“In 2000 IDEO had begun supplementing its industrial-design work with a growing interest in designing spaces, including hospitals, schools, and hotels. A couple of years ago that scale shifted again, to the point that the work of IDEOâ€™s Smart Space practice, led by architect Fred Dust, now looks a lot like urban planningâ€”but not in any conventional sense. Instead of doing massing studies or land-use plans, laying out infrastructure, writing zoning codes, or proposing blockbuster museums, IDEOâ€™s Smart Space group articulates the spirit of a place but leaves its realization to the clients: developers, park conservancies, or hospitality companies.”
[The IDEO team applied] “the multidisciplinary method they bring to nearly all their projects. […] Part anthropology (with IDEOâ€™s trained anthropologists), part site exploration (with IDEOâ€™s trained architects), part documentary filmmaking (with IDEOâ€™s trained media artists), their approach is to seek the qualitative essence of the community from the perspective of the community.”
Blum juxtaposes the traditional urban planning approach with the idea-based approach taken by IDEO, which he sees as related to branding, marketing and “honed in the corporate world”.
“The firm deliberately dodges all the â€œtechnicalâ€ parts of urban planning: arranging infrastructure, determining financing, and navigating the public process. Instead it practices urban planning as branding: define the spirit of a place and then let others articulate that spiritâ€”whether in bricks, mortar, tax breaks, or billboards. IDEO claims accountability only for its ideas.”
“Itâ€™s not clear that works, mostly because itâ€™s too early to tellâ€”but also because the team at IDEO is messing with the DNA of the planning process. Theyâ€™re changing it from a concrete process of infrastructure and building to an imagined one of narrative and identity; theyâ€™re exchanging the idea of a place for place itself. In an urban realm already threatened by privatizationâ€”not just by developers but by a broader trend toward place-making as marketingâ€”IDEOâ€™s approach could be seen to further erode the idea of city-building as a democratic process (if it ever was) because of the way it applies the shiny language of marketing to the gritty mixed-up world of the city. As IDEO emphasizes, its communication skills have been honed in the corporate world, and its â€œuser centeredâ€ approach is often cast as a particularly empathetic version of market research.”
Despite this initial criticism, Blum goes on to laud the allure, freshness and independence of the IDEO approach and praises their skill in interpreting the voice of the people.