A recent panel of leading architects hosted by Function, an integrated marketing agency specializing in communication solutions for the building and construction industry, revealed that the use of Building Information Modeling (BIM) is on the rise amongst architects, as well as construction companies, making both key targets for building product manufacturers.

The panel featured a diverse group of architects who specify products in commercial and residential markets, with discussion topics ranging from sustainable building practices, BIM and emerging trends, to effective manufacturer communication and product selection.

"Architects are a major influencer group in the building and construction industry and being able to get firsthand information from them is incredibly valuable," said Dana Castle, principal and managing partner of Function. "Conducting these panel discussions allows us to obtain a deeper understanding of these influencer segments -- their likes, dislikes, ideas and opinions. This insight is a key component in developing the strategic programs for which our clients rely on us."

Panelists included: Katie Pedersen, Perkins + Will; Newell Watkins, Houser Walker Architecture; Ernest Hooks, Jr., HB and A Design Group; Ivan Ocampo, Brunning & Stang; and Jeff Wren, EarthStation Architecture. Highlights from the panel discussion include: -- Sustainable Architecture: Green building and sustainability continue to be top-of-mind for architects, with panel conversations ranging from Leadership in Energy and Environmental Design (LEED) projects, to costs, challenges and client perceptions of green building.

Green washing, according to the panelists, is one of the most challenging aspects when it comes to sustainable design. Many product manufacturers make claims about the environmental friendliness of their products - many of which are inaccurate - leading clients to form a false impression of a product's ability and expect results that are not deliverable. As architects and professionals work to create exceptional results for clients, it is critical that they be able to identify what products will work for the project and realistically meet the needs of their client.

-- BIM: As one of the newest technology/practices in the architecture, engineering and construction industry (AEC), BIM was a key topic of interest throughout the panel session. Many of the panelists are using, or exploring, BIM as a new tool. However, in addition to being a useful tool for architects, the panelists discussed the fact that contractors were rapidly adopting BIM to meet their needs. Often contractors look at systems and try to determine how they will work with those systems in certain conditions. BIM allows them to view what the building will look like when it's finished from a diagrammatic standpoint, identify challenges and test potential solutions. The BIM technology also enables contractors to quickly and directly resolve a conflict by looking at the 3D model, resulting in saved costs and saved time on the project.

-- Product Sourcing: Panelists agreed that when sourcing products, their first objective is to evaluate the quality of the product and how appropriate it is for their specific job. As BIM continues to make an impact on the AEC industry and the way that architects source products, some panelists revealed that if a product manufacturer has a library of BIM models completed, and the products meet the needs of their project, those products are more likely to be included in the architect's model.

-- Future of Sustainable Building: The perception of sustainability has been changing over the years, and the United States culture is beginning to show a demand for sustainable products and practices. People are seeing the results of sustainable building in their bottom line and are realizing that it makes for a good business decision. Panelists felt that there is something for everybody in sustainability, and something that everybody can do to contribute to a better environment long-term. Ultimately, panelists felt that the notion of sustainable and green building and LEED commissioning will no longer exist because it will be the natural way that buildings are created in the future.

"The market is actually catching up to where there’s enough competition among the product manufacturers realizing that ‘green’ is beneficial and sustainable product costs are decreasing," said Wren. "Ultimately you think about your children, and we’ve got to leave some sort of legacy regardless of the bottom line. That’s really where it starts for me -- wanting to create an environment that is common sense, makes good space and is going to do a bit to help sustain the life that we have here on this earth."

[Note: To find out more about the topics discussed during the Function: Architect Panel and to view footage, please visit functionatl.com.]

Published: June 2, 2008

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Peter L. Mosca is president and founder of BAK Communications, Inc. He has over 22 years of communications and media consulting experience, serving a variety of nonprofit organizations, including the CCIM Institute and the REALTOR Association on all three levels – national, state and local. He is the Spokesperson Trainer for the CCIM's Jay Levine Academy and trains hundreds of residential REALTORS nationwide to be effective industry spokespeople. He is consistently ranked as "excellent" by about 90% of those who attend his presentations. While his principal consulting focuses are public speaking and media relations development and content delivery and management, Peter is also the host of the Voice America Network's weekly radio program, "Income Property Investment Talk," a one-hour program that brings the powerhouses of commercial and residential real estate to property investors every Wednesday at 11 a.m. EST. Peter is married 17 years to his wife Barbara. They have two children: Ashley, 15 and Kelli, 12. Hence, the name BAK Communications, Inc.