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DIVERSIFYING THE PROFESSIONBroading our influence within creative fields and networks

KATIE LIVERMORE

PROFESSIONAL STUDIESManchester School of Architecture2013- 2014

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CONTENTS

1.0 Introduction

2.0 The past role of the Architect

3.0 Economy, Supply & Demand

4.0 Jack of all trades: demands, pressures & opportunities within the discipline

5.0 Opening up our Markets; creative agencies, collaborative working & multi-disciplinary practice

6.0 Architects think smart: putting the business hat on

7.0 Protection of Title: help or hindrance?

8.0 Echoing change within Education

9.0 Reflection

10.0 Bibliography

DIVERSIFYING THE PROFESSION

KATIE LIVERMORE12102684

PROFESSIONAL STUDIESManchester School of Architecture2013- 2014

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As times get tougher, architects have to respond and adapt to societal changes in order to provide innovative strategic solutions, which are relevant to today’s problems. Architects have carved out a niche market for themselves; responding to a tiny proportion of the built environment’s potential market; essentially isolating and negating their role within the construction industry.

As a result, the traditional role of the architect is diminishing. The profession, particularly new waves of students and young professionals, will have to think ‘outside the box’ to keep afloat and take advantage of economic markets; both in times of prosperity and in times of austerity. Recessions are renowned as drivers for change. However, graduates and architects should look to embrace changes with an air of optimism and possibility to shape a new future for architecture, as well as an opportunity to break into other creative industries.

This essay will discuss ways in which the architectural profession can diversify to fully take advantage of our expansive and adaptable skills-set, whether utilising it within the fields of construction or diversifying into newer, affluent markets.

1.0 INTRODUCTION

Employer

Contractor

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Domesticsub-contractors

Nominated suppliers

Domestic suppliers

Employer

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Architect

Quantity Surveyor

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Licensees

Domesticsub-contractors

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Traditional Contract

Design and Build Contract KeyContractual linksFunctional linksFig. 1

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The architectural profession is in a constant state of flux. In order to thrive, architects must react and adapt to the changing demands, knowledge and skills of the times. Traditionally, the architect was the lead consultant of an architectural project; taking responsibility for the management, design, communication and delivery of a building; acting as mediator between the various contributing disciplines. However, this traditional role is diminishing, making way for new waves of building and management professionals to provide services previously undertaken by architects. ‘Architect’; a word derivative of the Greek root ‘arch’ meaning ‘chief ’ and teckton meaning ‘carpenter or builder’ (Chappell & Willis, 2000) bears little reference to today’s practices within the built environment.

Architects are moving away from this original role and becoming more isolated within the construction sector; so much so, that the architectural profession does not see itself as a part of the construction industry (Jamieson, 2011). This has bought about a negative impact on the architect; with responsibility significantly diminished as a result of newer technologies requiring specialist sub-contractors and a wider variety of professionals ‘breaking into’ the industry. As a result, the traditional procurement methods have made way to design and build contracts which position the architect within subsidiary roles (Jamieson, 2011). In addition, an architect’s main responsibilities in managing and coordinating projects are under threat due to an increase in independent contract administration; often undertaken by project managers.

2.0 THE PAST ROLE OF THE ARCHITECT

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The profession’s shift in dominance within the construction industry could be seen as a ‘problem’ that needs to be addressed. Architect’s could aim to re-establish their influence within the construction sector; harking back to affluent days of the past. However, as social and technological advances ever expand the parameters and possibilities within design and construction, the reality of retaining a position as ‘expert in all fields’ is becoming less and less achievable.

Do architects decide to follow recent trends and become absorbed within interdisciplinary construction companies; taking advantage of new shifts in collaborative working? Here they can maintain their influence on spatial, aesthetic and material quality; albeit accepting a subservient role within the running of construction projects. In contrast, do architects have more to offer outside of the realms of construction? If the profession no longer sees itself as part of the construction industry; or solely confined within the discipline of designing buildings, how can it maximise potential opportunities open to architectural expertise?

Vitruvius- “Let him be educated, skilful with the pencil, instructed in geometry, know much history, have followed the philosophers with attention, understand music, have some knowledge of medicine, know the opinion of jurists, and be acquainted with astronomy and theory of the heavens” (Blau, 1987)

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As illustrated in Vitruvius’ description of a master craftsman (architect) the skills and responsibilities of an architect are vast and varying. How can we recapture a Vitruvian image of the architect? The architect as someone with a variety of talents within a wide selection of disciplines? By re-embracing our ability to work within wider fields, can we utilise our knowledge and skills-set in a much larger interdisciplinary manner; seeking greater opportunities?

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In order to pursue the possibilities of diversifying the profession, it is important to examine the recent economic situation, which currently affects traditional means of practice. Presently, the construction industry employs 10% of the UK’s workforce (BIS, 2013). It is an extremely valuable contributor to the UK’s Gross Added Value (GVA) through global business as well as within the UK. Despite this, the construction sector is one of the most affected sectors in times of recession.

‘The construction sector has been affected disproportionately since the recession of 2008. In 2007 the construction sector accounted for 8.9% of the UK’s GVA but by 2011 the sector contribution had decreased to 6.7%. In early 2012, the construction contracting industry returned to recession for the third time in 5 years.’ (BIS 4, 2013)

To further exacerbate the recent unpredictability of the sector, in 2012, Noble Francis; the economic director for the Construction Products Association (CPA), forecast that construction output would fall by £8.5 billion between 2012-2014, despite £10 billion of government investment in the construction of homes and infrastructure. Recent reports by the CPA have suggested that construction output is expected to rise by 3.4% in 2014 and a further 5.2% in 2015 (CPA, 2014). However, ‘considerable uncertainties’ surrounding the longevity of recovery in the industry and wider economy, demonstrate how dependant the industry is on economic flux and capital investment growth; particularly within public sector construction (CPA, 2014).

3.0 ECONOMY, SUPPLY & DEMAND

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Fluctuations in capital investment, government initiatives and ‘triple drip’ recessions have meant that there was a “40% decrease in demand for architects since 2008” (Jamieson, 2011). Although present investment is improving; increasing demand for architectural services, uncertainties within the construction sector should raise questions toward the limitations of the current modes of practice under the title ‘architect’.

The RIBA Future Trends Practice survey revealed that 50% of the workload distributed within the architectural profession is for contractor clients (2011). To maintain any form of representation within construction, architects must optimise this present position and adapt to the changing dynamic of the industry. “In 10 years time we probably will not call ourselves an architecture practice, it will be something else entirely” (Jamieson, 2011). Practices may opt to merge under a wider construction ‘power house’; working in an interdisciplinary environment alongside contractors, engineers and quantity surveyors or alter their scope of works within the practice under new branding; ‘design houses’ or ‘spatial agents’.

In times of economic downturn, people are forced to think more creatively and innovatively in order to benefit from the gap in markets. The changes in the profession are not necessarily the end of architects, but perhaps it is the end of the profession as we currently know it. These changes are the drivers for architects to diversify in other ways which will augment the profession as a refreshing, interdisciplinary field.

“The profession must face up to the reality that the context within which it now practices is continuing to change so dramatically that the skill set required must also shift” (Jamieson, 2011)

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An architectural education provides a professional with an expansive range of transferable skills; which, whilst seeming to be specific to the domains of traditional architectural practice, have huge potential to ‘tap into’ other areas of creative, technological or strategic interest.

One such under-valued skill innate in the daily tasks architects and students pursue, is that of strategic thinking. Cedric Price said “the best solution to an architectural problem is not necessarily a building.” (Till 2009). Price recognises that our ability to analyse a variety of factors; whether social, political, spatial etc. allows us to prioritise what solutions are most suitable for that place and time. Strategic thinking can be applied to a multitude of disciplines which require the optimisation of tasks such as advertising and project management.

Our awareness, growing competence and recent application of digital technologies should also be bought to the fore. The use of emerging technologies such as CGI imagery, DfMA (Design for Manufacture), gaming design, coding and other computer based applications should be used to our benefit. Huge aspects of our lives are becoming digitalised or conditioned by technological advances. It is within this digital paradigm that human life is becoming more assisted. It could be argued that neglecting this aspect of contemporary living within the future ‘architectural discipline’, would significantly limit opportunity to positively impact the way these tools are used to aid how we live and work in the future.

4.0 JACK OF ALL TRADES

“There is no limit to the use to which architectural talent could be put if we break out of our bad old ways” (Duffy and Hutton, 1998)

demands, pressures & opportunities within the discipline

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It has been discussed that broadening opportunities available to the profession may provide resilience to economic down turns and flexibility to the modes we currently work under. But in what way can this practically and reasonably be achieved?

One possible progression of the profession would be to merge architectural services with other construction disciplines to form large interdisciplinary consultancies; providing design, management and contractor services ‘under one roof ’. This can already be seen within companies such as Atkins, and is increasingly desirable for clients demanding large scale projects at the most competitive prices.

An alternative to working within a large-scale interdisciplinary consultancy, but whilst keeping one’s finger in the ‘architectural pie’, would be to become part of a ‘spatial agency’; a company which works in a wide range of fields offering creative solutions. This type of practice alongside offering architectural services to a wider range of clients (community groups, local councils, private clients) maintains enough flexibility to take advantage of current market trends. This type of spatial agency begins to consider architects with abilities outside of the realms of construction; where their assets are able to become augmented and valued working alongside branding, research and other design professionals.

5.0 OPENING UP OUR MARKETS Creative agencies, Collaborative working & Multi-disciplinary practice

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It is this distinction of future practice that the author is most interested in discussing further. Merging an architect’s education with business knowledge and calculated risk which rides on the possibilities of market trends, allows the profession to flourish in many creative fields. From the author’s own experience, becoming an architect in order to yield a strong creative output in one’s career, is a desire strongly felt by many students and young professionals. The following examples will demonstrate possibilities for future trends within this niche of business.

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5.1 Creative Agencies

“One of the top issues highlighted in this study was how the label ‘architect’ is perceived to hold practices back in terms of the type of work they are able to do. Some practices have already created cliffshoot companies with a separate identity and different branding to their main practice avoiding use of the title ‘architect’, in order to reach more diverse markets and branch into areas such as lighting design, product design, industrial design, interior design, installation design, branding and community consultation” (Jamieson, 2011)

Factory Fifteen are a London based film and animation studio led by directors trained in Architecture from the Bartlett, London. After completing their part II as students of Unit 24; a design unit focusing on film and animation techniques, the three founding members set up Factory Fifteen in order to work in film production, visual effects and architectural communication. This studio structure, is far from the traditional work of an architect. However, the scope of work within the studio’s remit has strong links to their architectural education. They have used this background, together with their technological knowledge to form a business in tune with popular and persuasive visual representation trends.

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5.2 Collaborative working

As part of the MSA_p postgraduate unit at MSA, the author sees value in looking toward collaborative working as a method of extending our architectural expertise to people previously unlikely to benefit from them. The engagement of architects within society at a community level to facilitate ‘bottom up approaches’ is becoming an increasingly appropriate and worthwhile venture for architects. Not only does it allow architectural interventions to become relevant to socio-political and cultural agendas at a micro level, it provides a wider community with a new perception of what it is architects actually do.

Many architectural practices are already using this approach to access advisory and consultancy positions funded by community groups, local councils and private organisations. MUF architecture/art use their expertise in this field as their practices’ primary service output. Working within the confines of the ‘public realm’, the practice underpins architectural services with valued and considered client relationships which reveal and quantify the desires and experience of ‘varied constituencies’ (MUF, 2014). This mode of practice has been reinforced by the RIBA’s recent community collaboration initiative where the Institute recognises that the potential for architects to ‘tap into’ this field of work is valid, worthwhile and socially progressive (RIBA, 2011; Kaszynska et al. 2012).

“There was agreement amongst many of the recent graduates and students that we spoke to that they had chosen to go into the built environment professions with a social agenda.” (Jamieson, 2011)

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5.3 Design as a research method

“Protection of a small patch of territory – that of designing buildings – has allowed others to claim the larger networks. Now is the time to step over the self-defined boundaries of the profession and share in that extensive spatial field”. (Awan, Till and Schneider, 2011)

Nicola Read, a graduate of Cambridge and London Metropolitan Universities (part 1 & 2 respectively) has used her architectural skills to form ‘815 Agency’; an interdisciplinary company exploring design as a research method. Through the creation of events and urban installations, Read uses her strategic, theoretical and design skills to inhabit the art and entertainment industries. But can an architectural education really provide a transferrable set of knowledge? Pallister argues ‘clearly its [Read’s work] concerns about place, scale and history are familiar’ (2011). Read’s work still responds to site, programme and user but on a smaller, temporary scale. It could be argued that her work utilises the same process of research and creative intervention seen in architectural education and practice, but without the restrictions associated with designing buildings and adhering to regulation.

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In order to future-proof the profession, thought must be given to the business planning and branding of future practice. If the profession is making a paradigm shift altogether, we must be clear to the wider public what it is we offer and who we offer it to.

Currently, only 50% of architectural practices have a business plan (Jamieson, 2011); ‘Failing to plan is to plan to fail’ (Hickey, 2013). A business plan which holds benchmarks at monthly, annually and 5 yearly intervals allows workflow, efficiency and quality to be measured and evaluated.

Branding can also demonstrate the value architects can offer. Gabrielle Omer; an architect and previous contestant of the BBC series, ‘the Apprentice’ has set up ‘Tea with an Architect”; a way to introduce local architects to local people.

Omer’s aim is to set up events throughout the country where potential clients and architects are able to come together to discuss future projects and provide advice. The events are set up as ‘free consultations;’ an opportunity for architects to demonstrate their expertise, whilst offering the client an incentive to interact with professionals. This approach is a clever way of promoting what architects are capable of offering and it provides a familiar platform for a wider public to proceed further with any architectural services they may need. “Everyone knows who their local doctor is, but no one knows who their local architect is... This is about to change.” (Omer, 2014)

6.0 ARCHITECTS THINK SMART Putting the business hat on

“Some representatives on the demand side also perpetuated the view that architects are so preoccupied with their ‘vocation’ that they do not consider that practice is a business, and are less excited by the prospect of creating a successful business than a high profile in the profession.” (Jamieson, 2011)

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Fig. 10‘Professional Chameleon’

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It has previously been discussed that the title ‘architect’ may restrict the profession’s ability to access a wider client-base . Currently the title and professional behaviour associated with it are regulated by the Architect’s Registration Board (ARB). The ARB protects both the use of ‘architect’ and the interests of architectural clients. After 7 years of dedicated vocational study and experience, many architects feel they have ‘earned’ their right to a title that other people are not legally permitted to adopt. But how can this title be maintained and a client’s interest still be protected, whilst creating a less rigid governing structure under which architects operate? If this title hinders our ability to ‘break into’ new markets, do we need it at all?

Practices are beginning to set up ‘sister companies’, to enable them to provide services outside of the traditional remit of an architect; such as community consultation and other design services (Jamieson, 2011). Practices that adopt alternative names or form sister companies are able to channel the undervalued, underpaid aspects of architectural services, into areas where they are in demand, valued and most importantly, paid for! These companies have moved away from the title ‘architect’ in order to achieve this. Paradoxically, some practices, whilst taking advantage of this, also maintain the title to retain an obvious presence in the architectural market.

Should the title ‘architect’ be re-defined or simply made more accessible through innovative re-branding? If the profession had the flexibility to ‘fine-tune’ the use of this title, as and when it was needed, architects would be able to reap the benefits with and without it; ultimately becoming Professional Chameleons.

7.0 PROTECTION OF TITLE Help or hindrance?

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‘Architecture today is the product of many disciplines: urban design, planning, cost, management, engineering, environmental design, technology, materials science, product development, construction, facilities management … the list goes on. Our education system therefore needs to promote new generations of these wide-ranging professionals, diversely skilled but with a common entrepreneurial approach to collaboration and creativity in problem solving.’ (Booth, 2012)

In order to feasibly modify the way in which the architectural profession operates and is perceived by a wider public, it’s education system needs to change. Peter Buchan, partner of Ryder Architecture claims “Architectural education in the UK is over-regulated, sterile and increasingly detached from the needs and aspirations of a wider society” (Booth, 2012). Recent discussions chaired by the Architect’s Journal publication have highlighted that students would benefit from a greater knowledge and application of multi-disciplinary skills; including communication and business skills (Booth, 2012).

On a similar theme, expanding multi-disciplinary skills to include collaboration during the learning process will introduce from the outset, a new, refreshing way of undertaking architectural skill. This collaboration may also provide students with aspects of apprenticeship based study; either within a traditional practice or interrelated fields and specialisms. This mixed modes approach would allow practice to directly influence education; lessening

8.0 ECHOING CHANGE WITHIN EDUCATION

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disparity between what is taught and what is practically required. Direct relationships between practices and schools of architecture may also encourage students to find a specific area of interest early on in their careers. Specialising may be an important consideration to the future profession as technologies, construction and government objectives advance and become more complex, architects may have to become experts in certain specialisms within the construction industry.

Lastly, converging aspects of practice and education may be one way in which to address the ever growing gentrification of the profession. Since tuition fees rocketed to £9,000 a year in 2012, there has been concern that the profession needs to address the gender and class divide its current education system ensues (Murray, 2013). Collaborative working and apprenticeship supplemented learning could be methods of evening out education costs and ensuring the relevance of education within future practice.

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Much is changing about the profession, and now is the time to recognise and adapt to ensure prosperity for the future. No longer are architects seen as ‘master craftsmen’ but why can’t they be seen as ‘master strategists’ or ‘master communicators’; who can mediate between disciplines?

The next generation of ‘architects’ – or whatever they may call themselves – should be educated with more expansive sympathies to the changing dynamics of policy, economy and community. Advocating apprenticeship schemes within education further develops these sympathies and their application in professional working relationships. Through these channels, architects have greater potential of becoming ‘Professional Chameleons’; adapting their attributes to changes in the wider world. An ability to incorporate interdisciplinary approaches into practice further takes advantage of market changes, current trends and new technologies.

The profession needs to broaden how it is perceived by the general public to enable it to affect and be affected by the needs of society. Architectural education should look to encourage localised community interaction; through design-based research to equip students with the knowledge and negotiation skills to bring forward exciting spatial solutions, to real-time projects. In addition, the profession needs to do more to exemplify the skills they offer to local people. Gabrielle Omer’s offering of ‘Tea with an Architect’ should be the foundation all practices should strive to achieve if they wish to diversify their potential client-base.

9.0 REFLECTION

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Architectural expertise has the fundamentals of becoming a far reaching, desirable and prosperous attribute within and outside of the realms of construction. However, professional and educational establishments have to acknowledge that society’s way of living and consuming is continually evolving, and in order for architects to maintain relevance, they must keep up with this evolution.

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List of Figures

10.0 BIBLIOGRAPHY

Figure no.1

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Title

Procurement routes:Traditional V Design & Build

‘Jack of all Trades’

Imagery by Factory Fifteen

MSA_p ‘sharing the city’

Payer’s Park Public Space

815 Agency ‘Covent Garden’

ditto above

Gabrielle Omer

‘Tea with an Architect’

‘Professional Chameleon’

Source

Reproduced from pg 134 & 139 (Chappell & Willis, 2000)

http://www.thehindubusi-nessline.in/2003/09/11/sto-ries/2003091100130900.htm

http://factoryfifteen.com/

Photograph by Rufus Nugent

http://www.muf.co.uk/portfolio/pay-ers-park-current

http://www.815agency.com/index-hibit/index.php?/projects/covent-gar-den--/

ditto above

www.bdonline.co.uk

http://snowarchitects.wordpress.com/

Author’s Diagram

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Books

Awan, Nishat. Spatial Agency: Other Ways of Doing Architecture. Abingdon, Oxon [England] ; New York, NY: Routledge, 2011.

Baden-Powell, Charlotte. Architect’s Pocket Book. 4th ed. / updated by Jonathan Hetreed and Ann Ross. Burlington, MA: Architectural Press, 2011.

Duffy, F., Hutton, L., 1998. Architectural Knowledge: The Idea of a Profession. E & FN Spon, London

Chappell, David. The Architect in Practice. 9th ed. Oxford ; Malden, MA: Blackwell Pub, 2005.

Till, J., 2009. Architecture Depends. The MIT Press, Cambridge, Massachusetts

Reports

(BIS): Department of business innovation and skills BIS/13/958, UK Construction: An economic analysis of the sector (2013) Accessed March 29, 2014https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/210060/bis-13-958-uk-construction-an-economic-analysis-of-sector.pdf

Kaszynska, P. Parkinson, J & Fox, W. Re-thinking Neighbourhood Planning: From consultation to collaboration. ResPublica Green Paper (2012) Accessed March 29, 2014http://www.architecture.com/Files/RIBAHoldings/PolicyAndInternationalRelations/Policy/RIBAResPublica-Re-thinkingNeighbourhoodPlanning.pdf

(RIBA) Royal Institure of British Architects, Guide to Localisam, Opportunities for architects: Part two: Getting community engagement right RIBA (2011) Accessed March 29, 2014

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Journals

Booth, E., 2012. Task Force launches to shakeup architectural education. Architects’ Journal 236, 24. (Accessed December 16, 2013)http://www.architectsjournal.co.uk/news/daily-news/task-force-launched-to-shake-up-architectural-education/8638037.article

Fulcher, Merlin. “RIBA: Architects Must Adapt or Perish.” Architect’s Journal (February 25, 2011). Accessed December 10, 2013. http://www.architectsjournal.co.uk/news/daily-news/riba-architects-must-adapt-or-perish/8611837.article.

Glancey, Jonathan. The Guardian, March 6, 2009. Accessed December 10, 2013 http://www.theguardian.com/artanddesign/2009/mar/06/architecture-rogers-foster-recession.

Gould, Emily. “Truth Vs. Advertising: The Banana Republic Architect Ads,” February 16, 2007. Accessed November 17 2013. http://gawker.com/237391/truth-vs-advertising-the-banana-republic-architect-ads.

Mark, Laura. “Architecture student numbers on the up” Architect’s Journal (January 31st 2014) Accessed March, 15, 2014.http://www.architectsjournal.co.uk/news/architecture-student-numbers-on-the-up/8658365.article

Murray, Christine. “The Part 1, 2 and 3 System Needs a Radical Overhaul.” Architect’s Journal (December 12, 2013). Accessed December 16, 2013http://www.architectsjournal.co.uk/news/daily-news/the-part-1-2-and-3-system-needs-a-radical-overhaul/8656709.article?blocktitle=Comment-&-analysis&contentID=7001.

Pallister, James. “A Broader View of Practice.” Architect’s Journal (March 24, 2011). Accessed December 16, 2013 http://www.architectsjournal.co.uk/culture/a-broader-view-of-practice/8612990.article.

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Saxon, Richard G. The Future of the Architectural Profession: A Question of Values, February 2006. Accessed December 16, 2013 http://www.saxoncbe.com/profession-values.pdf.

Sinclair, Dale. Assembling a Collaborative Project Team: Practical Tools Including Multi-Disciplinary Schedules of Services. RIBA Publishing. Accessed November 17, 2013. http://www.ribabookshops.com/cms/product/preview/80461assemblingacollaborativeprojectteamexcerpt2.pdf.

Websites

ARB: Architects Registration Board Accessed March 15, 2014http://www.arb.org.uk/about-us/Index

Construction Products Association. Accessed March 15 2014http://www.constructionproducts.org.uk/news/press-releases/display/view/association-forecasts-renewed-optimism-for-construction/

MUF architecture/art Accessed March 15 2014http://www.muf.co.uk/profile

Omer, Gabrielle. “Tea with an Architect.” Accessed December 16, 2013. http://teawithanarchitect.com/whats-it-all-about/.

Tavares, Kibwe. “Factory Fifteen.” Accessed December 16, 2013. http://factoryfifteen.com/.

Lectures

Before you’re 30: MSSA (Manchester school of Architecture) lecture series 2013Gabrielle OmerKibwe TavaresProfessional Practice Lectures: September 2013 - March 2014

PROFESSIONAL STUDIESManchester School of Architecture2013- 2014