Contract Magazine - June/July 2019 - 56

VIEWPOINT

PHOTOGRAPHY: RYAN MCDONALD

the future
of design
As IIDA celebrates 25 years, Cheryl Durst considers
the cultural movements shaping our industry.
Burgeoning alongside every generation are
cultural shifts that shape their thinking, influence the way they interact with the world, and
make a long-term impact on their lives. These
trends affect every corner of the human experience, from the way we work to how we
approach our relationships to what we expect from hospitals, hotels, schools, and other
public spaces.
At the core of good design is the goal of creating an environment that is truly human-centric.
Designers consider human needs with every
decision, ensuring that people will be able to
work, learn, eat, play, shop, and heal effectively.
But great design takes it one step further,
expanding possibilities and increasing humanity in everything it touches.
In this age, the design community sets out to
shape the built environment to support and
empower the public as they drive social change,
address demographic shifts, and explore new
technology. So, when we think about the oftendiscussed "future of design," these cultural
movements should be at the center of the
conversation.

enjoying their twilight years, five generations-
each with vastly different experiences and expectations-are comingling in the workforce.
As economic circumstances have shifted and
the definition of "working age" expands, we see
the 22-year-old assistant struggling to relate
to the 64-year-old CEO, and vice-versa. Everyone is seeking ways to engage and be engaged.
And, in many cases, we've seen that design can
be the mediator that teams need.
At our Gensler-designed IIDA Headquarters,
flexibility and choice are a priority as we
acknowledge the generational differences in
preferred working styles. One solution: traditional desks for those who like to be anchored,
and a number of different seating and meeting
areas for the more mobile among us. Ultimately,
workspaces can navigate nuanced preferences
and offer solutions that encourage community,
allow for comfort and familiarity, and enable the
"user" to make the best choice for oneself.

Exploring New Technology: Spaces that
expand human potential
While technology continues to give us the
power to do things that weren't possible five
years prior, it can feel cumbersome and inauthentic. However, when design thinking
Driving Social Change: Spaces that meet us where we are
We see it on the news, in our social media feeds, and throughout our daily interac- is applied, technology has the ability to actually make us more human, resulting in an
tions-as a society, we have become activists. Though each of us has our own causes, experience that we desire, rather than a set of circumstances or environment that
the spirit of maintaining an awareness of others' experiences and ultimately provoking must be complied with.
change has permeated our thoughts and catalyzed us to action.
As powerful as these innovations can be, the "people" element remains vital. We can
Design has tackled these issues right along with the public: the LGBTQ community design pilotless planes, free from the constraints of human error and allow AI to make
broadens our view of bathroom classifications; the Me Too movement helps drive the more accurate diagnoses than our best doctors, but it simply isn't sufficient to our
implementation of safer spaces; and the efforts of advocates focused on mental experience. We don't feel a sense of safety, empathy, or reassurance the way we would
health and differently abled populations are recognized with environments that adapt if a person were answering our questions and managing our concerns
to their needs.
Great design offers a human experience that is both high-tech and high-touch-
The interaction between design and culture is also exemplified in school settings. As a winning combination that expands our potential, satiates our craving for community,
our understanding of learning styles and abilities has evolved, leaders and activists and satisfies our need to belong.
have advocated for differentiated learning experiences. This has spurred changes in
When we consider the connection between design, people, and culture in the context
curriculum and teaching styles that require support from design, often in the form of
of these movements, it's apparent that design professionals should be deeply
reconfigurable furniture and classroom designs that facilitate a variety of teaching
involved in-and in many cases, leading-conversations about how we react
and working zones and surfaces.
to and connect with major societal shifts. This dialogue will help to shape the future
This interlacing of social change with the places we inhabit cannot be achieved with- of design.
out being aware of the shifting tides of public consciousness.
Cheryl S. Durst, Hon. FIIDA, is the executive vice president and CEO of IIDA.
She is committed to achieving broad recognition for the value of design and
Addressing Demographic Shifts: Spaces that mediate between generations
From the elder members of Generation Z entering adulthood to the Silent Generation its significant role in our society.
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