5.1 CAA VIII BIENNALE: PRESENTING CONTEMPORARY CARIBBEAN ARCHITECTURE

Brian Lewis of ACLA: WORKS Shares New Directions for Contemporary Caribbean Architects to Promote a Better Understanding and Appreciation of the ‘Joy of Architecture’, the Theme if the FCAA VIII Biennale in Barbados

In an audio-visual presentation, Lewis urged Caribbean architects to look more closely at strategic planning and position their firms in order to compete effectively in an aggressive market. Since architecture represents an enormous financial and human resources Lewis recommended that Caribbean Architects look more closely at how they present architecture to the public and suggested the need for good quality architectural photography as an effective means to achieve that objective.

————————————————————————————————-
Laventille, Trinidad (PRWEB) October 16, 2012

The presentation by Brian Lewis of ACLA:WORKS, a firm specialising in contemporary architecture and interiors based in Trinidad and Tobago, was part of a panel of speakers on the topic of ‘Caribbean Identity and Evolving Aesthetics’. In his 40-year long experience Brian Lewis observed that, with few exceptions, the general public have little understanding of the architectural profession and what architects do. In many of the Caribbean islands there is a strong tradition and history of colonial architecture that provides an established visual reference point.

However, built examples of contemporary architecture are few and far between so the general public is not yet comfortable to know what is well-designed contemporary architecture or poor designed modern buildings. “I outlined some initiatives that I think are critical to achieving ‘Joy of Architecture’ and some thoughts on how we can go about developing a Caribbean Identity and Evolving Caribbean Architecture.” said Lewis.

Presenting contemporary Caribbean architecture is a delicate art that needs to not only seduce its audience but also to portray architecture in a form that appropriately reflects the enormous level of financial and human resources needed to produce better buildings.

Lewis described the nature and scope of a comprehensive marketing plan necessary in today’s competitive marketplace and went on to demonstrate how architectural photography is essential to the strategy and how good quality photography can go a long way in terms of showcasing contemporary architecture.

Today the public can now view architecture in many forms of media; including social media, internet marketing and even more traditional media such as newspapers, brochures, architectural and trade publications and even published books. “It’s not enough to produce good design, although this is important for us architects. It is necessary to present architecture in an appealing way so as to explain good design and its benefits. The public needs to understand what we do and why we do it – well photographed architecture forms the basis of this dialogue”. commented Lewis.

During the course of his research and cataloguing buildings within the region Lewis has this to say about emerging trends observed “I am seeing definite signs of a new trend in design which suggests to me that we are at the beginning of a new wave of architecture in the Caribbean, broadly described as a contemporary design movement”

He then went on to explain that he had decided that a well-designed book showing 40-50 fine examples of contemporary architecture would go a long way towards providing the public with a single reference point to see what has been done here in the Caribbean. Lewis then presented a mock-up of a new book he is working on called “Contemporary Caribbean Architecture” that will showcase up to 50 selected projects in the Caribbean and is due to be published in 2015. But the future of contemporary architecture also requires changes by architects themselves, particularly in the processes they use.

Contemporary architecture has become far more complex in the last 20 years and architects also need to keep up to date with rapid developments so as to continue to be relevant and serve their clients with state of the art design. Two critical tools that can help architects produce better builds are 3D CAD modelling or BIM and sustainable design.

Describing some of the benefits of using an integrated approach with 3D modelling he summarized the following example “on a small 5, 000 square foot building our firm designed using BIM we detected some 1, 800 conflicts in the design coordination with other consultants. A significant reduction in design coordination conflicts can yield substantial time and cost saving during construction.”

He went on to demonstrate how sustainable design can be integrated into the design process permitting the architect the ability to simulate various design options so as to yield significant savings in energy costs and reductions in carbon footprint.

In summary the lecture outlined how architects can position their firms to meet a competitive regional challenge by presenting contemporary architecture using professional architectural photography. Lewis encouraged architects to include their work in a book on Contemporary Caribbean Architecture and invited architects with projects in the Leeward Islands to submit examples of suitable projects before the end on November 2012.

The presentation by Brian Lewis of ACLA:WORKS based in Trinidad and Tobago was part of a panel of speakers on the topic of ‘Caribbean Identity and Evolving Aesthetics’ together with other speakers Trevor Bullen of COCOA in Grenada, Marc Jalet of the Agency of Architecture in Guadeloupe and Urbanism and Ronny Lobo of Atelier Lobo & Raymann in Curacao.

————————————————————————————————-
About Brian Lewis

Brian Lewis is a director of ACLA:WORKS a contemporary architecture and interiors firm established since 1944 and based in Trinidad and Tobago registered branch offices in Barbados and St. Lucia.

ACLA:WORKS
HQ002, Fernandes Business Centre
Laventille, Trinidad
T: +868 626 2837
F: +868 626 3643
E: info@aclaworks.com
http://www.aclaworks.com

This press release was prepared by Bobrow Consulting Group (BCG) for ACLA:WORKS. BCG works with building design professionals to build their businesses by optimizing their online strategy, teaching marketing for architecture firms as well as offering web design and SEO consulting services.
BCG Internet Marketing Services

Bobrow Consulting Group is a provider of internet marketing services including press release distribution, search engine optimization, local marketing, list-building and conversion strategies.

INTERNET MARKETING FOR ARCHITECTS AND ARCHITECTURAL FIRMS

BCG specializes in working with architects and building design professionals, and offers an online training course on Internet Marketing for Architects.

BCG principal Eric Bobrow is an internationally recognised expert on ArchiCAD, a powerful 3D design tool used by architects worldwide. Bobrow is the creator of Best Practices Course, a comprehensive online training resource for ArchiCAD, as well as MasterTemplate, a robust office standard ArchiCAD project template.

BCG is based in San Rafael California, with a virtual team of expert consultants located across the United States. Our international reputation is growing, with clients located in 49 separate countries as of early 2012. For more information on Bobrow Consulting Group, please visit out website www.bobrow.com or email info@bobrow.com

.