Documentos de Académico
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Documentos de Cultura
Traditionally, architects and designers have worked with clients to develop and implement
design solutions from both a functional and an aesthetic approach. The functional approach is
justifiable from user needs and activities assessment studies as well as programming data.
Aesthetic approaches to the built environment are typically realized through the thoughtful
selection of materials, color, pattern and textures. Yet a lingering question exists as to how the
cultural environment might be harnessed and shaped by the user and how one, in turn, ‘engages’
space. How one realizes the benefits of effective and thoughtful design through the careful and
meaningful creation of the new workplace remains an often elusive, yet important area of
exploration.
The cultural environment has a significant impact on the physical workplace and its ability to
influence the social relationships of those who work within a space. By definition, a cultural
environment is the overall attitude, beliefs, expectations and habits of the workforce. One of the
most important facets of workplace culture is the development of social relationships. A 1999
Gallup poll named employee satisfaction and retention, praise and recognition as the top five
building blocks of a profitable, productive work environment.
Corporations can harness the power of workplace culture by cultivating the individuals
who play key cultural catalyst roles in an organization. These individuals need to be formally
recognized and rewarded for their actions and sense of personal responsibility for their work
environment. Doing so reinvigorates the workplace with a positive focus on personal initiative
which becomes not only a self perpetuating marker of the health of workplace morale, but also
improves overall employee satisfaction and retention. Aligning a company’s entire organization –
the structure, social networks, culture, and human capital – with knowledge workplace principles
requires a proactive change management program.
As an example, Tivoli Partners, a marketing firm, was looking at the design of their new
environment as an opportunity to re-invent their company and create a space that would support
it. Towards this goal, the design team worked closely with the company’s leadership and
employees to understand where there might be disconnects between the culture of the
environment and how employees engaged each other and directed their collective efforts. During
The relationship between the designed environment and the development of social and
cultural networks (the flow of information throughout an organization, tracing how ideas expand,
diffuse and turn into innovations and cognitive realization) is complicated yet highlights a unique
way of thinking about issues that are of value to organizations.
Corporations can begin by determining what is of value to an organization and its workforce
and then uncovering what they do and how they do it, what determines quality from their
perspective, what differentiates a high quality product from a low quality product, what they want
to achieve that they can’t do now, what innovation means to them, and what would it mean to do
things differently. Identifying these factors that determine quality and backing into what is known
about the physical environment helps determine the final outcome. It is about having the right
kind of spaces that actually build upon cognitive, social, psychological, physical and, most
importantly, cultural needs.
Admittedly, business leaders are skeptical about the psychological, social and cultural
impacts on the workplace. When they look at their workforce, they see the quality of their work as
determined by ability, effort, motivation and results. What is often overlooked, however, is the
power of the environment to shape the overall attitude, beliefs, expectations and habits of a
workforce, and in turn, productivity and profitability. In the effort to convince business leaders
about the power of thoughtful, well executed designs for the workplace, try not to ask them to
make a ‘leap of faith’. Instead, share ‘success stories’ from previous clients and bodies of work
with them, and use a series of surveys to measure progress toward specific business goals
outlined at the inception of the project. These surveys monitor not only the conviction and
attitudes of leadership, individually and collectively, regarding their workforce and the
environment, but also the attitudes and beliefs of a workforce. This helps identify disconnects
between leadership and the workforce, and potential areas of concern with respect to how social
networks might be leveraged for realizing strategic corporate goals. (See figure 3.)
Employees are well aware of the power of the physical environment to influence social
relationships simply because they are experiencing them daily through the cultural environment.
Measurement through simple, articulate surveys and questionnaires is an easy way to gather
quantifiable data to substantiate to leadership, objectively and proactively, how space design
directly relates back to the people who use it.
The synthesis of the cultural and physical environment encompasses a company’s own
internal knowledge of strategy and processes, and its ingrained values and business practices. In
considering the development of new work space, designers are able to create a design that is an
explicit, detailed and ultimately a strategic map for supporting the culture and corporate strategy.
Constructing this design/pattern language for an organization (a set of spatial strategies from
a broad scale to the highest level of detail) allows a design team to implement a corporate
Conclusion
Companies need to be aware of the many factors that come together to ultimately create
a workplace culture. Though difficult, the ability to quantify these environmental factors will
encourage organizations to consider the ways in which both their cultural and physical workplace
is established. A careful and continued observance of these factors will enable designers to move
towards the creation of the new workplace. In the design and realization of a client’s environment,
designers looking for quantifiable results that help them make judgments about the success and
shortcomings of their work. As discussed earlier, solving for programmatic and aesthetic needs
has been the compelling driver of architecture and design. By example and by design, one can
see how the careful consideration of the workplace aids in the cultural significance of an
organization. Though each company has unique needs, the lessons that may be considered are
those where a dialogue is established early on with business leaders and the workforce. By
aligning the ideology and mindset of any workplace, this can be applied and leverage thoughtful,
articulate and knowledgeable experience towards realizing the goals of a workplace that is
aligned physically and culturally. Working with and experiencing environments that have
embraced this awareness, such as Muzak, Accenture, Tivoli Partners and others, has allowed for
the drivers of design – culture and physical space – to be catalysts for fundamental and powerful
change in the workforce and, by consequence, a company that is more profitable, competitive
and internally aligned in the marketplace.
Bibliography
1. "First Break All the Rules: What the World's Greatest Managers Do Differently" by Marcus
Buckingham and Curt Coffman, Simon & Schuster, 1999
2. Muzak Thinks Outside the box, By: Barbara Hagenbaugh. USA Today. Friday 06 august 2004.
3. See the Music. By: Amy Milshtein. Contract. June 2001
4. Workspaces A Look at Where People Work, By: Nancy Holt. The Wall Street Journal. Wednesday,
July 25, 2001.
5. The Structure of Pattern Languages, By: Nikos A. Salingaros. Published in arq – Architectural
Research Quarterly volume 4 (2000).
6. The Culture Driven Workplace, By: David Week. Assai
7. Changing the Workplace Culture to Reap the Benefits of Good Reliability Programs, William S.
Webb and Lee N. Vanden Heuvel