"...Becoming a famous architect shouldn't take too long, but don't expect too much. It's not a passport to riches, nor an introduction to high society. But if it's what you want, here's how to do it.
_First, pay a visit to any well stocked newsagent. Buy one copy of each design magazine. You will use these to find out what not to do.
_Now go to your local remaindered book store. Buy a copy of a design book with lots of pictures in. Not only is the remaindered store cheaper, but it's stock is between ten to fifteen years old. These are the least fashionable and so most shocking of all styles. You will use this to copy your new designs from.
_On the way home, choose a name for your cutting edge design firm. Something punchy, arty, and a little stupid should do. There are not too many rules about this but make sure it doesn't include 'urban' or 'studio'. Your name will present an efficient image, suggest an office in a fashionable part of town, and a committed workforce. No one will know that you are really operating out of your bedroom.
_Now that you have a name, you need a project. It must be a radical design of a house. It needs a catchy title. Pick a popular word or phrase, then add house to the end of it. If it sounds good, it is good.
_Scan in some of the pictures from your new book. Scan in some other pictures you like. Stick them together in the latest version of Photoshop. Play around until you get a nice picture that you can believe in. Check that it dosen't look too much like the pictures in your magazines.
_Now it's time to develop your mystique. This is all important, because it is what you are selling. Remember, you won't have to design a building for at least ten years. And in this time you will live off your mystique, so make it good. Mystique is what you say, and the way that you say it.
_If you come from continental Europe, great. If you don't, pretend that you do. Mystique should also suggest revolutionary politics and French philosophy. Don't talk about these things directly as it never makes good copy and will only confuse you.
_In order to alert the magazines, you must write a press release. This should be full of your mystique, good copy, and have your telephone number on it. Know your audience: Journalists. It's important to remember that design journalists are desperate for anything interesting. This is because architecture is mainly boring. So be interesting. Make outlandish claims; tell them everything they know is wrong; most of all, be prepared to have a radical opinion on anything that may crop up in conversation. They will print it and thank you.
_Email your press release to the magazines. The addresses will be in the magazines you bought earlier. No rest yet, because you must now prepare the packs that you will send out. You will be too busy answering the inevitable calls over the next few days, so do it now. The pack should contain your new picture and a radical design statement (see how useful developing that mystique was?).
_When the phone starts ringing, you know what to do: Use your cutting edge firms name, your exciting new house title, and your fascinating mystique to full effect. When the phone stops ringing, go to the post office and send your project packs out.
_Now it's time to relax. Head on down to a fashionable architects bar (you will recognize it by its converted industrial look, expensive bar snacks, and people with strange glasses on). Enjoy yourself, but remember your mystique! All you need to do now is remember to buy the magazines that you feature in...."
I disagree about the website. This was done in conjunction w/ our business plan. I still get leads from it monthly. Also it does project our image and helps educate our current and potential clients.
We took the step to have a closet sized office space subletted from a bigger tenant. Part of the deal was that their secretary answered our phone. It made us appear more established than we were. It made the difference. - and allowed me to golf when there was no work.
I'd be careful about the promises made at the bar. We do a lot of bars and I sit w/ the owners in the corner at happy hour and watch the show.
lb - you need a website? We do a lot of websites ;-) and bcards...and brochures...and renderings...etc., etc., etc.
dsc - good strategy. It's all about making an impression with those first meetings. Handshakes are important, but almost everyone will take that bcard and look at your website (assuming you've gotten their interest).
That's a pretty damn inexpensive marketing campaign! With those tow things you can keep things current, professional and no one knows what size you are.
That secretary deal is a great thing, if you can swing it. I recall an interview on the Donny Deutsch show with the Paul Mitchell (or the founder, also the founder or Patron) and he had a gf with an English accent leave a message on an answering machine, thereby making it seem like he had a secretary and a sexy one at that! All the while, he lived out of his car.
Impressions and image mean something. Sure, they don't mean everything, but if you can seal the deal with a little polish, it would be foolish not to (but most people neglect that polish, still is puzzling to me!).
Anymore, the lack of a website -- or, a really poor website -- reflects quite poorly on any commercial firm. It doesn't need to be extensive or flashy - but, IMHO, it needs to be there as evidence you exist.
A website may not get you work. Not having a website very well may cost you work.
Think of it as an inexpensive, easy to update, electronic brochure. And, you don't even have to mail it or maintain a mailing list.
I may be sort of old, but this is one bit of electronic wizardry that I actually "get" !
when i was still working as a project manager in municipal government, i served on the selection committee that picked the architects for the continuing contract work... although i had each of the firms marketing materials in hardcopy, i still checked their websites... and firms that didn't have sites were at least subconsciously marked down...
in my opinion, having a website is just a hard and fast reality of doing business today...
Maybe its an age thing but I still think only architects look at other architects web sites, whether you're in the public or private sector. In my experience the people who pull the trigger for the job don't make decisions based on one's web site. Now that's not to say it doesn't help to give you a level of exposure I think word of mouth is preferred, when someone can't find you on the web ( which most people can ie try googling your firm if you don't come up in the first page you've got a problem ) then when they phone to connect you have forced their hand to make contact rather than have them anonymously checking you out on line.
hmmm,,,, i'll back up a website as a necessity for any firm that has aspirations to do work outside of the one-person residential shop. it in no way replaces the one on one contact we've been mentioning, but it absolutely is a validation of your legitimacy (whether anyone agrees with it or not).
one main reason, as archiphil alludes to, is that entities like reputable commercial developer, companies, institutions, agencies, etc. generally like to make sure the company they are hiring is going to be solvent for the duration of their project (at least). a decent website is only a couple of thousand dollars to build. if you can't swing that, literally, it's going to raise some red flags in that crowd.
we've also gotten work from it, though not tons and it tends to be residential. somehow our name pops up near the top when you google '(city name) modern residential' or some such combination. (i should check that out). people see our website, we get a call. sometimes it can be that easy...
On the other hand, I wonder how damaging an outdated website - that either contains no new content or looks like it was designed quite a few years ago - can be to a reputation.
Keep it simple and clean, stay away from any animation (smooooth transitions always look nice, but are not easily achieved).
Images need to be large, use only professional photographs (always sad when a good project is ruined by a cheap-out cell phone shot gallery).
If done well, I think a website could last at least 5 years, possibly more if it is very well done and simple/minimal. We (the web community) got side tracked a little in the early Flash days and made a ton of over-the-top sites (not me, of course ;-)!). Those days are gone, though. Nothing screams 'cheap' and 'out of date' like a spinning logo!
we have a website but haven't the time to update it right now. having it is impt though. lots of people we meet DO check it out. They also pay very careful attention to where our office is. We happen to be in a high rent area so it seems like we are successful just to be there. that is impt. but this is tokyo, and maybe more cut-throat than other cities...
meeting people is essential. having a good business card and website to keep the relationship going is just as impt. once established maybe not as impt, but is good to have it as confirmation for clients. if you are published a lot and everyone is talking about you then website is not impt. but doing that is not so easy. i know about 3 people here in tokyo that do it that way, and 2 are world-class starchitects while the third is a graduate of one of the starchitects...with very good mystique going on. he be doing fine.
planning for start up archi firm - help?
originally conceived by F.A.T.:
"...Becoming a famous architect shouldn't take too long, but don't expect too much. It's not a passport to riches, nor an introduction to high society. But if it's what you want, here's how to do it.
_First, pay a visit to any well stocked newsagent. Buy one copy of each design magazine. You will use these to find out what not to do.
_Now go to your local remaindered book store. Buy a copy of a design book with lots of pictures in. Not only is the remaindered store cheaper, but it's stock is between ten to fifteen years old. These are the least fashionable and so most shocking of all styles. You will use this to copy your new designs from.
_On the way home, choose a name for your cutting edge design firm. Something punchy, arty, and a little stupid should do. There are not too many rules about this but make sure it doesn't include 'urban' or 'studio'. Your name will present an efficient image, suggest an office in a fashionable part of town, and a committed workforce. No one will know that you are really operating out of your bedroom.
_Now that you have a name, you need a project. It must be a radical design of a house. It needs a catchy title. Pick a popular word or phrase, then add house to the end of it. If it sounds good, it is good.
_Scan in some of the pictures from your new book. Scan in some other pictures you like. Stick them together in the latest version of Photoshop. Play around until you get a nice picture that you can believe in. Check that it dosen't look too much like the pictures in your magazines.
_Now it's time to develop your mystique. This is all important, because it is what you are selling. Remember, you won't have to design a building for at least ten years. And in this time you will live off your mystique, so make it good. Mystique is what you say, and the way that you say it.
_If you come from continental Europe, great. If you don't, pretend that you do. Mystique should also suggest revolutionary politics and French philosophy. Don't talk about these things directly as it never makes good copy and will only confuse you.
_In order to alert the magazines, you must write a press release. This should be full of your mystique, good copy, and have your telephone number on it. Know your audience: Journalists. It's important to remember that design journalists are desperate for anything interesting. This is because architecture is mainly boring. So be interesting. Make outlandish claims; tell them everything they know is wrong; most of all, be prepared to have a radical opinion on anything that may crop up in conversation. They will print it and thank you.
_Email your press release to the magazines. The addresses will be in the magazines you bought earlier. No rest yet, because you must now prepare the packs that you will send out. You will be too busy answering the inevitable calls over the next few days, so do it now. The pack should contain your new picture and a radical design statement (see how useful developing that mystique was?).
_When the phone starts ringing, you know what to do: Use your cutting edge firms name, your exciting new house title, and your fascinating mystique to full effect. When the phone stops ringing, go to the post office and send your project packs out.
_Now it's time to relax. Head on down to a fashionable architects bar (you will recognize it by its converted industrial look, expensive bar snacks, and people with strange glasses on). Enjoy yourself, but remember your mystique! All you need to do now is remember to buy the magazines that you feature in...."
;) that will solve all your answers i guess
I disagree about the website. This was done in conjunction w/ our business plan. I still get leads from it monthly. Also it does project our image and helps educate our current and potential clients.
We took the step to have a closet sized office space subletted from a bigger tenant. Part of the deal was that their secretary answered our phone. It made us appear more established than we were. It made the difference. - and allowed me to golf when there was no work.
I'd be careful about the promises made at the bar. We do a lot of bars and I sit w/ the owners in the corner at happy hour and watch the show.
lb - you need a website? We do a lot of websites ;-) and bcards...and brochures...and renderings...etc., etc., etc.
dsc - good strategy. It's all about making an impression with those first meetings. Handshakes are important, but almost everyone will take that bcard and look at your website (assuming you've gotten their interest).
That's a pretty damn inexpensive marketing campaign! With those tow things you can keep things current, professional and no one knows what size you are.
That secretary deal is a great thing, if you can swing it. I recall an interview on the Donny Deutsch show with the Paul Mitchell (or the founder, also the founder or Patron) and he had a gf with an English accent leave a message on an answering machine, thereby making it seem like he had a secretary and a sexy one at that! All the while, he lived out of his car.
Impressions and image mean something. Sure, they don't mean everything, but if you can seal the deal with a little polish, it would be foolish not to (but most people neglect that polish, still is puzzling to me!).
Anymore, the lack of a website -- or, a really poor website -- reflects quite poorly on any commercial firm. It doesn't need to be extensive or flashy - but, IMHO, it needs to be there as evidence you exist.
A website may not get you work. Not having a website very well may cost you work.
Think of it as an inexpensive, easy to update, electronic brochure. And, you don't even have to mail it or maintain a mailing list.
I may be sort of old, but this is one bit of electronic wizardry that I actually "get" !
i totally agree quiz...
when i was still working as a project manager in municipal government, i served on the selection committee that picked the architects for the continuing contract work... although i had each of the firms marketing materials in hardcopy, i still checked their websites... and firms that didn't have sites were at least subconsciously marked down...
in my opinion, having a website is just a hard and fast reality of doing business today...
Maybe its an age thing but I still think only architects look at other architects web sites, whether you're in the public or private sector. In my experience the people who pull the trigger for the job don't make decisions based on one's web site. Now that's not to say it doesn't help to give you a level of exposure I think word of mouth is preferred, when someone can't find you on the web ( which most people can ie try googling your firm if you don't come up in the first page you've got a problem ) then when they phone to connect you have forced their hand to make contact rather than have them anonymously checking you out on line.
hmmm,,,, i'll back up a website as a necessity for any firm that has aspirations to do work outside of the one-person residential shop. it in no way replaces the one on one contact we've been mentioning, but it absolutely is a validation of your legitimacy (whether anyone agrees with it or not).
one main reason, as archiphil alludes to, is that entities like reputable commercial developer, companies, institutions, agencies, etc. generally like to make sure the company they are hiring is going to be solvent for the duration of their project (at least). a decent website is only a couple of thousand dollars to build. if you can't swing that, literally, it's going to raise some red flags in that crowd.
we've also gotten work from it, though not tons and it tends to be residential. somehow our name pops up near the top when you google '(city name) modern residential' or some such combination. (i should check that out). people see our website, we get a call. sometimes it can be that easy...
Our clients like our website. It gels with their marketing plans.
We do a lot of local bars and restaurants. People googling the restaurant occasionally call us to make reservations.
for exposure don't forget the local chamber of commerce, toastmasters, and your place of worship.
On the other hand, I wonder how damaging an outdated website - that either contains no new content or looks like it was designed quite a few years ago - can be to a reputation.
Good point.
I know our website is way out of date. We just have not commited the resources to updating it.
Taking the "high" road (lol), it could mean...
1. That they don't need to pay attention to it b/c they are to busy to market (true for us at the moment)
2. If the content is good, a first time visitor may not recognize that it is out of date.
3. They are out of business.
Your image is your identity. Guard it w/ your life.
Keep it simple and clean, stay away from any animation (smooooth transitions always look nice, but are not easily achieved).
Images need to be large, use only professional photographs (always sad when a good project is ruined by a cheap-out cell phone shot gallery).
If done well, I think a website could last at least 5 years, possibly more if it is very well done and simple/minimal. We (the web community) got side tracked a little in the early Flash days and made a ton of over-the-top sites (not me, of course ;-)!). Those days are gone, though. Nothing screams 'cheap' and 'out of date' like a spinning logo!
flash is not a boon to humanity by any means.
we have a website but haven't the time to update it right now. having it is impt though. lots of people we meet DO check it out. They also pay very careful attention to where our office is. We happen to be in a high rent area so it seems like we are successful just to be there. that is impt. but this is tokyo, and maybe more cut-throat than other cities...
meeting people is essential. having a good business card and website to keep the relationship going is just as impt. once established maybe not as impt, but is good to have it as confirmation for clients. if you are published a lot and everyone is talking about you then website is not impt. but doing that is not so easy. i know about 3 people here in tokyo that do it that way, and 2 are world-class starchitects while the third is a graduate of one of the starchitects...with very good mystique going on. he be doing fine.
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