Designing Cae Ras - Introduction

Architecture is a tough business for underdogs. For young architecture studios, or maybe any architecture studio, the biggest challenge is to break into new markets. The thresholds for appointments are very high, especially for public sector projects. Buildings take time to design and build. And so does the building of professional networks and reference portfolios, a process that can take many years, if not decades.

Conventional marketing strategies often do not fit the architecture profession and industry-specific advice is sparse. One book, however, stood out due to its sensitivity towards the specific challenges and opportunities within architecture: “How to Win Work” by Jan Robin Knikker of MVRDV. The book offers various good ideas and guidelines, and maybe not so surprisingly, the key take away was still this: the process of marketing and business development might require some trial and error in order to find what works for your studio, while being authentic to your studio’s values, ambitions, and interests.

In the spirit of trial and error, and “Just Do(ing) It” (Chapter 21, p.115), MADE OF SPACE shared an experimental marketing strategy via Social Media, with the aim of expanding the reference portfolio of the practice.

Stay tuned for more info and content on how the strategy was presented.