Unified design

the long version

"Is the present obsession with the icon and the promotion of image over substance symptomatic of a general trend in contemporary architecture? Arup Associates provides the alternative: unified design, a radical pan-disciplinary approach that focuses on people from the outset, through the united vision of architects, engineers, artists and social scientists. Arup Associates rejects the imposition of an external image: there can be no standard solutions and no predefined styles. Instead, design must evolve from fundamental research and experiential goals, to form a holistic architecture entirely driven by a "whole life" sustainability that maintains human culture--tradition, religion, the intangible components of humanity--in the face of modernity"--Back cover.