we address the design of public spaces to ensure that
we create the "new privacy" that people seek?</b><o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><span style="font-family: Trebuchet MS, sans-serif;">The ability to personalize interiors is the bridge that
separates public and domestic spaces, but as urban dwellers become more
transient, empowered by the tools that have fostered globalization that allow them
to be in multiple locations simultaneously, the challenges to the design of
public spaces include trying to create those dreaming and reflecting places
without interfering with the every-day life.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #444444;">In "</span><i><span style="color: #444444;">The Architecture of
Happiness"</span></i><span style="color: #444444;">, Alain de Botton shares sensitive insights into the nature of
human needs that we should keep in mind:<o:p></o:p></span></span></div>
<blockquote class="tr_bq">
<span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif;"><b>"What we seek,
at the deepest level, is inwardly to resemble, rather than physically to
possess, the objects and places that touch us through their beauty."</b></span></blockquote>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; background-position: initial initial; background-repeat: initial initial; color: #444444;">I take this to mean that if we can create a
sense of identity between people and the spaces they inhabit, then we can
trigger a positive connection. So much of what we call "connection"
these days is so short-lived and superficial, that if we use the permanence of
architecture as something that people can experience, then we touch them at a
deeper level and imprint more memorable experiences. And if people experience
that physical connection then we can start exploring new forms of privacy.<br />
<br />
Relating this issue to the design of hotels is my immediate reaction as those
are the spaces I deal with professionally, but I am interested in the public
sphere in general. I always learn from watching how people behave in public and
I've researched recent projects in the cultural field to make some sense of
this important driver of design.</span><o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><br /></span></div>
<span style="color: #444444;"><br /></span>
<span style="background-color: white; line-height: 18px;"><span style="font-family: Trebuchet MS, sans-serif; font-size: large;"><a href="http://www.nxtbook.com/nxtbooks/nielsen/perspective_2012fallwinter/#/14" target="_blank">Charles E. Young Research Library</a></span></span><br />
<span style="color: #444444;"><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif; line-height: 115%;"><br /></span>
<span style="background-color: white; font-family: 'Trebuchet MS', sans-serif; line-height: 115%;">In
the</span><span style="font-family: 'Trebuchet MS', sans-serif; line-height: 115%;"> <span style="background: white;"><a href="http://www.nxtbook.com/nxtbooks/nielsen/perspective_2012fallwinter/#/14">Fall/Winter issue of IIDA Perspective Magazine,</a></span> <span style="background: white;">UCLA Deputy Librarian Dr. Susan Parker leads an
interesting tour of the recently renovated, high-tech and socially mediated
facility, where physical books as well as technology and privacy held equally
important places in the brief to designers <a href="http://www.perkinswill.com/expertise/branded-environments.html">Perkins+Will and Eva Maddox Branded Environments</a>.</span></span></span><br />
<span style="color: #444444;"><br /></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHBwlSV3yVfmc9dMKbSSmpFQIuh_llEsTL5GEiLDlL3v5D047QJCmDtrktiyFtL5ZVUpbm9UNxia1sfxD2Mu7q3ERRJO2DnnWwux-2KbA6gSfU-jpY_B0OfChQLuxjyooCX2zitzSRHxJF/s1600/CharlesEYoung+Library.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><span style="color: #444444;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHBwlSV3yVfmc9dMKbSSmpFQIuh_llEsTL5GEiLDlL3v5D047QJCmDtrktiyFtL5ZVUpbm9UNxia1sfxD2Mu7q3ERRJO2DnnWwux-2KbA6gSfU-jpY_B0OfChQLuxjyooCX2zitzSRHxJF/s400/CharlesEYoung+Library.JPG" width="362" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><i><span style="color: #444444;"><span style="font-size: x-small;">Perspective IIDA - Fall/Winter 2012 (pg. 14</span><span style="font-size: xx-small;">) </span></span></i></td></tr>
</tbody></table>
<span style="color: #444444;"><br /></span>
<span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif;">I invite you to discover how relevant some of
the aspects of this library's design are for wider thought about public spaces,
but a particular comment stayed with me:</span><br />
<blockquote class="tr_bq">
<b><span style="color: #444444; font-family: Trebuchet MS, sans-serif;">"We have a progression of spaces within the library, inviting people to explore and find areas that are relevant to them. That echoes the metaphor of discovery - of knowledge - that happens in the library."</span></b></blockquote>
<span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif;">It is so important to create the possibilities
of self-discovery, as those will provide people with a sense of individuality,
with the ability to customize their environment around their behavior, and
ultimately enable that elusive sense of privacy. </span><br />
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444;"><br /></span>
<span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif;"></span></div>
<span style="color: #444444;"><br /></span>
<span style="color: #444444; font-size: large;">
<span style="background-color: white; line-height: 18px;"><span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.east-hongkong.com/" target="_blank">East Hotel - Hong Kong</a></span></span></span><br />
<span style="color: #444444;"><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;"><br /></span></span>
<span style="color: #444444;"><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;">Just recently I stayed a few days at </span><a href="http://www.east-hongkong.com/" style="background-color: white; font-family: 'Trebuchet MS', sans-serif;" target="_blank">East
in Hong-Kong</a><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;">. East is part of </span><a href="http://www.swirehotels.com/" style="background-color: white; font-family: 'Trebuchet MS', sans-serif;" target="_blank">Swire
Hotels</a><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;">, owners of </span><a href="http://www.upperhouse.com/" style="background-color: white; font-family: 'Trebuchet MS', sans-serif;" target="_blank">The Upper House</a><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;">, which in a
past blog post I elected as one of the game-changers in the hospitality market
(</span><a href="http://creativespiritmethodicalmind.blogspot.com/2012/09/hotels-of-future-will-they-be.html" style="background-color: white; font-family: 'Trebuchet MS', sans-serif;" target="_blank">"Hotels of the future: will they
be comfortable?"</a><span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;">).</span></span><br />
<br />
<span style="background-color: white; color: #444444; line-height: 18px;">
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYK_PwXig13_gABGsfgMfwRdFklAsrsG_5WAkW2x8ne6heEJjGwjzxQC-wPhDj2Z5rdjl9_RSY18yN6fSxOZ5r_C6x07buzQVV7tr6as9LE7TYn2RafpgohkhPhtWtDnAY5LaZ7fGBensQ/s1600/East_Main-entrance-Night.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYK_PwXig13_gABGsfgMfwRdFklAsrsG_5WAkW2x8ne6heEJjGwjzxQC-wPhDj2Z5rdjl9_RSY18yN6fSxOZ5r_C6x07buzQVV7tr6as9LE7TYn2RafpgohkhPhtWtDnAY5LaZ7fGBensQ/s400/East_Main-entrance-Night.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><i><a href="http://www.sassyhongkong.com/hotel-east-and-sugar-bar/" target="_blank"><span style="font-size: x-small;">Entrance (from: SassyHongKong.com)</span></a></i></td></tr>
</tbody></table>
</span><br />
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="background-color: white; line-height: 18px;"><span style="background-color: transparent; color: #444444; font-family: 'Trebuchet MS', sans-serif;">East is a wonderful example of a hotel where all spaces are able
to retain the ability to treat each guest in an entirely personal way, where
travelers that are focused on the reason for their trip can feel as if there is
a little bit of home there, and still enjoy communal areas in a very
relaxed way. As I said before, most people have accepted to live with smaller
intimacy spheres around them, so the answer to creating some privacy possibly
comes from having a variety of contiguous spaces to satisfy different needs. It
could be the ability to jump into a private call by moving away from the louder
areas into small acoustically appropriate compartments and a
diversity of seating layouts that can accommodate both formal and
informal gatherings in the same space, allow for work, relax, alone or
together.</span></span></div>
<span style="background-color: white; color: #444444; line-height: 18px;">
</span>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="background-color: white; color: #444444; line-height: 18px;"><span style="background-color: transparent; font-family: 'Trebuchet MS', sans-serif;"><br /></span></span></div>
<span style="background-color: white; color: #444444; line-height: 18px;">
</span><br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSBrjuidXxfYKfyaJIiUe0OsZf7-4j_dORygX5WToMOi6RZ-zu5l1-C5Sppqe-JFtKGvni2Ornv3MVmgmJLMfdTdzdHw2SuGbuHy89NQL1O6o2c63MaIWs7FC-Id3MLSxGOm-HC5w6uI5z/s1600/Sugar_dusk.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><span style="color: #444444;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSBrjuidXxfYKfyaJIiUe0OsZf7-4j_dORygX5WToMOi6RZ-zu5l1-C5Sppqe-JFtKGvni2Ornv3MVmgmJLMfdTdzdHw2SuGbuHy89NQL1O6o2c63MaIWs7FC-Id3MLSxGOm-HC5w6uI5z/s400/Sugar_dusk.jpg" width="400" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><i><a href="http://www.swirehotels.com/en/Our-Hotels/EAST.aspx#/en/Our-Hotels/EAST/EAST-Hong-Kong/Gallery/" target="_blank"><span style="color: #444444; font-size: x-small;">Sugar Bar (from: swirehotels.com)</span></a></i></td></tr>
</tbody></table>
<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;">And in the guestroom, then more freedom is permitted to provide
that variety, sometimes with a bit of gimmicks and otherwise just by providing
natural and serene comfort with the focus on the bed, the lighting, the
shower and in this case ... the view!</span><br />
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjH47NczFL8_KP_0g3TJWSvyKdUgSqNodp27_5-JYb0S9lbeiC-JkvW989hOniFbXhatJA6o2I0rcvmLDv_qzE8EcF-vAjROUrRggMOTOI_HiCsgesxMywzht_KL_qAQ_jthaJ6VSHKdhxz/s1600/East_suite.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><span style="color: #444444;"><img border="0" height="215" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjH47NczFL8_KP_0g3TJWSvyKdUgSqNodp27_5-JYb0S9lbeiC-JkvW989hOniFbXhatJA6o2I0rcvmLDv_qzE8EcF-vAjROUrRggMOTOI_HiCsgesxMywzht_KL_qAQ_jthaJ6VSHKdhxz/s400/East_suite.jpg" width="400" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><i><a href="http://www.swirehotels.com/en/Our-Hotels/EAST.aspx#/en/Our-Hotels/EAST/EAST-Hong-Kong/Gallery/" target="_blank"><span style="color: #444444; font-size: x-small;">Suite (from: swirehotels.com)</span></a></i></td></tr>
</tbody></table>
</div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<br />
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><span style="line-height: 18px;"><br /></span></span></div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com1tag:blogger.com,1999:blog-8726601107887548828.post-71875946978512866422012-11-13T15:39:00.000-05:002012-11-16T21:05:26.394-05:00Interactive, Integrated and Inter-operable: 3 ideas for hotel design<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">A few weeks ago in this blog I asked <a href="http://creativespiritmethodicalmind.blogspot.com/2012/10/when-will-technology-really-disrupt.html" target="_blank"><b>"When will technology really disrupt the hotel business?"</b></a>. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">As I observe how hoteliers are exploring the possibilities of evolving the paradigm in which hotel operations are based, </span><span style="font-family: 'Trebuchet MS', sans-serif;">I have identified 3 key elements</span><span style="font-family: 'Trebuchet MS', sans-serif;"> that are needed to implement successfully any</span><span style="font-family: Trebuchet MS, sans-serif;"> technological advance: solutions must be <b><u>interactive</u>, <u>integrated </u>and <u>inter-operable</u></b>.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">This means that technology must:</span></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li><span style="font-family: 'Trebuchet MS', sans-serif;">enhance the experience through an enticing connection between the guest and the physical space</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">be perceived as a seamless part of the guest experience, and not just a layer applied on the conventional operation</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">it must increasingly permit information exchange with the guest's own personal devices</span></li>
</ul>
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">The market is full of examples of technological upgrades, but I</span><span style="font-family: 'Trebuchet MS', sans-serif;">'ve recently come across a few experimental and conceptual ideas that push the envelope and that I believe will leverage further the hospitality user experience when they are ready to be
applied in commercial spaces.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.nest.com/" target="_blank"><b><span style="font-size: large;">The Nest Thermostat</span></b></a><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRNChMFc_X0IeByGZ-l6pVFBSlaJdJ_oSJ86OcCYqwf_F2H9uXDkUIOs6MtYynyYWLCkU1cl-1LZ8-NjVZuopXcsP4pKIo31iH9pQSwbsU9tH1XniZkBcqh1PK40wPDY933tgjrdcr41uk/s1600/Nest.JPG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="297" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRNChMFc_X0IeByGZ-l6pVFBSlaJdJ_oSJ86OcCYqwf_F2H9uXDkUIOs6MtYynyYWLCkU1cl-1LZ8-NjVZuopXcsP4pKIo31iH9pQSwbsU9tH1XniZkBcqh1PK40wPDY933tgjrdcr41uk/s320/Nest.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i>Nest Thermostat</i></td></tr>
</tbody></table>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">The <a href="http://www.nest.com/" target="_blank">Nest Thermostat</a> is an ingenious invention developed
by Tony Fadell, an Apple alumni who had a key role in the Ipod creation.</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">This device re-invents our relationship with the appliances that control human comfort, in this case thermal comfort. It has an innovative capability to learn the user patterns in order to create optimal living conditions, as well as to provide energy savings.</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">What I find particularly interesting is a design that embeds </span><span style="font-family: 'Trebuchet MS', sans-serif;">artificial intelligence </span><span style="font-family: 'Trebuchet MS', sans-serif;">so discreetly in the product's DNA, and that permits a innovative interaction with the user.</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">Adaptive environments that learn how to adjust the conditions of a
living space to its occupants will be a quantum leap from our existing systems. And Nest might be about temperature only, but once
this concept expands it can be applied to all sort of adjustments in moisture
content, barometric pressure, air velocity, acoustic issues, and then even further to
manage visual comfort through daylighting and artificial lighting controls, eventually media content, and who knows maybe even physical comfort through fine adjustments in upholstery firmness.</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">It is truly a new product, and I envision a time when</span><span style="font-family: 'Trebuchet MS', sans-serif;"> people can carry their own "comfort intelligence" in digital
form, and then transfer that information in advance to the room where they will
be staying. We will then be able to have a hotel guestroom, or
an office space which customizes its properties to accommodate each unique user's
needs.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">The customization of spaces will be further enhanced with evolved TVs which will allow us to "launch" our tablet customization on the screen just by placing them on the side and
swiping them in the direction of the TV. At this point all our own media
(music, video, whatever entertainment apps) will immediately become available
in the room. Portable comfort, and portable media-impact devices will meet the interactive, integrated and inter-operable requirements.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjchKSrjwe1lJFKOA2qb6xWyY28NAn9gAMsX0M-6q-qHXRvlIgn4-3M8pxtffp3aUULpO5C8q3IdUMyePtZC_PE_0IPDMxsQILYsc1brlEfuoHlI3-c2H2awHd59tVQGikU1yO953xexlCI/s1600/Nest3.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjchKSrjwe1lJFKOA2qb6xWyY28NAn9gAMsX0M-6q-qHXRvlIgn4-3M8pxtffp3aUULpO5C8q3IdUMyePtZC_PE_0IPDMxsQILYsc1brlEfuoHlI3-c2H2awHd59tVQGikU1yO953xexlCI/s400/Nest3.JPG" width="400" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif; font-size: large;"><a href="http://www.accor.com/en/news/sleep-art-ibis-treats-its-guests-to-an-unprecedented-experience.html" target="_blank"><b>SLEEP ART: A robot that paints your sleep</b></a></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><a href="http://www.accor.com/en/news/sleep-art-ibis-treats-its-guests-to-an-unprecedented-experience.html" target="_blank">Accor's Ibis brand</a> is testing an original interactive
experience, with a robotic arm linked to sensors placed
on bed mattresses, which transfer sleeping patterns onto a canvas. I find it to be such a daring use of technology! And it provides a novel connection of guests
to the hotel in ways that we can only begin to imagine.</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/5pQnq74JEGw?feature=player_embedded' frameborder='0'></iframe></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Whether the result is true art or not isn't really the issue (watch the
video and decide for yourself), but this use of technology pushes the boundaries of human
interaction with technology, and integrates it not only in the physical space, but also creates a very unique form of engagement with the hospitality product. And the <a href="https://www.facebook.com/ibis" target="_blank">enrollment via Facebook</a> provides an additional layer of positive entanglement with the brand.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">For the cynics and pessimists, you can have the consolation that even if this experiment doesn't really catch on, it will for sure
have taught hoteliers and designers where some of the boundaries are.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif; font-size: large;"><b><a href="http://arch.nau.coop/#/future-design/immersive-cocoon/Cocoon_01" target="_blank">Immersive Cocoon / Step into the Future</a></b></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.i-cocoon.com/index.php#/teaser" target="_blank"><img border="0" height="226" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVuJVlmoikWJ3qjFzgiOorOB849qKcI8_6sh80s_6wvXUhOHxI2qAVaTLOJ9A7JOUNj4YQUcl11sff3cC0Ko4S4hIsMOAH2wW6IrFjnHOP9OplHPWr6EquOQSaNO_Z4svwnqhsreBMQXSL/s400/immersive_coccon.JPG" width="400" /></a></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">This is a highly conceptual product developed by design collective <a href="http://arch.nau.coop/#/about" target="_blank"><b>NAU</b></a>. More than a product, this object reminiscent of Kubrick's monolith, is an interface. The concept is that the space enclosed within the sphere can provide infinite digital freedom where the entire body interacts with sensors to re-create reality. </span><span style="font-family: 'Trebuchet MS', sans-serif;">It is a unique sensory experience inside a very controlled
environment, in a way that until now was the object of science fiction. </span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">This concept contradicts in some ways the basic notions of integration and inter-operability, because it is a device so independent from reality, but I was drawn to the idea that an interface might not need to be a screen and it can be anywhere we want it to be.</span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgf9hJ1bc94rmiYMY63UU7ZqAXCkYZ_TWAg1RC-C7LIhouZWkyua5WRE28Tb46hTzFg7ejXIgpffYfO71s0Gg6wFYs7H9F_tgb5-3Sx6vhvU2k_e6zymDqQamsd7HjN3XFpU3VhkUE7GIev/s1600/immersive_coccon_2.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="255" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgf9hJ1bc94rmiYMY63UU7ZqAXCkYZ_TWAg1RC-C7LIhouZWkyua5WRE28Tb46hTzFg7ejXIgpffYfO71s0Gg6wFYs7H9F_tgb5-3Sx6vhvU2k_e6zymDqQamsd7HjN3XFpU3VhkUE7GIev/s400/immersive_coccon_2.JPG" width="400" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">Where</span><span style="font-family: 'Trebuchet MS', sans-serif;"> I see the disruptive potential is not necessarily from
the product in its pure form, but the ability to expand the notion of interaction and apply it to real spaces to improve living environments and comfort.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">I am thinking for instance of a smart wardrobe where the mirror
can allow the user to "virtually" try the clothes before getting dressed .... or falling asleep with the kind of warm summer breeze that makes it so easy to drift away
at the beach ....<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">So these 3 examples of innovative creativity in product
design point to a direction where we can <b><u>carry our own comfort as a digital
signature</u></b>, we can <b><u>interact physically with spaces</u></b>, and we can <b><u>extract elements
of virtual experiences to increase the quality of living spaces</u></b>.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<blockquote class="tr_bq">
<span style="font-family: Trebuchet MS, sans-serif;"><i>And the more we talk about the possibilities, the more we realize
that these inventions will intersect and trigger exponentially increasing
options to re-design the hotel experience: the room sensors can detect what the
user's exact mood and feeling is, and by using the "learned
intelligence" adjust the comfort conditions and transform the
perception of the room ambiance and decor to suit the guest.</i></span></blockquote>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">Creative and talented inventors are providing us with </span><span style="font-family: 'Trebuchet MS', sans-serif;">the tools we need. Now it is up to hoteliers, designers and entrepreneurs to put them to use, disrupt the
market and impress their guests.</span></div>
<div class="MsoNormal">
<o:p></o:p></div>
</div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com2tag:blogger.com,1999:blog-8726601107887548828.post-8593939254480044882012-10-22T22:56:00.002-04:002012-10-22T22:56:48.620-04:00When will technology really disrupt the hotel business?<div class="MsoNormal" style="margin-left: 27.0pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #404040;"><br />A few weeks ago, I wrote about <a href="http://creativespiritmethodicalmind.blogspot.com/2012/09/hotels-of-future-will-they-be.html" target="_blank">hotels of the future</a>, which expressed essentially thoughts about comfort. Another aspect of the evolution of hotels is connected to technology and how it has become key to brand strategy differentiation. Technology </span><span style="color: #404040;">is a catalyst for increased building
efficiency and it is becoming a key element of disruptive market strategies
by hotel owners,operators and the designers that support their vision.</span></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;">The recession limited the comprehensive modernization
of hotel systems, but it also coincided with an incredible growth in interactive
technology, and particularly its ability to impact the guest experience.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;">As renovation budgets become more robust and new construction accelerates,
we’ll increasingly see the deployment of integrated systems that improve hotel
performance <i><u>and</u></i> also enhance
the guest experience. A few successful examples of hotel concepts that are already pushing the envelope are <a href="http://www.yotelnewyork.com/experience/" target="_blank">YOTEL</a> and <a href="http://www.citizenm.com/boutique-uk-hotels" target="_blank">CITIZEN M</a>. <o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040; font-family: Trebuchet MS, sans-serif;">Yotel in New York is the most recent outpost of the brand:</span><br />
<span style="color: #404040; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="margin-left: auto; margin-right: auto;"><a href="http://pinterest.com/pin/84090718013764511/" target="_blank"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQYjJ2YFrbjLFMe7VYiXGeAGavIZ2qxGayesfUBQzVZ2FgHeMfuLyfXf4Nw7gaah4JixDbISU_XxCsnsP1S5c05o9JhQipndXtDgMWhPyRDKXH9qNbp-mZtr8etAqN6pMX4mX2PO3ezpc-/s400/YOTEL_NYC_entrance_strada.jpg" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><a href="http://pinterest.com/pin/84090718013764511/" target="_blank">Yotel New York - Entrance </a></span></i></td></tr>
</tbody></table>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="margin-left: auto; margin-right: auto;"><a href="http://pinterest.com/pin/84090718013764513/" target="_blank"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjw9TYuTUWM21E4MTDReecdJ2Hu_jdHH-nSEg2NnRcFD-V2cUNKZt_h1zf6AhADdjnvxRgpKZoKxfYhMyBcDuIL9cZiZ6a63JMmXiqeMtBWdIva4TrJW9Pvl0Xhd5J8RUuuz2OT9DucHUy7/s400/YOTEL_NYC_gbyobot_NK.jpg" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><a href="http://pinterest.com/pin/84090718013764513/" target="_blank">Yotel New York - Lobby</a></span></i></td></tr>
</tbody></table>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="margin-left: auto; margin-right: auto;"><a href="http://pinterest.com/pin/84090718013764517/" target="_blank"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLb5lKrV3S6ne1utNtdppyaYfu2toIwPtsotqv_u0OyUoQ1k4hcAvDGVx-nN0HRcALHxlPOh3VbS_TLQINpQmjVg4c2jS9RePQw5648Jeg-Ma2h6XlF-cnMes4WBYksZQe4d6S72RFJVaS/s400/YOTEL_NYC_PremiumCabinDusk_MK.jpg" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><a href="http://pinterest.com/pin/84090718013764517/" target="_blank">Yotel New York - Typical Guestroom</a></span></i></td></tr>
</tbody></table>
<br />
<span style="font-family: Trebuchet MS, sans-serif;">And Citizen M opened the first of three London hotels in July 2012:</span><br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhv0x3-K_283Kb1z2TKvSCcn4R4MqWNJWE6HAbffhHZpyMzrBq244sDC2TpcZE6a_AlHvhb5YSi-QdOWHKNra_npGqNX8cod053BgGWm3iv8SF6XTTb9KVf7yCYJ2E6cLTXjEdQYhYl2ih8/s1600/CitizenM_1.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhv0x3-K_283Kb1z2TKvSCcn4R4MqWNJWE6HAbffhHZpyMzrBq244sDC2TpcZE6a_AlHvhb5YSi-QdOWHKNra_npGqNX8cod053BgGWm3iv8SF6XTTb9KVf7yCYJ2E6cLTXjEdQYhYl2ih8/s320/CitizenM_1.JPG" width="280" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 13px;"><i><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;">Citizen M (website)</span></i></td></tr>
</tbody></table>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td><span style="margin-left: auto; margin-right: auto;"><a href="http://pinterest.com/pin/84090718013764520/" target="_blank"><img border="0" height="313" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSf7zOkw-i1xQTbDppMx6nTVRsvd15LXh2a7oIEqjye0nHt5DJRkomlFOhbCH_ubKvOHZr8FikAKmtILmpaW3SNE5YYWgEvo7dOn7euVQB94H_W7eaujTvMs4NRdlOX02H4sYzrbn6xdWk/s400/CitizenM_2.JPG" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="font-size: 13px;"><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><i><a href="http://pinterest.com/pin/84090718013764520/" target="_blank">Citizen M London - Typical Guestroom</a></i></span></td></tr>
</tbody></table>
<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdZaMeqe60E4qlpDpR2HYmef52xqk2x9gPtr0q9Hx4xeWI2dNNjhqJ7MF2XS5BpQWwO0gPAb4AmdMpjgpvFcbWLXPOiHHUh83KhwIBkGblpnMfGnO12-OULA9GQzoZQ5ky6OoyLvwc0vvp/s1600/CitizenM_3.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="288" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdZaMeqe60E4qlpDpR2HYmef52xqk2x9gPtr0q9Hx4xeWI2dNNjhqJ7MF2XS5BpQWwO0gPAb4AmdMpjgpvFcbWLXPOiHHUh83KhwIBkGblpnMfGnO12-OULA9GQzoZQ5ky6OoyLvwc0vvp/s400/CitizenM_3.JPG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 13px;"><i style="font-family: 'Trebuchet MS', sans-serif; font-size: x-small;"><a href="http://pinterest.com/pin/84090718013764521/" target="_blank">Citizen M London - Guestroom Control tablet</a></i></td></tr>
</tbody></table>
<div class="MsoNormal" style="margin-left: 27pt;">
</div>
<br />
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040; font-family: 'Trebuchet MS', sans-serif;">The focus of end-user technology varies across market segments:</span><br />
<br />
<ul>
<li><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">Upper-upscale and luxury hotels
have had a greater ability to add high-end technology to enhance the entire
experience from concierge services to entertainment.</span></li>
<li><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">The upscale segment, and
in particular business oriented hotels, have deployed technology to improve check-in,
to achieve some customization of guest relationship, to offer advanced meeting
space functionality and to provide some in-room amenities.</span></li>
<li><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">The economy to mid-scale
segments have focused more on the implementation of building management systems
looking at cost control and operational sustainability, with a more incremental
use of technology in public spaces and in-room technology.</span></li>
</ul>
</div>
<ul>
</ul>
<br />
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;">We are starting to see state-of-the-art technology in all hotels, from tablets to 3D TV, from digital art to smart keys. But w</span></span><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif;">hen will we begin to see a truly integrated approach to
technology deployment?</span></div>
<div class="MsoNormal" style="margin-left: 27.0pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 27.0pt;">
<span style="color: #404040; font-family: 'Trebuchet MS', sans-serif;">The reality is that the conventional operation model has not changed much, and the use of technology in hotels is essentially a layer applied on
top of the traditional services, and issues affecting equipment
reliability and inter-operability have discouraged owners and guests alike about
the validity of turning technology as ubiquitous in hotels as it is in homes and offices.</span></div>
<div class="MsoNormal" style="margin-left: 27.0pt;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;">I believe that this will only come through a re-concepting that merges the hotel operation, </span></span><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif;">the asset management and </span><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif;">the guest experience through solutions that address simultaneously service, comfort,
entertainment and amenities.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<blockquote class="tr_bq">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;"><b>A more seamless hotel experience is one that will bring
together the human, physical, personal needs of the guest and the capabilities
permitted by technological innovations. </b></span></span></blockquote>
</div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040; font-family: 'Trebuchet MS', sans-serif;">I am sure that behind retina-scan access doors at the HQ of large
hotel companies there are very smart people wielding state-of-the-art tablets and thinking
about what the hotel of the future will be.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;">I wonder if these are the questions they are trying to answer:</span></span><br />
<br />
<ul>
<li><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">Can a hotel become an
intuitive experience that anticipates the guest’s needs within a very efficient
operation?</span></li>
</ul>
<ul>
<li><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">Can we make a hotel react
to the guest?</span></li>
</ul>
<ul>
<li><span style="color: #404040; font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">Can a hotel ever become an
extension of the guest’s own personal environment?</span></li>
</ul>
</div>
<ul>
</ul>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: .05in; margin-top: 0in;">
<span style="color: #404040; font-family: 'Trebuchet MS', sans-serif;">Right now, there is an opportunity for hotel owners, operators and designers to re-think radically the role of technology and how it can catalyze a deeper integration of interactive capabilities in the hotel physical
space.</span></div>
<div class="MsoNormal" style="margin-left: 27.0pt;">
<br /></div>
<div class="MsoNormal" style="margin-left: 27.0pt;">
<span style="color: #404040;"><span style="font-family: Trebuchet MS, sans-serif;">Who will take us on this journey first?</span></span></div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-89496213425772845112012-10-17T09:53:00.002-04:002012-10-19T14:12:11.511-04:00Do historic hotels dream about their past? Some thoughts on the renovation of iconic properties.<span style="font-family: Trebuchet MS, sans-serif;">Hilton Worldwide, owner of the historic Waldorf Astoria hotel in New York city has begun a phased upgrade and much needed renovation of the crown-jewel in its portfolio. This iconic hotel is not only the quintessential urban luxury hotel, but it is also the flagship property of the company's luxury brand.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirIZTXtk1-E2uHEL93XMbWgnveFA1f5HGv8A4ZjQfSpjKqP_uHO8qWGeQQJdLp_-3iLsfsX60oVL8NfAM72a1uqHbqmMctlp94UPQDrVZIZ4GHp_m7HbvWAFi7XK2UfSOikhh8NolQBbya/s1600/296665-waldorf-astoria-new-york-city.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirIZTXtk1-E2uHEL93XMbWgnveFA1f5HGv8A4ZjQfSpjKqP_uHO8qWGeQQJdLp_-3iLsfsX60oVL8NfAM72a1uqHbqmMctlp94UPQDrVZIZ4GHp_m7HbvWAFi7XK2UfSOikhh8NolQBbya/s320/296665-waldorf-astoria-new-york-city.jpg" width="320" /></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span><span style="font-family: Trebuchet MS, sans-serif;">On the tail-end of a recession that hit the luxury segment particularly hard, hospitality executives have worked hard to re-tool and compete in a market that has blurred the lines between luxury, lifestyle and boutique. Defining a clear vision for the luxury experience and communicating a compelling brand narrative have become the keystones of renovations, especially when the buildings carry such weight.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span><span style="font-family: Trebuchet MS, sans-serif;">The plan to bring the Waldorf Astoria into the 21st century has been carefully considered, and will be implemented over the course of years to come. The Park Avenue Entrance is </span><span style="font-family: 'Trebuchet MS', sans-serif;">setting of the tone for the rest of the hotel renovation, which will be overseen by New York based designers Champalimaud and BBG. This area </span><span style="font-family: 'Trebuchet MS', sans-serif;">re-opened recently with a few architectural modifications, a renewal of furnishings and lighting, and a focus on the existing murals and flooring pattern. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span><span style="font-family: Trebuchet MS, sans-serif;">So what do we see upon entering?</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">Gone is the Starbucks which offered a confusing welcome to guests even before they got to the main lobby. Gone is the mezzanine that lowered the ceiling height and removed any sense of greatness upon arrival. Gone is the chandelier that seemed so out-of-place in the Art Deco inspired building. Gone is the characterless carpet. In fact, gone are many layers of decor that were added over the years in vapid refurbishments that did nothing for the space except to hide the natural aging of the building. The designers have been careful in de-layering the existing space and restoring it to a grand, elegant look and arrival experience. The Waldorf is, in the words of its designers, "modern again".</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikczvDWvTYKZgTnEf6EC7GV_giGPCYQU8Xm4sQaxthBF0FanRyl54b3TeyDTxQ7f6SfDJ7lgqKHNw2eWQgZlzEO4pSKHncRTWDG4pGeFXJvBSq4wI1BOckszqDfj5iAmaJSotaNoLZU_yx/s1600/Slide1.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikczvDWvTYKZgTnEf6EC7GV_giGPCYQU8Xm4sQaxthBF0FanRyl54b3TeyDTxQ7f6SfDJ7lgqKHNw2eWQgZlzEO4pSKHncRTWDG4pGeFXJvBSq4wI1BOckszqDfj5iAmaJSotaNoLZU_yx/s640/Slide1.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="text-align: left;">
<span style="font-size: xx-small;"><i> Park Avenue Lobby - Before Proposed Design - Courtesy of Champalimaud </i></span></div>
<div style="text-align: left;">
<i style="font-size: x-small; text-align: center;"> Waldorf Astoria New York </i></div>
</td></tr>
</tbody></table>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">We can't underestimate the challenge involved in renovating an 80-year old, 1200-room urban hotel running at permanently high occupancy rates and with one of the busiest function businesses in the city. And although the hotel interiors are not landmarked, there is a need to deal with the reaction, not always positive, of the community at large towards any kind of improvement or modification.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">There are many parallels to be drawn between the renovation of the Waldorf Astoria and other emblematic hotels in cosmopolitan centers. A</span><span style="font-family: Trebuchet MS, sans-serif;">side from this project, I was closely involved in the renovation of hotels that have been key destinations in their cities for at least two generations, and I have gained a significant understanding in to how to best approach these projects. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span><span style="font-family: Trebuchet MS, sans-serif;">The projects I have been involved with include the full renovation of the <a href="http://www.champalimauddesign.com/project.asp?projectID=35&Hotel_Bel-Air" target="_blank">Hotel Bel Air</a> in Los Angeles (California), the re-branding of the oldest luxury hotel in China, the <a href="http://www.starwoodhotels.com/luxury/property/overview/index.html?propertyID=3522" target="_blank">Astor Hotel in Tianjin</a> (Starwood Luxury Collection property), and the phased re-energizing of <a href="http://www.thedorchester.com/" target="_blank">The Dorchester in London</a>. These distinct properties in three continents interestingly have had many aspects in common through the renovation process. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTXfPl-gG38c05gnW0OcFBtTddbnNRPt5Urv9SUSsfRiatm7mLX0vOsBlGsYav5_oUMOnL3DL-oJauU5LszYNe4hPWKCNH-GIrg53TivMInOo5czJPkVmjkf60SQRdZKfUBxLS6Y-9_ONc/s1600/Slide2.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="203" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTXfPl-gG38c05gnW0OcFBtTddbnNRPt5Urv9SUSsfRiatm7mLX0vOsBlGsYav5_oUMOnL3DL-oJauU5LszYNe4hPWKCNH-GIrg53TivMInOo5czJPkVmjkf60SQRdZKfUBxLS6Y-9_ONc/s640/Slide2.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: xx-small;">Hotel Bel Air - Typical Guestroom (Before and After - Image courtesy of Champalimaud Design)</span></td></tr>
</tbody></table>
<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiEOf4aahs1WTi1u2jVPhMhYIG1vkuUBKiDxIeKD4C3HGQhuRP6OK8HaFq2UHkbRy9QhLh0IR8OU3ueU1fn0udW3bFsu9f1Q2HfTbozdVzgE6RqBzwetzDP6uP7Bm72dpgk3lIEhnMjj25/s1600/Slide3.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiEOf4aahs1WTi1u2jVPhMhYIG1vkuUBKiDxIeKD4C3HGQhuRP6OK8HaFq2UHkbRy9QhLh0IR8OU3ueU1fn0udW3bFsu9f1Q2HfTbozdVzgE6RqBzwetzDP6uP7Bm72dpgk3lIEhnMjj25/s640/Slide3.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: xx-small;">Hotel Bel Air - Lobby/Reception (Before and After - Image courtesy of Champalimaud Design)</span></td></tr>
</tbody></table>
<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI_P7Y_pG9xqxRV5CkdIx1SZwZzC6j7XsUAYWJo2G9LJ0YdRvX3ueKAQvuR7RUEtNzh4m3GhAN5Z03Dg8A6ZgeEPRLMrTyaYAlKL1jlf6u4SwrXidZGcygW7ux8BldPfi4NRqxNMrOVd7x/s1600/Slide4.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI_P7Y_pG9xqxRV5CkdIx1SZwZzC6j7XsUAYWJo2G9LJ0YdRvX3ueKAQvuR7RUEtNzh4m3GhAN5Z03Dg8A6ZgeEPRLMrTyaYAlKL1jlf6u4SwrXidZGcygW7ux8BldPfi4NRqxNMrOVd7x/s640/Slide4.JPG" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: xx-small;">Hotel Astor Tianjin - Exterior (Old Building and Renovated Building)</span></td></tr>
</tbody></table>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">It is interesting to notice that the perceived history of the buildings by the local community and current guests tends to be a somewhat exaggerated view of the truth, and it often veils a serious acknowledgement of how much the hotels need to be renovated. This is true both in terms of the quality of the building's architecture and interiors, as well as the stories and myths inspired by popular culture. Often the most vocal disagreements towards any renovation come from people that haven't really set foot in the building in a very long time. Although time-consuming and sometimes devoid of any real substance, dealing </span><span style="font-family: 'Trebuchet MS', sans-serif;">respectfully </span><span style="font-family: 'Trebuchet MS', sans-serif;">with these subjective aspects of a renovation is an important step as they can add extraneous uncertainty to the project, and are often key to generate the right buzz around the hotel's re-opening.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span><span style="font-family: Trebuchet MS, sans-serif;">While the subjective variables are very important elements, there are also very tangible aspects of historic hotel renovations that designers must address thoughtfully as they work with the Owner to deploy the investment successfully. I find that some questions must be answered very objectively as they are determinant in the programming phase: </span><br />
<ul>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">How extensive must the renovation be to achieve a </span><span style="font-family: 'Trebuchet MS', sans-serif;">measurable</span><span style="font-family: 'Trebuchet MS', sans-serif;"> increase in the property's competitiveness?</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">How much "newer" must the hotel look like after the work is completed?</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">How will changes affect the hotel's ability to provide increased guest service?</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">What to keep and what to change when it comes to art, furniture, memorabilia, etc...?</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">What investment is required in technical services such as lighting, HVAC, guest technology and entertainment, to increase the guest comfort and experience?</span></li>
</ul>
<br />
<span style="font-family: Trebuchet MS, sans-serif;">Answering these questions will help focus the efforts and I've compiled here a list of lessons learned, to-dos and not-to-dos when it comes to historic hotel renovations. This is by no means comprehensive, but it touches on a few significant aspects that should be taken into account:</span><br />
<ul>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Before the concept is developed, a good deal of research should occur. Investing this time wisely will definitely be valuable . In this </span><span style="font-family: 'Trebuchet MS', sans-serif;">research</span><span style="font-family: 'Trebuchet MS', sans-serif;"> there should be interaction with the community that includes existing guests, local residents and any parties that hold a stake in the hotel's future. There are many different reasons why people feel attached to historic hotels, and it isn't always style or function. It could be memories, and it might just be the fact that they are used to seeing it in a certain way. It is very often a question of perception and of emotion. Displaying a respecting for those emotions is easy to do and has a huge pay-off.</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Every aspect of the current plans must be questioned. Older hotels tended to have large public spaces with no services associated to them. Activating public areas with F&B service, lounging, informal meeting areas or retail can impact the operations very positively and increase the ROI of the project.</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Avoid giving the new spaces a room-set feel. Hotels with history have too much authenticity to become mere vignette spaces. They need to be imbued with personality: they need to be a child, or a grand-child of the original, but never a distant cousin.</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Pastiche should be avoided. Re-creating the original is never a good idea, it often appears fake, and no space can ever live up to what it once was, even if the look before was out-dated. The obvious trick of using old photos and memorabilia never really seems to create the connection it intends, and </span><span style="font-family: 'Trebuchet MS', sans-serif;">seldom provides a historic link. Curating a high quality collection could work, but it must be done in the right framework (for more on this, read my post "<a href="http://creativespiritmethodicalmind.blogspot.com/2012/09/is-curated-overrated_6.html" target="_blank">Is curated overrated?</a>")</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Seek to re-juvenate, re-energize and do not sacrifice comfort for look. Paying proper attention to selection of furnishings and uphosltered goods is critical.</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Choose a limited number of vendors rather than spreading specifications over a large number of suppliers. Chances are adjustments will be needed as we near installation, and vendors that feel involved in the process are more likely willing to help. Every vendor likes the idea of being involved with a property that stands out in their credentials and they will go the extra mile on this.</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Lighting is very important, but traditionally is has never been a feature in itself in more historical interiors. Lighting should enhance visual comfort and perhaps a few key interior architecture features, but it should not be too visible a layer. It must be like the pause in music: without it it is not the same, but you never really know it's there.</span></li>
<li><span style="font-family: 'Trebuchet MS', sans-serif;">Avoid thinking that major infra-structure investments are restrictive aspects of the renovation. Technical services are often out-dated and must be upgraded or modified to </span><span style="font-family: 'Trebuchet MS', sans-serif;">achieve</span><span style="font-family: 'Trebuchet MS', sans-serif;"> essential comfort and improve building efficiency. However there are very effective retro-fitting solutions for air </span><span style="font-family: 'Trebuchet MS', sans-serif;">conditioning</span><span style="font-family: 'Trebuchet MS', sans-serif;"> and lighting that should be explored. These are not always clean-cut solutions, and might require additional surveying costs, but they can have an impact in overall investment and save valuable dollars that can be directed to the guest's visual experience.</span></li>
</ul>
<br />
<span style="font-family: Trebuchet MS, sans-serif;">These are just a few key thoughts that should be kept in mind, but my most important learning has been that the renovation of a historic building is most successful when there is adequate time to develop a comprehensive, holistic approach to the building in one effort, even if the implementation will be sequenced across a longer schedule. Soft-cost investment to bring all the consultants on-board early and the allocation of adequate concepting and planning time by owners and operators is bound to yield high returns later in the process. The best approach in my experience is to work on a game-plan that addresses the building deficiencies, that listens to the community concerns, that focuses on the appropriate variables that will increase the hotel's performance, that provides a vision that will create the right product and that sets a clear framework to guide the key decisions by all stakeholders. Then the schedule can be fine-tuned, and the budget can be properly allocated, but it is important that all essential questions about the hotel's identity are asked and answered before the renovation begins.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-82857837675759454362012-10-10T08:00:00.000-04:002012-10-10T08:33:54.981-04:00Even a brick wants to be more ...<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">On October 24th 2012, New York will have a new park, a new memorial and at last, a design by Louis I. Kahn: The Franklin D. Roosevelt Four Freedoms Park.</span><br />
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">New York is a city that glorifies the pursuit of passions, with art and architecture being key among those. With the inclusion of Kahn's posthumous sculpture-cum-architecture masterpiece, the city's rich register of places to visit will now have another destination. </span><br />
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">In this serene and contemplative place, the memory of a Man and of a Presidency will be preserved and celebrated with dignity. The meticulously planned and thoughtfully designed edge of the island points forward like a ship’s prow, but also provides a safe sanctuary within its hull. It is sober and austere but also elegant, dynamic and full of Kahn’s considered details.</span><br />
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMJr-VM4SlLk9xRnmMEDpqQ1gZqqX6lBg7t1YX3Qquwl8RYJqPapD-T8zBzvtfbyKF-phCLkqm4rWZj_SnpHv19jkjVXdswk-n9UVJfgvwt5FtMxSMkqHZV3DCsCaO7ycVLWwDZVmAXDW6/s1600/Memorial_4.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><img border="0" height="277" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMJr-VM4SlLk9xRnmMEDpqQ1gZqqX6lBg7t1YX3Qquwl8RYJqPapD-T8zBzvtfbyKF-phCLkqm4rWZj_SnpHv19jkjVXdswk-n9UVJfgvwt5FtMxSMkqHZV3DCsCaO7ycVLWwDZVmAXDW6/s400/Memorial_4.JPG" width="400" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><i>Image copyright Four Freedoms Park LLC</i></span></td></tr>
</tbody></table>
<div class="separator" style="clear: both; text-align: center;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif; margin-left: 1em; margin-right: 1em;"></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="text-align: start;"><i><a href="http://www.fdrfourfreedomspark.org/" target="_blank"><b><span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Franklin D. Roosevelt Four Freedoms Park</span></b></a></i></span></div>
<div class="separator" style="clear: both; text-align: left;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuMH494nYHdvF1tokgqtq3GuybDa50Z4ohMVKJZcpc5iMtx0MHqtWRJSS0BavmN-6kIIsf-12fvqLSQBWw2wVttZ8rpfRhFtJUROMGb86pwyRnos-lrsO2D-Ur-tzrUht0N2hhDOLhRDgJ/s1600/aiu_FDRpark_rendering_cityscape.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto; text-align: center;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><img border="0" height="295" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuMH494nYHdvF1tokgqtq3GuybDa50Z4ohMVKJZcpc5iMtx0MHqtWRJSS0BavmN-6kIIsf-12fvqLSQBWw2wVttZ8rpfRhFtJUROMGb86pwyRnos-lrsO2D-Ur-tzrUht0N2hhDOLhRDgJ/s400/aiu_FDRpark_rendering_cityscape.jpg" width="400" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><i>View of the East River: Roosevelt Island and Manhattan East Side</i></span></td></tr>
</tbody></table>
<br />
<br />
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Louis Barragan's once told Kahn
that his piazza at the Salk Institute was like a ‘facade facing the sky’. Perhaps these words have not been as relevant since. Yes, New York has a new monument, and one that people will talk
about. Whether it is the 36-ton granite blocks that sit
side-by-side separated by inch-wide slits where the polished sides create an unusually reflective view through them, or the gently sloping
paths that connect water and earth, or even the copper beach trees
planted in angular rows to reinforce the perspective towards the Statue of Liberty.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnyttT9ALAUxbEpDHHtHD4qrDMi2YiRMijWOKQcwVjqnnJQL-1xz3HSVhkTbb8wC5BlOZhnGEKQtgMOfWOIj_n-2d4HvRvo_Bg4BRFTQiRgEzeuJhDDjAWsJuQB9bgqVfyr8_vn-m3zD3m/s1600/Memorial_1.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: #444444;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnyttT9ALAUxbEpDHHtHD4qrDMi2YiRMijWOKQcwVjqnnJQL-1xz3HSVhkTbb8wC5BlOZhnGEKQtgMOfWOIj_n-2d4HvRvo_Bg4BRFTQiRgEzeuJhDDjAWsJuQB9bgqVfyr8_vn-m3zD3m/s400/Memorial_1.JPG" width="400" /></span></a></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgn4RxkXyi0lKePOu6GyjtPY69R2N1oQ9wfo00HM9YCo33Ft39Fkhv6Z1WnO7QzcCvYtm3e2BHy4QwzboDiuhhbf-4c6ggHWvRRRtjkEflDG57GQSgY4rhgGUf_5AP9uJOtO_RFqS1l17jm/s1600/Memorial_3.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: #444444;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgn4RxkXyi0lKePOu6GyjtPY69R2N1oQ9wfo00HM9YCo33Ft39Fkhv6Z1WnO7QzcCvYtm3e2BHy4QwzboDiuhhbf-4c6ggHWvRRRtjkEflDG57GQSgY4rhgGUf_5AP9uJOtO_RFqS1l17jm/s400/Memorial_3.JPG" width="400" /></span></a></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">I love having an opportunity to write about Louis I. Kahn. His work has influenced me so much: I admire his strict and solemn designs, I marvel at his unusually perceptive understanding of light, and I appreciate the rationalization in his building concepts. His remarkable designs are full of maturity and are layered with intuitive inferences about the impact of buildings on the natural order of the world.</span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1yn8LMlbhQ-9NtqCeu4LLhS6tDHGBUWNYZVFr8THUJhWmVkoEhQ5E9CpbxEUbVbCE_cuPRnS5VG4A4OPZcq1hBlvFJi30ZGWV80wZsWXWwlPd1-ZbESD96OM4IcRBMcsBQj9DC_f09PKy/s1600/LouisKahn.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: #444444;"><img border="0" height="235" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1yn8LMlbhQ-9NtqCeu4LLhS6tDHGBUWNYZVFr8THUJhWmVkoEhQ5E9CpbxEUbVbCE_cuPRnS5VG4A4OPZcq1hBlvFJi30ZGWV80wZsWXWwlPd1-ZbESD96OM4IcRBMcsBQj9DC_f09PKy/s320/LouisKahn.jpg" width="320" /></span></a></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
</div>
<div class="MsoNormal">
<span style="color: #444444;"><span style="font-family: Trebuchet MS, sans-serif;">Kahn was in his 50’s when his designs became cent</span><span style="font-family: 'Trebuchet MS', sans-serif;">erpieces to the
architecture of his time. He defined a grammar of construction and extended
his concepts into his own philosophy of space. Educated on the crest of the Modern
Movement, he broke the linearity that conditioned the thought of his peers. He
searched the nature of architecture, and he framed the steps that led him to
its understanding. During his intellectual evolution, he developed an enormous
interest in natural light, and in the enhancements it could bring to architecture.</span></span></div>
<div class="MsoNormal">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<blockquote class="tr_bq">
<i><span style="color: #444444;"><span style="font-family: 'Trebuchet MS', sans-serif;">You can say that the light, the giver of all presences, is the maker of a material, and the material was made to cast a shadow, and the shadow belongs to the light.</span><span style="font-family: 'Trebuchet MS', sans-serif;"> <span style="font-size: x-small;">(Silence and Light lecture, Zurich 1969)</span></span></span></i></blockquote>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><span style="color: #444444;"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><span style="color: #444444;">He relied on instincts, on preliminary ideas and concepts that were not constrained by the practical considerations of construction. Maybe for this reason, it was so easy for him to work closely with the immateriality of light. It became for him a defining element of the architecture, as important as any other physical material.</span></span></div>
<div class="MsoNormal">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Kahn’s
designs have to be felt. They are the expression of a personal philosophy that
sought to understand how knowledge could allow architects to create spaces where
a sense of community exists and where a respect of natural order is ever-present. Louis
Kahn’s architecture was built on his own orders: an order of Movement, an order
of Winds and an order of Light. Continuously re-visiting the basic post and
lintel structure, ‘when the walls parted and the columns became’, he sought to
define structures that were conducive to human interaction, that were shelters, but also enhancers of man’s knowledge and achievements. For him, light was not an element
of architecture and well-being, it was also the luminous inspiration driving
his creative mind.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">The
power of Kahn’s words is often overwhelming. The fact is that Kahn’s
sensitivity and vision allowed him not only to see the built structures in his
mind, but also to test the reality of his ideas. With each design, thoughts
were refined, descriptions were sophisticated and his views became clearer. </span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Experiencing his spaces can leave us in awe but it also energizes us, and leaves us full of hope.</span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #444444; font-family: Trebuchet MS, sans-serif;">Looking at the Four Freedoms Park, I can't stop thinking about his most exalted words:</span><br />
<span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"> A<span style="font-style: italic;"> brick wants to be
something.</span></span><br />
<i><span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"> It aspires.</span></i><br />
<i><span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"> Even a common,
ordinary brick ...<span class="apple-converted-space"> </span>wants to be
something more than it is.</span></i><br />
<i><span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"> It wants to be
something better than it is.</span></i><br />
<i><span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"> Even a brick wants to be something.</span></i></div>
<div class="MsoNormal" style="margin-right: -.05pt;">
<span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<span style="color: #783f04; font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeA21efo0x1FCeZRHhGuiZ8p9gzRT8DDTlb5f_SJcgo7wHHgFHcT1VgUWZkMMptyc-Wm3Cb6xtNaSx4nW2HWfvIpCeWV2Ju755jhE1e0xVtX24mmrsz6DHHJIntu3_9xE3ydO7RRv0NQXr/s1600/Memorial_2.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="210" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeA21efo0x1FCeZRHhGuiZ8p9gzRT8DDTlb5f_SJcgo7wHHgFHcT1VgUWZkMMptyc-Wm3Cb6xtNaSx4nW2HWfvIpCeWV2Ju755jhE1e0xVtX24mmrsz6DHHJIntu3_9xE3ydO7RRv0NQXr/s320/Memorial_2.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: right;"><i>Entrance to the Four Freedoms Park Memorial</i></td></tr>
</tbody></table>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #444444;"><br /></span></span></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"> </span></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-57941526482327908262012-10-02T08:00:00.000-04:002012-10-02T10:04:50.430-04:00Can hotels become super-brands?<span style="font-family: Trebuchet MS, sans-serif;">Throughout the past year, Apple has been rolling-out a
make-over of their stores. I visited the 5<sup>th</sup> Avenue flagship store
when it re-opened and at first glance it seemed to be more of an upgrade of
the company’s successful retail operating system rather than a re-invention of
the i-device’s sanctuary. But as
we so often have experienced with Apple products, god is truly in the subtlety of details:</span><br />
<br />
<ul>
<li><span style="font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">The cube is more transparent, with a new
lightweight structure that is ever more inviting to discover what is
underneath.</span></li>
</ul>
<ul>
<li><span style="font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">The lighting is crisper, creating greater
visual comfort in the daylight-starved space.</span></li>
</ul>
<ul>
<li><span style="font-family: 'Trebuchet MS', sans-serif; text-indent: -0.25in;">Store staff seem to be more efficient, and I am
sure that the back-office has had as many upgrades as the front-of-house to
ensure an increasingly seamless experience.</span></li>
</ul>
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiU9VkJyZJK6q3hJM-fw7F9wvxiEr6-Ff-M9Du_ua-TqdFjaEQ9JgVKpvVRqxk_j1qHMvKZndDaZyL0eakjdVTCt-Xuu7aaJCq3gx9RAIvl_zm6LDaDdJmHaX6lcoczMc_unTg5viHv122r/s1600/fifthavenue_gallery_image1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="250" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiU9VkJyZJK6q3hJM-fw7F9wvxiEr6-Ff-M9Du_ua-TqdFjaEQ9JgVKpvVRqxk_j1qHMvKZndDaZyL0eakjdVTCt-Xuu7aaJCq3gx9RAIvl_zm6LDaDdJmHaX6lcoczMc_unTg5viHv122r/s400/fifthavenue_gallery_image1.jpg" width="400" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">These stores are a fascinating part of the Apple story. Not
just because they were a visionary aspect of the strategy that turned it into
the most prosperous business on earth, but because they have so successfully
addressed key challenges of modern retail. They expose the importance of
the human layer in brand-building: they apply a seduction strategy, they provide the vehicle to consummate
the relationship, and they offer prospects of life-long happiness.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">I once read that the </span><span style="font-family: 'Trebuchet MS', sans-serif;">conceptual research behind </span><span style="font-family: 'Trebuchet MS', sans-serif;">Apple stores had
included extensive analysis of hotel spaces, particularly those that create positive
dynamic interaction with guests. I later heard a hotel
executive express how important Apple stores had been in his own research to
re-conceptualize hotel public spaces and to build
their hotels awareness as user-friendly destinations. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8Yiigp4uvYP8bXh-ACkKtNcU_YUtpQ_4LJIz-g7RcVLfaVVflUE1JIRRsz1ehDcbUrQ0DvKO4G5Y9wAvVfmOFj3WzKyGUQD6N3DshHFvqsk3BJEugvrFaIvLVaDzZDk7slqRZOuaut7Dd/s1600/fifthavenue_gallery_image5.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="250" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8Yiigp4uvYP8bXh-ACkKtNcU_YUtpQ_4LJIz-g7RcVLfaVVflUE1JIRRsz1ehDcbUrQ0DvKO4G5Y9wAvVfmOFj3WzKyGUQD6N3DshHFvqsk3BJEugvrFaIvLVaDzZDk7slqRZOuaut7Dd/s400/fifthavenue_gallery_image5.jpg" width="400" /></a></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Whether we focus on the notion of brands as platforms, or whether we focus
in understanding the levels of engagement and interaction that are required to
create an appealing product, the reality is that successful branding strategies
are the result of a multidimensional layering of experiences that, metaphorically, seek to make every interaction feel like an ever-lasting first kiss. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Creating a desirable product or service in today's dynamic
market requires an understanding of how this layering applies to each business and to each industry. High-performance will increasingly come from selling "deeper" services or "stickier" products, or a combination of both. I like to think of the companies that achieve this as "super-brands". It a promise delivered even before payment is made. More than being desirable, these are products and services that are forever tempting. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Apple is an obvious super-brand, but in my dealings with the hospitality industry I have seen companies that are building similarly layered
experiences. There are many lessons to learn from the way they are packaging
their experiences, so I'll focus on</span><span style="font-family: 'Trebuchet MS', sans-serif;"> two examples that I find intriguing. One is a
hotel brand that seeks to offer broad yet authentic travel destinations, and the other is a retailer that aspires to harness the
unique product attributes that hotels possess.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.starwoodhotels.com/" target="_blank"><b><span style="font-size: large;">Starwood Hotels & Resorts</span> </b></a></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Under its current leadership, Starwood has successfully transitioned the hotel company from a property-centered business to a brand-centered
business. With a wide range of experiences offered in its portfolio,
which includes Sheraton, Westin, Aloft, Le Meriden, W Hotels, Luxury Collection and St
Regis, the company has at its disposal a multi-generational, economically,
geographically and aesthetically diverse product offering that provides the
opportunity for long-term relationships with its customers, both at a corporate level as well as at a personal level.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">It is also a brand that
relies strongly on the value of contextual elements in a hotel stay, ensuring that even the shortest stay can be memorable. Starwood strives to provide each property with a story that starts before the arrival and continues after the departure. As
an operator that relies on real estate developers in disparate settings, ensuring the fluidity of the experience is a problem that presents a particular set of challenges, but through a disciplined approach to the definition of standards
for aesthetics and operations, the brand has been strengthening its delivery well beyond a basic awareness
of an experience–centric product. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_wM4GPra5PBVuZd2t7SjpYkiRRgXmvLOSFyvi_lQ9HsBBwZRBS4CcYFy0XF4eQfHMOnJZFu3lEjVezgM61t4737_i3LNjs0GzW7DTNlfyXuEzmkLEWGszTZ5_dpyLnHwf5EZwUavSB_lc/s1600/Starwood1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="271" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_wM4GPra5PBVuZd2t7SjpYkiRRgXmvLOSFyvi_lQ9HsBBwZRBS4CcYFy0XF4eQfHMOnJZFu3lEjVezgM61t4737_i3LNjs0GzW7DTNlfyXuEzmkLEWGszTZ5_dpyLnHwf5EZwUavSB_lc/s400/Starwood1.jpg" width="400" /></a></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif; font-size: large;"><a href="https://www.facebook.com/IKEAUSA" target="_blank"><b>IKEA</b></a></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: 'Trebuchet MS', sans-serif;">A manufacturing powerhouse, </span><span style="font-family: Trebuchet MS, sans-serif;">IKEA has impacted urban living environments in a very significant way. The layering of experiences in its product range includes the sense of economy, the commitment to being
ecologically and socially minded, the appeal of a modern simplicity, the
possibility of buying “living solutions”, and a sense of independence. A product that found its original competitive advantage
in the efficiency of packaging has grown to become itself an efficient way of living, and in the process it deploys the basis for a consumer community: IKEA sells an ideal of Scandinavian culture and design at affordable prices, and provides enough opportunities for customization to keep open the opportunity for something unique.</span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"> </span><span style="font-family: 'Trebuchet MS', sans-serif;"> </span></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDkmGguUTfpL3rdmT_HqJpGazo-q2HcSSRiv_JVIDA8Ry0pfV_5tZh6pr1DsLRTnHaF0SMqPUaowvGAAJEQMm0XzLxsa7BwaZ_vT8cTb1efI5f3Y6tu_eAWPSKZdC1xpCn4BYU5qNp-VTB/s1600/Ikeabalcony.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="308" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDkmGguUTfpL3rdmT_HqJpGazo-q2HcSSRiv_JVIDA8Ry0pfV_5tZh6pr1DsLRTnHaF0SMqPUaowvGAAJEQMm0XzLxsa7BwaZ_vT8cTb1efI5f3Y6tu_eAWPSKZdC1xpCn4BYU5qNp-VTB/s400/Ikeabalcony.jpg" width="400" /></a></div>
<div class="MsoNormal" style="text-align: center;">
<span style="font-family: Times, Times New Roman, serif; font-size: xx-small;"><i><o:p>Bigger Storage Ideas - </o:p><span style="-webkit-text-stroke-color: rgba(0, 0, 0, 0); -webkit-text-stroke-width: 1px; background-color: white; color: #222222; line-height: 17px;">Advertising Agency: Ogilvy Frankfurt, Germany</span></i></span></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<o:p><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></o:p></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">IKEA has recently announced its intention to <a href="http://www.hotelnewsnow.com/Articles.aspx/8893/IKEA-looks-to-join-Europes-budget-brand-boom" target="_blank">move into the hospitality space</a>. Interestingly, they do not have plans to furnish the
hotels with their own furniture, but rather to apply the tenet of “good quality at a reasonable
price.” Rather than offering the expected room-sets, Ikea is applying a new
layer to the brand experience: to unify the philosophy behind the brand and expand the product base through sound company values. By expanding the brand within the same constellation and applying effective strategies of social media consolidation, IKEA activates the feedback loop that continues to
enhance the super-brand. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com1tag:blogger.com,1999:blog-8726601107887548828.post-32704823155792633402012-09-25T08:00:00.000-04:002012-09-28T10:33:55.697-04:00How much does your building cost, Mr. Designer?<span style="background-color: white; color: #222222;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<span style="background-color: white; color: #222222;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<span style="background-color: white; color: #222222;"><span style="font-family: Trebuchet MS, sans-serif;">I recently watched the remarkable documentary: <a href="http://astore.amazon.com/creaspirmethm-20/detail/B007IKRV6G" target="_blank">How much does your building weigh, Mr. Foster?</a></span></span><br />
<span style="background-color: white; color: #222222;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">Led by a singular vision and determined rigor, for the last 30 years Norman Foster's practice has been at the nexus of innovation and aesthetics in architecture. Not only has he grasped with unusual clarity the multi-dimensional problems raised by modern urban development, but he has also consistently delivered design that is aligned with his client's goals.</span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGoBav8bgoLh7IRF6tKJdVdLNoTXcWB1_3XNG3OHSqh6U1oZQb3xGygWjnsndtvolEtXRCKHcRSndORCaD91Pno7kw30Cq41WtWPtnWBZQDlAY0cDzDj4Rz_ch8pVZ8PIvsRCIPOqY-UMJ/s1600/Foster_Keyvisual.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGoBav8bgoLh7IRF6tKJdVdLNoTXcWB1_3XNG3OHSqh6U1oZQb3xGygWjnsndtvolEtXRCKHcRSndORCaD91Pno7kw30Cq41WtWPtnWBZQDlAY0cDzDj4Rz_ch8pVZ8PIvsRCIPOqY-UMJ/s320/Foster_Keyvisual.jpg" width="217" /></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br style="background-color: white; color: #222222;" /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br style="background-color: white; color: #222222;" /></span><span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">In the movie, as we marvel at his mastery of the design process and his use of new light-weight materials at the Sainsbury Centre for Visual Arts, we are caught in a wonderful twist when Buckminster Fuller, the Yoda of the built environment, asks the Architect one of his incisive questions: "So, how much does your building weigh, Mr. Foster?".</span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;"><br /></span></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;"><br /></span></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhujN63CD8hmcibxwD6k5ZGiqrhKAIhbA3dNlo5ev2lmZ6wYB21841unYqo9r9lV2hC3q19Dkmu9h2sO-H-y_CvoayeRsSUp5ZMs2cMLNMJEBkAUZx1kBQgAeWdEndnqV4TOb-J5K_rbu2D/s1600/Sainsbury2.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="244" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhujN63CD8hmcibxwD6k5ZGiqrhKAIhbA3dNlo5ev2lmZ6wYB21841unYqo9r9lV2hC3q19Dkmu9h2sO-H-y_CvoayeRsSUp5ZMs2cMLNMJEBkAUZx1kBQgAeWdEndnqV4TOb-J5K_rbu2D/s320/Sainsbury2.JPG" width="320" /></a></div>
<div style="text-align: center;">
<span style="background-color: white; color: #222222;"><span style="font-family: Times, Times New Roman, serif; font-size: xx-small;"><i><a href="http://www.fosterandpartners.com/Projects/0188/Default.aspx?lc=/Projects/ByType/Culture.aspx" target="_blank">Sainsbury Centre for Visual Arts (Norwich, UK - 1974-78)</a></i></span></span></div>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;"><br /></span></span>
<span style="background-color: white; color: #222222; font-family: 'Trebuchet MS', sans-serif;">The Architect did not have the answer, but once he found it, this insight was incorporated into his process and became another critical variable of design: an additional element of value to clients that seek his firm's expertise.</span><br />
<br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">As I watched this, I thought of another critical question which so often turns designers and building consultants into masters of evasion: </span></span>
<span style="background-color: white; color: #222222; font-family: 'Trebuchet MS', sans-serif;">"So, how much does your project cost, Mr. Designer?"</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;"><br /></span></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">I do believe that it is the role of the design professional to challenge the Client's assumption, all of them, without exception. Clients, whether they are owners, developers or investors allocate a portion of their budget to hire talented and experienced consultants with the expectation that they will contribute to achieve or exceed the project return on investment. The perception of value will be ever greater the more the client feels that the consultants are sitting on his side of the table, looking at the problem with the same set of eyes, although with a different set of tools. </span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;"><br /></span></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">It is a reality that increasingly fragmented technical disciplines dilate costs estimates to wide intervals that leave too much uncertainty in the project, and result in extensions of the decision-making timeline. This in turn increases the project costs for the consultants and initiates a spiral of negative value sometimes as early as the schematic phase of the project.</span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br style="background-color: white; color: #222222;" /></span><span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;"><a href="http://en.wikipedia.org/wiki/Integrated_project_delivery" target="_blank">Integrated Project Delivery</a> (IPD), a collaborative process between all consultants to optimize project results, is beginning to address this problem, but it is taking time to reach the base of the design services pyramid. </span></span><span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">Even in robustly managed projects, I have seen design solutions advance well beyond design development before cost assessments become an objective element of project management. Why do I think this happens?</span></span><span style="font-family: Trebuchet MS, sans-serif;"><br style="background-color: white; color: #222222;" /></span><br />
<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">Maybe the client feels that it might constrain the creative impulses of consultants while they are focused on the conceptual aspects of the project?</span></span></li>
</ul>
<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">Or maybe project managers believe that strong concepts can always be budgeted down, but that budget-conscious designs can't be </span><span style="background-color: white; color: #222222;">upgraded</span><span style="background-color: white; color: #222222;"> successfully?</span></span></li>
</ul>
<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">Or maybe designers are all too aware of the fact that when design documents are sent out to bid they will be inevitably simplified, and they pursue high-level concepts regardless as long as someone else is paying for their time?</span></span></li>
</ul>
<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;">Or maybe the coordination of work between disciplines during the schematic phase is always seen as too time-consuming and ineffective?</span></span></li>
</ul>
<br />
<span style="background-color: white; color: #222222; font-family: 'Trebuchet MS', sans-serif;">These are all issues that PMs commonly address as part of project risk management, but in reality they are also the result of each consultant's very narrow view of their own scope and financial performance on the project. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white; color: #222222;"><br /></span></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white;"><span style="color: #222222;">Until IPD becomes more commonly used, I believe that managing projects with a higher degree of effectiveness can begin with an improvement of communication and the implementation of a simplified set of tools. </span></span></span><span style="background-color: white; color: #222222; font-family: 'Trebuchet MS', sans-serif;">None of these notions are new for seasoned professionals, but I find that they often elude decision makers and less discerning consultants. An increased effort to communicate them can vastly improve project efficiency, especially in property renovations where the sequencing of activities presents more complex challenges than in new construction.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white;"><span style="color: #222222;"><br /></span></span></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white;"><span style="color: #222222;">These are a few initiatives that I believe can improve project cost management:</span></span></span><br />
<br />
<ul>
<li><span style="background-color: white; color: #222222; font-family: 'Trebuchet MS', sans-serif;">As many consultants as possible should be simultaneously involved at a very early stage, instead of staggering the appointments based on when the information will be needed. This will reduce scope gaps, and eliminate empty layers of accountability. It requires some front-loading of soft-costs, but the impact in ROI is more likely positive than not. </span></li>
</ul>
<ul>
<li><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">Designers particularly must develop an ability to </span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">communicate</span><span style="color: #222222; font-family: Trebuchet MS, sans-serif;"> the value in pursuing alternative solutions and in exploring innovative ways of approaching the building problem. This can result in constructive discussions with the client in regards to the deployment of project funds, and replace the often inaccurate use of benchmark percentages in budget allocation with more rigorous scope-specific budgeting.</span></li>
</ul>
<ul>
<li><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">Explore collaborative platforms to manage communication and documentation. </span><span style="color: #222222; font-family: Trebuchet MS, sans-serif;">The cash-flow </span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">limitations</span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;"> that prevent many firms from investing in robust technologies, as well as the numerous international projects that integrate first world consultants collaborating in emerging economies with local partners mean that the use of full-blown <a href="http://en.wikipedia.org/wiki/Building_Information_Model" target="_blank">BIM</a><span style="color: black; font-family: Trebuchet MS, sans-serif;"> to achieve documentation consistency</span> is still some time away. There are </span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">numerous</span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;"> cost-effective cloud-based technologies available to increase the intensity, timeliness and depth of communication between consultants. Setting-up project-specific media rich networking tools based on existing social media platforms, coupled with equally inexpensive video-conferencing tools is not complicated. But it does require a disciplined process and the implementation of strict quality control and quality assurance guidelines. I also find that this is an area where the millenial generation can become extremely valuable, and where their intuitive understanding of these tools can be leveraged to increase their sense of accountability and </span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">commitment to projects and to professional services firms.</span></li>
</ul>
<ul>
<li><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">Transparency in project cost analysis. The complaint from Clients about consultant's inability to stay on budget is as common as the complaint from consultants that they don't have access to the project's evolving budget. In an age where business intelligence is so </span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;">pervasive</span><span style="color: #222222; font-family: 'Trebuchet MS', sans-serif;"> to most organizations even with the most basic accounting applications, it surprises me that so few projects have real-time budget dashboards. Regular updates of budget allocation by discipline with high-level values and reviews via web-conferencing could easily allow consultants to adjust their designs and documentation in real-time, before too many hours are spent proceeding in abortive directions, which consume both the client's and the consultants resources unnecessarily.</span></li>
</ul>
<br />
<span style="color: #222222; font-family: Trebuchet MS, sans-serif;">By implementing a few of these principles, and mostly if appropriate time is applied to communicating their importance to the project team, I think consultants will be in a better place to answer the dreaded question, and probably their projects will be more profitable. </span><br />
<span style="color: #222222; font-family: Trebuchet MS, sans-serif;"><br /></span>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-46236531536885502032012-09-23T00:37:00.000-04:002012-09-23T00:37:03.283-04:00Color blocking: trendy or timeless?<span style="font-family: Trebuchet MS, sans-serif;">I lived this year's </span><span style="font-family: 'Trebuchet MS', sans-serif;">Mercedes-Benz Fashion Week </span><span style="font-family: Trebuchet MS, sans-serif;">in a particularly intense way as my wife covered the </span><a href="http://dec-a-porter.blogspot.com/2012/09/new-york-fashion-week-jason-wu.html" style="font-family: 'Trebuchet MS', sans-serif;" target="_blank">Jason Wu for Brizo Collection</a> <span style="font-family: Trebuchet MS, sans-serif;">for her blog <a href="http://dec-a-porter.blogspot.com/" target="_blank">Dec-a-Porter</a>. </span><span style="font-family: Trebuchet MS, sans-serif;">As I browsed through photos of the new collections, it struck me that color-blocking seems to make a comeback with some regularity. It is almost originally predictable. I wonder if color blocking is a recurrent trend, or rather a timeless fashion statement? </span><span style="font-family: 'Trebuchet MS', sans-serif;">There is no doubt that when used well, it can be very elegant and effective, but we have also seen the easily forgettable cases of simplistic adaptation.</span><br />
<span style="font-family: 'Trebuchet MS', sans-serif;"><br /></span>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-RNLSzM_7eOkRJ6Vv28Md38GMkhHPrTuY812sr7rF5xbRVzcaXzwHGMqSi6d1gqNu1uwuaVfxqsfjY1fxa6eukRWsEAXtkpG0u69Ru6L0iuJjGYtOx-FzkOq1HHmKfgIKiPQST0GeHWr5/s1600/BCBGMaxAzaria.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="353" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-RNLSzM_7eOkRJ6Vv28Md38GMkhHPrTuY812sr7rF5xbRVzcaXzwHGMqSi6d1gqNu1uwuaVfxqsfjY1fxa6eukRWsEAXtkpG0u69Ru6L0iuJjGYtOx-FzkOq1HHmKfgIKiPQST0GeHWr5/s400/BCBGMaxAzaria.JPG" width="400" /></a></div>
<div>
<span style="font-size: 13px; text-align: center;"> <a href="http://www.bcbgmaxazriagroup.com/" target="_blank"><i>BCBGMAXAZRIA</i></a></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;">Drawing a parallel with my world of interiors and architecture, I tried to remember when I have seen it used effectively in the built environment, and when it has fallen short of what solid colors can achieve when used with talent.</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;">A recent <a href="http://www.dezeen.com/" target="_blank">Dezeen</a> feature on the Hotel Modez in Arnhem came to mind, where the ubiquitous QR-codes were used as decoration, framed by blocks of black and white. I am not sure if this is the kind of room that <a href="http://en.wikipedia.org/wiki/Philip_K._Dick" target="_blank">Philip K. Dick</a> might have had in mind when he wrote about the way androids dream, but it must be close.</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4pnUbSXzwohrjPpogM3nlngTOTZ0ufh2Op0wFRWfYL18pUv_OoDdfqZbf1T66SjaJWqC5Yp-ZLP55FgNa3SuE8dlyvtcI-44NOne4oGYnMQUZi1qEz0AEQNZU3gaq-GcvOznWd2kenGUp/s1600/dezeen_QR-code-hotel-room_ss_1.jpg" imageanchor="1"><img border="0" height="285" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4pnUbSXzwohrjPpogM3nlngTOTZ0ufh2Op0wFRWfYL18pUv_OoDdfqZbf1T66SjaJWqC5Yp-ZLP55FgNa3SuE8dlyvtcI-44NOne4oGYnMQUZi1qEz0AEQNZU3gaq-GcvOznWd2kenGUp/s400/dezeen_QR-code-hotel-room_ss_1.jpg" width="400" /></a></div>
<div>
<span style="font-size: 13px; text-align: center;"> <a href="http://www.dezeen.com/2012/09/20/qr-code-hotel-room-by-antoine-peters/" target="_blank"><i>QR-Code Hotel Room by Antoine Peters</i></a></span> </div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;">Beyond this unusual example, my mind wandered towards images that have been more inspirational to me, and bursts of my favorite abstract expressionist painter popped-up. I have always been captivated by Rothko's pulsating canvases, and if they are not entirely the result of pure blocking, those large juxtaposed color spaces are both mesmerizing and soothing.</span></div>
<div>
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguutIjYKS8nDkNcJs0dNxSsgzamBtENvhgJMp0pW3R5q3ZxC3pLB7TQdTndk4NM3Mm0anKuKGkSxGqqf_dnQAsNm_I0d6DQg7iFcDm3lyTX9xAuY1Xv1g97Wq4AWvwGHDHSc-SfngbHLL6/s1600/Rothko_No_14.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguutIjYKS8nDkNcJs0dNxSsgzamBtENvhgJMp0pW3R5q3ZxC3pLB7TQdTndk4NM3Mm0anKuKGkSxGqqf_dnQAsNm_I0d6DQg7iFcDm3lyTX9xAuY1Xv1g97Wq4AWvwGHDHSc-SfngbHLL6/s400/Rothko_No_14.jpg" width="300" /></a></div>
<div>
<div>
<span style="font-size: 13px; text-align: center;"> <i><a href="http://en.wikipedia.org/wiki/Mark_Rothko" target="_blank">Mark Rohtko</a></i></span> </div>
<br class="Apple-interchange-newline" />
<br />
<div>
<span style="font-family: Trebuchet MS, sans-serif;">Luis Barragan achieve the same serene tension in his interiors with the use of color to define surfaces and architectural elements, and I think he created unmistakably timeless spaces that recurrently provide inspiration for the newer archetypes.</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4s27DkDFoaT51eMzNps1sz5CMsPlmA8iyOd7HR_lG9SmZiaERNBnlaVRLHBWkw0NGGfZNZDeqqynMDKlc7s1xA-O1bUn-KWK_muRPhG6JDTe4vmhFeA61g6IgxGIshiT9A8YVR8f23HgS/s1600/Casa+Gilardi+%25281975%2529+-+Barragan.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4s27DkDFoaT51eMzNps1sz5CMsPlmA8iyOd7HR_lG9SmZiaERNBnlaVRLHBWkw0NGGfZNZDeqqynMDKlc7s1xA-O1bUn-KWK_muRPhG6JDTe4vmhFeA61g6IgxGIshiT9A8YVR8f23HgS/s320/Casa+Gilardi+%25281975%2529+-+Barragan.jpg" width="320" /></a></div>
<div>
<span style="font-size: 13px; text-align: center;"> <i><a href="http://designmuseum.org/design/luis-barragan" target="_blank">Casa Gilardi (1975) - Luis Barragan</a></i></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;">On a more artistic level, the use of sharp, well-defined color blocks to influence human interaction with the urban world has been a theme in the work of artists like Christo and Jeanne-Claude, which illuminated another New York catwalk with their Central Park The Gates project in 2005. New Yorkers that were lucky to experience this site-specific artwork will probably never again see the color orange in the same way.</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKh9DCXIHhQfVU0bp9IFnjw0FAdFCN45V161Y9Maf7MvasSTwConCB8gERajo23unXRISA_QvIn6Mc38wwWSn2cjw0W-O819L45ypAOPrmd_zVWu0FpoB5uGNCiZeT9EQkotglvXS_c5iQ/s1600/Christo_Gates+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKh9DCXIHhQfVU0bp9IFnjw0FAdFCN45V161Y9Maf7MvasSTwConCB8gERajo23unXRISA_QvIn6Mc38wwWSn2cjw0W-O819L45ypAOPrmd_zVWu0FpoB5uGNCiZeT9EQkotglvXS_c5iQ/s400/Christo_Gates+2.jpg" width="400" /></a></div>
<div>
<span style="font-size: 13px; text-align: center;"> <i><a href="http://christojeanneclaude.net/projects/the-gates" target="_blank"> The Gates (2005) - Christo and Jeanne-Claude</a></i></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<br /></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;">I think color is a crucial element in the creation of the visual environment, and if the richness of layered spaces can often be key to achieving comfort, a wise and talented use of color in its simplest form can achieve simultaneously a fashionable and timeless quality that so many designs aspire to.</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: 'Trebuchet MS', sans-serif;">Some great examples are:</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3rL-7HfGW2ZFytZlawRSVTj92emxAaExkGNv-GGMFRF-N6CGbI_XJ-2UK6vyPQiGgh_VWa9EZCuEJ6A5bgTIKEqgklj109tbZ7ekUG28r35EZHKWPsTpnUOg7YMd-gnVD7UsLXvmiXm7R/s1600/Karim+Rashid_Semirari+Hotel+Athens.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="206" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3rL-7HfGW2ZFytZlawRSVTj92emxAaExkGNv-GGMFRF-N6CGbI_XJ-2UK6vyPQiGgh_VWa9EZCuEJ6A5bgTIKEqgklj109tbZ7ekUG28r35EZHKWPsTpnUOg7YMd-gnVD7UsLXvmiXm7R/s400/Karim+Rashid_Semirari+Hotel+Athens.jpg" width="400" /></a></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;">The work of <a href="http://www.karimrashid.com/" target="_blank">Karim Rashid</a>, in particular his Semiramis Hotel in Athens, where blocks of colored glass not only define the spaces, but they also influence the way guests transition from one to the other.</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: right;">
<span style="font-family: Times, Times New Roman, serif; font-size: x-small;"><i> </i></span><i style="font-family: Times, 'Times New Roman', serif; font-size: small;"> </i><i style="font-family: Times, 'Times New Roman', serif; font-size: small;"> <a href="http://pinterest.com/pin/84090718013546706/" target="_blank">Semiramis (Athens, Greece)</a></i></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br /></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw38WNMvhoCSgn_6GMcPHZeOWmMulifLLyfN58PtD-2ylEd1wDyPPu0myGwwX1ClFbnYrNHwiws9dfEBu2RMjo9HrtLa5rqhh9HybIw6GQhv8UrY1DOBinVx8-2OTosJ8y1M40m0LAxKGs/s1600/SaguaroHotel_pin_70579919130291977.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw38WNMvhoCSgn_6GMcPHZeOWmMulifLLyfN58PtD-2ylEd1wDyPPu0myGwwX1ClFbnYrNHwiws9dfEBu2RMjo9HrtLa5rqhh9HybIw6GQhv8UrY1DOBinVx8-2OTosJ8y1M40m0LAxKGs/s320/SaguaroHotel_pin_70579919130291977.jpg" width="246" /></a></div>
<div>
<span style="font-family: 'Trebuchet MS', sans-serif;">The Saguaro in Palm Springs is a colorful oasis, where all the side-by-side hues achieve a visually striking effect that flows from exterior to interior.</span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<div style="background-color: white; line-height: 21px;">
<span style="font-family: Trebuchet MS, sans-serif;">Architects Peter Stamberg and Paul Aferiat infused local color into the building around a palette of 12 vibrant tones found in native desert wildflowers.</span></div>
<div style="background-color: white; line-height: 21px;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="background-color: white; line-height: 21px;">
<span style="font-family: Trebuchet MS, sans-serif;">The colors adorn each balcony and patio, enlivening the indoor areas and spilling to the outdoor public spaces. The color set follows the light spectrum, which in turn creates different perspectives of the hotel according to the time of day.</span></div>
</div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-size: x-small;"><i><a href="http://pinterest.com/pin/84090718013546752/" target="_blank">The Saguaro Palm Springs</a></i></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br /></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">And finally, a hotel that I wish I could call my regular hang-out, the <a href="http://www.gramercyparkhotel.com/" target="_blank">Gramercy Park Hotel</a>. I love how the blocks of </span><span style="font-family: 'Trebuchet MS', sans-serif;">varying tones of </span><span style="font-family: 'Trebuchet MS', sans-serif;">red color punctuate the spaces, and define this intriguing and fashionable New York sanctuary.</span></div>
<div>
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXmh8R9DIwW7VcBNqUla1nJcfX0Klw3AqC3ud6D1XmiZS2diXBFN4tStYC9oKXaNOyO8e6_W4Xs_1y_zjAmiuq6OHqDKctRVJRhfojPWpW8Mit05a878QARGh1t0X5Sgkjh0rY4g-cqVXw/s1600/Untitled-49.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXmh8R9DIwW7VcBNqUla1nJcfX0Klw3AqC3ud6D1XmiZS2diXBFN4tStYC9oKXaNOyO8e6_W4Xs_1y_zjAmiuq6OHqDKctRVJRhfojPWpW8Mit05a878QARGh1t0X5Sgkjh0rY4g-cqVXw/s400/Untitled-49.jpg" width="325" /></a></div>
<br />
<div>
<span style="font-family: Times, Times New Roman, serif; font-size: x-small;"><i> <a href="http://pinterest.com/pin/84090718013546821/" target="_blank">Gramercy Park Hotel - Lobby</a></i></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
</div>
</div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-83811019953848006112012-09-14T22:40:00.000-04:002012-09-14T22:53:16.435-04:00Hotels of the future: will they be comfortable?<br />
<span style="font-family: Trebuchet MS, sans-serif;">Whenever I see articles with propitious titles like "Hotels of the Future" I already know it will be all about renderings of buildings that visionaries like Fritz Lang or Ridley Scott imagined long before there were such things as easily available desktop rendering programs. </span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">Don't misunderstand me: some of the proposals that are floating around are fabulously inventive and they do push the envelope of the built environment (Forbes.com: </span><a href="http://www.forbes.com/sites/bethgreenfield/2012/04/20/hotels-of-the-future-7-architectural-stunners-on-the-horizon/" style="font-family: 'Trebuchet MS', sans-serif;">Hotels Of The Future: 7 Architectural Stunners On The Horizon</a>.)<br />
<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbq9M5hREKvcK7fy-hl4gDVfoZSG8nhfNu2d3pJzPmoxa8HHSwjS-1Nwaou8tssL3JysCMVlAzP7Gu6UVq7y4J0cSk8dkDx5AmR-lQMbxdQpcbsvlwLHdEM90PZHZx39TUs1gs7TvVPmVg/s1600/Dorobanti+Tower+-+Zaha+Hadid.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbq9M5hREKvcK7fy-hl4gDVfoZSG8nhfNu2d3pJzPmoxa8HHSwjS-1Nwaou8tssL3JysCMVlAzP7Gu6UVq7y4J0cSk8dkDx5AmR-lQMbxdQpcbsvlwLHdEM90PZHZx39TUs1gs7TvVPmVg/s320/Dorobanti+Tower+-+Zaha+Hadid.JPG" width="316" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i style="color: #073763; font-size: x-small;"><a href="http://www.forbes.com/sites/bethgreenfield/2012/04/20/hotels-of-the-future-7-architectural-stunners-on-the-horizon/" target="_blank">Zaha Hadid's Dorobanti Tower - Bucharest</a></i>
</td></tr>
</tbody></table>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span><span style="font-family: Trebuchet MS, sans-serif;">My issue with these images is that what seems to impress so much is only the result of very controlled studio experiments, that so often get diluted as they approach feasibility. </span><span style="font-family: 'Trebuchet MS', sans-serif;">And outside industry conferences, or the usual tech talk, few people really talk about what the experience of a hotel will be like 30 years from now.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">One thing I am sure: it will increasingly be about choices that relate to our own comfort. The choices might be between service and independence, or between human connection and pre-determined selections, or between random ambiances and perfectly controlled environments, but I have no doubt they will relate more to human "stuff" than to building shapes.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">There is one thing that architects can't imprint into these buildings at the edge and that is things like a sense of history, or a sense of comfort, or the homely notion of relaxing in a space that takes care of us. The surrealist french writer Boris Vian wrote that music can alter the "roundness of room corners". I think that what hotels feel like is what will really impact our comfort in a world full of tech.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">So I wonder if we should be talking about the hotels of the future in these terms, or if we should be talking instead about the ones that will be able to create that sense of unexpected and inner traveling. I have a few favorites, some that I have been to and others that I dream of visiting, and here they are (in no particular order).</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.saint-james-paris.com/" target="_blank">The Saint James Paris</a> (France)</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://pinterest.com/pin/84090718013486215/" target="_blank"><img border="0" height="220" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWkm6ktSU32Qi1Nuzfi9T5-rpyswtZLshvcY0-biLQynmMBh1DQVRu6S4NgiEkJhG7RP26WF8oIh7TO52WUG9VilLeTHlpSKk26EmvIPce2-3swcz0iZHZEfpTDMVt43MJATOXG6D2l-zc/s400/St+James+Paris.JPG" width="400" /></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<br />
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.vidagopalace.com/" target="_blank">Vidago Palace Resort</a> (Portugal)</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOghTdgvMLaYSLckM9djW6jLiPAuJZBd_QPAQnVcYTH_OmXf4dsYXz90_VOz9EpjTZQTn4qfmNWTpug8jhdzjJX6Hrgj2iCzlc06pewVUxw5K-lMjQXRlo5qAaJOP-E1FcFOw5IWSXgINq/s1600/Vidago.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="251" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOghTdgvMLaYSLckM9djW6jLiPAuJZBd_QPAQnVcYTH_OmXf4dsYXz90_VOz9EpjTZQTn4qfmNWTpug8jhdzjJX6Hrgj2iCzlc06pewVUxw5K-lMjQXRlo5qAaJOP-E1FcFOw5IWSXgINq/s640/Vidago.JPG" width="640" /></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.fasano.com.br/hotelaria/hotel/3" target="_blank">Fasano Punta del Este</a> (Uruguay)</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaCMBu-sgY3OEPPm-f4pbfuVp6iV-JjVDtZJspLBKWpTWNAU3ZO-qsMpLLD8qGf5hila8SvWJXBxWCRwmNDzq0gzOzmzVL49Zl1duVPeLPkCor50Qak-Bs_bFJNjzSzYw50aNLaX1Wq-qJ/s1600/Fasano+Punta+del+Este.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="441" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaCMBu-sgY3OEPPm-f4pbfuVp6iV-JjVDtZJspLBKWpTWNAU3ZO-qsMpLLD8qGf5hila8SvWJXBxWCRwmNDzq0gzOzmzVL49Zl1duVPeLPkCor50Qak-Bs_bFJNjzSzYw50aNLaX1Wq-qJ/s640/Fasano+Punta+del+Este.JPG" width="640" /></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.upperhouse.com/" target="_blank">The Upper House </a>(Hong Kong)</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhN-x31UGUD3A2w0uvqSg_hz5XySbQpTIUhpJplsS_G9e2vXSQX4DljMQCOoRa1H0qhrTfTzqiZl3vU3td2u5UcMC0Bx_QCo5_7JWCPLb-q4HG8HMDSxYyMrFUfpZZ_UDuewyDMlVKAJ5ZC/s1600/Upper+House.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhN-x31UGUD3A2w0uvqSg_hz5XySbQpTIUhpJplsS_G9e2vXSQX4DljMQCOoRa1H0qhrTfTzqiZl3vU3td2u5UcMC0Bx_QCo5_7JWCPLb-q4HG8HMDSxYyMrFUfpZZ_UDuewyDMlVKAJ5ZC/s640/Upper+House.jpg" width="640" /></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.amanresorts.com/amangiri/home.aspx" target="_blank">Amangiri </a>(Utah, USA)</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoNvmWxS3qpmtSgVNq1nOL8tTzBWMUAtiqxatxwPgZs-Pbt6rj3FUU_AugAHdFgG2xnyipNVsqhnKRUQDy44tW-Z5Bd2JJCIp3q9dohBFY06fcgomEaLVlhrA2VV-TFo8GtNnDeFkitgoC/s1600/AmanGiri.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="290" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoNvmWxS3qpmtSgVNq1nOL8tTzBWMUAtiqxatxwPgZs-Pbt6rj3FUU_AugAHdFgG2xnyipNVsqhnKRUQDy44tW-Z5Bd2JJCIp3q9dohBFY06fcgomEaLVlhrA2VV-TFo8GtNnDeFkitgoC/s640/AmanGiri.JPG" width="640" /></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com1tag:blogger.com,1999:blog-8726601107887548828.post-72120731791015672612012-09-06T21:02:00.005-04:002012-09-07T12:30:28.867-04:00Is curated overrated?<div class="MsoNormal" style="line-height: 115%;">
<br />
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">How much more often can
the word “curated” appear in conversations and articles, and still make sense? And aren’t you under the impression that what <i>curated</i><span style="font-size: small;">
really means is no more than what professional interior designers and interior
decorators have been doing for years? If you agree, stick with me and let’s
try to make sense of this.<o:p></o:p></span></span></div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif; margin-left: auto; margin-right: auto;"><a href="http://pinterest.com/pin/84090718013424488" target="_blank"><img border="0" height="203" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBvpp2mcWquhgOxRgI1Y2APswqygW4NHXr_Kw3D53MNsDDaXLssW9AGAyfAhsKVOMbXKQcSxlPfPukBW9QiGHa9DHYXI5XJHG_RCbmDfv6Og5d6D6OzhBoaHynAGxzgFRIF4pZA-zZb22s/s400/Curated4.JPG" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="text-align: start;">
<span style="font-family: Trebuchet MS, sans-serif;"><i><span style="font-size: xx-small;"> Byblos Arts Hotel</span></i>
<!--[endif]--></span></div>
</td></tr>
</tbody></table>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="MsoNormal" style="line-height: 115%;">
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">Just for the sake of
formality, let’s check the definition of "<i>curation"</i>:<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%; margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 27.0pt; margin-right: 27.0pt; margin-top: 0in; tab-stops: 418.5pt;">
<i><span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">According to the Oxford Dictionaries,
it means “to select, organize, and present using professional or expert
knowledge”, or “to organize and maintain a collection of artworks or artifacts.”<o:p></o:p></span></i></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">So there is professional expertise
involved, but there is also selection. And the ability to select is not just
one that comes from experience – it requires an understanding of what one is
trying to achieve, it requires a reason or a concept that sets the boundaries
for the selection. And if we push the definition, I would say it can’t be done successfully
without intuition and culture.</span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://pinterest.com/pin/84090718013424542/" style="margin-left: auto; margin-right: auto;" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="263" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFLuQvzxpph1Nr3xCUkzEV5KzkKfX9Avp_2sx0F6MQLRY2QLoigCtXhWEtHFbZDRERYL67zmfKng8szEYGDsDiXJFDEszap6cKD29rqWd_X6fUo8coTlb6cj3LYnxaiLd0pkEmozfWS9UX/s400/Curated2.JPG" width="400" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif;"><i style="text-align: start;"><span style="font-size: xx-small;"> Byblos Arts Hotel</span></i>
</span></td></tr>
</tbody></table>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">In today’s world, where we
are flooded by redundant information, by ideas that are shared before they are
fully processed and by countless versions of the same product, being able to
select is essential. However, that ability is not on its own the answer to deal with the excess
of things, let alone the way living spaces should be designed.</span></div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">Yes, it is seemingly easy
to find original products online (thank you, 1st Dibs). Yes, it is seemingly easy
to find ideas (thank you, Pinterest). Yes, it is seemingly easy to put them together (thank you, Olioboard). Yes, it is
easy to find where the image came from (thank you, Google Images). But most of this
does not amount to more than somewhat shallow experimentation. <o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">To me, <i>real</i> curating is just another
way to say “less is more”. It is the process by which designers and decorators
edit the ideas that are less than perfect, the process by which layers are peeled
to reveal elegance, crispness, scale and proportion – it is how timeless interiors
are created. And no great designer has ever set-out to “curate”: either by
intuition or by process, they imagine, then they test, then they search, then
they combine, and then they might unveil an answer that is unique and that is possibly the right
one.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">I remember a moment, when still a design student, after a studio presentation for an art gallery project that had particularly
inspired me, a colleague congratulated me and said: “You did great. You found the
answer ”. At the time I thought that comment made no sense, as many designs
would certainly produce an answer. But today, I go back very often to that
elusive moment in which I had apparently come up with a design that made sense
to other people. Did I ever think I had curated the space? Did I think I had
curated the objects in that space? No, it was always part of a larger scheme,
part of a broader effort to achieve unity in the design. In Ancient Rome this notion had a name: Ars Una – Art is One.<o:p></o:p></span></div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://pinterest.com/pin/84090718013425024/" style="margin-left: auto; margin-right: auto;" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="287" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVMyzX2Ux_kNLrpU5Mtwt8pp1ZIhsA3A4EiRzkh57YkUR1iGAdtbWPA7MlFsOysvngbMfIbZYXmPLIg25y-MpdF12N69SX_vda2SdLEfKN_UUjDezIHfzJInHcKY4CG6Zzt4NTT21cPvQD/s400/Curated11.JPG" width="400" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><i><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"> Mondrian Miami</span></i></td></tr>
</tbody></table>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">So if curation makes no
sense when there is a designer involved, why is it such a popular buzzword?<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">I think it is a by-product
of our times, of how the creative process in interior design has sometimes been
so fragmented through specialist consultants, either due to reasons of liability or
cost of service.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="line-height: 115%;"><br /></span><span style="line-height: 115%;">Maybe clients accept to curate when the scope of work is apparently too small
to engage a designer – somehow it can simulate originality.</span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="line-height: 115%;"><br /></span>
<span style="line-height: 115%;">Or maybe clients accept to curate
when their designers lack the ability to edit their designs, and they think that another partial specialist can fill that void.</span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="line-height: 115%;"><br /></span>
<span style="line-height: 115%;">Or maybe designers
accept that they are curating when there isn’t enough time to come up with a
real concept … maybe it is linked to money, maybe it is due to fast-track schedules,
maybe it is linked to lack of original resources and maybe it is even linked to
a lack of culture. Culture is not just acquired from experience, it is more the result of curiosity, travel, research and open-mindedness. And that is often lacking in young designers. <o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">I think the spaces that
really appeal to us, the spaces that last, are never curated … they are
designed.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span style="line-height: 115%;">Hotels provide great examples
of properties where the unity of concept and where the integration of thoughtful
ideas can determine their success and ensure a long-lasting design. I
have been “curating” a few images on my
Pinterest board aptly named <a href="http://pinterest.com/bviterbo/designed-not-curated/" target="_blank">"Designed, not Curated"</a>.</span>
<span style="line-height: 115%;">Below are some of my
favorites, but you can explore the others, and why not recommend a few ...</span></span></div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span lang="PT" style="font-family: Trebuchet MS, sans-serif;"><b><a href="http://www.byblosarthotel.com/" target="_blank">Byblos Arts Hotel – Verona,Italy</a> </b> </span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="line-height: 115%;">This converted 16<sup>th</sup>
century Palazzo, located in Verona, houses a permanent collection of
work by the likes of Damien Hurst, Cindy Sherman, and Anish Kapoor. The art is so well integrated with the concept of the hotel and the spaces that guests experience,that nothing seems "too much", no art piece seems out of place, or even randomly selected. It is One.</span><o:p></o:p></span></div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://pinterest.com/pin/84090718013424487/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirjr72OWPZAMHYpKSMmtGIG7qKbl8iClV-91jhrcMEoyA8Ep-B3kP1dBLND4J5XB4gLPQygmnYPACxqYlRKMeOWbI8b3oCntIvs8Y65pDmqAz4HQiQp50Uf2Rl2GAzMM2yIsLyesD7waAu/s400/Curated1.JPG" width="400" /></span></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<div class="separator" style="clear: both; text-align: center;">
</div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://pinterest.com/pin/84090718013424469/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMPVg7nvgVxlcTcmzmgtrG_hTBbciF6lUpDpwF42v_-H6h4nqEfAXc9qTrQfILyaB46cEuW6j_DvulxWp5yK5e83b_dMWXC8ZGsJDnosot7pzLhabauco45u4QbGSkLHXZK25UbgzpJRtC/s400/Curated3.JPG" width="263" /></span></a></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><b><a href="http://www.villakennedy.com/" target="_blank">Villa Kennedy Rocco Forte - Frankfurt, Germany</a> </b></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">The Villa Kennedy is a
luxury hotel in Frankfurt nestled just off the south
bank of the Main River in a wonderful villa landscape. Combining tradition and innovation, the hotel was built around the traditional 1904 Villa Speyer. It is tasteful
addition to a historic building where finishes, furniture and art blend
together seamlessly, all selected within a congruous and sophisticated palette that could belong to the original owners of the Villa. <o:p></o:p></span></div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="separator" style="clear: both; text-align: center;">
<a href="http://pinterest.com/pin/84090718013424498/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="319" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXO_U7pdftahrsEUtLtJ6J4tSqSDfyjnXoXrh2Bqqj-uGWkGaH8WiTDKsq7fmvienFSEx4m8IIXaHdIcz6RIF_erzHzh3l_xEOvUSErfYsf8Md4Xz2pyHP4czkhBDvedyzn8tsaRegcgE1/s320/Curated5.JPG" width="320" /></span></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="separator" style="clear: both; text-align: center;">
<a href="http://pinterest.com/bviterbo/designed-not-curated/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="157" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdV4m0rCFa200rxJ1VlMFtMZJM430IgIExchQoUsubGqvs30atQXyYVAePwh8ic_i5wsCUxAVbbItvmyz5epQf1p8INPtLXLl395eSzaXCQgnAbR9iL9re-z_7_lIqC4Z5ceVXcDJcRb9V/s320/Curate_VillaKennedy.jpg" width="320" /></span></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><a href="http://www.acehotel.com/newyork" target="_blank"><b>Ace Hotel - New York, USA</b></a> </span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif; line-height: 115%;">Roman and Williams have
created original, eclectic, “seems to have been always there” spaces in this New
York modern hospitality icon. It feels effortless and un-layered, and provides the feel of
a room that could be our own. The permanently fully-booked lobby is a testament to its comfort.<o:p></o:p></span></div>
</div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://pinterest.com/pin/84090718013424530/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="298" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikgOInujWk7k3HvJchNwC-wWM1cR46ShYH9Xh82zbuPXVb3IsYcmXteQub-4QILbws7Xn3bPnTDJx1Tesel5rbL04QfLfydUixd81QHGlkjAL6evewi5HlTPUikk6gKO_84ilCPReEfSuB/s400/Curated8.JPG" width="400" /></span></a></div>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://pinterest.com/bviterbo/designed-not-curated/" target="_blank"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrFOGQLkyH8UmdwqQ5wfZ249u0g85aMb5BqrA31X2iRGGN2xE2LDH7L4EIIy8qUMasjWZNvRK7KMYAQe2YPnvSEwYWtNNAaPi7sDT7aZ4EMidFndjvB3QWwStb08RKhaa9FkJ17_tU5H7S/s400/Curate_AceNY.jpg" width="400" /></span></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<div class="MsoNormal" style="line-height: 115%;">
<span style="font-family: "Candara","sans-serif";"><br /></span></div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-45065832021236829472012-08-29T19:34:00.001-04:002012-09-07T12:28:43.794-04:00Alighiero e Boetti at MoMA New York<span style="font-family: Verdana, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;">I recently visited the Alighiero Boetti exhibition at MoMa in New York: <a href="http://bit.ly/L5gSLL" target="_blank">Game Plan</a>.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
I was immediately taken aback by the impressive embroidered maps exhibited in the <a href="http://bit.ly/Uc5y6N" target="_blank">Marron Atrium</a>, and I was fascinated by the somehow QR-code lookalike tapestries that look incredibly <i>au-courant</i>.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
<br />
</span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyyiTuDIFDmKYcf2LTOblgAPG8G2xcuWuCWzBCWV7_RiLjKCKMdmXEkDKrigSpui4hwJ7299-FXp1zos-m_WLcbB5Xn3jj2OwxjxoDguPATfs_o65118HQWgEDaiQfppsLmjs7XXnmIPum/s1600/IMG_1877.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyyiTuDIFDmKYcf2LTOblgAPG8G2xcuWuCWzBCWV7_RiLjKCKMdmXEkDKrigSpui4hwJ7299-FXp1zos-m_WLcbB5Xn3jj2OwxjxoDguPATfs_o65118HQWgEDaiQfppsLmjs7XXnmIPum/s400/IMG_1877.JPG" width="400" /></span></a></div>
<div style="text-align: center;">
<u style="font-family: 'Trebuchet MS', sans-serif; font-size: x-small;">The Marron Atrium at MoMA</u></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br />
The scale, detail and quality of the handicraft made just that room worthy of a visit. But as I knew nothing about the artist, I felt compelled to read the information boards to better contextualize what I was seeing, and I was slowly drawn into his world as I moved through the galleries.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
<br />
</span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ8qir3Uh304v5WaL9mr25G-4DzPq48votY0uObxLpGh4Gjyv_b-oRJggtQuSP_u9JYXAqVrUBzG2XQvubEa0-4YdssDCbgUCJWjJ7UPyu8tb1djzhZMGUpaRoeloSvX0oNjAL_gHGhjwr/s1600/Alighiero1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="176" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ8qir3Uh304v5WaL9mr25G-4DzPq48votY0uObxLpGh4Gjyv_b-oRJggtQuSP_u9JYXAqVrUBzG2XQvubEa0-4YdssDCbgUCJWjJ7UPyu8tb1djzhZMGUpaRoeloSvX0oNjAL_gHGhjwr/s400/Alighiero1.jpg" width="400" /></span></a></div>
<div style="text-align: center;">
<span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><i>Mappa by Alighiero Boetti, <a href="http://bit.ly/PRkzbh" target="_blank">London Art Press</a> </i></span></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br />
<br />
It turns out that Alighiero Boetti was a kind of a binomial man: an Italian conceptual artist with roots in the <i><a href="http://en.wikipedia.org/wiki/Arte_Povera" target="_blank">Arte Povera</a></i> movement who “twinned” his name to be known as <a href="http://bit.ly/H5vsFV" target="_blank">Alighiero e Boetti</a>: two selves combined in one id, deeply absorbed in a permanent dialectic exchange between artistic musing and rational thought. For reasons that are quite personal, I felt a strong connection with this artist who abandoned business studies in the late 1950s to explore his artistic inclinations.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
<br />
</span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH2W3Ap_6UbAS7H6oRrfvmOXILrWquEkTv1lzMXudH_I9xRIlcfN7AxnRhCiwF2q8XDSur-Xa92JoRDr-mrwboqW_R1Vh0HZPfOwBzxOhqkGXCr2FiKaMh1T29_nFwMKoIJgIFHrM7tLYt/s1600/Alighiero2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH2W3Ap_6UbAS7H6oRrfvmOXILrWquEkTv1lzMXudH_I9xRIlcfN7AxnRhCiwF2q8XDSur-Xa92JoRDr-mrwboqW_R1Vh0HZPfOwBzxOhqkGXCr2FiKaMh1T29_nFwMKoIJgIFHrM7tLYt/s320/Alighiero2.jpg" width="235" /></span></a></div>
<div style="text-align: center;">
<span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><i>Alighiero Boetti, Self-portrait - <a href="http://artblart.com/tag/alighiero-boetti-twins-gemelli/" target="_blank">Art Blart</a></i></span></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br />
<br />
As I am very passionate about exploring rational approaches to creative activities (and vice-versa), the work of this man resonated immensely with me, especially his drive to experiment with every material, with every shape, with every combination of form and emotion.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
<br />
</span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAa_yO5X3NS_eyR9-YyV6Kffc8Tcp2Q4itF1XiqEcMJPiCliu6TTPoln4_USO_0JcgOcLJR4a7e7I6ZDQA94x7Q72tMhhTple5MsmS8aGmO3Xyc8RQDdayX1x3dBr2DbrHHfDJSe6ctRhN/s1600/Alighiero3.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="268" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAa_yO5X3NS_eyR9-YyV6Kffc8Tcp2Q4itF1XiqEcMJPiCliu6TTPoln4_USO_0JcgOcLJR4a7e7I6ZDQA94x7Q72tMhhTple5MsmS8aGmO3Xyc8RQDdayX1x3dBr2DbrHHfDJSe6ctRhN/s320/Alighiero3.JPG" width="320" /></span></a></div>
<div style="text-align: center;">
<span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><i>Work Samples - <a href="http://bit.ly/H5vsFV" target="_blank">MoMA</a></i></span></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br />
<br />
So what did I learn in this visit?</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
Aside from the visual richness and artistic complexity of his pieces, I was reminded that if we let ourselves experience the emotional stimulus of the challenges that are presented to us on a daily basis, we can increase the possibilities of finding new and potentially better ways to deal with them.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
And if we just embrace the opportunity to think beyond the mental field that time imposes on us, then we might push a little bit further our own actions. Alighiero e Boetti <i>were</i> able to de-contextualize objects in <i>their</i> creations to later re-contextualize them: it is a difficult thing to do, but not impossible, and just having a chance to see <i>their</i> work makes it seem possible.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
If nothing else, he was at least able to show us the value of not being afraid to fail better every time we do what we have to do.</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
Very inspiring and strongly recommended ...</span><br />
<div>
<br /></div>
Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0tag:blogger.com,1999:blog-8726601107887548828.post-71187068837281343452012-07-25T23:58:00.001-04:002012-09-23T22:34:13.087-04:00What's in the toolbox?<span style="font-family: Trebuchet MS, sans-serif;">There is a lot of soul-searching going on inside
design firms these days in face of one of the greater challenges the design industry
has ever experienced.<br />
<br /><span style="font-size: small;">
Design businesses have seen hard times before, and past industry cycles have generally
triggered incremental improvements to management, but this tidal
wave that combines an economic recession with deep changes in the paradigm of
real estate development has proved to be a much more disruptive experience and one that requires a different
set of tools to retain competitiveness.</span><br />
<br /><span style="font-size: small;">
Designers are facing an economic downturn, the pressure of fast-pace
technological innovation, new project management methodologies, evolving construction practices, and most of all a new </span><a href="http://astore.amazon.com/creaspirmethm-20" target="_blank"><i>owner's dilemma</i></a><span style="font-size: small;">. This time
around, design firms will not find a growth model just by making managerial
changes: the paradigm
has shifted, and organizational changes will have to closely monitor the
evolving economics of real estate asset management.</span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br />
Design activities have at its core a search for new archetypes, and more than ever
before new archetypes are also needed in the organization of design. Taking a cue
from the movie <a href="http://en.wikipedia.org/wiki/Red_pill_and_blue_pill" target="_blank"><i>The Matrix</i></a>, I think it is time we choose the red pill ...</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br />
</span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaFikEqDvJMRLPqBpo-RRzvJgdePpnhq9HC41YN0sUNwT0D-oLRXpr-Xindg7waVeI_h8W8rUNNjBPPzjp4dUM6sqwEdb1c6WBDaxB8yro5_tsTqPnRHIUAknnzwbVkC3TYgG64QcVr5it/s1600/BluePillRedPill.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjaFikEqDvJMRLPqBpo-RRzvJgdePpnhq9HC41YN0sUNwT0D-oLRXpr-Xindg7waVeI_h8W8rUNNjBPPzjp4dUM6sqwEdb1c6WBDaxB8yro5_tsTqPnRHIUAknnzwbVkC3TYgG64QcVr5it/s400/BluePillRedPill.JPG" width="400" /></span></a></div>
<span style="font-family: Trebuchet MS, sans-serif;"><br />
</span><br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">The
business model for architectural firms, interior design firms and associated
disciplines is one that has
evolved mostly from the inside out - in its essence, the designer’s value proposition is to add
value to the built environment and to those seeking to profit from it. <span style="font-size: small;">But
business strategies have been hit by a high level of market volatility coupled with a significantly reduced availability of capital
for new construction and property renovations. So instead of billing a premium to sell talent and expertise, design firm Principals find themselves spending a higher portion of billable time performing marketing and business development, and the rest of the time they often feel they are merely ensuring that the harsh reality of uncertainty does not
contaminate the very essence of the creative process in the </span>midst<span style="font-size: small;"> of their teams.</span></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Revenues
are down, but so is morale - and without a jolt of transformational initiative,
no amount of continued strategic business review can seem to revive the business.<br />
<br />Management level discussions focus around how to
survive the current period and how much profitability can be sacrificed to retain
existing teams, but it is a
fallacy to plan for a future where design services will be provided in the same
way they were before 2007. Some firms have been evolving through more or less
successful combinations of organizational changes and technology investments.
Such examples include progress towards building information modeling and
integrated project delivery processes, which the larger portion of firms does
not have yet the scale to embark on. But the challenge I hear the most these
days is the difficulty to adapt project cost structures to highly competitive
fee levels, ensuring quality in the creative product, in the documentation process
and in construction administration services.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Basically,
where can designers cut costs without abdicating entirely of the premium that
derives from talent and experience, and without increasing risk levels in the
project delivery?<br />
<br />To
succeed, designers will need to interpret at a faster pace the signals of
change in the industry, and they will have to make hard decisions about how to
evolve their organizations in order to stay competitive. The
assessment of the paradigm shift and how it affects
each firm must be performed in a well-planned but flexible
format, and in a disciplined and frequent way. The challenges that design
business managers face today are essentially a difficulty in benchmarking their
operating margins, in forecasting revenue given the volatility of the overall
market, in defining target market share and in catching up with firms that have
a scale advantage.</span></div>
<span style="font-family: Trebuchet MS, sans-serif;">
<br />I have found a
good amount of inspiration in the ways to achieve a dynamic and adaptive organization in a very competitive and evolving marketplace in two recently
published books:</span><br />
<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;"><span style="text-indent: -0.25in;">One is the
narration of the notable turnaround of Ford Motor Co. (</span><i style="text-indent: -0.25in;"><a href="http://astore.amazon.com/creaspirmethm-20" style="text-indent: -0.25in;" target="_blank">Alan Mulally and the Fight to save Ford Motor Company</a>)</i><span style="text-indent: -0.25in;">. What Alan Mulally did
at Ford sets an example for all businesses and provides a very inspirational
guide to point a company in the right direction. As I distilled it, </span><b style="text-indent: -0.25in;">leaders need to assess the context, understand the risks, outline the
goals, define a path to achieve them and then, they need to focus their efforts
in removing all the barriers that prevent their teams from performing at the
highest level towards those goals.</b></span></li>
</ul>
<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;"><span style="text-indent: -0.25in;">Another source is a publication by The Boston Consulting Group: “</span><a href="http://astore.amazon.com/creaspirmethm-20" style="text-indent: -0.25in;" target="_blank"><i>Adaptive Advantage -Winning Strategies for Uncertain Times</i></a><span style="text-indent: -0.25in;">”, which expresses thoughts on competitive advantage in the
following way: “</span><b style="text-indent: -0.25in;">Sustainable
competitive advantage no longer arises exclusively from position, scale, and
first-order capabilities in producing or delivering an offering. All those are
essentially static. So where does it come from? Increasingly, leaders are
finding that it stems from the “second-order” organizational capabilities that
foster rapid adaptation. Instead of being really good at doing some particular
thing, companies must be really good at learning how to do new things.” </b>More
than just incrementally improving the project delivery model, better
performance will come from the speed at which design firms can adapt to the
shifting business paradigm. So
the million-dollar question for design firm leaders is: what are the factors that
influence this shift and what capabilities must we deploy to build a
sustainable competitive advantage in the design services industry?</span></li>
</ul>
<span style="font-family: Trebuchet MS, sans-serif;">
<br />Stated in a simpler form: <b>what is in the designer's toolbox to develop winning
strategies, achieve growth and profitability in this uncertain market?</b></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br />
</span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiciBiME2_VIEfIpP8XG5WG80TPTmrHzNUYaxk2pSCSf4t6DJ5aXW_r66yVL-k1ukOJugGH4jO5W0YCT5dVVg6qSoTP3Om8Ni9_XaZoDDduLy0yH_8KanfLpbI1M-7E5trHrt_FNg9mvom/s400/reachingforstar.jpg" width="303" /></span></div>
<span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><i> <a href="http://www.amazon.com/The-World-Richard-Stine/dp/1556703759" target="_blank">Richard Stine - The World of Richard Stine</a></i></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: white;"><br /></span>
<span style="background-color: white;"><br /></span>
</span><br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Each
designer and each firm has its own toolbox, based on its history,
culture, size and management style. And many tools can be used to achieve a winning strategy. From my successful experience running an international design firm during the recession, I believe
that there are 5 key aspects that must be addressed:</span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><b>Discover new ways
to unlock value in design services.</b><br />This
means understanding that there is a need at all levels of the organization to
perform “deeper” services:</span></div>
<div class="MsoNormal">
<ul>
<li><span style="text-indent: -0.25in;"><span style="font-family: Trebuchet MS, sans-serif;">Don’t
just sell design, sell value.</span></span></li>
<li><span style="font-family: Trebuchet MS, sans-serif; text-indent: -0.25in;">Don’t
just sell ideas, sell solutions.</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif; text-indent: -0.25in;">Don’t
just sell services, become a partner to your client.</span></li>
</ul>
</div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<b><span style="font-family: Trebuchet MS, sans-serif;">Advance
and diversify capabilities.</span></b></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Specialization
often means that premium value can be extracted from expertise and strong
relationship with clients, but we must keep in mind that clients talk to us about today’s solutions
while they are looking into the future at upcoming problems they want to solve.
Designers must anticipate how they
will solve those problems. It is about understanding what the market will want, but also how we can deliver those solutions effectively, efficiently
and economically. The discussion about what capabilities are needed to succeed tomorrow
and what resources will be necessary to obtain them is critical. It must happen
with a sense of urgency, but in a disciplined and measurable way, one that will seek a high
return on investment for the firm. More complex systems and processes are expensive to
implement and service diversification brings often difficult authority delegation
and requires the addition of talent, but if they result in a sustained pricing
premium then it is an investment worth considering.<o:p></o:p></span></div>
<div class="MsoNormal">
<br />
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: Trebuchet MS, sans-serif;">Leverage business
intelligence to increase performance.<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Today information
exists everywhere and at all levels of the firm, but few designers work tirelessly to
preserve and extract all the value they can from the knowledge that is created every day. Every idea that is tried leads us
closer to success in this project, but it will also help us fail better next time. Every working hour leaves behind a wake of
value that must be harnessed and made available to the organization. Leaders
must find ways to connect the dots and establish systems where
performance can be assessed through the prism of the existing information and
knowledge.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
</div>
<div class="MsoNormal">
<b><span style="font-family: Trebuchet MS, sans-serif;">Align
the artistic vision behind solid business goals without limiting the
creative process.<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Design
firms are businesses and there is no safer path to success than a solid,
inclusive, realistic business plan supported by robust and disciplined financial
management. However, this is just the baseline than ensures we provide the basic creative service
value. The premium value we all aspire to deliver comes from intangible factors that design leaders must impart to their
organizations to achieve successful growth:<o:p></o:p></span></div>
<div class="MsoNormal">
<ul>
<li><span style="font-family: Trebuchet MS, sans-serif;">Inspire
the team to define a vision beyond the client’s horizon</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Engage seniors to better understand market needs to
ensure the success of our client’s endeavors</span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Use
the modern marketing toolset to increase the ability of the firm to influence </span></li>
<li><span style="font-family: Trebuchet MS, sans-serif;">Educate
all designers to communicate the intangible value that resides in the emotional
component of design: if all designers speak a language of value, then the
premium will be easier to deliver.</span></li>
</ul>
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: Trebuchet MS, sans-serif;">Define a Vision and
turn it into a Culture<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Successful leaders don’t just plan and execute alone or
in committees: they engage the seniors, they include the juniors, they mentor
by default, they encourage training and education. Vision in a black box is
no more than a short-term plan, but Vision in a transparent box can become a Culture, and when a positive Culture pervades an organization, then
growth and performance become the natural mode of work: the firm will retain talent, it creates opportunities for careers and it increases the value of the business. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span>
</div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="font-size: small;">So
these are my building blocks for the new normal. Now, it's time to </span>get to work ...</span><span style="font-family: Candara, sans-serif; font-size: 12pt;"><o:p></o:p></span></div>
<br />
<span style="background-color: white; font-family: 'Trebuchet MS', sans-serif;"><br /></span>Bruno Viterbohttp://www.blogger.com/profile/11864359616395589701noreply@blogger.com0