IIDA Perspective - Fall/Winter 2014 - 23

Polucci adds that
solving
problems
to
operational
and HR issues falls
outside
purview
away from
delivering
ﬁndings clients

Polucci adds that while solving a client's operational and HR
issues falls outside of HOK's purview, teams don't shy away
from delivering those ﬁndings to clients-and they even
believe uncovering and correcting those problems can directly
inﬂuence their project's success.

"It's our job to deliver the information, because it's those issues
that directly affect, adversely or not, the way space is used,
and our design solutions won't be successful if those issues
aren't addressed."
While HOK doesn't have any current plans to start competing
with the McKinseys and Boston Consulting Groups of the
world, the fact that their research can help identify a wide
range of issues can only be advantageous as they continue
to pursue new work. And their ability to closely connect how
a company functions to spatial concerns demonstrates
a prodigious understanding of how research and design
can beneﬁt clients.
Immersive research isn't always project-speciﬁc, at least
not in the short term. In the long term, however, the value
of the research is potentially profound. That promising
scenario is currently playing out in Seattle, where NBBJ
is in the inaugural year of a partnership program in which
top researchers present ﬁndings to the ﬁrm's design teams
in various sectors. The program's ﬁrst fellow, Dr. Medina-
an afﬁ liate professor of bioengineering at the University
of Washington School of Medicine and author of the 2008
bestseller Brain Rules-has been presenting his own
research (as well as that of others) to NBBJ's healthcare
and corporate workplace teams as a way to inform and
inspire design innovation.

"This all grew out of a discussion we'd been having for some
years about how we might engage some of the brightest
minds in the world in areas where we as a professional
services ﬁrm can apply their knowledge," explains Rich
Dallam, FAIA, an NBBJ partner and leader of the ﬁrm's
healthcare practice. "But it's not really about one-to-one
application. It's more about stretching the boundaries of
design to create value by understanding research at a much
deeper, more intimate level. The process is open-ended,
which means that there's a certain risk for us. But we want
to understand research we think is interesting, even though
we don't know how it's going to be applied and we don't have
a speciﬁc target that we're directing it toward."

uncovering
correcting
those problems
inﬂuence
project's
success.

PERSPECTIVE

23

Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2014

Contents
Contributors
From IIDA
Behind the Issue
Viewpoints
Pop Goes the Marketplace
Beyond Programming
Startup Design
RFP: Decoded
The Power of Narrative
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover1
IIDA Perspective - Fall/Winter 2014 - Cover2
IIDA Perspective - Fall/Winter 2014 - 1
IIDA Perspective - Fall/Winter 2014 - 2
IIDA Perspective - Fall/Winter 2014 - Contents
IIDA Perspective - Fall/Winter 2014 - 4
IIDA Perspective - Fall/Winter 2014 - Contributors
IIDA Perspective - Fall/Winter 2014 - From IIDA
IIDA Perspective - Fall/Winter 2014 - 7
IIDA Perspective - Fall/Winter 2014 - Behind the Issue
IIDA Perspective - Fall/Winter 2014 - Viewpoints
IIDA Perspective - Fall/Winter 2014 - Pop Goes the Marketplace
IIDA Perspective - Fall/Winter 2014 - 11
IIDA Perspective - Fall/Winter 2014 - 12
IIDA Perspective - Fall/Winter 2014 - 13
IIDA Perspective - Fall/Winter 2014 - 14
IIDA Perspective - Fall/Winter 2014 - 15
IIDA Perspective - Fall/Winter 2014 - 16
IIDA Perspective - Fall/Winter 2014 - 17
IIDA Perspective - Fall/Winter 2014 - Beyond Programming
IIDA Perspective - Fall/Winter 2014 - 19
IIDA Perspective - Fall/Winter 2014 - 20
IIDA Perspective - Fall/Winter 2014 - 21
IIDA Perspective - Fall/Winter 2014 - 22
IIDA Perspective - Fall/Winter 2014 - 23
IIDA Perspective - Fall/Winter 2014 - 24
IIDA Perspective - Fall/Winter 2014 - 25
IIDA Perspective - Fall/Winter 2014 - 26
IIDA Perspective - Fall/Winter 2014 - 27
IIDA Perspective - Fall/Winter 2014 - Startup Design
IIDA Perspective - Fall/Winter 2014 - 29
IIDA Perspective - Fall/Winter 2014 - 30
IIDA Perspective - Fall/Winter 2014 - 31
IIDA Perspective - Fall/Winter 2014 - 32
IIDA Perspective - Fall/Winter 2014 - 33
IIDA Perspective - Fall/Winter 2014 - 34
IIDA Perspective - Fall/Winter 2014 - 35
IIDA Perspective - Fall/Winter 2014 - 36
IIDA Perspective - Fall/Winter 2014 - 37
IIDA Perspective - Fall/Winter 2014 - RFP: Decoded
IIDA Perspective - Fall/Winter 2014 - 39
IIDA Perspective - Fall/Winter 2014 - 40
IIDA Perspective - Fall/Winter 2014 - 41
IIDA Perspective - Fall/Winter 2014 - 42
IIDA Perspective - Fall/Winter 2014 - 43
IIDA Perspective - Fall/Winter 2014 - The Power of Narrative
IIDA Perspective - Fall/Winter 2014 - 45
IIDA Perspective - Fall/Winter 2014 - 46
IIDA Perspective - Fall/Winter 2014 - 47
IIDA Perspective - Fall/Winter 2014 - 48
IIDA Perspective - Fall/Winter 2014 - 49
IIDA Perspective - Fall/Winter 2014 - 50
IIDA Perspective - Fall/Winter 2014 - 51
IIDA Perspective - Fall/Winter 2014 - Inspiration
IIDA Perspective - Fall/Winter 2014 - Colophon
IIDA Perspective - Fall/Winter 2014 - 54
IIDA Perspective - Fall/Winter 2014 - 55
IIDA Perspective - Fall/Winter 2014 - Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover3
IIDA Perspective - Fall/Winter 2014 - Cover4
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