Albert Einstein once said “Learn from yesterday, live for today, hope for tomorrow. The important thing is not to stop questioning.” While architecture has seen many changes over time, through various periods in history, it takes a visionary to lead the industry to the next level. Matthew Rosenberg is a designer and entrepreneur who set out to revolutionize the industry of architecture and change history. By studying industry inefficiencies and identifying potential solutions, he has developed a new business model for architects and designers around the world. This unique perspective will create a strong platform for architects while ensuring cities of the future are resilient and adaptable to evolving cultures and technologies.
“Architecture has been struggling for half a century. It has been heavily reliant on unpredictable markets,” explains Matthew Rosenberg, the founder of M-Rad Architecture + Design, located in Los Angeles. “Architecture has kept its distance from the early stages of the real estate cycle which has been the number one vulnerability of the industry.”
Over the past fifty years, architects have become increasingly more specialized, unloading many of the elements they once used to be responsible for. This has happened for several reasons, the two most prominent being the complexity of buildings and the increase in liability and legal aggression in the industry. While Rosenberg understands the risks, implications, and push-back in creating a business model completely opposite of the industry standard, he strongly believes the outcome will be well worth the efforts. Rosenberg foresees his business model providing the opportunity for architects to be fairly compensated and take equity in the projects they are working on, therefore resulting in far superior products and increased control over the building process. This financial security, in combination with a more efficient system, will alleviate the stress created by an industry typically overworked and underpaid and allow more time to design better communities, neighborhoods, and cities of the future. By using this all-encompassing approach, Rosenberg predicts M-Rad will see an unprecedented return compared to their competition.
There are three phases to Rosenberg’s model which extends the scope of the architect; pre-architecture, architecture, and post-architecture:
- Pre-architecture. Researching cities needs, market trends, and a variety of other factors help M-Rad to discover the most efficient use of urban property. Once a development site is sourced, M-Rad acquires those properties and assembles adjoining parcels together under one ownership, ultimately allowing for larger more dense and thoughtful mix of programs. Early stages of branding, selecting a strategic partner, discussing needs of the current community, and conducting further detailed research ensures the project is set up for success.
- Architecture. This phase includes concept design, design development, obtaining construction documents, construction management, and administration. During this stage, all legal aspects of the building are documented and executed. Permits are obtained and the vision of the project now starts to take shape so construction can begin.
- Post-architecture. During this phase, M-Rad creates unique branding for the property which increases the value of each of project through brand recognition. A designated scent and specific furniture and product line are established which transitions the project from a building to an enhanced experience. M-Rad also maintains the marketing of the property throughout the building’s lifecycle.
“I saw a lifetime of struggle ahead and realized I had to make a drastic change to the way the industry was operating,” added Rosenberg. “The scope had become so small for architects that the logical solution was to do the opposite.”
Rosenberg, who was born and raised in Saskatoon, Canada, spent nine years studying architecture and environmental design. He has traveled all over the world to study structures and cultures which inspire him. Rosenberg has earned bachelor’s degrees in fine arts and environmental design in architecture, as well as a master’s degree in architecture. When he was ready to bring his architectural influence back to the West, he headed straight for Los Angeles to open shop and start implementing his vision into action.
Currently, the team at M-Rad are working on projects around the globe, from apartment buildings in Los Angeles to a private members club in Philadelphia, to a boutique hotel in Taipei. They have created designs for mixed-use towers, luxury hotels, sports parks, and more.
About M-Rad Architecture
M-Rad Architecture + Design, based in Los Angeles, is revolutionizing the industry by revealing inefficiencies and creating solutions to universal problems. Their multi-faceted business model, allows them to expand the scope of the architect and build resilient communities through enhanced experiences. For more information on the company, visit www.m-rad.com.
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