NAVIGATING THE IN-BETWEEN

BY  Archt. Shahdia Jamaldeen

There is a generational shift rising in which global economics, politics and culture will be held aloft by the coming of age of the millennial generation, who grew up in a time of technological change, globalisation, and economic and cultural disruption – think Y2K.

Born between 1981 and 1996, this cohort is on track to becoming the most influential age demographic with the power to potentially shift global decisions through their investment and career choices. Millennials are set to take over 75 percent of the global workforce by 2025.

Millennials manage to straddle the line between their mostly conventional upbringing and education, and the fast-growing modernity and libera­lism of the new world. Tasked with having to navigate the collective aftereffects of previous generations, millennials are characterised as having popularised social and environmental consciousness with their penchant for advocacy.

There has never been such growth in divisive topics such as ethnic and racial diversity until now – one hopes for this now more than ever especially in a contained volatile nation such as Sri Lanka. This generation now holds the responsibility of remembering history and making sure the younger demographics learn its relevance while also demanding accountability.

However, these aspects come hand in hand with a complicated situation related to income and wealth. As professionals, millennial architects must now grapple with the traditional architectural education and apprenticeships they received, and vie for projects using ways and means better suited to the present fast-paced commercial environment.

As the first architectural generation to begin work in the digital age, it is no surprise that our design sensibilities and processes have helped set the standard for the new creative force to come. It’s a reinvention of design ethos based on wellness, liberal ideation and self-expression, as well as innovation – impacting building designs ranging from houses to city and community structures.

Consequently, the overall architectural fraternity must begin looking at ways and means to market their practice and build a business mindset to survive the unending internal competition while still adhering to professional conduct.

This issue looks at viewpoints from both millennial and older generation practitioners, while examining the latest recommendations in strategising your design identity and branding. These current topics are most often viewed with curiosity and suspicion by senior professionals – but it is our hope that the projects, views and case studies ahead will encourage a change in perspective, and motivate personal applications.

The art of rebellion comes in many forms, often met with disconnect and resentment; but in turbulent times where even large-scale genocide goes unnoticed, it is imperative that we assemble together regardless of age or experience to learn from one another with the sole intention of personal and collective betterment.

Design is the silent ambassador of your brand

Paul Rand