PORTMAN, ARCHITECT AND ENTREPRENEUR: THE OPPORTUNITIES, ADVANTAGES, AND DISADVANTAGES OF HIS DESIGN-DEVELOPMENT PROCESS

The objective of this dissertation is to explore the opportunities, advantages, and disadvantages associated with a trend in the architectural profession of practitioners who also act as real estate developers. The dual role is first analyzed by reviewing the career of the architect/developer who popularized the approach. Seven concepts concerning the roles John Portman plays are described herein with special emphasis of the impact on his design approach. In lieu of a personal, historical perspective, the focus is on his organization\u27s structure and design-development process in conjunction with his evolving architectural approach. Suppositions about the architect/developer mode can be made by describing his role model. The Architect/Developer Mode Suggested By Portman\u27s Role/Model. (1) Outside the scope of traditional architectural services can lead to misunderstandings by other practitioners and clients until the roles can be clearly defined. (2) As proprietor of an architectural firm can lead to that firm\u27s captivity to the development function. (3) As consultant to outside clients can lead to a highly personalized approach where the commercial vernacular will show up in institutional work and preempt traditional client programs. (4) As developer can make architecture more important in development by introducing specific design elements early in the project and basing financial studies on them. (5) As developer\u27s architect will tend to rely on proven design formulas to preserve creative energies necessary to perform other tasks. (6) As urban designer will tend to capture and protect the financial advantages of pioneering urban developments. Also, the design outcome of these many roles is assessed by evaluating the pioneering hotel atrium designs that have secured Portman a place of importance in 20th century American architecture. Finally, a case study is offered that is roughly an experiment undertaken by the author to confirm and refine the role concepts by evaluating them against this project history. Also design outcomes are compared. Special emphasis is placed on the unusual design opportunity afforded and the disadvantages of the approach without proper organizational support