S2: Firm Resiliency &
Understanding Trends
March 15th, 2024
Location: Southwest Library
Led by: Sasha Petersen, AIA and Joanna Yu, RA, LEED AP
The session focused on understanding trends in construction, economy, technology, and culture/demographics to inform strategies for firm resilience. Speakers evaluated data sources from developer and designer perspectives and explored proactive business management and marketing strategies. A tour of the 80 M office building extension showcased the emerging trend of mass timber construction, evaluating its risks and opportunities.
Act 1: Understanding Trends for Successful Development
Martiena Schneller, LEED AP
This presentation highlighted the pivotal importance of crafting accommodating environments for individuals. the speaker, Martiena Schneller underscored the significance of comprehending diverse aspects such as client dynamics, demographics, urban design, user satisfaction, and changing trends to meet experiential demands adeptly. Schneller aims to integrate enduring principles with progressive perspectives derived from investigating and comprehending future users. Furthermore, she elaborated on the significance of flexible decision-making in navigating career pursuits amidst the continually changing AEC industry terrain.
Rhea Vaflor, IIDA, LEED AP ID+C
Rhea Vaflor, the Director of Trendcasting at Hickok Cole, discussed the evolving landscape of user experience within architecture. Emphasizing the significant impact of trends originating from realms beyond architecture, like pop culture, music, art, and technology. The conversation highlighted the influence of youth trends on architectural design. It was underscored that buildings serve as reflections of societal dynamics, with good design being shaped by influences from outside the field. Notably, there was recognition of the field’s need to adapt to the younger generation’s innate grasp of technology, indicating a call for incorporating alternative design approaches to better align with contemporary sensibilities.
Act 2: Trendcasing and Making an Impact
Marilyn Moedinger, the founding principal of Runcible Studios, discussed the intersection of marketing, relationships, and firm culture within the AEC industries. Moedinger highlighted the value of leveraging platforms like Twitter for marketing, stressing the importance of direct relationships and the benefits of embracing unconventional approaches. Additionally, she underscored the significance of confronting challenges as a driver of value. Firm culture and work-life balance were also key topics, with Moedinger emphasizing the importance of managing these aspects effectively. She emphasized the notion that a firm’s identity is shaped not only by the projects it takes on but also by those it chooses to decline. Furthermore, she emphasized the responsibility of firm owners to bear the burden of unsustainable fees and deadlines rather than passing them down to their teams.
Marilyn Moedinger, AIA
Act 3: Creating Resilience in Small Firms
Mark Ramirez, Principal and Managing Director at Hickok Cole, led a building tour of 80 M Street, currently occupied by WeWork, marking it as the first renovation of mass timber in DC. The renovation constructed 2 floors and penthouse space of mass timber above an existing concrete structure which remained occupied during the construction process. Ramirez guided an inquisitive conversation with scholars, exploring technical opportunities and challenges associated with mass timber design, demonstrating leadership in the market.
