architecture practice

Kolumba Museum, Peter Zumthor

THE PRACTICE OF ARCHITECTURE: VISITING PETER ZUMTHOR (2012)

Kenneth Frampton visits the architect at his home in the remote village of Haldenstein, and the two discuss his design ethos and his past, present and future projects.

9

for @onvelvet: Rome

mood: reading multiple collections of poetry and prose, Renaissnce-styled villas,   sketching ancient architecture practicing speaking italian,spectacular views,spending hours people-wathcng in a cafè, hot and humid summer days

anonymous asked:

How do you go about educating clients about roles in the design process? My clients always seem to micromanage and ask for specific aesthetic devices (certain fonts, lots of white space/"minimalist" aesthetic, small type, all caps, etc) rather than communicating their high level goals and desires and allowing me to find the solutions. Thanks!

1.) Charge higher. The clients who pay 20% of your bills demand 80% of your time.

2.)  If you can help it, don’t talk about anything that you don’t want to leave up for discussion—even when presenting your own work. Clients want to feel in control. Sometimes people just want to have opinions for the sake having opinions. If you bring something up with a client, they’ll assume it’s up for discussion. Keep your presentation at high level goals and strategy. I rarely bring up what font I used, or why I chose a certain color, unless I’m explicitly asked to and most of the time people don’t ask. If they bring it up, ask them why they like something then try to shift the discussion back to strategy. Some industries, you can’t really do this. In Fashion, you’re gonna have to talk fonts whether you like it or not. Sometimes in music as well. This comes with the territory. But for the majority of other industries, this works well. If you feel weird about doing this, get over it. You can take in everyone’s feedback but in the end, fonts are your expertise. It should be your judgement call. If you need to be assertive of this, be assertive of it.

3.) Sometimes, this isn’t enough and you have to talk about things like fonts. Well, if I’m about to present something I think is batshit crazy or something I feel the client may not be used to like but could be interesting for them to adopt, I schedule a meeting a week beforehand—I call this a strategy prep. Do not bring anything visual to this meeting. Keep it all verbal. I tell them that after our initial meetings, getting to know their goals, etc that I have an approach in mind. I then talk about what I’m going to avoid doing. An example would be “You’re an architectural practice but since your work is primarily in the fashion sector, it may be interesting to highlight how different you are from typical architectural practices. I’ve notice the prevailing trend for a lot architecture studios is to default to a geometric san-serif. I can see why. It’s rational, mechanical—but maybe in your case it’s something we need to avoid.” The client then nods their head.  In this example, you’re literally trying to get them to convince themselves that a serif is the right way to go. If they agree, then, you pretty much have permission to show them a logo with a serif next week—because it’s what you discussed. If they don’t then at least you don’t waste your time or and now you have a week to rethink your approach or even relationship with the client. Again it’s important you don’t bring anything that you worked on to this meeting. The key is to get consensus on ideas, not execution.