Russ Edwards
Why do developers need design management?
Developers need good design to realise the best value (not cost!) in their developments. Whether they need design management (and what this actually means) however, is a different question that I think depends on who they collaborate with, and how profit-driven they are. We want our architects to focus on design. We don’t want this to happen in a vacuum – in fact we think it’s vital that our architects are strong lead consultants, but we see tangible advantages in having in-house resource to help balance the numerous drivers that combine to deliver a project. In simple terms, this resource allows us to brief better, communicate better, even to provide better and more balanced critique. Of course, other developers use design management as a policing strategy, but in our view – this is not the best way to realise value.
Russ is an architect and was responsible for the design quality of Pocket homes, including commissioning and liaison with Pocket’s architects during his role as head of design at Pocket Living. He was the client for Mapleton Crescent in Wandsworth, Pocket’s flagship London development. Metropolitan Workshop has also been commissioned for Pocket’s Addiscombe Grove scheme.
Russ Edwards, Design & Technical Director, Development, Europe at Lendlease
