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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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Swinburne University of Technology | School of Design Bachelor of Interior Architecture (Honours) Minh Thao Pham | 104204958 DIA30003 Interior Architecture Entrepreneurship & Professional Development Assignment 3 | Business Report Semester 2, 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 mechnanical, 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 DIA30003 Interior Architecture Entrepreneurship & Professional Development. While every effort has been made to ensure the accuracy, the publisher does not any under circumstance accept any responsibility for error or omission.

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Contents PART A_ INTRODUCTION Design profile PART B_ FUTURE CONTEXT Context introduction Into thte distance future: Speculating the world in 2043 Into the near future: Trend thesis PART C_ EXISTING COMPETITORS_ CASE STUDIES Business competitors: General description Business competitors: Value proposition analysis Competition analysis Strategic implications PART D_ PROPOSED BUSINESS IDENTIFY Visioning your design firm in 2043 Positioning yourself in 2043

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PART E_ PROPOSED BUSINESS DEVELOPMENT Target client/ User persona Value proposition canvas Business model canvas Business desirability Business feasibility Business viability PART F_ CONCLUSION PART G_ PERSONAL LEARNINGS Seminar discussion Final reflection References Appendices

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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.

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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.

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2028

2033

Some architecture companies use AI for conceptual design step

Almost architecture companies use AI for conceptual design step

Using AI for material selection

Creating more design options through 2D visualization

Helping to visualize client’s requirements faster

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

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

AI can do site analysis generally

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G N TI

Usually used for small- scale projects

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2038

2043

Applying AI to the design development step

Generating detailed construction drawing

Every architects use AI like normal tool

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

Collaborating with Metaverse to create more options through 3D visualization

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

Collaborating with Rhino or Revit to design 3d Digital model

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

AI can do site analysis in detail

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

Small design studios are popular

Giving solutions for sustainable design rely on site analysis

Used for large- scale projects

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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.

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TREND THESIS Idea den

“AI ART GENERATOR” An AI art generator is a computer program that uses artificial intelligence and machine learning algorithms to create original artwork or manipulate existing images. These tools use deep learning techniques to analyze patterns in data, such as images or text, and then generate new content based on those patterns.

Midjourney gives anyone the opportunity to create art in a wide range of different art styles. This art generator takes your text prompts and uses a Discord bot to turn them into impressive graphics for personal and professional use.

Canva - This native AI art app lets you write a text prompt, and Canva’s artificial intelligence tool will then generate four images that closely match what you’re looking for.

DALL-E 2 - Beside creating realistic images based o text prompts, it also has the ability to expand an image beyond its original canvas, known as Outpainting. This is a fun way to create stunning landscapes or a wider image for a social media image or blog post.

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Midjorney works depending on the keywords that the user texted. Then, it will show 4 options that generate users’s ideas. In addition, They can manipulate existing images to create the best option that fits 90% of the user’s imagination

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“ SUSTAINABILITY” “ Flexibility”

Cutural brailing

PROBLEMS

FAST LIFESTYLE Have to do multiple daily tasks

UNBALANCED

Between work & life natural resources & use of resources

POLLUTION High consumption needs CLimate change

SOLUTIONS

Creating products or services that can SAVING Saving time and money

APPLY NEW TECHNOLOGIES Increase work efficiency

SUSTAINABLE LIFESTYLE Recycle, reuse and minimize the energy as well as possoble AI- DESIGN SPECIALISED SERVICES - JP.STUDIO

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Opportunity Cartogram Boost the design process faster

Apply AI into conceptual step to give the architect inspired ideas rely on their initail thoughts to saving time and money for designing

Simulate clients requirement clearly

AI can simulate clients’wishes easily Helps architects deeply understand about their clients Effective collaboration between the architects- clients

Improve both quality & efficiency Generates high quality of rendered images without time- consuming

Create better solutions for the complex problems Challeging large- scale projects Figure 5 AI- DESIGN SPECIALISED SERVICES - JP.STUDIO

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TREND THESIS Our world’s complexity is always expanding, as are the pressures and demands imposed on our built environment.

Architects have a massive task: translating society’s ever-changing requirements into practical, effective, and long-term solutions. Climate change, growing urbanization, population density, and housing shortages all necessitate a new architecture that isn’t scared to question the status quo and is willing to take on the challenge. To meet these problems, the industry must adapt, evolve, and innovate. The availability of data is altering the game, and as technology advances, new methods of thinking, creating, and connecting with the built environment will emerge.

Data-driven design and AI are frequently discussed together. AI is the next step in the architect’s toolbox, and it, along with data, is assisting architects in transitioning to a more outcome-based method of working in order to produce better end results. AI and data are complementary; AI-powered systems can process, analyze, and make sense of massive amounts of data created during building design, construction, and operation. AI can boost the process faster in conceptual design step. Therefore, The architects and clients can save time and money for design process. Morover, AI can simulate clients requirements clearly to maximize a effective collaboration. Especially, it can challenge large scale projects and improve both quality & effieciency by generating fast and high- qualitiy of rendered images easily.

The future of AI is not to replace humans, but to assist them in their daily activities and work by optimizing workflow, increasing productivity, and giving us more time for ourselves. It’s similar to previous tools, such as the internet or technology itself, in that it’s just new tools that we (humans) create to help us out and optimize our time.

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BUSINESS COMPETITORS OVERVIEW Tim Fu is a renowned architectural designer specialised in advanced computation and artificial intelligence (AI).

Emerging from Zaha Hadid Architects, he has founded Studio Tim Fu, a high-tech architectural practice pioneering the integration of AI into visionary design.

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Shail Patel constantly pushes the boundaries of what’s possible exploring the cutting-edge applications of Artificial Intelligence (AI) in various fields, including art, fashion, architecture, automobiles, and retail.

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Applying AI in some design steps- personalized recommendations, predictive analysis, space planning, visualizationmockup/ AR/ VR, project management.

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The latest addition to Studio Snoop team- Tillythe beginning of the first human-Al design team.

Her mission is to focus on helping imagine new ways of living through sustainable design, play, resilience, community, and diversity.

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Applying AI in sustainable design- concentrating their efforts on Circular Design, Behavior Design, and Digital Design, GXN harvests and analyzes vital data from buildings in order to help architects build a better future.

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EXISTING COMPETITORS Company Projects

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#1 TIM FU STUDIO

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Value Proposition Canvas - Make quickly rendered images of spaces - Simulate and manipulate the design in detail - Apply AI in designing furniture , architectural space - Create a AI course for who want to learn about AI for designing - Collaborate with furniture brands or industrial design companies

- Saving money and time in design process - Do the details of the components

- Generating impressive ideas - Interested in AI technology - Simulate the concept fast and clear - Be a content creator on many flatforms and be a public speaker in many university and global conferences to make AI popular to students and clients.

- Easy to simulate and change the design rely on client’s requirements

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- Worried that AI can not work effectively - Changable requirements

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COMPETITIVE ADVANTAGES STRATEGIC IMPLICATIONS Focus on sharing knowledge about AI in architectural design, collaborate with multiple furniture brands , run many online platform to create a comunity of using AI for designing.

Competitive Analysis_ 5P Advantages Unique application of advanced computation and Artificial Intelligence (AI) to create Concept of Architecture, Urban and interior design which are relating to Futuristic design.

PRICE

SERVICE

Depend on the scale of specific project but most of them are small-scale projects like collaborate with furniture design brands.

Run workshops at Harvard GSD, PA Academy, and lectured in various universities and conferences.

PROMOTION

Studio in London Online platform on his own website, youtube, instagram.

PLACE

Tim Fu is part of Zaha Hadid Architects, CODE research group, ( computational design research) Leveraging digital platforms, built a notable online community,

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EXISTING COMPETITORS

#2 SHAIL PATEL STUDIO Company Projects

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Value Proposition Canvas - Make quickly rendered images of spaces - Simulate and manipulate the design quiclkly - Applications of AI in various fields - Create a AI course for who want to learn about AI for designing - Collaborate with other companies - Ethical value by creating solutions for non-profit social issues and organizations,

- Saving money and time in design process - Do the different version of one concept

- Generating strage ideas - Interested in AI technology - Simulate the concept fast and clear - Solve complex social issues- large scale projects - Set up studing course about AI to make AI popular to students and clients.

- Easy to simulate and change the design rely on client’s requirements

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- Worried that AI can not work effectively - Changable requirements

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COMPETITIVE ADVANTAGES STRATEGIC IMPLICATIONS The studio not only designs but also spreads sustainable design to a bigger community on an online platform by setting up an online course. In addition, he creates ethical values by using AI to solve complex social issues.

Competitive Analysis_ 5P Advantages Innovation and design: Explores the applications of AI in various fields, including art, fashion, architecture, automobiles, and retail.

Ethical Values: Utilizes AI as a tool to create innovative solutions to complex social issues SERVICE

PRICE

Specializes in large-scale design, projects including public buildings, institutional, retail, and urban design, but also designs to create solutions for non-profit social issues and organizations, suggesting that their work sits on the higher end of the price point scale, but their ethical values also mean they work on designs to benefit the public at large.

Instagram - Shael.ai (109K followers) Collaborations with other firms and digital entities - DesignBoom, ParametricArchitecture, Workshops - allowing people to register into online workshops to share their expertise

PROMOTION

Reaches their audience and showcases their work primarily on instagram.

PLACE

Works as a Project Architect + Designer at UACDC, an outreach center of the Fay Jones school of Architecture at the University of Arkansas. sharing insights into the overlap of technology and design.

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EXISTING COMPETITORS Company Projects

#3 HOMMES STUDIO

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Value Proposition Canvas - Make quickly rendered images of spaces - Simulate and manipulate the design in details

- Saving money and time in design process - Want to try multiple design options

- Apply AI in many steps of design - Make VR and AR experiences - Reasonable design price

- Generating personal ideas - Simulate the concept fast and clear - Cost- conscious

- Apply new technologies for customer’s experiences - Have a furniture store and showroom

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- Hard to emagine the concept - Want to choose the furnitures by themselves

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COMPETITIVE ADVANTAGES STRATEGIC IMPLICATIONS Hommes Studio does small and medium-scale projects, especially residential ones. They want to bring the services the different kinds of customers, so the design price is reasonable for applying AI to designing and VR to visualization.

Competitive Analysis_ 5P Advantages Using AI to: Recommend furniture choices, colour schemes Forecast future trends Space plan and optimise small amounts of space, creating more efficient layouts Create renders of designs, as well as making VR and AR experiences .

SERVICE

Depend on the scale of the project.

Most of it is interior design of residential projects.

PRICE Milan Design Week Instagram Architectural magazines (Architectural Digest, Interni and Decor etc)

PROMOTION

As well as being an interior design/interior architecture firm, they are also a furniture store which makes them stand out as it’s kind of like a one stop shop, where you can go to one place to get your furniture, as well as have your space professionally designed.

PEOPLE

Studio in Portugal Online platform: Website, instagram PLACE

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EXISTING COMPETITORS Company Projects

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#4 SNOOP STUDIO

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Value Proposition Canvas - Make quickly rendered images of spaces - Talk with AI staff

- Saving money and time in design process - Recieving professional advices

- The first AI staff to receive and respond to feedback from clients and users.

- Create close and natural interaction with customers by using AI - Render conceptual ideas by AI

- Interested in AI technology - Prior customer services - Simulate the concept fast and clear - Let customers experience AI adviser - Easy to simulate and change the design rely on client’s requirements

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- Worried that AI can not work effectively - Changable requirements

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COMPETITIVE ADVANTAGES STRATEGIC IMPLICATIONS Studio Snoop not only applies AI in design concept but also create an AI staff to make an impressive attraction to clients and helps imagine new ways of living through sustainable design, play, resilience, community, and diversity.

Competitive Analysis_ 5P Advantages Uses AI as a collaborator on the team rather than a faceless tool. This allows the studio to stay true to their human centred approach.

AI is able to receive and respond to feedback from clients and users.

Clients can interact with the studio’s use of AI without feeling like they are talking to a computer. SERVICE This studio offers design solutions for commercial and residential projects as well as product design. This alludes that they would have a range of price points to suit individual project needs.

PRICE

Milan Design Week Collaboration with ACMI and repeat business for Merivale (an business owning many restaurants and bars)

PLACE

PROMOTION

Studio in Sydney Instagram Architecture articles show case their work

The largest strength of the team, in relation to an AI offering, is that AI acts as another member of their team. Tilly (AI bot) aids the team by being able to offer assistance past that of a normal person.

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EXISTING COMPETITORS

#5 3XN GXN

Company Projects

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Value Proposition Canvas

- Having large teams around the world - Non- stop researching & designing sustainable projects - Apply AI in the conceptual design concept for fast simulation

- Challenging large- scale projects by collaborating with teams around the world - Make quickly rendered images of spaces

- Invest to a community projects - See multiple options of conceptual design

- Challege large- scale projects - Sustainable design - Simulate the concept fast - Professional teams which are divided - Professional teams whichtoaremanage dividedthe into into different departments different to make manage the project ondepartments time project on time - Easy to simulate and change the design -depending Easy to simulate andrequirements change the design on client’s depending on client’s requirements

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- Worries about long timeline of the project - Changable requirements

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COMPETITIVE ADVANTAGES STRATEGIC IMPLICATIONS Focus on sustainable design with a large team around the world. 3XN GXN symbolize their brand by professional working and effective teamwork. Catch the trend- sustainability, they reserach and maximize the efficiency by using AI in design process

Competitive Analysis_ 5P Advantages Apply AI in the design concepts to create multiple options with impressive shapes for large-scale projects.

All designs are sustainable projects Bring sustainable value to society

SERVICE

Almost all projects are large-scale, so the design price is higher than other brands but delivers the sustainable value- environmental consciousness to big communities.

PRICE

Instagram( 179K followers) Set up workshops & publish books about sustainable design PROMOTION

PLACE

Studio in New York. London, Sydney, Stockholm, Copenhagen Instagram, own website Architecture articles show case their work

For three decades, they have remained dedicated to exploring and creating humane and innovative architecture. The team non-stops researching and developing techniques to bring their value in an innovative way

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COMPETITIVE ADVANTAGES OVERVIEW

HIGH P

GENERIC

LOW P

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PRICE

SPECIFIC

! BLANK SPACE !

PRICE Trend & Competitors conclusion After analyzing 5 businesses that apply AI in design concepts, we can see the advantages that AI gives us and how each business uses AI to operate their brands. AI is absolutely potential in the design area to boost the speed of design and give not only architects but also clients clear visualization of their ideas and manipulate each like a “ magic tool”. To catch the trend, I see a “blank space” which presents a specific and low-price business model. It may be a potential opportunity for us to start up a new business that can serve the clients who need this type of business model.

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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

INNOVATION

HUMAN & ENVIRONMENT

Examining the impact of various environmental factors to support sustainable

Constantly developing new technology to support human activities

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

CORE VALUES VISUALIZATION

OPTIMIZATION

CONNECTION

To make better & faster design visualizations

To develop design process by optimizing the collaboration between new technologies

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

CORE PURPOSES

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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.

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Positioning practice

S

trengths

- Sketching skill - Using multiple software - Effective teamwork - Researching - Synthesis ability - Communication

W

- Time management - Unpractical design( sometimes) - Knowing few knowledge about AI

O

- Expanding design tool’s knowledge - Flexibility - More hints to support design ideas - Increasing teamwork skills - Chance to sharpen leadership skills

eakness

T

pportunities

hreats

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- 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

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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

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STEEPLE Analysis Social

Technological

- 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.”

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