Business report_Assignment3

Swinburne University of Technology | School of Design Bachelor of Interior Architecture (BH-DESINA)

Selma Mehicevic | 103067833

DIA30003 Interior Architecture Entrepreneurship & Professional Development

Assignment 2 | Business Report Draft Semester 1, 2023

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 aspart of their coursework for DIA30003 Publication Design. While every effort has been made to ensure the accuracy, the publisher does not under any circumstance accept any responsibility for error or omission.

DESIGNER PROFILE

Selma is an Interior Architecture graduate specializing in digital design and fabrication, combining traditional interior design principles with cutting-edge technology to create innovative and unique interior spaces

hello !

Here at DigiCraft design customers can expect high quality custom furniture design using fabrication services such as water jet and CNC machining. you can expect a personalised and interactive journey. From the initial consultation to the final manufacturing process, the focus is on bringing your vision to life, with close collaboration and attention to detail ensuring a truly customized and satisfying furniture experience.

DigiCraft design creates furniture that are both aesthetically pleasing and practical by drawing on a substantial understanding of design concepts and technical breakthroughs.

Figure1.

INTRODUCTION

The design and manufacturing industries have undergone a considerable transition towards digital design and fabrication. Designers and manufacturers may newbuild complicated and elaborate designs that were previously deemed unattainable due to developments in technology and software Digital design and fabrication have transformed the business by allowing for more efficient use of materials, less waste, and increased manufacturing speed. This movement is affecting not only the industrial sector, but also the interior design and furniture design businesses My business is dedicated to providing clients with unique and sustainable designs.

We recognize the significance of utilizing technology and remaining current with the newest innovations in the area We are able to give our clients more economical use of materials, innovative designs, and faster production periods by incorporating digital design and manufacturing into our practice. Our mission is to give our clients with high-quality, long-lasting, and visually beautiful designs while minimizing our environmental effects

INTOTHE DISTANCE FUTURE

Speculatingtheworldin2043

The field of digital design and manufacturing will have experienced substantial modifications by 2043, resulting in a variety of novel design services These services will arise as a result of a convergence of technical breakthroughs, changing market needs, and the merging of many disciplines. Here's a wild guess about the future of digital design services: Design services will include a diverse range of specialized fields by 2043 Architects, product designers, fashion designers, virtual reality (VR)/augmented reality (AR) experiences, and even bio-designers will be catered to. Designers will be skilled at using advanced software tools, AI algorithms, and immersive technologies to create one-of-a-kind and personalized experiences

Several factors will influence the introduction of these services First, as AI algorithms and machine learning techniques evolve, designers will be able to use massive volumes of data, allowing them to produce unique design solutions and enhance decision-making processes AI-assisted design will become commonplace, improving creativity, efficiency, and problem-solving abilities Furthermore, the integration of design and manufacturing technologies will improve Rapid prototyping and 3D printing will continue to advance, making it easier for designers to materialize their ideas and iterate on concepts The widespread use of smart materials will expand production options, allowing for the development of interactive and adaptable goods

2033

SOPHISTICATED 3D PRINTING TECHNOLOGY

2038

WIDESPREAD USE OF AUTOMATED DESIGN AND FABRICATION TECHNIQUES

2043

ADVANCEMENT OF ARTIFICIAL INTELLIGENCE SYSTEMS

DEVELOPMENT OF FULLY AUTOMATED DESIGN AND FABRICATION PROCEDURES

Overall, AI-powered creativity, seamless integration of design and fabrication technologies, decentralised production, and the mixing of real and virtual experiences will characterize the future of digital design services in 2043.

These improvements will enable designers to push the frontiers of creativity, provide personalized solutions, and meet the different demands of a continuously changing market.

INTOTHE NEARFUTURE

TrendThesis

Today's technological breakthroughs play a critical role in developing structural sustainability and resilience Notably, digital design and fabrication have emerged as critical components in architecture and interior design The newly developed method opens up endless possibilities by turning computeraided designs (CAD) into physical realities. Digital fabrication is being recognised for its ability to improve overall efficiency in terms of cost, time, and final goods.

By shifting off-site to controlled environments like warehouses, the concerns to adverse weather conditions can be resolved. this relocation allows machines to operate on an ongoing basis, ensuring swift production of exceptional goods within shorter timeframes Consistency is the most important element expected in the use of design fabrication. Machines enable the production results to achieve greater precision and higher quality control. With efficiency being the core of innovations, Design Fabrication should be widely introduced to the world.

BUSINESS COMPETITORS

Overview

Knownasthenewstandardincustomfabrication, foundedin2015,newbutgold,expertlydesignsandbuilds engagingactivationsforglobalbrands,scenicandstagesfor theentertainmentindustry,interactiveexhibitsforBtoB tradeshowsandconventions,retaildisplaysandkiosks, customfurniture,anduniqueinstallationsforstunning interiors.

TimburisbasedinNYCandfoundedin2009byArchitect EzraArdolino.TheyofferbespokeComputerdesigned furniturethatismanufacturedbyrobotics.Thecompany uses3Dprintingtobuildfurniturelayerbylayer.Byusing computeraideddesignisallowsforendlessformsand intricacyastheyarecomputergenerated.

DIGITAL DESIGN FABRICATION

Thedesignfirmfocusonengineering,architecture, planning,andadvisoryservices.Theyarecommitted tosustainabledevelopment,iscomprisedof18,000 designers,advisers,andexpertsoperatingin140 countries.Wewerefoundedtobebothhumanitarian andexcellent,andtheycooperatewiththeirclients.

DDRareadigitaldesignfabricatorslocatedinLosAngeles, theirworkrangesfromfilmsets,furnituredesignsand publicart.Theytakepleasureinprovidingasecureand invitingenvironmentforboththeirstaffandclients.They arereallyenthusiasticabouttheirwork,theyproduceand enjoythechallengeofmakingdistinctiveuniquedesigns.

BRANCH FLOWERS CNC ROUTING

BranchflowersisaCNCroutingcompanybasedin Melbourne.Theyofferapremium2Dand3Drouting serviceonarangeofmaterials.Theyspecialisein furniture,automotiveindustries.advertising,building andboatingforintricatedesigns.

TIMBUR

WHITE WALL FABRICATION

ARUP

WHITEWALL FABRICATION

ValuePropositionanalysis

-Free Advertising

-Greater Exposure

-Improved reputation

-Better chance at expansion

-Plastic Forming & Fabrication

-3D Printing

-Prop Fabrication

-Welding Services

-Fine Woodworking

-Laser Cutting & Engraving

-Shorter timeframes in completing projects

-Confident to produce great work

-Access to a team of experienced individuals

-Established and experienced

Competition Analysis

-Increase Profit

-Greater Exposure

-Strong Company Branding

-Expecting Unique Designs -Want high quality products -Want to be communicated with

-High Cost

-Uncertainty

-Lack of knowledge

WhiteWalls Fabrication has an advantage over the other competitors as their specialties include designing and building enthralling activations for global brands, scenic stages for the entertainment sector, interactive exhibitions for trade events and conferences, retail displays, kiosks, custom furniture, and spectacular installations for gorgeous interiors They have a large 24,000-square-foot fabrication plant and warehouse in Santa Clarita, California, with cutting-edge metalworking and carpentry equipment.

Figure2.

WHITEWALL FABRICATION

The5P's

-Plastic Forming & -Fabrication

-3D Printing

-Fine Woodworking

-Welding Services

-Prop Fabrication

-Laser Cutting & Engraving

PRODUCT

-Website

-Social Media

-Design exhibitions

-Previous collaborators

-Word of Mouth

PROMOTION

-Brian Diamond (Co-Founder And Owner)

-Rob Badgley (Co-Founder)

-Tyler Mcjunkins (Director Of Operations)

PRICE

PEOPLE

The company is located at Santa Clarita, California, United States. 24,000-square-foot fabrication shop and warehouse

TIMBUR

ValuePropositionanalysis

-Furniture pieces

-Custom wood furniture

-Unique Custom Designs -Desired wood textures

-Bespoke Pieces

-Sustainability peace of mind

-Good Quality final products

-Not many variety in pieces

-High price point

-Deciding on the design and which type of timber -Prior research

-Sustainable

-Unlimited design possibilities

-Good for the environment

-Waste free designs

Competition Analysis

Timbur gains a major edge over competitors in the same area, as a bespoke computer-designed furniture firm that uses robots and 3D printing for layer-by-layer furniture assembly Timbur uses 3D printing to make sophisticated and complicated shapes that are computer-generated using computer-aided design (CAD) This provides its clients with virtually limitless design and customization options Timbur can improve manufacturing efficiency and precision by integrating robots and automation, assuring consistent quality and shorter turnaround times Timbur is at the forefront of the industry due to its mix of modern technology and digital design skills, creating distinctive, perfectly manufactured furniture that stands out in the market

Figure3.

TIMBUR

The5P's

-Custom Furniture

-Stack laminated digitally fabricated furniture

-Wool-like Pieces

-Bespoke items

PRODUCT

-Prices will vary depending on what the product is, who it is for and what machines will be used to produce it

-As they mainly work with higher end clients their prices would be on the higher end compared to the other competitors

PRICE PLACE

company is located in New Jersey, America at 425 Carr Avenue, Keansburg, NJ 07734

PROMOTION

-Website

-Instagram

-Previous customers promotions

Design Exhibitions

PEOPLE

-Ezra Ardolino, Founder of Timbur

-Qualified Employees

-Social Media Managment team

-Finance Team

-Designers

The

ARUP

ValuePropositionanalysis

--Bridge infrastructures

-City plans

-Decarbonization

-Economic planning

-Environmental planning

-Robots that can produce new materials from waste glass and concrete

-Able to Combine computational design and 3D printing

-Reduced Waste

-Ambitious Structural Forms

-Cost Effective

-Wanting more safer public structures

-Wanting longer lasting structures

-Greater form Freedom

-Allows for designers to explore new forms using code

-Delivery timelines are shrunk

-Sustainable designs

Competition Analysis

-Costly for regular clients with small budgets

-Only focus on public design

-New to the field of DDR

Arup has a substantial edge in the realm of digital design and manufacturing since it is a worldwide collective of designers, engineers, and sustainability consultants Their commitment to sustainability distinguishes them, allowing them to incorporate sustainable practises and concepts into their digital design and production processes Arup's wide experience allows them to approach projects holistically, taking into account environmental, social, and economic considerations. They may use their significant knowledge and expertise to build creative and sustainable solutions by using digital design tools and manufacturing processes Arup's worldwide reach and collaborative attitude also encourage crossdisciplinary cooperation, allowing them to produce comprehensive and integrated digital design and manufacturing solutions for a wide range of projects

Figure4.

ARUP

-Bridge infrastructures

-City plans

-Decarbonization

-Economic planning

-Environmental planning

PRODUCT

Price would be on the higher end as they are a developed firm focused in architecture and construction and have only recently started designing for digital fabrication.

PRICE PLACE

Located in UK, the team works from online and designs for many countries across the world

PROMOTION PEOPLE

-Online promotion

-Social media

-Promotion through their online website

-The team consists of those that focus in global sustainable development consultancy -Founder Sir Ove Arup was an engineer and philosopher

DIGITALDESIGN FABRICATION

ValuePropositionanalysis

-Sets for Films

-Artwork printed with CNC machining

-Signages

-Public Art

-Custom Furniture

-Experienced team in CNC machining and 3D printing

-Experience in Digital fabrication -Founder is an experienced machinist

-Endless Possibilities

-Able to duplicate products -Time spent in production is saved

-Online Communication -Faster production time -Reduced waste

Competition Analysis

-Having high quality products -Improved quality designs

-Can be out of budget for regular clients -production time can be delayed as 3D printing takes time

DR provides many services in CNC routing, water jetting, and milling as well as 3D printing and design service They work in creating everything from film set components to public art to furniture and more They are not scared to think outside the box in order to produce a unique product DDR is constantly pushing the limits of what is possible and plans to continue growing into new creative projects in art, entertainment, and architecture. Their staff is constantly striving to stay up to date on the latest technologies and fabrication procedures in order to produce a genuinely cutting-edge final product

Figure5.

DIGITALDESIGN FABRICATION

The5P's

-Sets for Films

-Artwork printed with CNC machining

-Signages

-Public Art

-Custom Furniture

PRODUCT

-No set price

-Price depends on type of project and how much material is needed and how long will it take.

PRICE PLACE

Located in Los Angeles, America, the team works from online and designs fand communicates through their online platforms

PROMOTION

-Online promotion

-Social media

-Promotion through their online website

-Team with experience in custom fabrication and machinery

-The Founder Justin began his career as a machinist and has amassed over 20 years in the industry, managing a wide range of fabrication projects for clients

PEOPLE

BRANCHFLOWERS

ValuePropositionanalysis

-Signage

-Design engraving

-Modular furniture

-Wood Paneling

-Cabinet structures

-Multiple Industry clients

-Custom Designs

-Precise and Efficient Designs -Wide Range of Materials

-Customer has peace of mind as their work is precise

-Specialized Services

-One-One Consults

-Personal designs

-Matched timeframes

-Currently only based in Melbourne -May not be able to CNC all materials

-Computer routing eliminates error -Quick turnaround timeframe

Competition Analysis

Like their other competitors BranchFlowers offer custom CNC router cutting to a variety of industries however, they are at an advantage as they can provide a wide range of outcomes including; advertising signage, commercial fit outs, medical grade sneeze guards, modular furniture, design engraving on furniture and building matierals such as wood paneling and cabinet structures The materials that they can use the CNC machine on include; Solid Timbers, Plywood, Birch Ply, Hoop Pine, MDF, Acrylic, Melamine, PVC and Alucobond The variety of materials that can be used gives the customer endless opportunities to create what they need BranchFlowers in one of the few custom CNC design companies in Melbourne which gives them a good competitive edge however in terms of the whole market they are unlikely to be able to hit the foreign markets unlike the other big computer aided design companies

Figure6.

BRANCHFLOWERS

-Signage

-Design engraving

-Modular furniture

-Wood Paneling

-Cabinet structures

PRODUCT

Depending on the job, prices change in relation to the materials, size and intricacy of the job.

PRICE PLACE

BranchFlowers in one of the few custom CNC design companies located in Melbourne, Australia

PROMOTION

-Online promotion

-Social media

-Promotion through their online website

-Team with experience in custom fabrication and machinery

PEOPLE

CONCLUSION

TrendsandCompetitors

Finally, there is a clear possibility for computer-aided construction enterprises to grow by incorporating digital design and fabrication technology into the manufacturing process While digital design is extensively employed in the architectural and construction industries, it has not yet been fully extended into manufacturing, as shown with furniture and CNC routing. Businesses may profit from increased efficiency, sustainability, and personalisation by bridging this gap Furthermore, computer-aided building companies may produce personalised and one-of-a-kind buildings that satisfy specific client needs These companies can check structural integrity, energy efficiency, and performance throughout the design process by using modern modelling and analytic methods As the need for sustainable and technologically sophisticated buildings grows, there is enormous market opportunity for enterprises in the construction sector that embrace digital design and manufacturing. Companies who seize this opportunity may impact the future of design and construction while improving results and client satisfaction.

Figure7.

How , What, Why

Offering highly customised and unique furniture solutions to match clients' specific needs and tastes. We specialise in handcrafted furniture that blends usefulness, aesthetics, and cutting-edge design processes.

What do we offer ?

How do we achieve our mission ?

Why do you exist as a practice?

Specialising in bespoke furniture design via the use of digital design and production technology. Using computer-aided design (CAD), 3D printing, and robots to produce one-of-akind and personalised furniture.

DigiCraft Design provides unique and personalised furniture experiences through digital design and manufacture. They produce elaborate designs with innovative technology, allowing clients to express their style in a unique way. DigiCraft Design distinguishes itself in the industry by focusing on innovation and remaining current with design trends.

Vision Statement

At DigiCraft Design our focus lies in the field of digital design and fabrication, specifically within the realm of custom furniture design We imagine a future in which every interior design project serves as a platform for real creative expression. Our objective is to provide highly personalised and meticulously built home design solutions in order to open unlimited revolutionary possibilities in the metaverse We prioritise trust and solid designer-client connections by learning about our clients' preferences, interests, and dislikes We develop personalised furniture designs that really represent each client's distinct character, while celebrating variety and uniqueness. We provide fast and simplified design processes while keeping open and courteous communication by investing time in understanding our clients' objectives Our goal is to provide great outcomes through developing trust, open communication, and a thorough grasp of our clients' needs.

Value Proposition Canvas

Gain Creator Products and Services

- Providing high-quality, one-of-a-kind furniture that suits customers individual demands and tastes

- We also provide cutting-edge digital design and fabrication technology, distinguishing ourselves from traditional furniture designers

-Customised furniture design services

- Including concept development

- 3D modeling

- Fabrication and installation

Pain Relievers

- We alleviate our customers’ concerns by providing a collaborative design process that ensures their vision is realised

- To address customer worries about the environmental impact of their furniture, we also employ sustainable materials and manufacturing practises.

Gains

-The ability to create completely customized furniture pieces that are tailored to their specific needs and preferences

-Access to a wide range of design options and materials

-High-quality craftsmanship and materials used in the production of their furniture pieces.

Customer Jobs

-Furniture that is tailored to their personal needs and tastes, whether it’s a one-of-a-kind design or a great fit for a certain area

-They are looking for a design business that is responsive, collaborative, and produces high-quality outcomes.

Pains

- Limited options for unique and customised furniture pieces in the market

- Difficulty finding furniture pieces that perfectly match their space or meet their specific needs

- Uncertainty about the quality and craftsmanship of mass-produced furniture pieces

Value Proposition

The Target Audience of DigiCraft Design are homeowners, interior designers, architects, and companies looking for personalised and creative furniture solutions. DigiCraft Design serves homeowners that respect interior design and are looking for furniture that expresses their personal taste while also improving the beauty and utility of their living spaces Interior designers and architects work with DigiCraft Design to create unique and customised places for their customers, depending on the company's experience in digital design and manufacturing to make their design ambitions a reality

Businesses and commercial venues, such as restaurants, hotels, offices, and retail stores, are also part of DigiCraft Design's target audience, as they desire bespoke furniture to create a distinct corporate identity and ambience that is consistent with their company values

DigiCraft Design offers customers that value the benefits of technology-driven solutions, such as elaborate designs, exact customisation, and simplified manufacturing, by providing superior digital design capabilities and fast fabrication techniques. Overall, DigiCraft Design aspires to offer a broad clientele that appreciates great workmanship, personalised design, and the capacity to produce unique furniture items that stand out in their particular contexts.

Unique Selling Position

What truly defines DigiCraft Design is our persistent devotion to knowing each client's unique tastes, objectives, and aspirations We make bespoke furniture items that represent the individual's distinct taste and vision by deeply interacting with clients and creating great connections. Clear communication, smooth cooperation, and an emphasis on trust strengthen their value offer, transforming them into trustworthy and supportive partners in transforming ideas into concrete and extraordinary furniture creations. DigiCraft Design is the go-to option for people, designers, and organisations looking for personalised, technologically sophisticated, and expertly created furniture that captures their unique spirit and takes their rooms to new heights of beauty and efficiency.

Figure8Figure2.

Target Client

Name: Kelly

Age: 40

Occupation: Interior Designer Location: Seattle

Kelly is an interior designer who is looking for a unique piece to complete her home as she is undergoing a renovation and wants to add a creative piece to add some individualism into her home

Personality

Kelly is very easy going and will get along with anyone she meets. She is very business focused and completes all her work before deciding to relax, she sometimes works to hard and deserves a comfy furniture unique to her that she can relax on after a long day.

Pains/Concerns

-Aesthetics

-Time Frame

-Design options

-Communications

-Quality of product

Goals/Interests

Kelly hopes to to own a unique, custommade piece of furniture that fulfils her unique wants and desires. She wants to be able to choose the style, dimensions, fabric, and finishing of the item. Her goal is to have a furniture piece that matches the overall appearance and feel of her house or area while still being useful and reflecting her personal style and taste.

Brands

Figure9.

Figure10.

Positioning Practice

STEEPLEAnalysis

Social Factors

-Changing consumer preferences and lifestyle trends towards personalised and unique furniture

-Growing awareness and demand for ecologically friendly and sustainable design practices

Technological Environmental Economic

-Increasing emphasis on sustainable design and eco-friendly materials, driving the demand for environmentally conscious furniture solutions

-Compliance with environmental regulations and certifications for a sustainable business practice

-Advancements in digital tools, 3D modeling and CAD software allowing for intricate and innovative designs

-Adoption of digital fabrication technology for accurate and efficient production processes such as CNC routing and 3D printing

-Economic conditions influence consumer spendings on custom furniture and interior architecture projects

-Fluctuations in material production costs impacting pricing strategies

-Government policies and regulations related to manufacturing, trade and environmental sustainability affecting operations and sourcing of materials

-Supportive policies promoting local manufacturing and design industries

Political Legal Ethical

-Intellectual property laws protecting unique designs and innovations

-Compliance with health and safety regulations in places of manufacturing and fabrication

--Material procurement that is ethical, fair trade practice's, and responsible supply chain management.

-Programs to create equal chances and participation within the company through diversity and inclusion.

Business Model Canvas

-Furnituresuppliersand manufacturesforsourcing materialsandcomponents

-Technologyprovidersfor digitaldesigntoolsand fabricationequipment

-Interiordesignersand architectsforcollaboration andprojectreferrals

-Designandconsult development

-Prototypingandtesting

-Manufacturingand production

-Marketingandpromotionof servicesthroughchannels

-Highlypersonalisedand innovativecustomfurniture designs

-technologicallyadvanced digitaldesignandfabrication techniques

-Exceptionalcraftsmanship andquality

-Abilitytocreateuniqueand tailoredfurniturepieces

-Collaborativeapproach, understandingclient preferencesandneeds

-Clearandeffective communicationthroughout thedesignandfabrication process

-Buildingtrustwiththeclients

-Homeownersseeking personalisedandunique furniturefortheirlivingspace

-Interiordesignersand architectsrequiringcustom furniturefortheirprojects

-Skilleddesignersand craftsmenwithexpertisein digitaldesignandfabrication

-Warehousefordigitaldesign tools,3Dmodelingand fabricationequipment

-Supplychainmanagement forsourcingmaterialsand components

-Rawmaterialsandproductioncosts

-Designandfabricationsoftwareandequipmentexpenses

_marketingandadvertisingexpenses

-Staffsalariesandoverheadcosts

-Onlinepresenceandwebsite showcasingportfolioand services

-Socialmediaplatformfor marketingandengagingwith potentialclients

-Showrooms/Physical locationstodisplayworkand meetwithclients

-Businessesandcommercial spacesaimingtocreate distinctivebrandidentities throughcustomisedfurniture -Retailstoreslookingfora uniquetouchtotheirdisplays

-Salesrevenuefromthecustomisedfurniturepieces

-Additionalrevenuefromdesignconsultationsandproject managementservices

DigiCraft Design can efficiently analyse and align its essential components to give value to clients, create income, and develop a strong market position by utilising the Business Model Canvas.

Key Propositions

BusinessDesirability-CreatingCustomerValue

Personalisation and customization:

Highly personalised and customised furniture solutions to meet the specific demands and preferences of each customer. This feature allows consumers to express their distinctive taste and build customised furniture items that represent their uniqueness.

Innovation and Technological Expertise: combines digital design and manufacturing processes such as CAD, 3D printing, and CNC routeing to offer new and technologically sophisticated furniture designs. This distinguishes them from other furniture firms and attracts to clients looking for cutting-edge and precisely built furniture solutions.

Exceptional workmanship and Quality:

In their furniture designs, DigiCraft Design prioritises outstanding workmanship and quality. Customers obtain well-crafted and durable furniture that fulfils their expectations and gives long-term value because of their commitment to creating great items.

Sustainable and Environmentally Friendly Approach:

DigiCraft Design recognises the importance of sustainability in the furniture business and includes environmentally friendly practises into their operations. This sustainability emphasis appeals to environmentally conscientious clients who seek responsible and ecologically friendly design choices.

Customer Relations

Personalised Assistance: Providing personalised attention and personalised solutions to each customer's distinct demands and preferences. Personalised advice, one-on-one meetings, and specialised account managers are all part of the package

Responsive Comunication:

Responding to client enquiries, complaints, and comments as soon as possible via multiple channels such as phone, email, live chat, or social media Maintaining open and effective lines of communication in order to establish trust and productive relationships.

Online communities can aid in the development of relationships between customers and designers This will be accomplished through website posts and interactions in which users may share their ideas and provide recommendations or feedback on metaverse creations accessible on the website

Positioning the Design Practice

Digicraft Design will set itself apart from competition by providing highly personalised and customizable furniture designs that make use of cutting-edge digital design and production technologies. Our emphasis on crafting one-of-a-kind pieces that really reflect our clients’ personalities and tastes distinguishes us from the mass-produced, cookie-cutter designs that are prevalent in the furniture market. In addition, we will prioritise sustainability and environmental responsibility in our material sourcing and manufacturing processes. We will appeal to a rising market segment that values sustainability in their purchasing decisions by using eco-friendly materials and decreasing waste using digital fabrication technologies.

As the founder and leader of Digicraft Design, I am passionate about utilizing digital technologies to push the boundaries of furniture design and production. I have extensive experience in digital design and fabrication, as well as a deep understanding of the furniture industry and market trends. I am committed to constantly staying upto-date with the latest technologies and design trends to ensure that Digicraft Design remains at the forefront of the industry. To prepare for this position, I plan to continue investing in my own education and professional growth, attend industry events and conferences, and pursue collaborations with other designers and manufacturers. Furthermore, I will prioritise assembling a strong team of designers and fabricators who share our vision and values and can bring unique perspectives and skills to our projects.

CONCLUSION

In conclusion, digital design and fabrication have revolutionised the world of manufacturing, offering unprecedented opportunities for creativity, customisation, and efficiency.The use of new technology such as computer-aided design (CAD), 3D printing, and robots has enabled firms to push the frontiers of design, producing elaborate and complicated goods that were previously unthinkable. Beyond aesthetics, digital design and fabrication provide cost-effective production, decreased waste, and shorter turnaround times. This game-changing strategy has enabled forward-thinking companies like DigiCraft Design to provide personalised and outstanding furniture experiences, allowing clients to express their individual style and preferences. As technology advances and new possibilities arise, digital design and fabrication will continue to impact the future of manufacturing, providing limitless opportunities for creativity and pushing the limits of what is possible.

REFLECTION

Overall, I feel that this unit had provided me with valuable insights into the process of establishing and running a business, as well as sharpening my professional skills in the field of interior architecture. it has given me the knowledge and tools to effectively define the identity of an interior architectural practice, allowing me to create a distinct and compelling business identity that sets it apart in the industry. This unit has taught me how to create and deliver professional written, graphic and verbal presentations, this ability has allowed me to successfully convey and demonstrate my creative ideas, thoughts and solutions to potential clients, collogues and my tutor.

This unit has helped me improve my grasp of company growth, professional communication, portfolio construction and industry trends. I am confident in my ability to successfully navigate the global field of interior architecture, having acquired the required skills and knowledge to thrive in this dynamic and competitive sector.

WEEKLY REFLECTIONS

Week 1

What do you want out of this unit?

I want to gain a further understanding of what the role of interior architects is within different fields of work and how they differ from each other I want to focus on the creation of a business and what consists of a business while understanding current trends in design. I want to develop a better understanding of business identity issues and how to present this both visually and verbally From this unit I want to gain the knowledge of how to produce a professional portfolio for my chosen topic.

What are the opportunities for interior architects in your given topic?

There are many growth opportunities in digital design and fabrication, it provides a direct pathway from design to manufacturing Interior architects can create innovative and sustainable designs with technologies such as additive manufacturing, subtractive manufacturing and robotic manipulation Digital Fabrication allows for inexpensive and faster design productions Interior architects will be able to use technology to support design and the delivery of their projects Interior Architects will be able to generate complex designs

Should interior architects be aware and design for future trends? Why or why not?

Yes , interior architects should be aware for future trends as they need to learn how to adapt their designs for the new world. Having this knowledge will allow them to create innovative designs based on the trends that are current Contemporary architectural projects are increasingly reliant on digital processes for organisation and technical evaluation of a variety of design criteria

Week 2

What do you think is an interior architect's value proposition to their clients?

In providing a unique experience to your clients and focusing on their needs as a client, the value proposition of interior architects to their clients is to design a sustainable and functional interior space that works hand in hand with the exterior space, we need to create a space that is functional and creates comfort to the users of the space, in designing better work spaces the inhabitants can work better in them. In showing clients the value of our work they will understand the costs when they see the value the service will provide

Do you think we as an industry need to strengthen the architect's value in the public's eye? Why or why not?

I think that the current reputation of an architect is pretty well upheld to the public eye, however this is only to a few selected who can afford having an architect to design for them, we need to strengthen this and the architects value by creating more affordable experiences for the everyday average person so they also have access to the architects skills. An architect compared to an interior designer is seen as much more experienced and this is due to the basic facts of them having to study more but even so they already have a higher position seen by the public, so I believe that we need to strengthen this value of the architects to show the public why they are seen as important with what they offer

Week 3

What value do interior architecture firms provide their clients, and is this value unique?

An interior architect may assess your space's specific needs as well as your goals to help you create a plan for what needs to be done, how much it will cost, and how much time each step will take The main value an interior architect can provide a client in their space is sustainability, functionality, creativity and healthy wellbeing

Is it important for interior architecture firms to analyse their competitors? Why or why not?

Yes, it is important for all firms to analyse their competitors because it gives a sense of what others have to offer and how their services are different from your own. Examining your competitors' strengths and flaws can help you understand what makes you unique. It can also assist you in identifying areas of potential - perhaps you provide a service they don't or an expertise they haven't identified

How can interior architecture firms establish themselves apart from their competitors?

Product or service differentiation is what sets your product or service apart from the competition in the eyes of potential customers It's how you differentiate yourself from the competition, and it increases brand loyalty, revenue, and growth This can be done by focusing on your customer's needs, finding out their pains and expected gains, what are they looking to get done that they can't do themselves and finding out how can we as interior architects stand out from other firms

Week 5

Do you think interior architecture firms need to have a long-term vision? Why or why not?

Yes I think that interior architects should have a long term vision because the world is ever changing and evolving faster than we know it and design trends are constantly changing. Interior architects should be prepared for the long time and they should be ready for change. Thinking about how we can improve the experience of the internal space and improve the effectiveness, accessibility, functionality and aesthetic appeal of an environment which will ensure a safe space for the occupant is important

Should interior architecture firms update their visions regularly, or maintain one for the entirety of the business?

Interior architecture firms should definitely update their visions every few years because in having the same vision for the entirety of the business I believe that there will be no growth in the firm and if there is no growth the firm wont attract new customers and their principle will always be the same In having an updated vision they can look back on what they have achieved and how they can do better in the upcoming years.

Week 6

Do you think clients remunerate interior architecture firms' value appropriately? Why or why not?

While some clients may undervalue the services of interior architecture businesses, others may recognise the value they provide and compensate them fairly. The degree of compensation can be influenced by the project's complexity and scope, the firm's reputation and experience, and the client's budget Overall, the value of interior architectural firms' services is subjective, with pay varying according to the individual conditions of each project and client.

How can interior architects better communicate their value to prospective clients?

Interior architects can explain their value to prospective clients more effectively by emphasising their unique talents and expertise, displaying their prior work in the form of a portfolio or case studies, and demonstrating how their services can bring value to the client's project. They can also be open about their pricing structure and explain how it relates to the project's scope and complexity Interior architects can also establish excellent client connections by actively listening to their requirements and concerns, providing regular project updates, and producing high-quality work that surpasses expectations.

Week 7

What is Positioning and why is it important?

Positioning is the process of defining a brand's distinct identity and value proposition in relation to its competitors in the marketplace It entails finding the main characteristics distinguishing a brand from others and effectively communicating them to target customers. Effective positioning in a congested environment may help a brand stand out, establish consumer loyalty, and boost sales and profitability. It is significant because it assists brands in differentiating themselves from the competition, developing a clear and appealing brand image, and connecting with target customers on an emotional and intellectual level.

What does a good business positioning look like?

An effective business positioning highlights the fundamental characteristics that differentiate it from other brands, specifies its target demographic, and communicates the brand's distinctive value offer It should be emotionally and intellectually compelling, clear, brief, and easy to understand for the intended audience. Along with being aligned with the brand's overall goal and values, a strong positioning statement should also be reflected in all facets of the brand's marketing and communications initiatives In the end, effective business positioning should assist the brand in creating a distinct and appealing identity in the market that connects with consumers and promotes company success.

Week 9

Do you think interior architecture firms have different business models or do most firms use the same generic business model? Why do you think so?

Depending on a number of variables, including the size of the firm, the kinds of projects they specialise in, and their location, architecture firms may have varied business models. While some firms may offer a variety of services, others may focus on a specific aspect of architecture, such as sustainable design or historic preservation While some businesses might deal with clients on a long-term contract basis, others might operate on a project-by-project basis. The business model a company chooses will ultimately depend on its specific circumstances and strategic aims. It may also change over time as the company expands and makes adjustments to the shifting market environment.

How can interior architecture firms strengthen their business model to stand out from other interior architecture firms?

By focusing on specialised services in particular fields of interior architecture, such as workplace strategy or sustainable design, interior architecture firms can improve their business model and set themselves apart from rivals. Businesses may improve their design solutions and optimise their processes by utilising technology and data analytics Establishing strong client relationships through excellent customer service, open pricing, and superior work can also help businesses stand out. The retention of top personnel can be aided by encouraging employee growth and building a collaborative work environment, resulting in high-quality work and a strong reputation in the industry

REFERENCES

White Walls Fabrication. (n.d.). My Site. Retrieved March 26, 2023, from https://www.whitewallsfab.com/

White Walls Fabrication - Fabrication based in Santa Clarita, CA. (n.d.). The Vendry. Retrieved March 26, 2023, from https://thevendry.com/pro/777/white-wallsfabrication-santa-clarita-ca

Digital fabrication - Arup. (n.d.). Www.arup.com. https://www.arup.com/services/digital/digital-fabrication

Amsterdam 3D printed Steel Bridge. Arup (n.d.). Retrieved March 20, 2023, from https://www.arup.com/projects/mx3d-bridge

Digital Design and fabrication (ENVS20001) (no date) The University of Melbourne Handbook. Available at: https://handbook.unimelb.edu.au/2019/subjects/envs20001 (Accessed: 31 May 2023).

Cutieru, A. (2020) An overview of digital fabrication in architecture, ArchDaily. Available at: https://www.archdaily.com/940530/an-overview-of-digital-fabrication-inarchitecture?ad_source=search&ad_medium=search_result_all (Accessed: 31 May 2023).

ArchDaily. (2021). 3DPod Pavilion. [online] Available at: https://www.archdaily.com/1001512/3dpod-pavilion-obayashi? ad_source=search&ad_medium=projects_tab [Accessed: 31 May 2023].

ArchDaily. (2014). The Depreciating Value of Form in the Age of Digital Fabrication. [online] Available at: https://www.archdaily.com/495089/the-depreciating-value-ofform-in-the-age-of-digital-fabrication? ad_source=search&ad_medium=projects_tab&ad_source=search&ad_medium=search_r esult_all [Accessed: 31 May 2023].

REFERENCES

Figure 1.

Lei, L. (2020) L’Art Lounge Chair , L’Art Lounge Chair by Fomu. Available at: https://leibal.com/furniture/lart-lounge-chair/? utm_source=pinterest&utm_medium=social (Accessed: 17 May 2023).

Figure 2.

(No date) White Walls Fabrication. Available at: https://www.facebook.com/whitewallsfabricationshop/ (Accessed: 20 May 2023).

Figure 3.

Architectural Digital Fabrication Company in NYC area (no date) Timbur. Available at: https://timburllc.com/ (Accessed: 31 May 2023).

Figure 4.

Arup Logo (no date) Arup . Available at: https://www.arup.com/services/digital/digitalfabrication (Accessed: 15 May 2023).

Figure 5.

(No date a) Digital Design Fabrication. Available at: https://ddfla.com/about/ (Accessed: 10 May 2023).

Figure 6. (No date a) Branchflowers CNC. Available at: https://www.branchflowerscnc.com/ (Accessed: 11 May 2023).

Figure 7.

(No Date a) Navamin Studio.Available at https://www.canva.com/en_au/ (Accessed: 25 May 2023).

Figure 8. (No Date a) Kerkez .Available at https://www.canva.com/en_au/ (Accessed: 25 May 2023).

Figure 9. (No Date a) Headshots by Rachael Coghlan. Availavle at https://www.jennywuphotography.com/headshots-personal-branding (Accessed 8 May 2023).