Function: Architect Panel Finds Building Information Modeling is a 'Must Have' Technology/System for Architects and Contractors; Marketing Agency Gathers Group of Leading Architects and Poses Industry's Top Questions on Sustainability, Emerging Trends and Product Selection

ATLANTA, May 8 /PRNewswire/ -- A recent panel of leading architects hosted by Function:, an integrated marketing agency specializing in communication solutions for the building and construction industry, revealed that the use of Building Information Modeling (BIM) is on the rise amongst architects, as well as construction companies, making both key targets for building product manufacturers. The panel featured a diverse group architects who specify products in commercial and residential markets, with discussion topics ranging from sustainable building practices, BIM and emerging trends, to effective manufacturer communication and product selection.

"Architects are a major influencer group in the building and construction industry and being able to get firsthand information from them is incredibly valuable," said Dana Castle, principal and managing partner of Function:. "Conducting these panel discussions allows us to obtain a deeper understanding of these influencer segments -- their likes, dislikes, ideas and opinions. This insight is a key component in developing the strategic programs for which our clients rely on us."

Incorporating professionals with experience in both public and private sectors, the panel session provided insight and direct feedback from members of this influential group. Panelists included: Katie Pedersen, Perkins + Will; Newell Watkins, Houser Walker Architecture; Ernest Hooks, Jr., HB and A Design Group; Ivan Ocampo, Brunning & Stang; and Jeff Wren, EarthStation Architecture.

  Highlights from the panel discussion include:   -- Sustainable Architecture: "Green" building and sustainability continue      to be top-of-mind for architects, with  panel conversations ranging      from Leadership in Energy and Environmental Design (LEED) projects, to      costs, challenges and client perceptions of green building. Green      washing, according to the panelists, is one of the most challenging      aspects when it comes to sustainable design. Many product      manufacturers make claims about the environmental friendliness of      their products - many of which are inaccurate - leading clients to      form a false impression of a product's ability and expect results that      are not deliverable.  As architects and professionals work to create      exceptional results for clients, it is critical that they be able to      identify what products will work for the project and realistically      meet the needs of their client.   -- BIM: As one of the newest technology/practices in the architecture,      engineering and construction industry (AEC), BIM was a key topic of      interest throughout the panel session. Many of the panelists are      using, or exploring, BIM as a new tool. However, in addition to being      a useful tool for architects, the panelists discussed the fact that      contractors were rapidly adopting BIM to meet their needs. Often      contractors look at systems and try to determine how they will work      with those systems in certain conditions. BIM allows them to view what      the building will look like when it's finished from a diagrammatic      standpoint, identify challenges and test potential solutions. The BIM      technology also enables contractors to quickly and directly resolve a      conflict by looking at the 3D model, resulting in saved costs and      saved time on the project.   -- Product Sourcing: Panelists agreed that when sourcing products, their      first objective is to evaluate the quality of the product and how      appropriate it is for their specific job. As BIM continues to make an      impact on the AEC industry and the way that architects source      products, some panelists revealed that if a product manufacturer has a      library of BIM models completed, and the products meet the needs of      their project, those products are more likely to be included in the      architect's model.   -- Future of Sustainable Building: The perception of sustainability has      been changing over the years, and the United States culture is      beginning to show a demand for sustainable products and practices.      People are seeing the results of sustainable building in their bottom      line and are realizing that it makes for a good business decision.      Panelists felt that there is something for everybody in      sustainability, and something that everybody can do to contribute to a      better environment long-term. Ultimately, panelists felt that the      notion of sustainable and green building and LEED commissioning will      no longer exist because it will be the natural way that buildings are      created in the future.

"The market is actually catching up to where there's enough competition among the product manufacturers realizing that 'green' is beneficial and sustainable product costs are decreasing," said Wren. "Ultimately you think about your children, and we've got to leave some sort of legacy regardless of the bottom line. That's really where it starts for me -- wanting to create an environment that is common sense, makes good space and is going to do a bit to help sustain the life that we have here on this earth."

To find out more about the topics discussed during the Function: Architect Panel and to view footage, please visit http://www.functionatl.com/ .

About Function:

Function: is an integrated marketing agency, converging strategy, design and communications for companies in the building and construction industry. Based in Atlanta, with clients throughout North America, Function: provides clients with a complete range of solutions, including advertising, marketing, design development and public relations to energize sales cycles. An innovative approach enables Function: to work efficiently and tactically, engaging key influencers, prospects and internal conduits through a range of vehicles and touch points. For more information, please visit http://www.functionatl.com/ .

CONTACT: Joslyn Fagan of Function:, +1-404-524-3075,Joslyn@functionatl.com

Web site: http://www.functionatl.com/

SOURCE Function: