Opinion: Design of the times

Having worked in the social housing sector in both new build and refurbishment for some 25 years, I have seen design moving up the agenda, over the past three or four years in particular.

Whereas in the past, design was often a victim of value engineering, there now appears to be a real commitment to developing schemes that, as well as being appropriate, are contemporary, unique and meet real, sustainable targets.

Good design does not have to cost more. In the same way, buildings with a high sustainability rating need not cost more. What is needed is the development of ideas and issues from day one of the project. All key partners – funders, clients, contractors, planners, the community and building users – must be actively involved.

Good design also doesn't have to be different and unusual. It can be quiet and sympathetic to the location. It is often the inclusion of environmental works, treatment of the landscape, the approach to the building(s) and its setting that demonstrate the new attitude.

Once upon a time a landscape budget was either non-existent or was the first item on the agenda to be cut. Nowadays, we are faced with a wide spectrum of clients – both private and public – who are not only actively enthusiastic and championing these works, but also allocating the money and securing the funding.

On the general design aesthetic front, clients are looking for "something different". This doesn't necessarily mean radically different but "different from before". In other words, while they view the typical new build or refurbishment scheme carried out over the past five to 10 years as OK, they see it as somewhat tired and progressively diluted – and more lacklustre every time it is copied and repeated. It is interesting to consider why this change is happening. It is obviously not just a reaction to being under-inspired.

Design is not the sole domain of the professionals and the select few

It is a combination of factors, a product of the drive to build and to make a difference. Often this is spurred by the liveliness of the marketplace, competition and access to funding, but it is also a reflection of a cultural shift.

As a society we are more design-aware and aspiring. This is reflected, and possibly partly generated by, for example, a range of design-linked programmes on the television – from those on renaissance art to Grand Designs, a prime-time programme that focuses on designing individual homes from scratch.

Let's also not dismiss the ever-pervasive makeover, DIY and garden programmes. They are everywhere on television and in the media at large. Design is not the sole domain of the professionals and the select few. Design is in the public consciousness. Design is on the street and we need to reflect it in the street.

While I'm not suggesting there will come a time when we'll be watching I'm a Designer, Get Me in Here, the media has certainly had an effect on raising our collective aspirations towards design.