Predicting or Inventing the Future?
Silke Lang · eCAADe proceedings · 2007
In this paper we discuss the parallels between architectural design and strategic marketing in industry to advance the theme of predicting the future in architecture. Just like companies face the challenge to organize their R&D activities, architects develop different strategies for their designs. Looking at the architectural design process as well as at strategic planning done in companies we recognize that they have much in common. To advance the theme of predicting the future in architecture we draw parallels to strategic marketing in industry. Both activities require a clear vision regarding customer requirements, available technologies, and areas of operation and emerging markets. We report on a successfully implemented method Pictures of the Future at Siemens and relate it to architecture and show possibilities to expand the role of architectural design in the future. We opine that it is now time to expand the architectural curriculum towards Knowledge Architecture.