Design Firm Explores Architecture as the Ultimate Business Tool

Feb. 12, 2007

Seattle /PRNewswire/ – Today, the crossroads of business and design are intersecting at an unprecedented rate, as leading organizations see design as a tool for innovation, competitiveness and growth. Graduate business programs—such as the Haas School of Business at the University of California at Berkeley—are integrating design into their curriculums, top business publications are regularly exploring the topic of design for editorial and leading businesses are appointing "Chief Design Officers." From creating happier and healthier employees and stewards of sustainability, to driving performance and recruitment and showcasing the brand, companies are finding their competitive edge in architecture.

As discussed in a new book by leading global architecture firm NBBJ, sports multinational Reebok saw a significant revitalization of business performance after moving into its new brand-defining headquarters; Boeing Commercial Airplanes cut production time in half when unused factory space was turned into offices that fostered a culture of collaboration; and healthcare giant Banner Estrella Medical Center jumped to Press Ganey's 99th percentile for patient satisfaction after completing an expansion project that reoriented their healthcare practice.

"The use of 'Design' in a management sense goes beyond the physical environment to an ordering of relationships that encourage creativity and cooperation that benefits the organization," says Richard Swett, former U.S. ambassador and senior fellow of the Design Futures Council.

Change Design: Conversations about Architecture as the Ultimate Business Tool examines transformational design via case studies as told through the eyes of NBBJ client collaborators—Fortune 500 business leaders and CEO's of multinational organizations. Filled with interviews, essays, methodologies, metrics, and project case studies, Change Design goes outside the traditional architectural toolbox and provides a road map for business leaders and designers alike to build transformative, effective and competitive organizations. To learn more, visit

About NBBJ
For more than 60 years, NBBJ, a leading global architecture and design firm, has helped companies and organizations create innovative places. From top-performing world headquarters—including Reebok, Starbucks and Telenor—to state-of-the-art healthcare facilities, including collaboration on seven of the top 10 US News and World Report Honor Roll hospitals—NBBJ has designed communities, buildings, products, environments and digital experiences that enhance people's lives. The firm has nine offices worldwide, including Seattle, San Francisco, Los Angeles, Columbus, New York, London, Dubai, Beijing and Shanghai. For more information, visit

Source: NBBJ

For more information, contact Laura Ray of NBBJ: (206) 223-5183, or [email protected].

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