


"Therefore, architects still charge for their drawings rather than for the creation of new economic opportunities and for the realization of a particular goal."And in the words of Joseph Pine and James Gilmore (from The Experience Economy):
"If you charge for the activities you execute, then you are in the service business...If you charge for the demonstrated outcome the customer achieves, then and only then are you in the transformation business."One of the many lessons I learned during my search for a full-time job was what architecture + urban design + graphic design + photography meant to me. I found it interesting how quickly other people would quickly place me into a stereotype of one or more of the previously mentioned disciplines (and interestingly enough this most often occurred during an interview for a position that encompassed one of those categories). But what I continuously tried to emphasize is that what I aim to pursue as I begin my career is where all of those disciplines (and more) overlap. Masterplans are simply pretty illustrations without the knowledge and ability to be implemented (even in part). And conversely, a single building is simply a building...but when considering its context, its users and its possibilities it becomes architecture. The additional awareness of graphic compositions and relationships along with the sensitivities given to perception and experience only enhance the ability to create in this way.




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