This is the new architectural revolution, filled with pragmatic optimism and an understanding that designing for the other 98% is much more rewarding than responding to the desires of the few. And, it is already underway.
Nicolai Ouroussoff "dreams" of re-hiring the biggest names in the profession to lead this revolution. To us, that's like hiring the designers of the Hummer to rethink our transportation and energy policies. It's not that they couldn't or wouldn't do the work (many already are), but why call on designers who spent the better part of their careers building ever-competing, energy-consuming, sky-piercing structures, when you could hire any of a myriad of qualified (if less well-known) firms already experienced and engaged in rethinking the built environment?
We encourage Ouroussoff and the New York Times to pursue a deeper examination of the changes taking place in the field of architecture. If President-elect Barack Obama and his administration truly want to reenergize this country with a New Green Deal they should engage those who are best equipped to deal with the challenges we face in the coming decades, not the past. We should hire the emerging professionals already practicing sustainable design and not just a few high-profile architects. Because for these professionals committing time to the projects that matter most is not a dream. They are already hard at work.
Niti Bhan focuses on offering strategic insight for growth opportunities and revenue generation in the rapidly evolving interstitial space between design and business. Her 15 years of experience include employers such McCann Erickson Worldwide, Hewlett Packard India, The Second City and most recently, the Institute of Design. She is an engineer and an MBA whose most significant achievement in the field of design has been dropping out of two graduate design programs on two continents in two centuries - the National Institute of Design, Ahmedabad and the Institute of Design, Chicago. Her areas of interest are business intelligence and trends, business strategy as well as creating a compelling user case for design as force for increasing value.