chapter  17
6 Pages

Seventeen A-List Architects Torsten Schmiedeknecht

There were two sessions: the morning’s theme was Winning Work (press and publicity, working with developers, tailoring your pitch); the afternoon’s, Collaboration (with consultants, contractors and manufacturers). In his introduction, BD editor Robert Booth said that the audience could expect some practical advice from the speakers on how, for example, to increase their public profile and how to ‘get under the skin of developers’ to convince them of one’s worth as a designer who could bring something special to a project. This ‘something special’ would lead to ‘added value’ – one of the buzz-terms of the day.