April 2, 2007

ROBERT WOODS

The Shanghai Museum of Science & Technology is an example of a building designed by a North American firm RTKL International.

Globe-trotting designers thrive on cultural challenges

SAM VAN AERT

staff researcher

VANCOUVER

Exciting global opportunities abound for North American designers who are prepared to meet the challenges of cultural barriers, distance and cross-cultural communication.

That was the theme of an International Interior Design Roundtable held recently in Vancouver.

Roslyn Brandt, president of Brandt Resources of New York, moderated the panel which included Mark Gribbons, principal, IA Interior Architecture, Seattle, Washington and Joe Pettipas, principal HOK Toronto.

Much of the focus was on unique projects in Asia and the Middle East. The Suzhou Industrial Park Administration Building, in the province of Jiangsu, China, became the embodiment of 21st century American functionalism and style, but fused with the rich Suzhou history and Chinese culture, said Gribbons.

“In the initial stage of any project, it was extremely important to become completely aware of the cultural significance of various aspects to the architectural style in the client’s country,” Gribbons said.

The Suzhou building was reflective of this sensitivity in its Chinese lantern corridor lighting, use of moon gate arches, large expanses of wood panels, and a blossom-inspired lobby chandelier.

Even the style of rendering provided to the client was reflective of Asian culture. “Asian cultures prefer a computer-generated 3D or high-tech CAD rendering as opposed to a watercolour art piece, which would be more appreciated by a Middle Eastern client,” he added.

He also reflected on the distinct social order of Asian culture when conducting business there.

“I wanted to strike up a dialogue with the client, but you just don’t do that. We are spoken to and then respond in a certain defined order,” he explained

And communication is the key to any business dealing, making interpreters an integral part of a global project. Joe Pettipas stressed the importance of building a relationship with your interpreter before meeting with the client.

“You have an interpreter that you just met. So you go on and on for five minutes about an aspect to the project that impassions you, and then the interpreter turns to the client and says ‘blah blah’ (two words). It can be very deflating,” Pettipas said.

Aside from cultural challenges, distance can be a factor in providing global clients with the best possible service.

Defining a game plan to overcome the challenges of international distance is vital in keeping control of a project overseas and providing the client peace-of-mind.

HOK established an office in Dubai to accommodate the staff and local presence for the Dubai Marina Resort Community project, a canal city carved along a two-mile stretch of Arabian Gulf shoreline.

The overall development when completed will provide residences for more than 120,000 people in luxurious condominium towers and villas atop a huge waterfront commercial promenade.

“We had to round up over 120 people in two weeks between our office in Toronto and the new office in Dubai,” explained Pettipas.

Construction in Dubai is at a feverish pace fueled by oil money budgets and low labour costs.

“Half of the world’s cranes are in Dubai,” said Pettipas, adding that this market holds many intriguing opportunities for architectural and interior design firms.

That’s particularly the case considering that Middle Eastern clients are specifically seeking out Canadian and American firms.

They have a high respect for North American professionalism, modern vision and administrative skills. “This works to our advantage as designers, when maintaining control over a project,” said Brandt.

“You have contractually agreed from the very beginning to adhere to North American standards and levels of quality, which will keep the project’s vision on track.”

Middle Eastern clients want to become part of the visioning process — part of the process of design, rather than be presented with a defined concept. “Working abroad can be very exciting, artistically satisfying and professionally stimulating,” Pettipas concluded.

“Just open your eyes, learn what you can from your predecessors, use the skills learned on the job, and the resources available from the Canadian government. And hold on!”

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