Schematic design is about decision-making. It is by default, (however only 10% delivered as such), an innovative process. its a dialogue. This process is closely linked with the developer's ability to make the right deicision at a very early phase (eventually the public sector as partner and the "end users").

A major part of the developer's needs is ROI, efficiency during design and construction phases (could it be with 0 Change Orders?!), and speed. For developers, time is money. That is the developer's mission. However, the other subtle part is debatable. This includes projects' rentability, urban impact, tenants' happiness, and to a lessor degree, energy efficiency. If any developer does only the profitibility part, and disconsider the social and environmental impact, he/she might end up doing a great one-off project. But thats it.

Here's the deal: If the architect can not deliver on the decision-making in its embryonic but most crucial phase, i.e. schematic (INNOVATIVELY capitalized), he/she will loose the only chance of having the ability to help the developers' process of decision-making successfully. The project could end up looking great! but would the decision be right for that particular site/market?. Developers know that it wouldn't. wether in residential or commercial or public projects.

Schematic design is not only about creating impressive imagery. It is about making innovative iterations (not 2 glossy finished renderings or a walk through). It is as such, the centrepiece of a great decision-making process that can tackle, at the very early phase of any project, 90% of the potential conflicts lying ahead.

At ISD Architects we understand the importance of efficient design and of the need at the very early phase of design to optimize space layout and correctly design building layout, while attempting to create pleasent, spacious, and aesthetically pleasing spaces with very close attention to budget, space efficiency, and number of available units.

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