In the field of contemporary architecture, where there is a constant need for innovation and design awareness, the culture within Bernheimer Architecture Studio stands out as an example for building a successful brand identity but also for what that entitles.
The firm has managed to carve a niche for itself in the competitive landscape of architectural design through project sensibility, innovation, and a client-centric approach. Bernheimer Architecture has managed to forge itself as a brand and continues to thrive in a market that is not the easiest to survive in.
This article explores the way the firm has managed to build a brand for itself and the approaches to design that make a firm successful in an oversaturated design market.
A legacy of Innovation
Bernheimer Architecture is an architectural practice rooted in New York City, USA, and has strived from its beginning to merge cutting-edge design with sustainable and sensible practices. The firm’s portfolio boasts a complete array of diverse projects, from residential and commercial developments to senior housing, affordable housing, and conceptual works meant to bring design awareness and understanding to people.
One of the hallmarks of Bernheimer Architecture’s approach is its commitment to innovation. The firm embraces a unique approach towards design as a tool and this is especially visible in the Fairy Tale Architecture series.
In a world where functionality oftentimes takes precedence, Bernheimer Architecture stands out through its ability to weave enchanting narratives into the built environment. With each of these projects, the studio takes the opportunity to design whimsical spaces and create a narrative that connects with visitors and occupants alike on a deep level. This approach enriches the architectural experience and also infuses each project with magic and a sense of fantasy.
The aesthetic elements found in Bernheimer Architecture’s Fairy Tale series are found in local stories, historical references, and fantastic elements. What also stands out is the intricate design shapes, bold colours, and architectural metaphors found throughout the projects.
For example, a space can be enriched by a floating sphere, the stars can be depicted as Bertoia chairs, while a simple boy suddenly becomes a German soldier during the war; all these decontextualized elements from well-known narratives manage to create new stories, architectural stories, thus inviting viewers to engage with the space on a deeper level.
Above all, this approach is successful in becoming memorable to the viewer and also in building a unique brand.
Design Philosophy and Client-Centric Approach
Central to Bernheimer Architecture’s success as a company is the attention to detail and client-centric approach, as well as the desire and commitment to understand and exceed client expectations.
A big percentage of projects the studio has completed falls under the affordable housing and senior housing developments that are aimed at low to moderate-income households, such as Beach Green Dunes in Queens, NY, or Nehemiah Spring Creek Senior Housing in Brooklyn. This is direct proof of the values the firm has been built on and one of the reasons the company appeals to the masses. Connecting to human emotions, and needs and trying to solve problems that are ardent in our society is key in building a brand identity and establishing yourself as a problem-solving practice.
This profound commitment to community-centric projects showcases the firm’s versatility and compassion. It also plays a pivotal role in shaping the brand as a socially responsible architecture practice.
Moreover, what is impressive in Bernheimer Architecture is the attention to aesthetic detail of these developments. Regardless of the financial restrictions imposed on these structures, the studio manages to not compromise on design excellence. Underserved demographics are being addressed through meticulous design approaches.
Bernheimer Architecture demonstrates a desire to use architecture as an efficient tool to address social equity and inclusivity. It responds directly to current modern problems.
In times where differentiation is key, Bernheimer Architecture’s commitment to social issues sets it apart. By collaborating closely with clients, offering solutions to social issues, and delivering attention to details, aesthetics, and quality, the firm manages to establish itself as a brand and a leader in conscious architecture.
Impact on the Market
Beyond its projects, Bernheimer Architecture has made a significant impact on the broader market of architectural services. In 2022, the company announced that it will be the first private architecture studio whose employees will form the first private sector union of architectural professionals in the United States under a voluntary recognition agreement. This decision embodies a hope for the architectural design field in general, that more private studios will join and thus spark discussion regarding labour issues in this industry.
The principal of the firm, Andrew Bernheimer stated in an interview for New York Times, that: “I know that architecture is a discipline and profession that has a legacy of exploitation”.
“I truly believe [the unionisation] makes our place better, that we’ll provide better architecture.” (Andrew Bernheimer, 2022).
By opting for union representation, the firm’s employees assert their voices in negotiating fair wages, work conditions, and benefits, which can set a precedent for the industry at large. This step addresses some long-standing issues within the industry, such as workload management, job security, and studio culture.
The unionisation decision significantly contributes to the firm’s brand and differentiation within the architectural design field. It shows commitment and respect to its employees’ well-being, current and future ones, and thus becomes a more attractive workplace, and a trustworthy business/employer. When employees feel heard, they tend to work more efficiently, bringing successful project finalisation. As a result, the company becomes more successful.
Taking a proactive stand positions Bernheimer Architecture as a leader in ethical issues within the architectural field. The firm becomes an example for other companies and thus more appealing for collaborations with clients, to public institutions, overall enhancing its reputation in the marketplace.
A Pivot for Development
Understanding these key factors that contribute to the firm’s identity and development is crucial in understanding the ways we look at strategic ways of redefining design and establishing oneself as a force in a highly competitive market.
Aspiring entrepreneurs can draw numerous lessons from Bernheimer Architecture’s approach to building a strong brand identity. By prioritising innovation, customer-centricity, and social equity, the studio has managed to prove that a clear vision and commitment can differentiate and guarantee success in an oversaturated design market. By constantly upholding some of these principles or by creating new ones that are targeted to specific cultural, and social issues, startups can manage to pave their path in establishing a distinctive brand identity that will resonate with people from various niches.
References:
- Bernheimer Architecture. (2023). The Light Princess. [online] Available at: https://www.bernheimerarchitecture.com/research-archive/lightp (Accessed: 21 July 2024).
- Bernheimer Architecture. (2019). The Seven Ravens. [online] Available at: https://www.bernheimerarchitecture.com/research-archive/sevenravens (Accessed: 21 July 2024).
- Bernheimer Architecture. (2019). The Boy Who Went Forth To Learn Fear. [online] Available at: https://www.bernheimerarchitecture.com/research-archive/boyfear (Accessed: 21 July 2024)..
- Bernheimer Architecture. (2024). Beach Green Dunes 3 Affordable Housing. [Rendering]. Available at: https://www.bernheimerarchitecture.com/projects-archive/2023/bgd3-1 (Accessed: 21 July 2024).
- Bernheimer Architecture. (2022). Nehemiah Spring Creek Senior Housing. [Rendering] Available at: https://www.bernheimerarchitecture.com/projects-archive/springcreek (Accessed: 21 July 2024).
- Scheiber, N. (2022). Architects at a New York Firm Form the Industry’s Only Private-Sector Union. The New York Times. [online] (Last Updated: 1st September 2022). Available at: https://www.nytimes.com/2022/09/01/business/architects-union.html. (Accessed: 21 July 2024).
- Dezeen. (2022). Bernheimer Union Team. [online] Available at: https://www.dezeen.com/2022/09/02/bernheimer-architecture-unionize-first/. (Accessed: 21 July 2024).
