THE FUTURE OF THE ARCHITECTURAL PROFESSIONModerator: Fred Schoorl | Director BNA

INTRO: RE-ENGINEERING THEARCHITECTFred Schoorl | Royal Institute of Dutch Architects, BNA

13:30 – 14:30 Poll & Talks14:30 – 15:00 Break15:00 – 16:00 Statements & Debate16:00 Drinks

Poll: agree or disagree?• An architect is a creative entrepreneur, no artist

• There are good chances for architects to capture theiradded value more

• The architect as an inseperable part of the building valuechain is under threat

KEY FINDINGS FUTURA RESEARCH PROJECTHans Wamelink | TU DelftKristina Lauche | Radbout University Nijmegen

Future Roles for Architects

Findings from ResearchDutchDesignWeek,26October2016

Prof. Dr. KristinaLauche,Radboud University

FuturA ResearchProjectTUDelft,RadboudUniversity,BNAand10industrypartners

§ Designinthebuildingsector§ Professionalserviceinmatureproject-basedindustry§ Architecturalprofessionhaslostgroundtootherplayers§ Insufficientappreciationofdesigncompetence- difficulttomonetizebenefit

ofconceptualwork

§ Researchaimstoexploreinnovativebusinessmodelsandgovernancestructuresforfutureroleofarchitects§ Doesprofessionalidentitygetinthewayofrunningabusiness?§ Capturingdifferentformsofvaluefromprojects§ Developingnewrolestructuresandbecominginstitutionalentrepreneurs

Researchapproach&datacollected§ Interviewswitharchitectsandprojectpartners§ Observationsofprojectmeetings§ Documents(e.g.projectdocumentation,externalreports,

newspaperarticles)

§ Extractingthemes:professionalidentity,strategiesindealingwithchange

§ Identifyingdifferentformsofvalueandhowitiscaptured§ Mappingtheprocessofcreatingandmainstreaminganew

rolestructure

Negotiatingprofessionalroles• Profession-orientedstrategies:

reinstatingprofessionalrole

• Service-orientedstrategies:movingalongwiththeclient

• Firm-orientedstrategies:expandingprofessionalroleboundaries

Capturingvalueofarchitecturalservices

Redefiningtheroleofthearchitect

Initiatingnewrolestructures:• takingtheleadinscoutinglocationsand

redevelopingsites• findinginvestors• eliminatingthemiddlemaninbuilding

process

RedefiningtheroleofthearchitectChangeatprojectlevel:• Triallingnewroleinprojects• Educatingpartnersaboutnew

role• Formalisingnewroleinnew

contractualarrangements• Borrowinglegitimacyfrom

approvedinstitutions

Redefiningtheroleofthearchitect

Changeatlevelofprofession:• Spreadingthewordthroughtalks/professional

organisation• Gettingotherstotryitaswelltoenable

competitionforprocurementprocess• Upscaling throughbuildingalliances

Transferringinsightstopractice:FuturA toolkitAimstosupportarchitectsandclientsinmakingconsciouschoicesabout• businessmodel• governancestructures• perproject• asfirm

FuturA toolkit

FuturA toolkit

Would you like to try the tool in your project or firm?

Get in touch: futura@tudelft.nl

CHANGING ROLES FROM ANARCHITECTURE FIRM PERSPECTIVENathalie de Vries | MVRDV

CHANGINGROLESFROMANARCHITECTUREFIRMPERSPECTIVE

ARCHITECTURALIDENTITY

&ENTREPRENEURSHIP

ClientprofileMVRDV(September2008)

100%newclients

newclients:

40%reputation(direct)60%reputation(competition)

CurrentclientprofileMVRDV(April2016)

35%returningclients65%newclients

newclients:

15%diplomacy20%businessdevelopment30%reputation

Engaged?Innovative?Green?Cool?Reputable?Fun?Rough?VisuallyStrong?

HamburgCompetition4offices3winnerseach10.000EuroMVRDV&MorePlatz each5.000Euro

CostMVRDV35.000EuroWasteddesignsworth+ 110.000Euro

RELEVANCEOFARCHITECTSINNETWORKS

OPEN!Opento clients &other diciplines

End

NextLevel

FUTURE SCENARIOS: TECHNOLOGY, ECOLOGY & ECONOMYFred Schoorl | Director BNA

Futurescenario's:technology,ecologyandeconomyImpactofeconomic and technological developments onarchitecture firms

1. Architects & entrepreneurship

2. Value creation & capture

3. Relevant developments (inside) Powerofconsumers:‘everybody adesigner’;

Theclassical professionalbecomes less important:working with opensources,commons and outsourcing

Automating work (nodrawings,but3D,data-based design,parametricdesign,virtualisation)

From classical chains to value networks with newplayers

Diversity ofbusinessmodels and hybrid practises(autonomous brancheevaporates)

Integral interdisciplinary approachbecomes standard

Riseofindustrialised design&production

3. Relevant developments (outside)

Circular,sustainable economy gets moreimportant

Digitalisation,technology,information(bigdata,AI,IoT,3D,Robotisation)

Virtualisation end‘de-placed’activities

Netherlandsgetmore competition for other countries

Growth buildingproduction inthe world mostly outside the EU

Shrinking role ofthe government

3. Relevance in four future scenario’s

Implications for (permanent)education

New competences

Youngtalent

Universities &Academies:relevantand moderncuriculumProfessionalexperience (law):attitude,business,communicationPerprojectphase:STB0t/m10,updateneeded for newpractices

Current staff

Permanenteducation:points,space incollective labour agreement

Learningonthe job:BIM,sustainability,virtualreality,3dprinting,makingprocess,newmaterials,softskills(cooperation,entrepreneurship,communication,acquisition,contracting,management,organisation &timemanagement)

EDUCATING THE NEXT GENERATIONOF ARCHITECTSPeter Russell | TU Delft

TheFutureofArchitecturalEducation

Prof.PeterRussellDean,FacultyofArchitectureandthe

BuiltEnvironment,TUDelft

Re s p o n s i v e

S IM I L A R b u t d i f f e r e n t

P r o j e c t - B a s e D

On l i n e

I n t e r d i s c i p l i n a r y

B e s p o ke

A g i l e

Re s p o n s i b i l e

DEMONSTRATIONSGAME CREATE HEALTH &BITCUP COFFEE PERFORMANCE

THE FUTURE OF THE ARCHITECTURAL PROFESSIONModerator: Fred Schoorl(Director BNA)

PROVOCATIVE STATEMENTS TOKICK OFF THE DEBATEJasper van Kuijk (TU Delft)

Photo:Miki Uchida/Flickr

Photo:NielsMulder/FlickrPhoto:SebastianKippe/Flickr Photo:DanielLee/Flickr

Photo:GerardStolk/Flickr

Photo:Henk-JanvanderKlis/Flickr

Photo:deVolkskrant

Photo:EricdeRedelijkheid/Flickr

Photo:ProRail

Photo:ThomasHawk/Flickr

Photo:TEDxExeter/Flickr

DEBATE ON THE FUTURE OF THEARCHITECTURAL PROFESSIONSpeakers & Audience

Debate1. Architectural identity & entrepreneurship

2. Value creation & capture by actitects

3. Relevance of architects in networks

WRAP UP: WHAT HAVE WE HEARD?Fred Schoorl (Director BNA)