Innovation is at the heart of design and, as designers, we’re always looking to the future to create sustainable and healthy buildings that impact lives in a positive way. That’s why having a dedicated design director is important to the design process.
As an architect, Rob Fornataro brings a wide range of project experience, with a specific passion for urban design and revitalization, mixed-use projects, and sustainability. As SWBR’s Design Director, he oversees the design process. Rob gives his team the courage and tools to maximize their potential as designers and challenges his clients to maximize their goals and exceed their vision from an architectural and design perspective.
We sat down with Rob to get his perspective on the value that this position brings to SWBR’s clients.
What does it mean to be a Design Director?
Being a Design Director is about more than managing projects, it’s about being a facilitator for the design process. My job is to give the team the confidence and tools to maximize their potential as designers, to ensure that everybody has an opportunity to be part of the design. I want to make sure every voice is heard in the process.
Additionally, I facilitate design charrettes which are critical to the design process. These early brainstorming sessions bring together multiple voices and points of view creating dynamic, meaningful designs and solve problems. A charrette that includes multiple designers from different disciplines can unearth potential project issues, avoiding delays later in the process.
Incorporating this position into our firm allows us to respect a breadth of experience across various market sectors. For example, a designer that specializes in affordable housing projects might bring an interesting perspective to the design of a classroom or municipal building. Fresh ideas and different points of view feed innovation and it’s my job to encourage this process.
Why does a design firm need a Design Director?
Design Directors bolster the design process. Having a focused position creates a healthy and collaborative opportunity to enhance our projects. As designs become more sophisticated, we are looking to provide an enriching design experience and well-executed process for staff and clients.
How does your role impact the future of building design?
Collaboration plays an integral role in innovation. In addition to charrettes and the sharing of ideas, it’s important to bring every discipline together early in the process. A thorough design process will help the project move smoothly through every phase, avoiding potential issues later.
How does your role benefit the client?
I often get involved in a project very early on and have discussions with the client(s) about their goals and vision. Designers are storytellers by trade. The more we listen to our clients’ needs, the more authentic the story will be, ultimately better serving the population intended. I also challenge my clients, in a positive way, to maximize their goals and exceed their vision.