Author: Sarah Tió

Perhaps you have heard the iconic phrase by Paul Rand: 'Everything is design, everything!' It is asserted that design is as ubiquitous in human life as breathing. We are constant consumers of it, with no escape, unless you are a wild nomad. But at some point, we will reach the stage of creating objects, methodologies, or strategies for well-being, much like our ancestors did when they began to tame fire.

So far, we have associated the word 'design' with an idea of innovation and other terms related to creativity. However, with the passage of time and immersed in the working world, it is recognized that this is only the tip of the iceberg. It's like having a downloaded song, with this being the final product intended to be consumed, but we do not see the entire production and distribution necessary to generate economic assets each time it plays.

Having said that, an idea entails development, a relationship of knowledge, and applied creativity in problem-solving. Project management requires as much creativity as the design itself, and the best projects commence with planning and execution to meet needs. Therefore, it is relevant to mention that architects possess a visually expansive field and it is fundamental in their way of operating. The conception of a proposal starts with a needs analysis, understanding the formulation of the problem to identify opportunities.

Each expressed line is a response beyond aesthetics. It is also an understanding of how value is created, processed, and how the economy functions. Each idea formulation is linked to the awareness of analyzing the impact it can have and the role it can play as a catalyst for change. By stating that design is an agent of change and that architects are project creators, pursuing a Master's in Design and Innovation (MDI) allows you to develop skills to become better leaders, opportunity identifiers, and value proposition generators, achieving a convergence between design and business. This way, innovative solutions are offered in the construction of both physical and virtual realities.

After the resurgence following the exit from the confinement caused by the pandemic that began in 2020, we perceive how technology has not only become the center of attention but also an essential tool in the workplace. Video calls, hybrid work, and interconnectivity have come to stay and, furthermore, to evolve.

We can identify a duality between the physical and the virtual that allows for the creation of realities along with opportunities. It is an infinite and purely commercial field with the goal of acquiring digital assets, such as properties in the metaverse for rental purposes, offices, museums, and non-fungible symbolic art. A field full of possibilities that will not only lead to the shift of becoming 'phygital' bilinguals but also generate more jobs and increased specialization in various professional fields.

Virtuality is a virgin territory full of possibilities and a utopia without limitations of the physical world. Architects navigate the physical-digital language from their training, given the need to express what they have conceived and make it tangible. Therefore, there can not only be businesses in the tangible realm, but through their digital projection, two presentable platforms of assets can also exist.

By leveraging this duality, along with the tools provided by this MDI and understanding the opportunities in technological advancements, we will be prepared to face the new economic, social, and business paradigms of the future, both in physical and virtual encounters.