DESIGN PHILOSOPHY


"An artist is a man who seeks new structures in which to order and simplify his sense
of the reality of life" —John Szarkowski

"The Ideal of beauty is simplicity and repose." —Frank Lloyd Wright




Managing as Designing
Division Group has chosen a cover photograph depicting the Guggenheim Museum in Bilbao, Spain. Analogously this iconic architectural design helps the office tell its story, convey its purpose and answer the "What" and "So What" of the initiatives it’s commissioned to support. The poetics of architecture has helped the office produce its vision and achieve a synthesis of art and design with management, leadership, and related disciplines.

Organizational Design
To begin, at an abstract level, the theory of design and architecture provides a mode of thought and inquiry, and the architectural imagination a conceptual frame and connector, a diagram for the concrete assemblage of the office's research and design projects; thus, the rigor of structure it provides, allows the office to connect stakeholders' ideologies and the complex of cultural, social, political, and technological forces — intending to create a dynamic equilibrium — preventing the project from being completely determined by its context. Moreover, an architectural design discloses truths about, and gives appearance to a culture's values and identity, tells a story linking it to its collective memories, thus communicating meaning. On a practical level, an architectural design has a particular function and as a structure has to be engineered and built.
 
In support of the client's change initiative, then, the office's services provide the client an opportunity to internally collaborate, co-create — as "organizational architects" if you will — to design, engineer, and build a breakthrough organizational structure. A design that helps the client give appearance to its values and identity, tell its story, and solve a functional management issue. The structure's typological form and the knowledge produced in the research and design process satisfy the group's purpose as it advances the practice of project management.

So What?
The project creates a purposeful, intellectually challenging and emotionally satisfying aesthetic experience inspiring the organization to achieve the change vision and goals.
"The Theory of Sculpture"