The architectural profession is not averse to picking up the occasional rosette.
Every week seems to bring news of new awards, and results are spattered across practices’ websites. They are a great marketing tool yet, while most architects have an idea of which rewards are the most important, potential clients are likely to be less savvy.
‘There is a variation in attitudes. Partnerships tend to show more interest in prizes than limited companies’
But the figures show that architects treat winning business awards as less important than design prizes. There is an interesting variation in attitudes, relating to the kind of business concerned. Partnerships tend to show more interest in prizes than limited companies, with public limited companies even less interested in (design) prizes.
Dominating the league table of design awards are international practices SOM and Gensler, which will have had the chance to win in more countries than most. Nevertheless, it is an impressive tally.