08-24-23 Lecture 1b - Architecture as Profession.pdf

Whereas the vital core of architectural education, the design studio, inherently prioritizes the forms of architecture in their spatial dynamics, this course examines the critical transition to practice through the processes of architecture in their time dynamics. Akin to the accelerating speed of c...

Whereas the vital core of architectural education, the design studio, inherently prioritizes the forms of architecture in their spatial dynamics, this course examines the critical transition to practice through the processes of architecture in their time dynamics. Akin to the accelerating speed of contemporary change itself, this course requires a fast ride through both synchronous and asynchronous timeframes: viewing the long-wave lifecycle of the collective profession through its component short-wave lifecycles at telescoping scales of 1] individual career paths, then 2] individual project trajectories, and ultimately 3] the fine grain of individual daily routines. In fact, these simultaneous claims on architecture by the collective and the individual suggest a rapid oscillation between two often competing orientations: a view of architectural practice from its identification as a profession (its history, its ideological structure, its ethical obligations to society), and a view of architectural practice from its marketplace orientation, considering its role in the dynamics of late capitalism. College of Architecture | Georgia Institute of Technology ARCH 6315 / 4315: Practice of Architecture | Fall Semester 2023 Stuart Romm, AIA, LEED AP / Professor of the Practice Ingeborg M. Rocker, PhD, Professor, Founder & Chair Industry Innovation | Circular Economy (I2CE) Lecture 1b 08/24/23 © Venice Architecture Biennale 2016 curated by Alejandro Aravena Venice Architecture Biennale 2014 curated by Rem Koolhaas wheel lever cycle scope Move program technological environmental 0 1 Scale natural site Rotate social lens reciprocity / leverage social natu ral tec hnological mediate technological 01 social 001 wheel cantilever / bridge cycle Rotate 0’00” 00’15” 00’30” 00’45” 01’00” 1 01’30” 01’45” tourism 02’00” 02’15” technological 00’05” 00’06” 03’00” 00’1 00’13” 00’1 projection / screen Move 00’04” 02’45” lens moving picture Rotate 02’30” social zoetrope cycle 00’03” Scale 01’15” wheel 00’02” scope Move environmental 0’01” lens mobility / connectivity Scale 2 00’07” 00’08” media 00’09” 00’10” 00’11” 00’12” wheel network cycle Rotate distribution / connectivity Move scope Scale 3 environmental 0 1 lens web technological 01 social 001 Cuff’s ‘dialectical dualities’ ideological framework socio-economic framework 1 individual collective 2 design business 3 decision making sense making 4 generalists specialists profession market Dana Cuff’s ‘dialectical dualities’ ideological framework socio-economic framework 1 individual collective 2 design business 3 decision making sense making 4 generalists specialists service orientation product orientation from Architecture: The Story of Practice, by Dana Cuff Cuff’s ‘dialectical dualities’ ideological framework profession strives for 1 socio-economic framework market autonomy, social status, control over a market… individual collective 2 design business 3 decision making sense making 4 generalists specialists from Architecture: The Story of Practice, by Dana Cuff characteristics that an established profession typically exhibits: 1) it is a full-time occupation 2) it has its own training schools 3) it has a professional organization 4) it has a licensing component and community recognition 5) it has a code of ethics and the right of self-governance (relative autonomy) Blankenship (1997) How do we make design a more profitable practice? Design business has traditionally positioned building as a commodity in the delivery supply chain, valued by clients like other products and services purchased at lowest first cost. Despite the fact that the building sector in its entirety operates in large capital pools where significant value is created, intense market competition, sole focus on differentiation by design quality, and lack of innovation in project delivery and business models have resulted in a profession that is grossly underpaid and marginally profitable. The profession must explore new techniques for correlating the real value of an architect’s services to clients and thereby break the downward pressure on design compensation. This seminar redesigns the value proposition of architecture practice, explores strategies used by better-compensated adjacent professions and markets, and investigates methods by which architects can deliver—and be paid for—the value they bring to the building industry. Phillip Bernstein Associate Dean and Professor Adjunct Yale University Cuff’s ‘dialectical dualities’ ideological framework socio-economic framework high purpose free market from "The Architecture of Plenty: Theory and Design in the Marketing Age", by Stephen Kieran Harvard Architecture Review, No. 6 Demolition of Pruitt-Igoe housing project in St. Louis 1972 Dana Cuff’s ‘dialectical dualities’ ideological framework socio-economic framework 1 individual collective 2 design business 3 decision making sense making 4 generalists specialists service orientation product orientation