Late last month I had the pleasure and honor of representing Archinect on a panel at IIDEX/NeoCon Canada 2009 in Toronto. IIDEX/NeoCon, which celebrated its 25th anniversary this year, is Canada's largest exposition and conference for the design, construction and management of the built environment. The theme of this year's expo, "IIDEX: The Next Twenty Five," was truly embedded into the event's DNA...


Late last month I had the pleasure and honor of representing Archinect on a panel at IIDEX/NeoCon Canada 2009 in Toronto. IIDEX/NeoCon, which celebrated its 25th anniversary this year, is Canada's largest exposition and conference for the design, construction and management of the built environment. The theme of this year's expo, "IIDEX: The Next Twenty Five," was truly embedded into the event's DNA. Case in point--IIDEX/NeoCon's producers, MMPI (the same folks that put on NeoCon World's Trade Fair in Chicago each year), teamed up with DesignerPages to create #IIDEX09, a Twitter installation. Any tweet that included the well-advertised #IIDEX09 Twitter hash tag was captured and streamed live on several flat-panel screens located throughout the hall. By embracing the real-time networked discussion that social media tools like Twitter promote, IIDEX/NeoCon demonstrated that they understand the potential of this nascent form of communication and collaboration...
So, with that as a primer, I'd like to take this opportunity to share a few highlights from the event. In chronological order, as I experienced them...

1. The DesignerPages booth

Located at the heart of the expo floor, the DesignerPages booth was literally pumping. Hip-hop beats and other high-energy music--playing a bit louder than some folks may have preferred--brought some serious vitality to the event.

White carpet may seem to be an odd thing to bring up next, but I think it's appropriate. Whereas most booths at trade shows typically stake out a clear territory, the DP territory had blurry boundaries. The white carpet flooring material was kept consistent with the "free" circulation space of the expo hall. Although this may seem like a simple thing, it made a huge impact on the way people engaged their area. The fact that the DP booth wasn't pushing any product (in the sense that most of the exhibitor's booths were), added to the generally democratic, popular nature of their space.

Finally, it's important to mention that a handful of high-top tables with computers were scattered throughout the DP booth. While DesignerPages.com was being displayed on each of the computers, the DP crew was quick to welcome anyone that inquired about checking their email or otherwise getting online but "off message." By the end of the first day, attendees and even some exhibitors were consistently taking advantage of the free internet stations.







Props to Jacob, Becca, Rus, Avi, Winston and the rest of the DP crew for adding some youthful exuberance to event.



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2. Design Exchange's Canadian-designed chair exhibit
Design Exchange, a non-profit that aims "to promote the value of Canadian design, through engaging and enriching programs," put together a display of Canadian-designed chairs from 1946 through 2001, including these gems:


Lounge Chair, 1946
Waclaw and Stykolt Czerwinski, and Hilary Stratford
Canadian Wooden Aircraft Limited, Stratford
Moulded plywood, bent laminated wood, metal


Cord Chair, Late 1950s ca.
Jacques Guillon
Mondernart of Canada, Montreal
Laminatetd walnut, birch, varnish, nylon


Lotus Chair, 1976
Paul Boulva
Artopex, Laval
Injection-moulded polypropylene, steel tube frame, wool upholstery

I must admit, when I first encountered the display of chairs, I didn't realize that they were basically part of a museum-like collection, so I took a seat on this guy:



A nice lady [from Design Exchange?] quickly came to the chair's rescue.


Dining Chair, 1946
Waclaw and Stykolt Czerwinski, and Hilary Stratford
Canadian Wooden Aircraft, Stratford
Moulded plywood, bent laminated wood, varnish, gliders

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3. The Social Web in Architecture and Design - a panel discussion

At 1pm on the conference's opening day, I had the honor of representing Archinect on a panel that discussed the The Social Web in Architecture and Design. The panel, organized and moderated by Jacob Slevin of DesignerPages, investigated the social web's impact on exposure and productivity in the architecture and design industries. From the official description: "Firstly, how can the social Web help further exposure and opportunity? Thinking beyond the company Web site, how can a design professional craft a compelling Web identity? Secondly, how can the social Web help increase productivity?"

A discussion on the social web as an effective tool for self-exposure and reputation building opened the panel, followed by rumination on the more intricate facets of online identities and communities.

Dave Fleet (Account Exec at Thornley Fallis Communications) recommended a three-stage process for the social media newbie:
First, listen, find out where people are, and who's saying what;
Second, engage with people;
Third, develop your own properties, and host conversations on your own site.

Avi Flombaum (Chief Technology Officer at DesignerPages) pointed out that online media chronologizes one's reputation, allowing someone to literally build, one post at a time, an online identity. In so doing, one can build credibility.

Andrew Wilson (Founder of AMCWEST) brought up the 90-9-1 rule, and focused momentarily on Participation Inequality. He implored those hoping to take full advantage of the social web to not fall into the 90% (or "lurker") category.

In response, I took care to make clear that the lurker should not be dismissed (I think Andrew agreed), and that if reputation building is your goal, the lurker represents a large portion of your audience. Dave's three stages really represent the progression from lurker to responder/editor, and finally to creator/publisher.

On Archinect and self promotion, the primary point I made was that online forums are unlike blogs in that in order to truly take full advantage of what they have to offer, one must actively engage a given community, and contribute to it over time. Online communities are not an individual's soap box, but a collection of views...some of which are obstinate, and others that adjust based on the collective intelligence created by the community. In this context, Archinect is more about community promotion than it is about self promotion and individual reputation building.

The panel lasted 2 hours, and the above section cut represents no more than 15-20 minutes of the discussion. Suffice to say that a lot of ground was covered, and that while each of the 4 segments contained enough to fill our time slot, Jacob effectively kept the panel on track. Based on the audience's feedback, the discussion was highly informative and specifically applicable to their practices. Bravo to Jacob for organizing a clear agenda, assembling a diverse panel, and otherwise putting together a successful seminar. Glad I was able to contribute my $0.02.

Update: Check out a video clip from the panel here...

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4. DIRTT and ICE

Yes, I know, I went to a trade show and so far there has been no discussion of the goods or the exhibiting companies. If you're interested in seeing an assortment of products that were on display, have a look at DesignerPages' IIDEX/NeoCon Canada product collection, curated by Matthew Searle (IIDEX Director of Marketing). Also, check out the DesignerPages IIDEX product video interviews at 3rings.

Of particular note (and included in both Matthew Searle's collection and the 3rings videos) is DIRTT--a company that manufactures modular walls, primarily for office spaces. While modular office walls may not seem super exciting at a glance, DIRTT (which stands for "doing it right this time") is not your typical product manufacturer. For starters, an environmentally conscious ethos permeates the company, from the design of their systems (intended to be moved or reconfigured as needs adjust over time), to their manufacturing technology (using water-based stains, non off-gassing adhesives and advanced veneer wrapping techniques), to the operation of their office and plant facilities (99% of marketing material is electronic, and their computers run on wind power). Additionally, DIRTT is an Adopter of the 2030 Challange.

Another aspect of DIRTT that warrants discussion is ICE, their "revolutionary software for modular workspace design." ICE is a Java-based tool that allows designers to create and edit custom wall systems while the software keeps track of product specs, parts and prices. Pricing information and parts lists are generated in real-time, as the designer creates and edits their custom solution. Once an order is placed, ICE communicates directly with the manufacturer's CNC machines and other tools. ICE is available as ICECAD, an AutoCAD add-on, or as ICEBOX, DIRTT's stand-alone version of the software. By tracking all components and streamlining the process from design to fabrication, DIRTT's system removes human error from the equation.

For more on DIRTT, check out Joseph Starr's recent post at 3rings, and have a look at DIRTT.net.

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Well, I think that covers it. Thanks to Paul for giving me the opportunity to rep the 'nect in Toronto, and thanks to Jacob and the DP crew for making me feel welcome. Here's to "the next twenty five!"

All best,
Aaron