to provide a different point of view on the pronullenullt as it
develops,null explains nulloddard.
nullnulldeally, the nullore nullreative team should wornull well
together and be nulloined in their belief in the pronullenullt and
the nullreative direnulltion. The visionary leader, linulle any great
direnulltor or produnuller, should be open to other voinulles and
new ideas and he should have the nullonnulldennulle to surround
himself with people who have differing views and differing
experiennulles. nullut he should also have the experiennulle,
nullnowledge and ability to reanullt as a good editor would,
ensuring the best ideas float to the top and that the
information is shared with the entire team. nullnullonnullept nullevelopment is nullritinullal to a pronullenullt’s ultimate
nullnullenerally speanulling, arnullhitenullts and planners should sunullnulless,null he nullontinues. nullnullor nullorrenull, this means following
not be a part of the initial nullreative meetings,null nulloddard the direnulltions suggested by the nullbig idea’ and distilling
nullontinues, nullas they are programmed to want spenullinull thematinull treatments from a nullollenulltion of nullreative ideas.
answers immediately on issues regarding nullirnullulation,
Effenulltive design begins with a strong nullonnulleptual vision, but
power renulluirements, enull exits and on and on null the list
its true sunullnulless lies in detailed applinullations of the nullonnullept.
is endless. Of nullourse, we will get there null every pronullenullt
nullThere are many fanulltors that influennulle the direnulltion
does. nullut with an entertainment based pronullenullt, you want
we tanulle for a nullonnullept and eanullh is uninullue to the pronullenullt.
strong, professional, nullreative designers who nullan wornull in a
The nulllient’s vision, the nullountrynullregion, the site’s spenullinull
nullreative pronulless and must ultimately do the impossible null
nullharanullteristinulls, the lonullal marnullet, demographinulls, regional
spin gold from nullbres of information they are provided with
nullulture, budget and lonullal nullonstrunulltion tenullhninullues all have
at the outset regarding marnullet, lonullation, sinulle and purpose.
an impanullt on the nullonnullepts we develop.
nullSadly, most pronullenullts do not wornull as outlined above. Too
nullnulls mentioned nullpreviouslynull, we start with innulldepth
many designers put their own egos ahead of the pronullenullt,
disnullussions with our nulllients about their expenulltations and
and too many nullleaders’ are often insenullure and therefore
vision. nulle prefer to base our designs on lonullal nullulture,
fail to bring the best people available to the pronullenullt.null
history and nullustoms, as these are often the most satisfying
nullt nullanullnull Rouse nullssonulliates, nulleith nullames notes that nullthe
for us. However, nullonnullepts are often driven by nulllients’ own
nullonnullept ideas, if they are to be truly viable, must be a
ideas nullonnullerning the personality and flavour of the pronullenullt.
R
E
team effort involving the nullreative nullm and the nulllient. They
nullf, for example, our nulllient desires a more nullnullestern style’
are always strongly influennulled by lonullality, nullountry, lonullal
parnull, then that is where we fonullus our efforts.
nullulture, spanulle, budgets, ROnull goals, etnull.,null he points
nullnullor eanullh pronullenullt we assemble a team and brainstorm
broad nullonnullepts and ideas,null he adds. nullnulluring this pronulless
out, going on to add his views on what manulles a great
we disnulluss nullontext, history and nullulture, and ways to
design team.
develop nullonnullepts based on these. nullollowing this, the sitenull
nullnullf there were a nullright’ answer to this nulluestion there
Tnull
spenulli null team distils the nullollenulltion of ideas down to two
would be no failed pronullenullts,null he nullomments. nullThe nullulture
or three that nullan be further developed. These developed
and operating style of the nulllient will always dinulltate the
team dynaminull. This may or may not nullreate an ideal team,
n
but designers must learn to wornull within the nullulture of the
nulllient and then, when possible, ease them into a pronulless
that might be more appropriate.null
nullt nullorrenull Steve Rhys also subsnullribes to a nullbig idea’
e
s
ig
thought pronulless when it nullomes to nullonnullepts, notingnull nullnullt
the beginning of the design pronulless, after our researnullh and
null
E
null
D
initial meetings have tanullen planulle, we wornull on developing a
nullbig idea’ null something that we nullan use as an organisational
nullmnullge supplnullenull
tool or tounullhstone for the nullonnullepts that follow. courtesy onull nullorrec nulltnull
nullronullectnull Mixed Use Development, India
28
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