Contract - March 2014 - 72

photography: irwin miller

forum overview

Contract Design Forum Repositions Design
The evolving role of design in society was the focus of Contract's annual of Custom Spaces Commercial Real Estate, discussed how tech
Design Forum, held in Scottsdale, Arizona, in early November 2013. The companies and startups have embraced design as a way to attract
event's goal was to spur a dialogue about how designers can reposition and retain talent. "I think the biggest change I have seen over the
past five years is the new buzzword: culture," she said.
themselves as leaders and change-agents for the industry. Meaningful
The real estate panelists engaged in discussion with the room
discussion, thought-provoking panels, and one heated game of bocce
of designers, and the complicated issue of fees emerged as a key topic.
ball engaged members of the design community during the three-day
"There is a huge difference between your world and our world," said
event. The forum's theme paralleled the American Institute of
Kay Sargent, vice president of architecture, design, and workplace
Architects' (AIA) national "repositioning" effort, which is evaluating its
strategies at Teknion. "You are at high risk, high reward. We live in
own structure and programs. Invited guests included industry leaders,
a world of low reward. So it is very difficult until that model changes."
sponsors, and members of Contract's Editorial Advisory Board.
Black, senior vice president at Jones Lang LaSalle, said that while
Two keynote speakers served as catalysts for the discussions.
competitive prices will always be important to clients, the design of
Award-winning graphic designer Michael Bierut, partner at Pentagram,
a space can be a means of lowering the price per employee. "I think that
gave the first keynote presentation, and spoke about his work in
design is a great opportunity for us as brokers and real estate advisors
transforming brand identity. Bierut presented recent elements of his
to help change the conversation; to change it from price," he said.
portfolio, including work for The New York Times and Saks Fifth

Keynote speaker michael
Bierut (above), partner at
pentagram, discussed his
work in transforming brand
identities for clients such as
The New York Times and
Saks fifth avenue. panelists
(above, right) roy abernathy,
peter ferzan, Sean Black,
and Jenny haeg shared
their perspectives as real
estate professionals working
with designers.

The first panel discussion flowed seamlessly into the second,
Avenue. He and his firm have also been consultants to the AIA in its
repositioning efforts by not only developing a unique typeface and logo in which three designers-Pam Light, Felice Silverman, and Michael
Bonomo-took the stage to offer perspectives from the other side.
for the association, but also helping it to reconsider priorities and
In addition to continuing a dialogue about the role of fees, other
messaging. David Kuehler, an innovation consultant who has shaken
processes, such as the importance of RFPs, were discussed. "I want to
up brands like Procter & Gamble and Disney, gave the second keynote
address. He encouraged the audience to incorporate innovation tactics thank Contract, because this is such a relevant and perfect topic to put
us all in the room. I think we have all talked about the challenges of
and processes within their own organizations and firms.
different relationships for years," said Silverman, president of IIDA.
New to Forum this year was the inclusion of two lively panel
discussions, moderated by Editor in Chief John Czarnecki, intended to "It is really refreshing and exciting to have us all starting this
conversation together."
craft a dialogue about the value of interior design and its relationship
The Contract Design Forum was made possible by sponsors
with the real estate industry. First, a panel, featuring commercial real
BOLYU, HBF, Herman Miller, Humanscale, Mohawk Group, OFS Brands,
estate professionals Roy Abernathy, Sean Black, Peter Ferzan, and
Shaw Contract Group, Tandus Centiva, Tarkett, Teknion, Universal
Jenny Haeg, gave their perspectives on the state of the real estate
Fibers, USG, and Wilsonart. -Cody Calamaio
industry and relationships with designers. Haeg, founder and CEO

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march 2014

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Contract - March 2014

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