A young architecture firm, like many of its peers, has adopted a new approach to architecture practice that combines computer technology, marketing, and business strategies from outside the profession.
"...SHoP represents an entirely new kind of firm, one riding the crest of architecture's digital wave. Like a growing number of their young peers, the architects of SHoP are using technology not simply to further some ideological agenda or push formal boundaries, but rather to create a practice that's lean, fiexible, pragmatic, and committed to built work...These days everyone is talking about the fiuidity and smoothness of computer-aided design forms. But SHoP is trying, with the help of very impressive technology, to create a fiuent practice rather than fiuid buildings. The firm has figured out a way to use software to help it... absorb new information instantaneously--everything from what kinds of materials a particular client can afford to the setbacks required by zoning regulations."
Thanks to Abhijeet Chavan
FULL STORY: SHoP Talk
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