LYCEUM OF THE PHILIPPINES UNIVERSITY

COLLEGE OF ENGINEERING, COMPUTER STUDIES AND ARCHITECTURE

COLLEGE OF ARCHITECTURE

REPORT
PROFESSIONAL PRACTICE 3
(LOCAL AND INTERNATIONAL NEW WAYS OF
PRESENTING INNOVATIVE DESIGN)

SUBMITTED BY:
BALANZA, ANABELLE M.
2016-2-01839

SUBMITTED TO:
ARCH. EUGENE AGUILAR
INSTRUCTOR
In today’s fast-paced design environment, it can be extremely difficult for architecture firms to find
space to innovate — to experiment with new design processes, technologies, or workflows. And yet
with the rapid shift in technology, it’s more important than ever that principals create this space in
their firms, or risk getting left behind. Evolving times now are for experimentation and innovation to
bring about reliable and sustainable outcomes for every project undertaken. Considering the fast-
paced designing environment and the delay of modernization in the AEC industry, it can be difficult
for architectural firms to innovate or experiment with the new technologies, processes, or workflows.
But with the rapid advancements of technology like Architectural BIM Services, it has become a
necessity for these firms to provide the facility and space for R&D, innovation, and experiment or
else risk being left behind in this race.

To make this report I have two main sources of information. First is through research from the
internet and second is to interview some people I know working on an architectural firm.

Why Have a Strategy for Your Firm’s Marketing Efforts?

A marketing strategy starts with identifying how the firm is different, what special skills it has, what
types of built environments it produces best and the kinds of clients that are best suited for the firm.
This is vital, and the step that differentiates strategic marketing from “throw it at the wall and see if it
sticks” marketing. This step also allows you to track whether your marketing is successful – how do
you know if you’ve reached the right people if you haven’t decided who those people are?

Next, the information gathered and decisions made are used to craft the right messages, collect the
right images, and identify the right presentation styles to support attracting that “best client”
audience. These activities can seem overwhelming, but they are made much easier when the first
step has been taken. For example, you no longer need to write copy that appeals to “everyone” –
just the people you know you want to attract.

Over the last 15 years, changes have taken place that make it more necessary to have a marketing
strategy in place. With architectural licensing standardization, it’s possible to work across a greater
swath of the United States. Firms that might have been specialists locally or even within a larger
metropolitan area now face competition from specialty firms from other parts of the country. Digital
marketing also allows new markets to be targeted at a fraction of the cost and without the need to
always open a satellite office, meaning your firm will need to defend against firms that have no
physical ties to your local market. These significant changes mean well-strategized newcomers can
move into markets that were previously not possible.

Moreover, the internet and mobile apps have changed how consumers shop for goods, business
consumers have started to follow suit. They expect to be presented with all relevant information in a
convenient and easy-to-digest way. To keep up, the way architecture firms market their services will
have to change.
LOCAL

COMPANY: CASAS+ARCHITECTS

As the call for more initiatives to combat climate change has become more urgent, sustainable and
‘green’ real estate is seen to be one of the most effective efforts from the building and construction
sector to take part in.

Casas+Architects is one of the country’s pioneers in designing better buildings. Committed to

integrating the architectural design with their natural environment, the firm utilizes the company
values of imagination, creativity, and skill from the creation of concept down to the most minute
construction of sustainable structures in the Philippines.

Designing Better Buildings

“Beyond our commitment to distinction, our goal is to work for a positive impact on individual lives,
the environment, and communities through sustainable design,” Architect Meloy Casas, founder and
president of Casas+Architects said. “The goal of every sustainable building is to reduce the carbon
footprint during its construction and lessen its negative impacts to the environment throughout its
lifecycle,” he added.

Being one of the multi-awarded architectural firms in the country, their thrust towards promoting
sustainability with their projects is what defines their work and differentiates them from the rest.
Since 2008, they helped in forming the Manila skyline, completing notable structures such as the
Grand Hyatt/Metrobank Center, Pacific Plaza, Icon Residences, and Maybank Performing Arts
Center, among others.

Goal of CASAS+ARCHITECTS

The goal of CASAS+ ARCHITECTS is to integrate architectural design and bring to life the desired
style and look of the structure – creating buildings that are in sync with their natural environment.
Imagination, creativity and skill are involved from the creation of the central concept down to the
most minute construction. Through the integration of innovative design solutions matched with an
urban framework, strong master plans are created.
INTERVIEW REPORT

(LOCAL AND INTERNATIONAL)

NAME: AR. JEREMY CRESENCIO

POSITION: PROJECT ARCHITECT (local)

UK DESIGN TEAM ARCHITECT II

COMPANY: CASAS+ARCHITECTS (LOCAL)

Arcadis GEC Philippines & GSSC (INTERNATIONAL)

Interviewer (Me): Ano pong bagong tools and applications na po yung ginagamit ngayon sa
mga firms? (or plan to use)?

Ar. Jeremy: For local firms usually REVIT na yung advance version ng pagaayos ng
plans. Pero di pa din nawawala ang cad at sketch up lalo na they also need
to align their software with what their consultants (engineers).

Interviewer (Me): Ohh. Sige Ar. Pano po prinepresent yung design now in international firm to
aid in communicating design concept sa client or mga stakeholders?

Ar. Jeremy: Pero for an international company, madalas through cloud ang
documentation ng mga communications, transactions and submission sa
mga consultants.

REVIT yung usual software

Pero may mga upgrades na din na inaapply like mga cloud based
walkthroughs/ panorama renders, the. May system na that connects both
engineering/ consultant works to the actual architectural drawings

We also use point cloud surveys at 3D scanners to capture the actual

dimensions and components sa site

Minsan they use VR na din to check.

Interviewer (Me): Oh okay po. More on revit pala even sa mga Int. Firms. Ano po yung
technologies and equipment they using now sa local firm po and
International? (Like mainstream or not) to help the firm get an edge from their
competion.

Minsan they use VR na din to check

 Sa international firms po? Sa local po ba may mga ibang firm gumagamit na
rin po ng VR?

Ar. Jeremy: 3D scanners. Sa local yung iba may ganung service lalo kapag malaking
firm. Pero sa international, madalas yun na gamit

Then yung surveying company na bahala sa pagmodel based sa site.

Yung revit model na bbgay sayo ng as built

Ar. Jeremy: Oo meron din pero bihira.

They see it as gastos lang dito sa local

Pagdating sa international firms, maayos mga offices nila. Usually may

facilities to collaborate aside sa mga meeting rooms. Then may wellness
rooms din sila

Compared sa local na work lang HAHA walang balance.

Oh okay po Ar. Sa International po ba ano yung mga new ways din nla of
how they are getting their practice na ma stand out from the rest of the
architectural firms within their region or kaya within the geographical space
kung san sla nagooperate? Is there a need po ba to get a specialization or
kaya create a "niche" for themeselves to have distinct advantage?

Ar. Jeremy: Sa ibang bansa kasi ang arki sa kanila ay di 5yr course. Its an old man's job.
Meaning di gaya natin sa pinas, sila dun it take yrs to be licensed

Pagdating sa projects nakadepende pa din sa client ang budget pero

pagdating outputs, dun tinotodo

Mas mabilis ang phasing din sa kanila. Kasi ok mga gamit at may mga
mechanical dogs sila na nilalagay sa site to document everything.

Interviewer (Me) Ang galing. Sa pinas parang mahirap yan haha. Btw po how about in our
situation ngayon. How do you communicate po sa clients or pano nyo
prinepresent ? Thru zoom meetings na po?

Ar. Jeremy: Sa case ko. Ako ang gumagawa ng mga drawings and stuff for presentation.
May inputs ang counterpart ko sa UK. Then ako nagchecheck if ok ba, if
tama ba o may problem. Then icocommunicate ko yun everyday sa
counterpart ko.

And email. Then sya na humaharap sa client

Interviewer (Me): Thank you so much Architect for your time.

INTERNATIONAL

COMPANY: COSTFORD

LOCATION: KERALA, INDIA

COMPANY OVERVIEW:

COSTFORD is dedicated to changing the social, economic, and political position of marginalized
and disadvantaged groups in society. In the mid-1980s, COSTFORD focused heavily on
improvement of housing and made significant gains in providing alternative philosophy and
technologies for providing cost-effective, energy efficient, and more appropriate housing for culture
and climate for all income groups.

PROCEDURES AND GUIDELINES:

TECHNOLOGY

COSTFORD, as a non-profit organization (NPO), is guided by the cost-effective approach and

technology set forth by the late Padmasree Dr. Laurie Baker in the design and construction of
buildings and their environment.

COSTFORD’S work is client, budget and site specific. Natural factors such as wind direction,
orientation, vegetation, slope, etc. are given prime importance along with the use of the locally
available resources while designing and constructing buildings.

COSTFORD uses country burnt bricks when constructing with brick. (Mud, stone, and other
materials are also used when available and appropriate.). This makes buildings environmentally
sensitive and climate-friendly while maintaining aesthetics (Plastering and painting of walls is
minimized).

COSTFORD

Kerala is famous for modeling positive results in education and health care, through decentralized
governing strategies and stemming the flow of the rural poor to urban slums through rural
enhancement programs. The State’s long history of enlightened society building is a model for less
overdeveloped societies and a signal to over consumptive societies about what is possible with
relatively modest means.

In its capacity as an NGO, COSTFORD primarily seeks to change the social, economic, and political
position of the marginalized and disadvantages groups in society. To this end, COSTFORD draws
on the expertise and experience of a spectrum of talent in serving in an advocacy capacity relating to
societal challenges, helping empower poor communities, conducting research and development
activities, assisting with local level development and planning, promoting the transfer of appropriate
technology, assisting with human resource development, conducting studies relating to a range of
societal concerns, disseminating information, and serving in a consultancy capacity

Building Technology

COSTFORD constructions are the results of scientific and rational study of the pre-existing
techniques and approaches of constructions. With each technique used, utmost priority is given to
strength and then to its appropriate application based on the property of the material. We truly
believe in the honesty of use of material and not masking it again with texture or color of other
materials, which simply does no justice, either to itself or to the material it has engulfed. Our first line
of action still remains, saving energy, materials, and cost by using less energy-intense materials and
more indigenous materials, which, apart from probably being cheaper, are environmentally more
responsible. Technical innovations also include mud stabilizers, combination mortars, bamboo
reinforced surface beams, arch designs, and SUBO septic tanks.

Construction Philosophy

COSTFORD believes the design and construction techniques used must be either indigenous to the
local architecture or a more refined form of it. It is because these techniques, methods, and use of
materials date back centuries and are most apt for that particular place. We believe the Gandhian
principle "materials used for a construction of a house must be available within 5 miles radius of it"
forms the major founding stone of our attitude and construction techniques. All clients and agencies
receive customized attention to their site, aesthetic, and budgetary requirements guided by
COSTFORD's hallmark cost-effective, energy efficient approaches to creating the built environment.
Natural factors such as building orientation, wind direction, vegetation, drainage, and contours of the
land along with awareness of locally available materials are factored into project programming. In
slum rehabilitation and rural development projects, COSTFORD provides detailed survey and
programming assistance that encourages community participation in all phases of project
development starting with evaluation of current housing, water supply, electricity, access to roads,
and sanitation. There is also assessment of socio-economic factors such as population, density,
community features, relationships, education, occupations, health conditions, medical facilities, and
other community amenities.
INTERVIEW REPORT

(INTERNATIONAL)

NAME: HARSHIDHA

POSITION: FORMER JUNIOR ARCHITECT

COMPANY: COSTFORD (The Centre of Science and Technology for Rural Development)

Interviewer (Me) : Are you working in an Architectural firm?

Harshidha : I have been. I’m freelancing now.

Interviewer (Me) : I am Anabelle Balanza, a 4thyr Architecture student here in the ph.

The Interview is for educational purposes only.

So how do your previous firm present innovative design? Like what tools and
applications, they are using or plan to use to aid them in communicating design
concepts to their clients?

Harshidha : I did in a small regional firm. We usually make series of drawings generally CAD
plans and try to explain to our clients. Our clients had no basic idea for
architecture and construction. So, we make every drawing simpler and
understandable.

Interviewer (Me): So, you usually use CAD as a tool to present your design and making it simpler
for them to understand.

Harshidha: Yes.

Interviewer (Me) What are the other applications your firm uses to create a concept or
architectural plans, model or for rendering? And your new ways of presenting
them?

Harshidha: I worked in another firm that has slightly higher end clients.

There we have several teams dealing with different type of clients.

We generally use CAD floorplans, Sketchup models, walkthroughs, sometimes

REVIT and rhino for large scale projects. We also do physical model for certain
projects during planning stage and presentation stage.
Interviewer (Me): Oh ok Ar. How about what do you think the new ways how your firm getting
their practice stand out from the rest of the architectural firm within your
region or within the geographical sphere where your firm operate? Is there a
need to get a specialization or to create a niche for theme selves to have a
distinct advantage?

Harshidha: The firm that I have already worked with has a greater niche already

What's more a distinct character than possessing a simpler approachable

feature.

They show specialization in techniques rather than extraordinary presentation

skill set If you know architect Laurie Baker..they are descendants of him.

Providing cost efficient construction techniques and enhancing the affordability

of good construction

In India, not everyone can afford to live in a good house. They don't have a
house of their own, and live in small rented apartment. Or live-in slums.

So, this firm is like an NGO, works on not highly profitable business.

Interviewer (Me): I understand. Thank you so much for your time.