Business Report Draft

DIA30003 I Interior Architecture Entrepreneurship and Professional Development

Assignment 2 I Business Report Draft I JP.STUDIO

Minh Thao Pham I 104204958

AI- SPECIALISED DESIGN SERVICES

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Designer profile

Hi, I am Minh Thao Pham- a third-year Interior Architecture student at Swinburne University of Technology. I am 23 years old and come from Vietnam. When I was a little girl, I had a passion for the exploration of Arts and Space. Therefore, I try to improve my drawing skills, enhance my artistic perception, and constantly learn about new technologies related to architectural design.

Nowadays, because of the development of technology, architects or students like us have to know how to use new tools to support the design process in order to adapt to the new context. A typical example is the appearance of AI technology applied in design.

Adapting to the renovation, JP STUDIO was established by the young generation of students to research and develop the application of AI technology in design to optimize the effective design process.

Figure 2

AI- specialized design services Context

Artificial intelligence (AI) is the intelligence of machines or software, as opposed to the intelligence of humans or animals. It is also the field of study in computer science that develops and studies intelligent machines. “AI” may also refer to the machines themselves.

In Architecture design process, they can generate 3D massing models using AI-powered capabilities. They may test a large range of scenarios in real time and examine the impact of various environmental factors -sun, daylight, wind, noise, microclimate, and more- to identify best solutions within the specified parameters. They may quickly generate and iterate different versions in order to streamline the design stage, reduce rework, and lay a solid evidence-based foundation for a more sustainable and efficient process.

Figure 3

Some architecture companies use AI for conceptual design step

Using AI for material selection

Helping to visualize client’s requirements faster

Decreasing design time-consuming and number of staffs in a studio

Almost architecture companies use AI for conceptual design step

Creating more design options through 2D visualization

There will be a highly specialized team applying and developing AI technology in design

AI can do site analysis generally

Usually used for small- scale projects

Figure 4

Applying AI to the design development step

Every architects use AI like normal tool

Collaborating with Metaverse to create more options through 3D visualization

Collaborating with Rhino or Revit to design 3d Digital model

AI can do site analysis in detail

Small design studios are popular

Generating detailed construction drawing

Helping builders easily visualize and build a construction similar to the digital model

Becoming the main illustration language between architects, interior designers, engineers and customers

Linking with chat GPT to provide design solutions through the massive information sources in the Internet

Generating 2d- 3d design ideas faster via the connection device with human’s brain

Giving solutions for sustainable design rely

on site

analysis

Used for large- scale projects

How AI- specialised services will develop in the future?

Nowadays, AI is used in many areas of arts and life such as graphic design, interior and architectural design, and search engines by typing or using voice. However, it is generally used for common works in life. I expect that AI technology will develop significantly if we research deeply in each area, especially in architecture design.

In 2028, we speculate that more architectural studios will use AI to analyze customers’ requirements by visualizing their wishes. Moreover, they will use it to illustrate the design concept in the first term of the process. The designers can show multiple material selection options to customers faster and more flexibly if they want to change the decision of the design. Therefore, Al helps to save time for designing, and the number of staff in a studio may decrease too.

In 2033, almost design companies may activate AI in their process. AI can generate more rendering idea image options with higher resolution. Because of this time, the information will be more diverse, so AI can filter the main information about the environment to support site analysis generally. Realizing the importance of AI in design, some companies may have a highly specialized team to research and develop AI technology focusing on architecture design. This time may be the start of the middle-age of AI, so architects may just use it for small-scale projects.

In 2038, AI is not only applied to conceptual steps but also to development steps by the architects. They will use AI like a normal tool to generate their ideas. Al may update higher quality sources relating to the environment, so they can do site analysis steps in detail. Especially, the collaboration between AI and Metaverse to create multiple options for 3D visualization. Moreover, AI can collaborate with Revit or Rhino to design 3D digital models. Then, smallscale design companies with high technology may become more popular. In 2043, it may be the peak of AI technology when architects or engineers can use it for generating detailed construction drawings. Therefore, builders can easily visualize and build a construction similar to the digital model almost absolutely. Moreover, AI has become the main illustration language between architects, interior designers, engineers, and customers. , the experts may link AI with chat GPT to provide design solutions through the massive information sources on the Internet or even generate 2D- 3D design ideas faster via the connection device with the human brain. AI may directly give solutions for sustainable design relying on site analysis. Because of the popularity of AI, it may be usually used for large-scale projects.

Why, How, What

What do we offer?

Supporting sustainable design, better visualization, generating ideas faster to create unique inspired projects

How do we achieve our mission?

Collaborating between human- Al technology and other innovative technologies

Why do we exist as a practice?

Optimizing design process, decreasing time- consuming and challenging a large-scale project

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SUSTAINABILITY

Examining the impact of various environmental factors to support sustainable

INNOVATION

Constantly developing new technology to support human activities

CORE VALUES

HUMAN & ENVIRONMENT

Taking people as the center, and protecting the environment in parallel

VISUALIZATION OPTIMIZATION CONNECTION

To make better & faster design visualizations

To develop design process by optimizing the collaboration between new technologies

CORE PURPOSES

To connect between idea and reality, human & human, human and the environment, human and technologies

Our Vision

JP. STUDIO is a group of architectural and interior design students who have a big passion for innovative technology and want to apply it to the design process. In addition, we want to do in-depth research about design by AI and collaborate with other software like Revit, Rhino, or Adobe to boost the design process faster, more flexible, and more effective. We believes that by researching deeply how to apply AI to architecture design professionally, we may not only optimize the design process, and decrease time- consuming, but also challenge a large- scale projects. Collaborating between human- AI and other innovative technologies is the way we aim to develop our designs. As a result, we will make better and faster visualization rendering images to create unique inspired projects and support sustainable design.

The three core values that our studio wants to aim for and develop- are sustainability, innovation, humans, and the environment. Those are three important elements that people always want to protect to make a balanced healthy life. JP.STUDIO uses AI to examine the impact of various environmental factors to support sustainable design. We constantly learn and activate new technologies in the design process to make an effective and practical design for clients, Besides, we take humans as the center and protect the environment in parallel.

The three core purposes that JP.STUDIO want to devote itself to architectural area is making better and faster design visualization by using AI platform like Midjourey. Then, we use another AI research engine like chat GPT for research information about a site, the climate, or the environment to support and optimize the design process. Lastly, we want to connect the relationship between technology- humans- and the environment like the way we design the space and the results of the projects we have done.

Figure 7

Value proposition diagram

- Use AI in brief analysis and conceptual design process

- Researching and developing sustainable design

- Design a strong concept to direct the user following the flow of the brand story

PRODUSTS & SERVICES

- AI- activation to design a unique space with sustainable methods.

- Divide into multiple teams for each steps of design

- Story- telling design- symbolize the unique core value of each client’s space

- Using smart technologies application

- Have a professional team in activating AI services to enhance the visualization experience, researching and developing new technologies for smart space.

GAIN CREATORS

PAIN RELIEVERS

- Use AI to illustrate client’s requirements which may be changed multiple times

- Use AI to generate idea faster

- Develop and activate sustainable methods in design

- Design a unique space that delivers the message that customers want to convey

- Cost and time saving in design process

- Solving environmental problems

- Make the users feel comfortable and give them memorable experiences when they are in the space

- Enhance new technology experience, convenience, and flexibility

GAINS

PAINS

- Changeable requirements often

- Time- consuming

- The design without mention of environmental protection issues

- Normal and simple space without special symbolization

CUSTOMER JOBS

- Create unique sustainable designs

- Generate a large- scale project

- Create a space with a unique “core value” that different from others

- Create a “smart space”- activating AI to support human work or activities

Value proposition

At present, global warming is one of the urgent problems that people want to find a solution to in designing a building that is eco-friendly and has a unique design with a meaningful message that only it has. In addition, the clients want to apply innovative technologies to their space to support their work and activities, sometimes it may be a large-scale project for the social community. In order to offer the client’s wishes, JP.STUDIO will apply AI to briefsite analysis and conceptual design steps by illustrating the client’s requirements and design ideas. Therefore, after knowing a brief, we can design a unique space with sustainable methods and use a story-telling concept to symbolize the unique core value of each client’s space. Moreover, using smart technologies applications like ergonomic or smart furniture or fixtures to create convenience for the users Our customers want to save cost and time for designing, so we use AI to boost the design process. In addition, they want to save energy for operating the building to solve environmental problems while still making the users feel comfortable and giving them memorable experiences. JB. STUDIO always finds a way to design a strong concept to direct the users to follow the flow of the brand story. Finally, to enhance new technology experience, convenience, and flexibility, we have a professional team to activate AI services to enhance the visualization experience, researching and developing new technology for smart space.

Customers often worry that the change requirements may extend the design’s time-consuming. AI can solve that problem by illustrating ideas faster and more flexibly. We always want to design a unique space that delivers a message that customers want to convey and activate sustainable methods in design to avoid normal or simple space without special symbolization and environmental pollution.

How value prosition addressing trend thesis and Harman

fan?

Compared to the trending thesis, our potential business catches a trend of the innovative technology revolution, so we think this is a great and suitable start to create a new generation of architects that use AI for activating to design process.

Relating to Harman fans, we think we have to make a big effort to personalize our brand compared to other potential competitors because this is an attractive deal for researching and developing. Besides, because of the growth of new technologies, we have to learn new ones constantly not to stay behind other companies.

Unique selling proposition

We believe that JP.STUDIO is different from others because: Our innovative, sustainable, and human- centered design services help business owners, and our clients who want to create a unique space, affirm their own brand, use modern technology to serve people and conserve the environment

Positioning practice

- Sketching skill

- Using multiple software

- Effective teamwork

Strengths

- Researching

- Synthesis ability

- Communication

Weakness

- Time management

- Unpractical design( sometimes)

- Knowing few knowledge about AI

Opportunities

- Expanding design tool’s knowledge

- Flexibility

- More hints to support design ideas

- Increasing teamwork skills

- Chance to sharpen leadership skills

Threats

- Because AI is emerging factor so many another competitors want to develop it

- It has not been researched and developed deeply yet, so it will has a lot of difficulties in the first stages

- It takes a lot of time to convince customers, especially middle-aged and older customers

Positioning practice Agency of control

CONCERN INFLUENCE IN CONTROL

- Economic changes

- Social media

- Old generation

- Competitors

- Suppliers

- Stakeholders

- Young generation

- The environment

- The quality of desgin

- Teamworks

- Client’s budget

- Core values

- Technologies

- Timing

STEEPLE Analysis

Technological Social

- AI technology attracts the young generation more than the older one

- Some people suspect that the appearance of AI will lead to an increase of losing jobs

- AI is still quite strange to many people and they doubt that using AI in life is quite unrealistic

- Society is divided into 2 groups: one thinks that AI will be a special tool to help humans work, the other thinks AI products will reduce human creativity and working ability.

- AI is activated to a lot of areas in arts and life such as photography, graphic design, architecture and interior design, searching platform by typing or using voice

- It helps people filter information, recommend potential options

- AI generates 3D massing models, and iterate different versions in order to streamline the design stage, reduce rework, and lay a solid evidence-based foundation for a more sustainable and efficient process.

Environmental Economic

- AI may test a large range of scenarios in real time and examine the impact of various environmental factors -sun, daylight, wind, noise, microclimate, and more- to identify best solutions within the specified parameters

- AI can illustrate faster rendering images of large- scale projects with multiple sustainable design idea recommendations

- AI shows environmental conservation solutions quickly, optimizing the design process

- The support of AI decease time- consuming, so the design cost may more reasonable

- Supporting sustainable design by filtering solutions and the information of the environment, AI helps actual projects save energy, and decrease electricity, water, heating, and cooling costs

- Investing in AI technology is necessary for creating supporting tools that optimize the working process

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We want our firm to be known for making a great connection between human- technology and the environment. The reason is that there are 3 key elements that people always want to protect and develop day by day. Seizing that opportunity, we always strive to find solutions to adapt to the changes of the times through effective teamwork, researching, and synthesis ability.

Figure 9

References.

Figure 1. Rachael, M. (2018, November 20). Concrete building during sunset photo https://unsplash.com/photos/64sdtL1OqZU

Figure 2. Dafare, N. (2022, November 7). A close-up of a colorful ball photo https://unsplash.com/photos/idVUh309DvA

Figure 3. Pavel, D. (2021, June 22). A robot holding a flower https://www.pexels.com/photo/a-robot-holding-a-flower-8438974/

Fihure 4. Prado, M. P. (2020, March 8). White concrete building under blue sky during daytime photo https://unsplash.com/photos/QaS253EDSqg

Figure 5. Ostrozhynskyy, M. (2017, February 23). White staircase with pink background photo https://unsplash.com/photos/w6OniVDCfn0

Figure 6. Linus, N. (2017, July 30). Calm body of water during golden hour photo https://unsplash.com/photos/JP23z_-dA74

Figure 7. Kurnaz, E. (2017, July 19). Multicolored hallway photo https://unsplash.com/photos/RnCPiXixooY

Figure 8. Macanaya, C. (2023, April 6). Two hands reaching for a flying object in the sky photo https://unsplash.com/photos/X9Cemmq4YjM

Figure 9. Morgan, S. (2022, August 5). A building with many balconies photo https://unsplash.com/photos/HJClahX2qp4

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