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Professional Practice Case Study Series Wilcott & Brookes Publishing 02 01 An Interior Architecture Case Study VOLUME NUMBER

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Topics Covered:

Design-Build Project Delivery Design-Bid-Build Project Delivery Interior Architecture Consulting Services Contracts / Risk Management Base Building Architecture Firm Management Complex Client Teams Project Details Learning Objectives Pages 2 – 3 CLICK ON THE Professional Practice What’s ICONS TO BE TAKEN TO EACH CHAPTER Project Background Pages 4 – 7 Case Study Series Inside? Project Delivery Pages 8 – 11

an interior architecture Key Players Case Study Pages 12 – 17 How to Use the Scenarios Pages 18 – 19 At Gensler, we are obsessively curious and driven by the desire to learn, grow, and explore new ideas. In this spirit, we aim to improve professional practice by providing thought leadership and rigor- Scenarios ous industry insights to students and professionals. The Gensler Defining the Value of Good Design Pages 20 – 23 Professional Practice Case Study Series is a suite of case studies PURCHASE FULL developed by our design and delivery experts. It functions as a pre- VERSION Programming with Limited mier source of applied knowledge and best practices in the design Information industry. HERE Pages 24 – 27 A Clear Lack of Governance About Gensler Pages 28 – 31 Gensler is an award-winning global design firm that uses design Supporting a Creative Culture strategy to help clients achieve measurable business and Pages 32 – 35 organizational goals. Our architects, designers, planners, and Construction Documents consultants work with private and public clients of every size, in Pages 36 – 39 virtually every industry. Delivering projects at every scale, from a new The Recording Studio urban district to a wine label, we find design solutions that make the Pages 40 – 43 places people live, work, and play more inspiring, more resilient, and Bidding on Furniture more impactful. Pages 44 – 47

For more information, visit www.gensler.com Construction Collaboration Pages 48 – 53

Project Closeout Pages 54 – 59

Expanding Design Services Pages 60 – 63

Gensler | Professional Practice Case Study Series 1 Gensler | Professional Practice Case Study Series 1 Learning objectives

How to Use This Case Study Learning Objectives This interior architecture case study carries readers through the For more life of a project, from its inception to completion. It provides 1 2 3 information visit Understand the unique Evaluate the impacts of project Develop negotiation www.gensler.com background information on budgets, funding, and contractual contractual relationships of budgets, schedule, and scope in skills through evaluating /academic-resources agreements in order to convey a broad understanding of the overall a design-bid-build project a variety of project situations, competing interests of various project. The reader is then taken through a series of scenarios delivery model. debating possible solutions stakeholders in a project design and outcomes. and delivery process. in which a challenge or opportunity arises during the life of the project. Presented along with key background information, a series of discussion questions or “considerations” challenge readers to ideate a solution and determine the best course of action. Ancillary video content provides valuable insights into the topics covered in 4 5 6 Identify best practices for Gain an understanding of Understand concepts of each scenario. coordinating information various roles on a project with in-house design consulting between stakeholders multiple architects. experts as they relate to firm Throughout this case study, readers are also directed to review in a project, and debate structure and management. supplementary professional practice and educational references, as accountability in circumstances where poor performance has well as video interviews, with subject matter experts. Additionally, affected the project process. interactive links provide examples of Gensler projects and thought leadership insights. 7 8 The Wilcott & Brookes Publishing case study is fictitious. To the Analyze the impact of Practice applying professional extent this case study is based on factual situations, identifying documentation and conduct and decision- communication on making in a variety of project characteristics (including, without limitation, the names, companies, accountability in a variety of scenarios and from a variety project details, places, and incidents) have been changed and project scenarios. of professional roles on a facts substituted in order to protect the identities of the parties project team. involved. Any similarity to any event, corporation, organization and person living or dead is merely coincidental. The authors have been meticulous in making certain that confidentiality has not been breached. Gensler | Professional Practice Case Study Series 2 Gensler | Professional Practice Case Study Series 3 Project Central Stair Allows for connection between various background departments of WBP

Amenity Spaces Shared inter- department spaces

Bookcases Wilcott & Brookes Publishing (WBP) is an iconic global publishing Prominently displays archived publications company celebrated for its long history of working with world- renowned authors. Owned by Access Industries, a global media Open Office conglomerate, and headquartered in Chicago, the company offers Teaming desks offered an array of services, including book publishing, distribution, and in main space marketing. WBP prides itself on cultivating an environment where creativity and the free exchange of ideas reign. The company culture FIGURE 1 Interior Massing Diagram is one of empowerment: every single person, from entry level employees to executives, is encouraged to participate in the creative They want each executive’s office to be designed separately so as process. to avoid creating a one-size-fits-all template for private offices. The company needs enough space to accommodate multiple In January 2013, WBP begins evaluating future occupancy needs at autonomous in-house imprints and digital media services, each the company’s Chicago headquarters. The company currently resides with a distinct brand. The headquarters also has to support the in two inherited locations, both of which have upcoming lease implementation of more efficient and standardized planning and expirations. In an effort to streamline operations and fuel greater furniture standards, while providing rich collaborative and amenity levels of collaboration between various Access Industries and WBP spaces where spontaneous creative work can take place. divisions, the decision is made to consolidate all Chicago teams and departments within a single location. To begin the process of finding a new site, Access Industries and WBP hire Seamless Design & Associates (SDA) for several pre- Because WBP functions more like an authors’ collective than a top- lease services—strategic planning, an audit of their current spaces, down corporation, WBP executives outline several unconventional program scenarios, and building evaluations—under a fixed-fee requirements they expect the new headquarters to fulfill. They contract. The client then asks SDA to submit a competitive proposal expect the building to radiate a creative energy rather than a for the design and implementation of the project. corporate vibe so that it appeals to authors and in-house creatives.

Gensler | Professional Practice Case Study Series 4 Gensler | Professional Practice Case Study Series 5 Wilcott & Brookes Publishing Organizational Chart

Roles + Responsibilities Marcos Access industries, CEO

Owner Billi Alan Mitra The owner holds the contract with Wilcott & Brookes Publishing, Wilcott & Brookes Publishing, Wilcott & Brookes Publishing, the contractor and is responsible for chief financial officer department head department head payment. An owner’s representative might also be hired to act on behalf of the owner, bringing additional expertise to the client.

Jerry johnson & rose Inc. , Owner’s representative Owner’s Representative Elyse Acts on behalf of the owner to ensure seamless Design & Associates, the realization of certain priorities. principal architect Can serve as an intermediary between the owner and the contractor. Elroy precision builders, Wes Construction manager seamless Design & Associates,

#45678 #45678 #45678 #45678 interiors Project manager

#45678 #45678 #45678 #45678

Architect/Interior Designer The architect provides design Ross Sitara expertise and holds a professional Danielle license. Architects are liable for the Lena seamless Design & Associates, seamless Design & Associates, precision builders, precision builders, consulting project manager brand graphics project manager drawings they produce that describe Project manager project estimator the design intent of a project.

Colton seamless Design & Associates,

#45678 #45678 #45678 #45678 senior interior designer #45678 #45678 #45678 #45678 Contractor #45678 #45678 #45678 #45678 The contractor is responsible for the actual construction of the project. Halle Shawn They are contractually responsible seamless Design & Associates, seamless Design & Associates, for all subcontractors as well. architect junior designer

Consultant Nandan Meryl Julio Aida balanced engineers, sound communications, marshall av, The consultants are managed by fresh air studios, mep structural engineer acoustical engineer av consultant and have a contractual relationship with the architect. Consultants provide deep expertise in a variety of disciplines. Gensler | Professional Practice Case Study Series 6 Gensler | Professional Practice Case Study Series 7 How to use the scenarios

SCENARIO : DEFINING THE VALUE OF GOOD DESIGN

Topics Covered Document Navigation IntroductionPart 1: Project Timeline Brief overview of the Click on the icons at the beginning SCENARIOBackground : DEFINING information THE that VALUE OF GOODTracks DESIGN each scenario as the professional practice topics of each chapter to navigate through SCENARIO : DEFINING THE VALUE OFprovides GOODdesign context DESIGN to each Feesproject progresses covered in each scenario the case study Partscenario 1: Part 1: design Fees

01 02 03 04 05 06 07 08 09 10

design Fees SCENARIO : DEFINING THEProject VALUE timeline OF GOOD DESIGN key Players Scenario 7 considerations

Bidding on Part 1: BIllI Project timeline Predesign Schematic Design1. With theConstruction project Bidding/ atkey a standstill PlayersConstruction because Project the 2. Should Sda willingly lower its design fees Development WilCOTT & BrOOkEs Design Documentation Negotiation Administration Closeout PuBlishinG Furniture design Fees client thinks Sda’s design fees are too high, justChief to Financial win Offi the cer right to design a brand new Predesign Schematic Design Construction Bidding/ theConstruction design Projectteam feels theBIllI responsibility headquarters for an iconic company like Development WilCOTT & BrOOkEs Design After Ross completesDocumentation an array Negotiationof pre-leasingAdministration services on behalfCloseout of SDA—includingPuBlishinG strategic planning, test to explain point by point Chiefwhy Financial the Offi fees cer are WBP?roSS consider that such a project, once fi ts, building evaluations, planning scenarios, and lease review—SDA’s design team submits a competitive sEAMlEss DEsiGn & After Ross completes an arrayproposal of pre-leasing for theservices design on behalf and implementationof SDA—includinghigher strategic of the WBPthanplanning, headquarters whattest the project. client Access is is currently pleased with both completed,AssOCiATEs will make a strong addition to Project timeline key Players roSS Consulting - Project fi ts, building evaluations, planningthe proposal scenarios, and and leasethe pre-leasing review—SDA’s services design comfortableteam SDA submits has already a competitive completed with, and agrees whysEAMlEss to investinghire DEsiGnSDA for & the in work. Sda’sManager portfolio. Project timelineproposal for the design and implementation of the WBP headquarterskey project. Players Access is pleased with bothconsiderations considerationsAssOCiATEs Consulting - Project Part 1: Limited Budgets the proposal and the pre-leasing services SDA has already completed and agreesquality to hire SDA design for the work. will ultimatelyManager yield a positive But during negotiations to formalize the contract, representatives1. With for theAccess project Industries at a standstill and WBPbecause balk the 2. Should Sda willingly lower its design fees Predesign Schematic Design Construction Bidding/ Construction Project returnBIllI in the formclient of thinks1. a dynamic,Sda’sWith design the fees project functioning are too high,at a standstilljust to win 3.because theWhat rightelySe tothe design strategies a brand2. Shouldnew can Sda a design willingly team lower employ its design fees Development at the design fees proposed byBIllI Elyse and WilCOTTSDA. &Access BrOOkEs has set a $30 million budget for the project and Predesign Schematic Design Construction Bidding/ DesignBut duringConstruction negotiations Documentation to formalizeProjectNegotiation the contract,Administration representativesCloseout for Access IndustriesPuBlishinG and WBP balk the design team feels the responsibility headquarters for sEAMlEssan iconic company DEsiGn like & WilCOTT & ChiefBrOOkEs Financial Offi cer clientelySe thinks Sda’s design fees are too high, just to win the right to design a brand new Development Documentation Negotiation Administration Closeoutallocated a signifi cant amount of this moneyworkplace. for the purchase How of a cannew building.the design They repeatedly team express sell a toAssOCiATEs educate the client on the true cost of a Design at the design fees proposed by Elyse and SDA. Access has set a $30PuBlishinG million budget for the project and to explain point bysEAMlEss point why DEsiGn the &fees are WBP? consider thatPrincipal such a in project, Charge once - theAssOCiATEs design team feels the responsibility headquarters for an iconic company like topics covered in this scenario: After Ross completesallocated an array of a pre-leasingsignifi cant services amount on behalf of of this SDA—including money for strategic the planning,purchase test of a new building. They repeatedly express a higher than what the client is currently completed, will makeArchitect a strong addition to desire for the combined cost Chiefof the Financial purchaseitsroSS Offi servicesand certhe ensuing and design justify and renovation thePrincipal cost expenses in Charge of -premium to come in project, especially when the scope is greater fi ts, building evaluations,desire planningfor the scenarios, combined and lease cost review—SDA’s of the purchase design team and submits the ensuinga competitive design and renovationsEAMlEss expenses DEsiGn & to come in comfortable with,to Architectexplain and why investing point inby point whySda’s theportfolio. fees are WBP? consider that such a project, once Project budgets proposal for the design and implementation of the WBP headquartersunder that project. fi Accessgure. is pleasedAccess with bothand WBP had hopedAssOCiATEs to accomplish thisquality by hiring design a fi will rm ultimately with lower-than-average yield a positive designConsulting - Project work? than any project the client has undertaken? the proposal and theunder pre-leasing that servicesfi gure. SDA Access has already and completed WBP had and hopedagrees to to hire accomplish SDA for the work. this by hiring a fiManager rm with lower-than-average higher than what the client is currently completed, will make a strong addition to After Ross completes an array of pre-leasing services on behalf of SDA—including strategic planning,design test fees. Billi, the WBP Chief Financial Offi cer, is known to bereturn frugal, in theand form she of doesn’t a dynamic, see functioningthe point in 3. What strategies can a design team employ Furniture, Furnishings, and Equipment Design Services design fees. Billi, the WBP Chief Financial Offi cer, is known to be frugal, and she doesn’t see the point in workplace. How can the design team sell to educate the client on the true cost of a But during negotiations to formalize the contract, representativesspending for Access a signifiIndustries andcant WBP sum balk ofroSS money on premium design work. 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Click videos Gensler | Professional Practice Case study series 22 Gensler | Professional Practice Case study series 23 Gensler | Professional Practice Case study series 22 to launch note: must be connected to the internet to view video. Key Players Video Gensler | Professional Practice Case study seriesConsiderations22 Identifies key players Bring design experts into Outlines topical questions to note: must be connected to the internet to view video. involved in each scenario your learning through drive discussion on the best Gensler subject-matter course of action expert interviews. Gensler | Professional Practice Case study series 23 Note: must be connected to the internet to view Gensler | Professional Practice Case study series 23 videos

Gensler | Professional Practice Case Study Series 8 Gensler | Professional Practice Case study series 22 Gensler | Professional Practice Case Study Series 9 Gensler Professional Practice Case Study Series Wilcott & Brookes Publishing The Wilcott & Brookes Publishing case study is fictitious. To the extent this case study is based on factual situations, identifying characteristics (including, without limitation, the names, companies, project details, places, and incidents) have been changed and facts substituted in order to protect the identities of the parties PURCHASE FULL involved. Any similarity to any event, corporation, organization VERSION and person living or dead is merely coincidental. The authors have been meticulous in making certain that confidentiality has not been breached. HERE Gensler 2020 K Street NW Washington, DC 20006 www.gensler.com

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ISBN 978-0-9914959-1-7

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Editor Sam Coats Washington, DC

Writer Kevin Craft Washington, DC Publication Designers Lindsay Rayner Washington, DC

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