Taking collaboration in successful stride.

In building brand awareness and reaching a larger target market, collaborations have historically proved to be a successful tool and marketing strategy. One of the product categories to best utilize and execute collaborations has been footwear, particularly athletic shoes. Athletic shoes historically have been seen as a utilitarian object – used primarily for exercise, or daily casual wear. That is until they started marketing themselves as collectible pieces, similar to Carrie Bradshaw’s iconic Manolo Blahnik collection on Sex and the City.

Sneaker collecting became a mainstream trend when Nike and Michael Jordan introduced Air Jordans in 1985. Since then, most sneaker brands have experimented with various collaborations but there are three brands in particular that have been most successful in utilizing their collaboration to reach a completely new audience – Puma, Converse and Reebok.

Puma first partnered with the highly conceptual fashion designer and filmmaker Hussein Chalayan in 2008 by becoming a majority stakeholder of his business and appointing him as their Creative Director. Since then, they’ve launched Puma Black Label and have partnered with various other high profile fashion designers such as the late Alexander McQueen. The partnership with Hussein Chalayan is particularly successful in that he is able to blend his own conceptual and innovative design thinking with Puma’s sleek, minimalistic style and experiment in different materials and shapes that are non-traditional for athletic wear. This brings a more fashion-conscious and trend-oriented consumer to Puma and gives Chalayan a new ready-to-wear market to grow his own brand recognition.

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Converse has also been incredibly innovative in their collaboration partners, particularly with embracing the materiality of their shoes (they are canvas based unlike the leather or man-made materials of their competitors). They brilliantly partnered with textile and pattern experts Marimekko and Missoni. Finnish based design brand Marimekko is particularly famous for printing on rough textured fabric and bringing this very basic material into a high fashion context, which is exactly what they did for Converse. The collaboration between Converse and Marimekko combines both an iconic American brand with an iconic European brand, therefore expanding both to a global audience and it brings together high fashion, basic materials and functionality in a beautiful new product.

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Reebok just launched their collaboration with the Keith Haring Foundation, a project I was personally involved with. Reebok has been collaborated in the past with iconic artists like Jean-Michel Basquiat and Ryan McGinness and this collection is a natural expansion and a very strategic way for them to embrace the history of the company. Reebok’s brand awareness and popularity peaked in the 1980’s and by working with an iconic artist from that period they are able to build off their impact during that era while using contemporary manufacturing methods to create shoes that really push the boundaries of both art and sneakers by having removable pieces and 3D elements. These shoes are truly collector’s pieces that are must-haves for both the art community and sneaker collectors.

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Footwear companies have really figured out how to do collaborations successfully for both brands involved. Other product categories are starting to experiment with collaborations as a marketing tool and some are doing so more successfully than others. It will be interesting to see moving forward how this strategy affects long term brand building and awareness, and how it can help brands expand their global reach.

4 predictions for the future of design practice.

In April, I attended an event at the Center for Architecture called RE:Think | Design Thinking Outputs that was focused on models for dynamic and collaborative practice within the design (and larger problem solving) industry. It’s one of the best professional panels I’ve ever been to content-wise, and the format was also especially interesting; presenters were paired up and then engaged in dialogues after their paired presentations.

If you have the time, a video of the event is available: http://vimeo.com/41152962 But if you don’t, below are my four big takeaways/predictions.

image via VisionArc

1. Project teams will increasingly be formed based on shared values, rather than coordinated skill sets or specific project goals. To be successful in these teams, we’ll all need to get better at articulating and demonstrating our most important values.

2. Projects will become increasingly iterative, and decreasingly organized around predetermined deliverables. Everyone will need to get better at embracing risk, learning quickly, communicating clearly, and generally being adaptable.

3. The term “client” will include an increasingly diverse array of stakeholders, funders, and both participating and non-participating beneficiaries. As designers, we have the opportunity to take a proactive stance in prioritizing all these clients. It would be wise for us to do so.

4. Authorship will increasingly be preserved thanks to respect from our peers, rather than by taking defensive legal action. As the processes of creating ideas, images, products, and systems become increasingly collaborative, the myth of the lone creative will continue to be debunked. We will have to get more comfortable in trusting others to give credit where credit is due, since strict copyrights will become increasingly impractical.

This event was organized by AIANY’s New Practice Committee.

May 30’s daily design idea is what predictions do you have about the future of design practice?

SFI12: Design is relational.

Part 5 of 5

The day’s self-described “analyst and scribe” Steven Moore was last to speak to the Structures audience on Saturday. Throughout the day, Moore tracked the topics covered using a spreadsheet, and then ranked the topics by frequency. The ones covered most were: relationships, participation, spatial justice, & organizational structure. Public interest designers are clearly a participatory, activist, and practical bunch!

Moore tracked the topics covered by panelists (and audience members) for his closing remarks

One of Moore’s major takeaways from the day’s presentations was that “outsiders, or ‘valuable strangers,’ can broker knowledge but also adapt [outside] relevant knowledge to local context.” It’s a great framework for thinking about collaboration between all the team members and beneficiaries on a project. Moore also affirmed the opportunity for the SEED Network to be an industry forum “for the accumulation of accessible knowledge,” and to become a truly disruptive platform for the industry.

On the topic of organizational structure, Moore wisely noted that “there has not yet been enough focus on new, sustainable economic models for public interest design.” I couldn’t agree more. The biggest reason I keep going to Structures is to be a part of the community that will eventually build those models.

April 8’s daily design idea is Moore noted that “opportunity” was an important but underrepresented topic at this year’s Structures. What opportunities for social change design do you see?

SFI12: Quantifiable impact.

Part 4 of 5

The third panel was full of projects with clearly recognizable social, environmental, and economical impact. BNIM Architecture’s SEED award winning Bancroft School Revitalization was the first project presented, including heartfelt anecdotes by the neighborhood association’s president, Sandra Hayes. One of her biggest takeaways from this project is that “to be a change agent, you have to build relationships.” Tim Duggan, the landscape architect on the project and a long-term collaborator with BNIM, described another challenge for the team: creating a design language for Manheim that is distinct but still local. Duggan admitted that it’s a tricky but very important line to navigate.

rendering of Bancroft School Revitalization by BNIM and Make It Right

The next speaker was Green Guide for Health Care co-founder Gail Vittori, who realized 12 years ago that “no one was really connecting human health & the built environment.” The work that she has done and encouraged others to do (including some great progress by my employer, Perkins+Will!) has moved healthcare facilities forward by leaps and bounds. Now, the standard for hospital design is finally shifting toward healthy food, water and energy savings, and carcinogen free building materials. When asked about mobilizing this type of change, specifically though the effect of a “multiplier,” Vittori shared that employee retention in a powerful motivator in healthcare; statistics show that nurses stay in their jobs longer when there’s a green commitment from their employer, and hospitals clearly understand the value of lower turnover.

The always entertaining Pliny Fisk, co-founder of the Center for Maximum Potential Building Systems, also shared some pieces of his portfolio. His project goals are strongly rooted in social impact and understanding, making him and Vittori (his wife) quite the power couple of public interest design. With his projects, Fisk said that his aim is for clients to think “that crazy American, he actually understands who we are as a culture.” In my opinion, it’s a goal that’s far from crazy.

MASS Design Group aims for triple bottom line impact with all their projects, including construction of housing for Butaro Hospital’s doctors

Michael Murphy and Tanya Paz were up next, presenting MASS Design Group’s SEED award winning Nyanza hospital. Murphy shared that designing “healthier environments” was the primary goal in founding the non-profit firm, a goal that has definitely been achieved with their celebrated Butaro hospital. The Nyanza project has many of the same goals as Butaro, but is located on a much tighter site, making it both a challenging and very rewarding project to work on.

When the audience asked this panel how we can improve legislation to make healthier cities, several great answers were offered. BNIM’s Sam De Jong reaffirmed the power of seeing the local community as a partner. Duggan reminded the audience to vote! And moderator Michael Gatto added by saying that we all need to be “solutionary” in our approaches.

April 7’s daily design idea is a quote by Make It Right’s Tim Duggan: “the moment you quantify the benefits, the bean counter will understand the value of tree hugging.”

SFI12: Beneficiaries as participants.

Part 3 of 5

The second panel focused on Participation. Architecture for Humanity‘s program coordinator, T. Luke Young, kicked off by introducing AFH and the approach they take: “We don’t call ourselves designers; we like to be thought of as catalysts… in a global village.” AFH design fellow Diego Collazos continued by discussing the SEED award winning work he is doing at the Maria Auxiliadora School in Peru. A personal highlight of the project was how Collazos and his team asked students to stick green notes on the parts of the building that are good, and red notes on the parts of the building that are bad. This struck me as such a simple but effective technique for getting feedback, especially from children.

photo of the Maria Auxiliadora School

Tulane City Center‘s SEED award winning project, Grow Dat youth farm, was presented next by Emilie Taylor and Scott Bernhard. Their team empowered the youth to study “the logic of the site,” which informed many design choices, such as situating the building in the worst spot for growing vegetables. Separately, Bernhard also shared that Tulane’s admission rates increased 400% after integrating service-oriented curricula after Hurricane Katrina, such as the projects of City Center. There was a shared feeling of hope between the panelists and audience that other institutions would notice, and follow in Tulane’s footsteps.

photo via Nola.com of planting at Grow Dat youth farm

The panel wrapped up with Anne Frederick, the founding director of New York’s Hester Street Collaborative. In addition to introducing the audience to HSC’s advocacy work for the Lower East Side’s waterfront (which included a mobile scale model that residents can interact with!), Frederick also shared questions that she’s developed with the Center for Urban Pedagogy to help social change designers frame their projects. Their number one question is a critical but too often overlooked one: Is there a need for the project? (In the case of the SEED award winning projects, I’d guess that the answer is a resounding “yes!”).

Hester Street Collaborative’s “Waterfront on Wheels“

April 6’s daily design idea is that “instructive failure” is pervasive in design for social good, particularly when the participant pool is large; an observation articulated by the Tulane City Center team but shared by everyone at Structures.

SFI12: Beneficiaries as partners.

Part 2 of 5

The first panel of the day was focused on Partnerships, and kicked off with a review of the SEED award winning Owe’neh Bupingeh project. Project architect Jamie Blosser shared some of the deep research that she did on what phases of the pueblo’s evolving history to preserve, which included documentation of oral histories from elders about the pueblo and GIS mapping with some of the pueblo’s youth.

site photo of Owe’neh Bupingeh project by Atkins Olshin Schade Architects

Next, Peru-based Jorge Alarcon shared the SEED award winning Escuela Ecologica. Alarcon emphasized the value of post-occupancy evaluations and of tracking student experience in new buildings vs the old ones. His American teammate Dan Shaw noted that drawing with the students was a key step in the design process, and a particularly effective way to overcome language barriers. Shaw also reinforced the value of including beneficiaries in design processes by saying: “Just being asked your opinion in a built environment project is empowering.”

participatory design workshop for Escuela Ecologica

Both teams expressed how happy they were to be able to pass skills on to the communities they were serving (and vice versa), particularly with local youth.

April 5’s daily design idea is Bell and Palleroni were right: there are so many non-physical benefits of design!

Augmented Tweeting: Structures for Inclusion 12

I live tweeted the main day of this year’s Structures for Inclusion 12 (SFI12), hosted by UT Austin, but I also thought it would be fun to share a fuller version of those tweets here (particularly with all the vowels and grammar added back in). Hope you enjoy!

the range of social issues that could (and should) be addressed by designers

Part 1 of 5

Bryan Bell kicked off the Saturday session of Structures by talking about this year’s theme, “Design is Relational.” This theme was inspired by Sergio Palleroni’s presentation at last year’s Structures, regarding the fact that it’s often the non-physical effects of the design process that have the most lasting impact. Bell specifically noted that strengthening relationships within the industry and advancing our processes for collaboration are both essential going forward. “Creativity makes a bigger & healthier pie out of limited resources.” We can do more with less by working together better.

From there, Barbara Brown Wilson took the stage and reflected on past links between social change and physical space. Wilson highlighted the Disabilities Movement as a highly successful effort to transform standards for the built environment, and pointed out that we are currently in a relatively undefined proto-movement (which has yet to create that same level of disruptive impact). The SEED Network, which Wilson helped found, is certainly a step in the right direction. While the network has evolved into a platform for “knowledge brokering,” it was originally conceived as a “bat signal” for communities to reach out to when they needed design services. Providing services to these communities is obviously still the ultimate goal.

This year’s featured speaker, the amazing Coleman Coker, followed. He primarily focused on designing ethically, in response to the earth (something he’s been doing for over 30 years), in contrast to designing based on aesthetic judgment or taste. I found it incredibly inspiring to hear Coker speak about the social and environmental elements of his work, especially as the two are so integrated for him.

April 4’s daily design idea is Coleman Coker’s concluding thought: “if architecture is done well, it brings us closer to the world.”