Oct 06

For first part click here

If you wish to sell to architects you should probably first know a little about their work flow and when is the right time to approach them and offer your services or products.


Instruments for architectural geodesy drafting from "Catalogue modèle de l'architecte 1913" (Paris, France)

What is it that they do?


“Now regard this pure white sheet of paper! It is ready for recording the logic of the plan. T-square, triangle, scale – seductive invitation lying upon the spotless surface. Temptation!

“Boy! Go tell Black Kelly to make a blaze there in the work-room fireplace! Ask Brown Sadie if it’s too late to have Baked Bermudas for supper! Then go ask your Mother – I shall hear her in here – To play something – Bach prefered, or Beethoven if she prefers.”

Now comes to brood – to suffer doubt, hesitate yet burn with eagerness. To test bearings and prove ground already assumed by putting all together in definite scale on paper. Preferably small scale study at first. then larger. Finally still larger scale detail studies of parts.”

Frank Lloyd Wright – An Autobiography– P. 156 – (Published 1932)

Replace the T-Square, triangle and scale by CAD software, telemeter and a digital camera and you pretty much have the same methods today. Practicing architecture is all about proportions and scales, Architects start with an idea, a concept and they just keep on “zooming in” until the full picture comes to full effect in their imagination and of course, on their plans.

There are many methods, concepts, and “schools” to CREATE architecture, but what remains almost the same is that “coming and going” process; those constant cycles of analysis and synthesis. That, and the very final outcome: A universally readable drawing with strict rules – the execution plan.

How exactly do they do it?


Here are the most common phases of architectural work:

1. Getting and analyzing the program. After the contract between an architect and its client is established the architect takes the time to carefully study the program allocated. If it’s a public building, the program is usually crafted by specially trained architects and engineers providing a huge amount of norms, technical sheets and regulations to follow. In other cases, the architect builds the program along with his clients (for smaller projects usually, like private houses, cult facilities etc.)

2. First draft: 1/500 – 1/200 scale. Once the program is well defined and known to the designing team, the first drafting starts. Now methods vary: Some architects “attack” the 2D plans, sections and elevations that in due time will be transformed into the final execution plans and some start with 3D construction of volumes that will gradually become the spaces and  shapes of the built project. In this very early stage few architects turn to go over manufacturers catalogs.

3. First validation by client: 1/200 – 1/100 scale. This is where things start to “get hot”… The first validation of a project’s design is always a bit stressful for the designing team. This is where the architect needs to “re-seduce” the client in some sort. In most architecture practices, this is done with plain, traditional 2D plans sections and elevations and… lots of verbal explanations. Then there are those who are more “technique savvy” – In order to make sure the client properly understands the project they use computer generated imagery like this:

CGI of a mezannine (image3d.pro 2009)

CGI of a mezannine (image3d.pro 2009 - Click to enlarge)

Or more complex “X-Ray” constructive views like that:

X-Ray constructive axonometric view of the mezannine (image3d.pro 2009 - Click to enlarge)

X-Ray constructive axonometric view of the mezannine (image3d.pro 2009 - Click to enlarge)

Over the past few years, we’ve been witnessing a genuine increase both in the performance of 3D CAD software and in the skill and talent of young architects. Computer generated imagery is becoming more and more abundant in today’s architectural design market. This is also partly due to the fact that clients tend to demand this kind of high-end service more frequently. Those images could be easily sent by email to friends and family for them to give their opinion.

4. Second client validation and construction permit: 1/100 – 1/50 scale. No architect dares to hope that his client will be 100% satisfied of his initial design. Often, there are many modifications and changes, but the path is clearer and the team is reassured once the concept has been accepted. Now is the time to get “down to business” The design team’s work now, is to get the project approved by the authorities for construction. In most western countries, the construction permit drawings are handed in 1/50 scale with an “in-site” integration of the building (CGI again…) Like the following example:

In-site CGI insertion (image3d.pro 2009 - click to enlarge)

In-site CGI insertion (image3d.pro 2009 - click to enlarge)

Although in the first client validation phase, CGI is not mandatory, most competent authorities demand one, so that they could make an idea of the project’s integration impact on its surrounding environment.

5. Executation plans: Detailed 1/50 scale and some parts in 1/20 or 1/10. Finally! The project was approved by both client and the authorities now comes the final part of architectural designing where “all hell breaks loose” – This is usually where our poor design team discovers that the plumbing doesn’t perfectly fit with the foundations and that the window they chose for the hallway is no longer manufactured because the draftsman used an outdated catalog from 1988… The plans are sent back and forth to the contractors and engineers for review and there is much rejoice. It’s during this phase that most of the materials and architectural elements are specified. In some places, plans are not enough and architects actually write down – for every room and corridor  – a full detailed textual description of all of the amounts and materials. At this point, the client tends to develop nostalgic feelings towards his initial budget and the days his local bank manger actually smiled at him…

6. Construction. Oh dear, now we actually have to build all that??

IMPORTANT NOTE: These 6 phases are generalized. There are lots of variations. The process I described fits the description of building for a private client. Building for governmental or other institutions is somewhat different then the described above. I’ll be happy to detail it in the comments or future posts if there’ll be a demand.

Where do YOU come in?


Well, it depends what you are manufacturing:

  • If it’s software for architects you probably want to find a time somewhere before phase 3 and after phase 5 – Architects will be much more receptive to new technologies when they are not on a tight deadline.
  • If it’s design furniture, your golden hour is during phase 2 when the architect aims to seduce his client.
  • If you’re a manufacturer of moldings doors, windows, flooring, or any other parametric object – It’s probably best to intervene during the 5th phase. Actually, if architects know of you – they’re most likely to contact you themselves.

Usually architects work on several projects at the same time, and their phases do not overlap, how can you make sure you are reaching the designing team at the appropriate moment? Who should be your contact person? How do you find him or her?  – All that and much more – in the following chapters. If you’re not already, now is the time to stay tuned.

Sep 22

Mohamed Al Mufti

Mohamed Al Mufti


Perhaps the most vivid memory i have of Mohamed Al Mufti (We used to call him ‘Momo’) is the day he finished reading the French version of Ayn Rand’s epic “The Fountainhead” (French title:  “La Source vive”).  It was late night on “The Bronx” A locally famous Studio 14 (“Atelier 14”)  mezzanine of The ENSA-V. After reading the very last words of the Novel, Momo solenly declared that “Every Architect that respects himself should read that”. I did. Not because he said so, it was an old friend of mine who had sent it to me 2 years later as a birthday present. When i read it, (Being still an Architecture student at the time) i understood why Momo liked it so much. Momo was, and still is, a man with a well defined set of values. Quite like Howard Roark.

Perspectives for the "New Amienoises houses" competition

Perspectives for the "New Amienoises houses" competition


Momo was a skillful “pre-CGI era” architectural perspective artist. The perspectives he could draft rapidly with a pencil and some crayons could take even the most mediocre of designs and make it look appealing and brilliant. People knew that, and his perspectives would appear on many Diploma projects. His style is so distinguishable that the professors used to approach the panels and say “that’s a Momo, Right?” His images were his trademark.

Les closeaux primary school rehabilitation at Rungis - France

Les closeaux primary school rehabilitation at Rungis - France


There are many currents and trends in architecture today. But the only viable style is quality. I always felt “Levi’s” slogan “Quality never goes out of style” should have been the architecture world motto. I definately think Mohamed Al Mufti’s architecture is fullfilng just that premise. Architects and architecture critics tend to “over verbalize” designs. I think this architecture speaks very well for itself.

Niort (France) Private family house

Niort (France) Private family house

Mohamed Al Mufti has Offices in Paris and in Damascus. Visit his newly created site to see some more of his work and Art.

"Equilibre18" Oil on Canvas 100 X 80 cm

"Equilibre 18" Oil on Canvas 100 X 80 cm

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