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in the South Florida region. Utilizing a strong geometric pattern of hexagonal shapes, the exterior skin has been developed as an exoskeletal structure whose similarity to beehives provides for an efficient use of materials and an exceptional resistance to the Category 5 storms that are becoming increasingly present. The exoskeleton skin also provides the structural support for the building creating column free residential floors. The project includes a restaurant, a nightclub in the lower floor, an amenity floor for the residences, automated parking facility, and a pool on the rooftop. The ground floor has the private entrance to the residences and the garage elevator entrance. The ground floor also has a publicly accessible restaurant and club on the second floor.

Each unit has private elevator access to the unit. The column free floor plates allow for a multitude of arrangements for dividing the floors. From three units per floor to one unit per floor, the structure provides for flexible layouts for the award-winning architectural and planning design studio specializing in projects of distinction from a design, cultural, environmental and political perspective. With design workshops in Washington, D.C. and Miami, the firm is renowned for its ability to seamlessly integrate planning, architecture and interior design in projects across the academic, civic, commercial, hospitality, mixed-use, renovation/historic preservation, and residential sectors in North America and the Caribbean. residences. Winstanley is an

INTERNATIONAL AWARD Winstanley Architects & Planners has announced its Edgewater Tower project has received a Global Architecture & Design Award from the RTF Design Awards program for 2022. The project was selected for the Multifamily Concept over five stories category. DESIGN The Edgewater Tower project is a luxury condominium building in Edgewater – north of downtown Miami. The location offers sprawling views of the picturesque Biscayne Bay and plenty of public parks nearby and in the neighborhood. The 50 story tower was developed as a concept for a luxury condominium building to be branded by fashion designer Philipp Plein. The concept was developed with an eye for resiliency and the recurrence of major storm events

Instead of telling people you are an expert in your field, let your swag demonstrate it. Your ability to deliver value should permeate everything you do. This holds true, even for your giveaways. ■ Do the math. With smaller numbers of in-person attendees, hybrid events, and some fully online conferences, bulk purchases may not be the great deal they once were. The changing landscape of conferences means more specialized approaches. Perhaps smaller quantities or fewer items selected with a specific, planned target is a better approach than stuff we all get. ■ Be original. If you’ve seen someone in your market offer it, rethink using it yourself. Equip your team with something of value versus leaning into the latest promotional fad. Overall, avoid swag for swag’s sake. From Seth Godin’s The Practice , “Everything has a function. Every element of the bridge or the spaceship is there for a reason, even if the reason is decorative. When NASA engineers put together the payload for an Apollo rocket, they had total clarity about tradeoffs. Everything weighs something, everything takes up space. Nothing goes on a lunar module unless there’s a really good reason. Intentional action demands a really good reason … You can’t find a good reason until you know what you’re trying to accomplish.” What are you trying to accomplish with your swag? If it doesn’t support the mission of your firm, enhance your brand story, and provide relatable value to the recipient, it might be time to rethink spending money on it at all. Jane Lawler Smith, MBA, is the marketing manager at Derck & Edson, LLC. She can be reached at

JANE LAWLER SMITH, from page 3

people willing to touch? Going further, what are people willing to take? Sustainability is another global concern with related impact. In an industry that designs green buildings and employs LEED professionals, does your swag support the reduce/reuse/ recycle mantra and/or your firm-wide sustainability position? And then there’s the competition for employees, nationwide but specifically for AEC employees. If you are using your conference swag as a token for your employees, what message are you sending along with that? “In an industry that designs green buildings and employs LEED professionals, does your swag support the reduce/reuse/recycle mantra and/or your firm-wide sustainability position?” A BETTER WAY. When rethinking swag, keep these checkpoints in mind: ■ Consider your recipients. The one-size-fits-all approach rarely works. Think about your audience – are they conference attendees or staff? For conferences, consider the market as well as the roles of attendees in their own organizations. ■ Deliver value. One of the biggest ah-ha moments of my career happened when someone was prepared to pay me for our swag at a conference. They saw real value in what we were giving away. It was collateral, but it was also a book. Not a sales piece, but a resource.

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