BUSINESS REPORT 2023 DIA30003 | Interior Architecture Entrepreneurship and Professional Development Assignment 3 | Business Report Tan Ka Wey | 104325574
Swinburne University of Technology | School of Design
Bachelor of Interior Architecture (BH-DESINA)
Tan Ka Wey | 104325574
DIA 30003 Interior Architecture Entrepreneurship & Professional Development
Assignment 3 | Business Report
Semester 1, 2023
Tutor | Kevin Shen
All Rights Reserved
No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology.
Declaration of Originality and Copyright
Unless specifically, correctly and accurately referenced indicated above, the publication and all other material in this publication is the original creation of the designer submitting this assignment as part of their coursework for DIA 30003. While every effort has been made to ensure the accuracy, the publisher does not under any circumstances accept any responsibilty for error or omission.
CONTENTS
Part A: Introduction
- Designer Profile
Part B: Future Context
- Introduction
- Speculating the Future in 2043
- How AI designs & Interior Architects
Evolve in the Next 20 Years
- Trend Thesis
Part C: Competitors Case Studies
- Business Competitors Overview
- Business Competitors Value Proposition Analysis
- Competitor Analysis
Part D: Proposed Business
- Visioning in 2043
- Positioning in 2043
Part E: Proposed Business Development
- Target Client Persona
- Business Model Canvas
- Business Desirability
- Business Feasibility
- Business Viability
Part F: Conclusion
Part G: Personal - Seminar
- Reflection
- References
DEsigner profile
Ka Wey is the founder of Creative Code, an innovative interior architecture firm that leverages the power of artificial intelligence to deliver creative and sustainable design solutions. With a passion for design and technology, Ka Wey’s vision is to disrupt the industry by providing unparalleled design experiences that cater to the individual needs of each client. Creative Code’s commitment to excellence is reflected in its ability to provide quick and efficient design solutions while maintaining a high level of quality and attention to detail. With a team of experienced designers and cutting-edge AI technology, Creative Code is poised to revolutionize the interior architecture industry and redefine what it means to design with purpose.
Figure 1
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Figure 2
INTRODUCTION
Artificial Intelligence (AI) refers to the advancement of computer systems that can perform tasks that generally require human intelligence, such as visual perception, speech recognition, decision-making, and language translation. AI systems can be built to learn from data and experience, and can then use that learning to make predictions, judgements, or actions.
Machine learning, neural networks, natural language processing, computer vision, and robotics are just a few of the techniques used in AI. These methods provide AI systems the ability to examine enormous amounts of data, spot patterns, and make judgements based on that analysis.
Numerous industries, including healthcare, banking, transportation, manufacturing, and entertainment are already utilising AI. AI is also being applied in the design sector, where it may streamline workflows, produce fresh ideas for designs, and automate repetitive operations. As AI technology continues to evolve, it will be crucial to make sure that its creation and application are consistent with human values and aspirations.
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Figure 3
Figure 4
Figure 2
AI testing tools that can simulate user behaviour
SPECULATING THE
AI designs based on user input
Ai will be used to gather thorough data to create complex and personalised designs
AI VR tools to create immersive experiences
Automated CAD design tools
AI 3D generated tools to automatically generate realistic models
Streamline design collaboration and communication
User experience optimisation tools using AI
2028 2033
Real-time feedback tools 3
THE FUTURE IN 2043
AI material analysis tools suggest materials based on performance
Large-scale buildings built in less than a week
Predictive design tools
Smart buildings with optimised energy, light, and health
Image and object recognition tools
Data analysis tools to aid designers in making design decisions
Augmented reality design tools to create interactive and immersive modles
AI-enabled robotics and automation systems to speed up process
Sustainability analysis tools to analyse building materials, energy usage, etc. Generate interior design concepts, customised to client’s preferences and needs
AI-powered predictive design tools forecast future trends
Virtual interior design
assistant
AI-powered self-regenerating buildings 2038 2043
4
2028
AI-powered testing and data gathering technologies will improve design usability and customisation. Automated CAD design tools will enhance drafting precision, and AI will facilitate collaboration among designers, clients, and stakeholders for faster and more efficient design processes.
Automated design tools utilising AI will generate design options and layouts based on user input and parameters. Virtual reality design tools using AI will create immersive designs for clients. AI will generate realistic 3D models and refine designs based on user needs. Real-time feedback tools will allow users to make adjustments and receive immediate feedback. These advancements will result in faster, more efficient, and personalised design experience.
2033
AND INTERIOR NEXT
HOW AI DESIGNS
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Figure 6
5
Figure 5
AI-powered interior design tools will create personalised designs based on client preferences and sustainability analysis. Data analysis tools will help designers make better decisions, while predictive design tools will anticipate future trends. Image and object recognition tools will enable designers to quickly find ideal components for their projects. AI-powered materials analysis tools will suggest innovative and sustainable materials to help designers create original designs.
AI-powered robotics and automation will speed up large-scale construction, while smart buildings will improve energy efficiency and wellbeing. Augmented reality design tools will create immersive, interactive models for real-time user feedback. AI-powered data analysis and predictive design tools will predict design trends and assist in decision-making. Virtual interior design assistants will help create personalised spaces tailored to user preferences.
INTERIOR ARCHITECTS EVOLVE IN THE 20 YEARS
2038
2048
Figure 7
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Figure 8
TREND
Preliminary analysis of trend brailing and opportunity
IDEA DEN PLATFORMS
Generate digital images with AI using text prompts as vague or detailed as desired. The images capture vision of the project quickly based on an annotation of ideas. A quick way to create various images that help in architecture, product design, 3D VR worlds etc.
Project by Manas Bhatia
Tools used: Midjourney AI & Adobe Photoshop
Inspired by the Hyperion Tree, Indian architect and designer Manas Bhatia created two symbiotic apartment towers which look like redwood trees, exploring the relationship between architecture and nature.
CULTURAL BRAILING
Streamlining design process
Conceptualising and refinement of architect’s idea
Challenges existing designs and ideologies
No limitations in preliminary idea
Generates overall vision / mood board
Midjourney Stable Diffusion
Dall-E
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Figure 9
Figure 10
THESIS
trend thesis - idea den, cultural opportunity cartogram
OPPORTUNITY CARTOGRAMS
Higher Building Effiency
- save time on collecting information
- make faster calculations
- reduce risks
Risk Mitigation
Faster Workflows
- examine and rank risks on-site
- save time on designing and building
- reduces associated costs
Unbiased Reiteration
- gives producer a uniquely generated image, branching outside personal design taste
Colour Palette
Opportunity for Small Businesses
- quickly generates image with a coherent colour palette automatically or manually
- expand the limitations of certain projects by substituting labour budgets with AI
Design Opportunity for Designer
- quality of Ai produced image requires certain level of skill
- requires someone with artistry to make certain changes
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TREND THESIS
Will Artificial Intelligence really put all architects out of the workforce? The emergence of AI-specialised design has allowed users to generate a range of idosyncratic images with simple customised inputs. Midjourney, Stable Diffusion, Artbreeder, and DALL-E, are examples of a few softwares that do just about that. Imagine months of work can be made in just a simple click. Hence, the question still withstands—will there not be a need for designers anymore?
Many designers are on the fence about AI generated designs and how it can affect their jobs, security, and privacy. However, AI can open doors to many advantages. The relationship between the artist and the machine is symbiotic; it takes one and the other to work cohesively. The quality of production of an AI image requires a certain level of skill as well. Designers can produce an unbiased reiteration of their designs, while further enhancing it after. In an interview with Common Edge, Frank Stasiowski, the founder of PSMJ Resources, said that half of the industry would be using AI architecture for 50% of the work by 2030. For now, it is safe to say that in the foreseeable future, major decisions in architecture and construction will be made by humans.
With the rapid growth of AI, it could open gates to complex and data-driven architectural goals such as smart homes, as well as other career fields outside of design. It can significantly impact design production, project management, construction, as well as sustainability incorporation. If used right, this tool could be extremely efficient in expanding the limitations of architecture and design that has already been familiarised.
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BUSINESS COMPETITORS OVERVIEW
An AI-based construction planning company that partners with architects to leverage power of AI-driven platforms.
Coorlas Architecture uses AI to create construction documents and VR experiences for clients post-interior design.
An innovative architectural design firm specialising in designing buildings that are sustainable, responsive, and adaptable.
Arup uses AI to analyse building data, optimise designs, automate process, and perform predictive maintenance.
Som uses AI for generative designs, data analysis, predictive modeling, and construction automation.
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COMPETITORS An AI-based construction planning company that partners with architects to leverage power of AI-driven platforms. CASE STUDY 1 VALUE PROPOSITION significantly reduce amount of labour hours clients’ gross margin growth less time spent on each allow architects to focus on creative design elevate firm’s technological proficiency efficient work process time efficient and convenient revision changes customer support throughout process drawings generated according to client’s specifications automatically creates documents implement advanced BIM practices in models 3D renders and 360 walkthroughs detailed and accurate construction elements retain experienced architects with increased efficiency higher pay for less working hours increase career growth rates of architects in firms faster career progression revisions can be made much quicker, less error allow architects and designers to focus on creative aspect approved by recognised clients quick documentation approval less room for errors faster project production rate create architectural spaces efficiently boost firm’s profitability grow company’s portfolio expanding business and employee rates documentation process requires long hours of work and revision revisions on one document could be forgotten on another unable to retain more experienced architects long manual labour hours unaligned working rates with hours Products & Services COMPETITIVE ADVANTAGE - Creates detailed and accurate construction documents, which is time-efficient and convenient Promotion -Reliable clients & partners - convinving promotional videos - company blogs, talks Place - London, UK - Houston Texas, USA - Israel People - Reputable CEO/CSO/CTO - Diverse group of professionals Price - Basic plan: $39/mth - Standard plan: $79/mth - Premium plan: $199/mth 11
COMPETITORS Coorlas Architecture uses AI to create construction documents and VR experiences for clients post-interior design. CASE STUDY 2 VALUE PROPOSITION efficient design production rate technology aids designers with large-scale projects analyse and optimise building designs custom designs requirements of clients better design solutions and quality more sustainable buildings offers a 6 phase approach offers a more personalised and tailored design solution uses AI to analyse data and optimise designs faster design delivery, speeding up design process realistic 3D renders & walkthroughs making more accurate design predictions simplify design process, optimise building performance identify potential issues early on in the design process increased customer satisfaction and loyalty save costs on materials and maintenance attract environment ally conscious clients optimise designs for sustainability and environmental impact gain reputation as a leader in sustainable design create unique identity ensuring sustainability maximisation of space within a building design a functional building can be considered unethical required a level of expertise or knowledge in AI maintaining and updating AI tools can be troublesome Products & Services COMPETITIVE ADVANTAGE - Creates realistic 3D renders & walkthroughs for clients Promotion - Various client projects on website - Social media - Awards & recognitions Place - Chicago, USA People - CEO of company with strong career history and knowledge Price - Price ranges with different scales of projects 12
- Tech-savvy and experts in architecture & design
Price
- Price ranges with different scales of projects
An innovative architectural design firm specialising in designing buildings that are sustainable, responsive, and adaptable. CASE
VALUE
manage complexity of data sustainable, repsonsive, adaptable designs innovative design strategies aesthetic & environmentally friendly structures custom constraints (ie. goals, human experience) save time on research provides thorough data of materials/environment/ structure automatically create design options to meet complex goals create designs based on data analysed by AI grow skills and career co-design between human and computer goes beyond human linear thinking collaborative client approach lower energy costs manage complexity of data innovative design projects ensure sustainability design building catering to requirements projects within design limitation innovation requires knowledge in other career fields difficult design process involving constraints
ADVANTAGE
COMPETITORS
STUDY 3
PROPOSITION
Products & Services COMPETITIVE
- Creates designs based on data analysed by AI Promotion - Innovative projects - Educational breakdown of projects - Awards & recognitions Place - New York, USA People
professional development more energy efficient & comfortable healthier indoor environment structures that are aesthetic, functional & adaptable design that does not cater to specific requirements limited knowledge on varying subjects 13
- Reputable CEO
- Highly skilled employees
Price
- Price ranges, typically tailored to each individual project
Arup uses AI to analyse building data, optimise designs, automate process, and perform predictive maintenance. CASE STUDY 4 VALUE PROPOSITION Sustainable improved building performance automating design process - time and energy efficient better design decisions with data insights reduce maintenance costs and downtime lower energy consumption automate certain aspects of the design process analyse traffic patterns and flow analyse building energy usage data reduce costs by identifying energy saving opportunities increased accuracy faster design process, reducing time and effort required increased productivity less costs sustainable, improved client reputation reducing costs enhanced sustainability high quality projects, meet industry standards inflexible projects/ changes communication problems focus on detail can lead to later declines Products & Services COMPETITIVE ADVANTAGE
Promotion
Place
New
in
COMPETITORS
- Analyses building energy usage data
- Reputable clients & partners - Word-of-mouth referrals - Leadership activities
-
York, Hong Kong, Australia, etc. - HQ
London, UK People
reduce risk by identifying potential design flaws risk management to reduce cost help customers stay at forefront of their industry premium-priced services that aid tasks difficulty understanding complex designs identify effective design strategies analyse large data sets regulatory mitigation 14
COMPETITORS Som uses AI for generative designs, data analysis, predictive modeling, and construction automation. CASE STUDY 5 VALUE PROPOSITION increased building performance and energy efficiency improved design efficiency and accuracy quickly generate and evaluate complex design options enhanced stakeholder engagement with immersive AI visualisations sustainable design solutions BIM software services streamline design process design optimisation and analysis for suatainable building design AI design services for complex building forms addresses complex design challenges reduce design errors and rework early in the design process generates and evaluates multiple design options efficiently recognition working with reputable firm vast experience and expertise positive user experience for building occupants strong reputation for client sustainable and iconic buildings complex regulatory requirements, approvals processes potential disagreements with design team potential disagreements with design team Products & Services COMPETITIVE ADVANTAGE - Optimises building performance, analyse data, and generate design options Promotion - Reputable clients & partners - Word-of-mouth referrals - High-profile projects Place - Dubai, France, Japan, etc. - HQ in Chicago, USA People - Reputable CEO - Highly skilled employees Price - Price ranges based on different projects streamlines design process and reduces project timelines collaborative customer project approach high-quality innovative design solutions high costs extra effort working with largely specialised team reduce energy consumption and improve building performance virtual and augmented reality design services enhance client brand 15
COMPETITOR ANALYSIS
Innovative Approach
Missing Area
Low Cost
High Cost
Technical Approach
Architecture firms that incorporate AI demonstrate a strong command of AI programming and its various functions, effectively applying data-driven approaches in architectural contexts. They possess a keen awareness of the limitations inherent to AI technology, recognizing that it complements rather than replaces human expertise. These firms exhibit flexibility and adaptability, actively staying abreast of AI advancements and embracing new tools and methodologies to continually enhance their design practices. By leveraging AI’s capabilities while maintaining a nuanced understanding of its boundaries, these architecture firms navigate the evolving landscape of AI technology to deliver innovative and optimized design solutions.
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VISION
CORE PURPOSE
CREATiVE
At Creative Code, our mission is to revolutionise the design industry by leveraging AI to create innovative, sustainable, and accessible designs that enhance creativity and advance sustainability. We are committed to our core values and strive to create a future where design is beautiful and environmentally responsible.
Enhancing design innovation, advancing design sustainability, and democratising design to make it more accessible to more people are the three main goals of our design firm. We think we can change the world by producing designs that are accessible to everyone, inventive, and sustainable. We seek to push limits and develop solutions that are both visually beautiful and environmentally responsible through our commitment to design inventiveness and sustainability. We want to enable people from all backgrounds to express themselves creatively and realise their visions by democratising design.
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Figure
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CREATiVE CODE
WHAT
CORE VALUES
Ensuring environmentally responsible design solutions
EFFICIENCY INNOVATION
Enhance efficiency and streamline design process for optimal results
Encouraging creativity and innovation in design
HOW WHY do we offer? do we achieve our mission? do we exist as a practice? To revolutionise the design industry by creating interesting and sustainable designs with the use of AI Creating an engaging and exciting workspace that encourages emplyees to grow and learn Utilising different AI systems that creates sustainable and innovative designs, catering to different clients’ needs and preferences
SUSTAINABILITY
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Figure 12
Figure 13
Figure 14
Figure 15
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Figure 16
VISION PROPOSITION
Creative Code uses AI to create sustainable and efficient designs that prioritize innovation and client satisfaction, resulting in personalized and immersive experiences that exceed expectations.
TARGET USERS
Homeowners, commercial property owners, developers, architects, interior designers, and anyone who requires innovative, sustainable, and efficient interior design solutions
UNIQUE SELLING PROPOSITION
Creative Code leverages AI technology to create sustainable designs efficiently and at a reasonable cost, providing our clients with innovative and personalised solutions that cater to their preferences and needs. With AI-powered tools and predictive design capabilities, we ensure a quick and efficient design process, delivering high-quality results that exceed our clients’ expectations.
Value Proposition Canvas
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STEEPLE ANALYSIS
• Increased focus in sustainability (ie. materials, environment)
SOCIAL TECHNOLOGY E NVIRONMENT E
CONOMIC
• Diversity and inclusivity in design (disabilities, race, gender, etc.
• Increased integration of user-focused design
• Lack of accessibility
• Constant advancements in AI algorithms
• Testing required for AI design tools
• NLP (natural language processing) advancements
• Increase use in VR (client experiences)
• Need for homes that are more sustainable
• Possibility for self-sustaining homes
• Growing demand for remote work choices
• Possibility for AI to self-monitor/manage environmental conditions
• Growing competition due to AI familiarity
• Clients may hesitate to invest in expensive AI-based services during economic downturns.
• Varying customer needs (shift according to trends/ time)
• Lack of employee reputation within industry
• Privacy and data protection concerns with AI’s data collection
POLITICAL
EGAL
• New regulations may affect the AI-driven interior architecture industry
• Increase legitmacy, AI will be familiarised and standardised
• Intellectual property could be an issue
• AI-human collaboration may require changes to employment law
• Liability (who is to take the fall)
• Tighter privacy & data law implementation
• Bias in design from AI service
THICAL
• Transparency with data sharing & design collaboration process
• Increase in human-centered designs
E
L
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S.W.O.T ANALYSIS S
TRENGTHS
• Employees who strive to produce work efficiently and of quality
• Open to new ideas and opportunities
• Reduce costs associated with the design process
W
• Overly reliant on AI tools and lose touch with the human element of design
• Costly implementation of AI requires staff training and software maintenance
• Significant learning curve for designers and other employees
• AI in design raises job loss and ethical concerns
EAKNESSES O
• Expansion into new markets
• Partnerships and collaborations with AI tech companies
• Using AI to leverage towards sustainable design
• Streamline project management processes
• Designs that are tailored to specific preferences
• Growing popularity of AI, competition may intensify
• Regulations surrounding the use of AI are still evolving
• Requires advanced technical skills and infrastructure
• Recessions may impact demand
PPORTUNITIES
• Vulnerable to cyber threats 22
T HREATS
FIRM TYPE
• Produce high quality, unique, and sustainable designs efficiently.
• As a company, we are constantly evolving and keeping up with new technology and design trends
• Create a level of standardisation, resulting in more efficient employees
CONCERN
• Keeping up with latest technological trends
• Training employees to adapt
• Implement and refine a design process
• Understanding client preferences
INFLUENCE
• Remaining informed on latest technological trends
• Ensuring staff has neccessary skills and training
• Enhance customer experience
• More customised and personalised designs
CONTROL
• Lack of understanding and expertise
• Over reliance on AI leading to loss of creativity
• Inability to keep up with rapidly changing technology
• High costs of implementation
• Security risks
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TARGET CLIENT PERSONA
John Miller
Friendly, Adventurous, Passionate
Age: 35
Occupation: Software Developer
Relationship Status: Married Location: Melbourne
Biography
John is a software developer based in Melbourne. He values modern and sustainable designs that are efficient and cost-saving. He enjoys keeping up with the latest technological trends.
Personality
Creative
Environmentally Conscious
Tech-Savvy
Goals | Interest
- Comfortable and functional
- Reflects personal style and values
- Sustainable and smart design features that will reduce environmental impact and save money on energy costs
Pain Points | Concerns
Family-Oriented
Budget Conscious
- Meeting unique needs and preferences
- Lack of transparency in the design process
- Concerns about cost and feasibility
Brands
Apple Google Microsoft Jet Brains 24
Figure 17
Key Partners
- Ai software developers
- Sustainable materials and products manufacturers
- Virtual and augmented reality software developers
- Smart home and building tech companies
- Energy and environmental consultants
BUSINESS MODEL
Key Activities
- Simulation and visualisation
- Design optimisation
- Partnerships and alliances
- Feedback and iterative design
Key Propositions
- VR experiences customers
- Using AI’s to showcase designs to customers
- Using sustainable materials while remaining at able cost
Key Resources
- AI hardware tools
- Customised software and tools
- Architects and designers
- Research and developing
- AI algorithms and models
- Facilitate design customization personalization
Cost Structure
- Maintenance and upkeep costs
- Operational costs
- Training and skill development costs
- Integration and implementation costs
- AI infrastructure costs
- Research & development costs
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MODEL CANVAS
Propositions
experiences for efficiency showcase different customers sustainable while still at a reasondesign customization and personalization
Customer Relationships
- Personalised service
- Collaboration and communication
- Long-term partnerships
- Customer support
Customer Segments
Homeowners, business, and real estate developers who are looking for innovative designs that can be produced at an efficient rate and values sustainable and smart design technology.
Channels
- Social media (i.e. Instagram, Facebook, Youtube, Twitter)
- Official website
- Word of mouth
Revenue Streams
- Design services
- Collaborative projects and partnerships
- Data anylsis and consulting
- Intellectual property and licensing
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- Provides immersive and interactive experiences to clients
- Leverage VR to create realistic and engaging virtual environments that allow customers to visualise and experience designs before they are constructed
- Automates time-consuming and repetitive tasks in the design process
- Speeds up the design workflow, allowing architects to focus more on creative aspects and delivering projects more efficiently
- Incorporating sustainable materials in design without compromising cost
- Providing clients with options and recommendations for sustainable materials that align with their budgetary requirements
- Facilitates design customisation and personalisation
- Analysing user preferences and generating tailored design solutions
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CUSTOMER RELATIONSHIPS
Long - Term
Long-term and deep relationship is established between the company and the client through interaction on a regular basis. This creates loyalty and trust between both individuals.
Co-Creation
Collaborative process where customers actively contribute to product/service development alongside the company.
Dedicated Personal Assistance
Providing individualized support and tailored assistance to customers to meet their specific needs and enhance their experience.
TYPES OF CHANNELS
Social Media Official Website Word of Mouth 28
KEY ACTIVITIES
Business feasibility - The right steps to execute business model Simulation and Visualisation
AI-powered simulation tools allow architecture firms to evaluate the performance of designs in virtual environments. These simulations can assess factors like energy consumption, thermal comfort, airflow, and lighting conditions.
Design Optimisation
AI-driven design optimization iteratively refines architectural designs, automating exploration of alternatives to achieve optimal solutions for improved efficiency, functionality, and sustainability.
Partnerships and Alliances
Involves collaborating with external entities to leverage complementary expertise, resources, and technologies, driving innovation, accessing new markets, and delivering advanced solutions to clients.
Feedback and Iterative Design
Feedback and iterative design in AIbased firms involve continuously gathering user feedback and data to make iterative design improvements, optimising the design process through data-driven refinement.
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KEY RESOURCES
AI Hardware Tools
Facilitate efficient and high-performance computing for complex AI algorithms and simulations
Architects and Designers
Skilled architects and designers collaborate with AI systems to generate innovative design solutions, combining expertise and creativity.
Customised Software and Tools
Develop own proprietary software and tools specifically tailors for AI-driven design process.
Research and Developing
The firm’s AI research and development efforts generate valuable intellectual property, enhancing their expertise and reputation in architecture.
KEY RESOURCES
Ai Software Developers
AI software developers are key partners for architecture firms using AI, collaborating on customised algorithms and software to improve design efficiency and performance.
Virtual and Augmented Reality Software Developers
VR/AR developers are vital partners for AI-driven architecture firms, enabling immersive visualisation of AI-generated designs.
Sustainable Materials and Products Manufacturers
Offer environmentally friendly options that align with sustainability objectives.
Smart Home and Building Tech Companies
Smart tech companies integrate AI into architectural design solutions.
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COST STRUCTURE
Business Viability - Creating Profit
General Costs
- Business registration and legal fees
- Office space rent or lease
- Equipment and technology expenses
- Marketing and advertising costs
- Employee salaries and benefits
- Utilities and office supplies
Specific Costs
- Maintenance and upkeep
- Operational costs
- Training and skill developments
- Integration and implementation costs
- AI infrastructure costs
- Research and development costs
COST STRUCTURE
Main Revenue
- Design Services
- Collaborative projects and partnerships
Additional Revenue
- Data analysis and consulting
- Intellectual property and licensing
- Training and education
- Maintenance and support services
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CONCLUSION
The incorporation of AI in architecture and design firms offers immense potential for innovation and transformation. AI technologies enable firms to streamline design processes, enhance efficiency, and generate more accurate and creative solutions. From intelligent modeling and simulation to data-driven decision-making, AI empowers architects and designers to push the boundaries of their craft and deliver exceptional experiences to clients. By embracing AI, architecture and design firms can stay ahead of the curve, differentiate themselves in the market, and drive sustainable growth in the ever-evolving industry.
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Figure 18
SEMINAR DISCUSSIONS
Week 1 - 9
Week 1: What are we trending towards?
What do you want out of this unit?
I want to learn about what it takes to start my own firm in the future. I think that this unit will be very interesting as it is much different than the other units I’m taking this semester.
What are the opportunities for interior architects in your given topic?
The topic that I have chosen is AI (Artificial Intelligence) and it offers several opportunities for interior architects.
- Design Assistance: AI can assist interior architects in generating design ideas, layouts, and creating 3D visualisations
- Space Planning: AI can help optimise space planning by analysing user preferences, functional requirements, and building codes
- Material and Product Selection: AI can aid in the selection of materials, finishes and products based on specific design goals, budgets, and sustainability criteria
- Energy Efficiency and Sustainability: AI can contribute to creating environmentally sustainable interiors by analysing energy usage patterns, optimising lighting and HVAC systems, and suggesting eco-friendly materials and technologies
Should interior architects be aware and design for future trends?
Yes, I do think that interior architects should be aware and design for future trends. Staying informed about emerging trends and anticipating future developments is essential for interior architects to create spaces that are relevant, forward-thinking, and capable of meeting the evolving needs and expectations of clients and users.
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Week 2: Are design firms responding to these trends?
What do you think is an interior architect’s value proposition to their clients?
Interior architects offer expertise in design, functional optimisation, project managment, and industry knowledge. They personalise spaces to reflect the client’s brand and objectives, while considering well-being and sustainability. Their value proposition lies in delivering innovative, functional, and aesthetically pleasing spaces, maximising the client’s investment, and creating environments that enhance productivity and user experience
Do you think we as an industry need to strengthen the architect’s value in the public’s eye? Why or why not?
Yes, it is crucial to strengthen the architect’s value in the public’s eye. Doing so enhances appreciation, recognises the economic impact of the profession. By raising awareness of architects’ contributions, we foster a deeper understanding of their role in shaping the built environment and creating better-designed spaces for the benefit of society.
Week 3: How do firms compete for clients?
What value do interior architecture firms provide their clients, and is this value unique?
Interior architecture firms offer unique value to clients through their specialised design expertise, space optimisation skills, materials and product knowledge, product management capabilities, industry networks, collaboration with clients, and comprehensive service offerings. Their ability to create functional and aesthetically pleasing interiors, combined with their project management skills and industry connections, distinguishes them in providing tailored solutions that meet clients’ specific needs and aspirations.
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Is it important for interior architecture firms to analyse their competitors? Why or why not?
Yes, it is important for interior architecture firms to analyse their competitors. By understanding their competitors’ strengths, weaknesses, and market positioning, firms can identify opportunities for differentiation, innovation, and improvement. Competitor analysis helps firms stay informed about industry trends, pricing strategies, and client preferences, allowing them to make strategic decisions that enhance their value proposition, optimise their services, and maintain a competitive edge in the market.
How can interior architecture firms establish themselves apart from their competitors?
Interior architecture firms can establish themselves apart from competitors by specialising in a niche, developing a uniwue design approach, prioritising exceptional client service, embracing technology, demonstrating thought leadership, fostering collaborations and partnerships, and building a strong portfolio with positive testimonials. These strategies help firms differentiate their offerings, create a distinct brand identity, attract clients who value their expertise, innovation, and personalised approach to design.
Week 5: What is my firm’s vision?
Do you think interior architecture firms need to have a long-term vision? Why or why not?
Yes, interior architecture firms should have a long-term vision. A long-term vision provides a roadmap for growth, sustainability, and success. It helps firms set clear goals, align their strategies, and make informed decisions that support their future aspirations. A long-term vision allows firms to anticipate industry trends, adapt to changing client needs, and stay ahead of the competition. It also fosters continuity, inspires employees, and enables the firm to establish a strong market position and brand identity over time.
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Should interior architecture firms update their visions regularly, or maintain one for the entirety of the business?
Interior architecture firms should regularly update their visions to stay relevant and responsive to the evolving industry, market dynamics, and client expectations. While a long-term vision provides a guiding direction, it is important to periodically reassess and refine it to reflect changing trends, technological advancements, and business goals. Regularly updating the vision allows firms to adapt to new opportunities, address emerging challenges, and ensure their strategies remain aligned with their desired future outcomes. It also enables firms to stay innovative, agile, and competitive in a rapidly changing business landscape.
Week 6: What is my firm’s value proposition?
Do you think clients remunerate interior architecture firms’ value appropriately? Why or why not?
The remuneration of interior architecture firms by clients varies, and it is difficult to generalise. Clients occasionally fail to perceive the entire value of interior architectural services, particularly those that go beyond mere aesthetics. Client education regarding the extensive array of services and knowledge offered can aid in closing this gap. Strong customer relationships, successful projects, and effective communication can all help clients recognise and fairly compensate organisations for the value they provide.
How can interior architects better communicate their value to prospective clients?
Interior architects can establish thought leadership through content creation, emphasise a client-centred approach, use visual communication tools, gather client testimonials and references, showcase a strong portfolio of successful projects, and highlight any awards or recognitions received to better communicate their value. These tactics assist potential clients in comprehending the firm’s abilities, subject matter expertise, and dedication to providing outstanding design solutions.
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Week 7: Is my firm positioned differently?
What is Positioning and why is it important?
Positioning refers to how a company or brand is perceived in relation to its competitors. It is crucial because it helps differentiate the company in the market, communicate its unique value proposition, and resonate with the target audience. Effective positioning establishes a distinct identity, attracts the right customers, builds brand loyalty, and provides a competitive edge. It guides marketing strategies and ensures consistent messaging, ultimately contributing to the company’s success and growth.
What does a good business positioning look like?
A good business positioning is characterised by a clear and compelling value proposition that addresses the target audience’s needs and preferences. It differentiates the business from competitors by emphasising unique strengths, expertise, or innovative solutions. It aligns with the company’s brand identity and resonates with the target audience, creating a distinct and desirable image. A good positioning strategy effectively communicates the company’s value, builds trust, and establishes a strong market presence, ultimately driving customer acquisition, loyalty, and business growth.
Week 9: How does my firm operate?
Do you think interior architecture firms have different business modles or do most firms use the same generic business model? Why do you think so?
Interior architecture firms can have different business models based on factors such as specialisation, target market, and service offerings. While there may be some similarities in generic business models, firms differentiate themselves through their unique strategies and approaches. Factors like the types of projects undertaken, level of involvement in project management, and the extent of in-house capabilities can vary among firms. These differences reflect the diverse nature of the industry and the need to tailor business models to meet specific client demands and market dynamics.
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How can interior architecture firms strengthen their business model to stand out from other interior architecture firms?
To stand out from other interior architecture firms, businesses can strengthen their model by specialising in a niche, offering innovative services, prioritising exceptional client service, fostering collaborations, establishing thought leadership, integrating technology, and adapting to evolving industry trends. These strategies enable firms to differentiate themselves, provide unique value to clients, build strong relationships, and maintain a competitive edge in the market.
Final Reflection
Throughout the journey of this assignment, I have come to realise that starting a business may not be as it may initially seems. It requires significant amount of time, effort, and dedication. The process of creating the business proposal and report was time-consuming, but I now understand the importance of these steps in laying a solid foundation for a successful venture.
During this self-reflection, I had the opportunity to deeply analyse my own strengths and weaknesses. Recognising these personal attributes was crucial in shaping the direction of my business and understanding the areas where I may need to seek additional support or development. It was initially challenging to navigate through the complexities of entrepreneurship, but as I overcome the obstacles, I found a sense of fulfillment and satisfaction in the progress made.
Moreover, this unit has reaffirmed my passion for the field and solidified my belief in the importance of continuous learning and growth. This unit has been both interesting and immensely useful in my career aspirations. It has provided me with practical knowledge, insights, and tools that will undoubtedly guide me in future endeavors and enable me to make informed decisions in the ever-changing business landscape.
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REFERENCES
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Amazing Architecture. (2022). Symbiotic Architecture by Manas Bhatia. https://amazingarchitecture.com/futuristic/symbiotic-architecture-by-manas-bhatia
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REFERENCES
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Thomson, S. (2023). Brighton CCA explores AI visions of a sustainable future. School of Architecture, Technology and Engineering. https:// blogs.brighton.ac.uk/soate/2023/01/24/brighton-cca-explores-aivisions-of-a-sustainable-future/
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2023 Business Report
