10 NEWS BOOK
How To Win Work by Jan Knikker
“You are a great designer, but no-one knows. Now what?” MVRDV partner Jan Knikker gives a practical answer to this question in the newly published RIBA book ‘How To Win Work: The architect’s guide to business development and marketing.’ The book, said RIBA, “explains all aspects of PR and business development for architects through anecdotes, general information, and a list of practical tips in each chapter.” It explains how PR relates to business development and features insights from a wide variety of architects, from multinational practices to small offices. Knikker, who directs MVRDV’s Strategy & Development Studio, aims to “demystify PR and marketing for all architects, whether in large practices or working as sole practitioners,” said RIBA. “Even award-winning architects at the top of the architecture discipline cannot freely pick their favourite projects – a fight that starts
at the foundation of an architecture practice continues forever.” The book “bridges the gap between architects and marketing” by giving practical tips, best-practice advice, and anecdotes from an author with more than 20 years’ experience in architecture marketing. ‘How to’s include how to write a good press release, make a fee proposal, and prepare for a pitch, plus examples and common pitfalls. The ‘psychology of sales’ is explored regarding artist impressions (renders) as well as how to master lectures, interviews, and a meaningful presence on social media. “As marketing touches every aspect of architecture praxis, the book also discusses more general aspects which are linked to PR and business development, such as being a good employer, ethics for architects, sustainability, and the challenges in working abroad,” commented RIBA. Case studies are included in the
Pre-Fab Living by Avi Friedman BOOK
“In rapidly changing social,
environmental and economic landscapes, builders and housing authorities around the world are facing an urgent need to explore new practices in residential production. Chief among these is a renewed attention to factory-built pre-fab homes, which have the potential to address contemporary challenges of affordability and resource-efficiency.”
So reads the introduction of a new
book published by Thames and Hudson which surveys a wide range of international offsite-constructed homes to “explore the full range of possibilities” for architects, designers and self-builders. From net zero carbon houses to ‘plug-and-play’ dwellings and converted shipping containers, each chapter “explores the varied and exciting
ways that architects and designers are using pre-fabricated technology to address today’s challenges,” commented the publishers. Fully illustrated, including floor plans, the book reveals the scope of the properties’ designs, with accompanying text which “considers contemporary debates around this untraditional construction practice.” A reference section includes in-depth essays, exploring manufacturing methods, trends and technologies, but also “drawbacks and solutions.” Friedman is a designer and a professor
of architecture at McGill University, Canada and honorary professor at Lancaster University. In 2000 Wallpaper magazine included him in its list of ‘10 people most likely to change the way we live.’
The 230-page volume’s chapters include ‘Innovative Communities,’ ‘Narrow Designs,’ ‘Country Dwellings,’ ‘Apartment Buildings,’ ‘Adaptable Interiors’ and ‘Additions,’ as a well as a focus on Japanese homes.
form of interviews, exploring how Carl Turner (Turner Works), Nanne de Ru (Powerhouse Company), Hazel Rounding (shedkm), James Crawford (Studio MUTT), and others have mastered their PR and marketing. How To Win Work will also be
accompanied by a series of workshops for RIBA Academy later this year, the first being held on 28 April; visit
architecture.com for more information.
WWW.ARCHITECTSDATAFILE.CO.UK
ADF APRIL 2021
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