January, 2013
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High-Profile Focus: Forecast 2013
by Mark Reed “More you” is the catchphrase for the launch of the Windows 8 ad campaign, and it captures a trend that has been strengthening over the last year. The ability to speedily share aspects of our lives with friends and strangers through sites like Facebook, Circles, Pinterest, Twitter, and Instagram alMark Reed lows us to define and broadcast an image of ourselves that is intended for public consumption. Our start screen, our playlists, and our choice of apps make a strong and intentional statement about who we are and how we’d like to be perceived. Our uniqueness is cause for celebration. The trend toward personalized medicine has similar roots. More and more, we are willing to share our DNA to allow a highly focused and personalized regimen of care for any illness or potential illness. Additionally, we can follow people’s progress through treatment regimens on blogs and web-based support groups. The more personal the information, the more unique, the better. Customization and self absorption are now available to all and no longer a luxury for the few. This emphasis on public self-ex-
“More You”: Trends for 2013
Experimentation with innovative materials and forms will take on greater importance for clients seeking to broadcast a public image of their culture and beliefs. Image Credit: Lab \ Life. Science. Architecture, Inc. pression will filter strongly into the A/E/C sign and construction teams. More projindustry in 2013. Look for the following ects will skip the interview and RFP stage five trends to emerge: and instead will be negotiated with a cus• Clients will want designs that tom tailored team of architects, engineers strengthen and define their identity. and builders known to have the ability to More projects will start with the clients’ produce the image that exists in the minds narrative of what they stand for and how eye of the client. their culture needs to be reflected in their • Builders will form alliances with facilities. This will take precedence over designers to redefine their capabilities. the functional description of their needs. It will become increasingly important for • Clients will customize their de- builders to demonstrate their uniqueness
and to be in tune with the unconventional drive of their client base. They will focus on the ability to deliver the design intent and seek endorsement from design professionals. • Firms will self-publish on design-oriented websites to stay fresh and current. The long process of being published in traditional media creates a lag between current thinking and public perception. More firms will gain their fame through the web and social media. • Design will become edgier and more innovative. By definition, the trend toward customization and self-expression will require designers to take more risks, experiment with more materials, and to reconsider the most basic aspects of design. This should spark a new wave of design innovation. It is fascinating to see the creative potential that technology has tapped into. The world’s newest comedic, musical, and athletic talent is being fostered and discovered in real time as content is “liked,”shared, followed, and tagged. We can find far more relevant and entertaining ideas now than ever before. Before you know it, the built environment is going to take on this fresh and personal approach too. We’ll see “more you” in the coming year. Mark Reed, AIA is a principal at Lab \ Life. Science. Architecture, Inc., a Boston-based design firm.
Life. Science. Architecture. LAB is a new firm that combines the knowledge and skill of a large firm with the energy of a startup. We have 20 years of lab design experience behind us, and use technology and strategic partnerships to bring an agile, focused and responsive approach your projects. Learn about our approach at labarchitectgroup.com
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