The global demand for architectural services is accelerating, and now is a good time for practices to establish themselves internationally in regions experiencing significant growth such as India, the Middle East, China, and Eastern Europe. In India alone foreign direct investment this year is estimated to be worth around 9 billion Dollars, nearly double last year's total. More than 12 million homes, 600 shopping malls, 80 million square feet of offices, and 200 townships are planned for construction by 2010.

In association with World Architecture 100, Building Design's two day conference will bring together senior architects, practice directors and international experts to address the key questions and find solutions to the industry's most pressing challenges when establishing a practice abroad. The conference's two day innovative format includes Spotlights on Foreign Markets which will include in-depth analyses and case studies on key regions.

Program
17 June 2008
09:00: Registration and refreshments
09:20: Chair's opening remarks
09:30: Identifying key international growth regions and assessing the opportunities for expanding architectural practices
- Overview of key regions where architectural services are in significant demand to focus your business targets
- Understanding the main drivers for growth in different emerging countries and ensuring a match of skills to requirements
- Addressing the challenge of local competition to determine your added value
- What is the real cost of working abroad? - how to avoid common pitfalls and minimise business risk
Speaker: Rob Smith (Senior Partner, Davis Langdon)

10:00: Examining the government's strategy for exporting UK architecture onto the world stage and taking advantage of funding and development schemes available for international growth
- Detailing the government's strategy for promoting UK architecture in foreign markets
- Examining the funding available for practices looking to grow and enter foreign markets to increase business support
- Determining the eligibility requirements for schemes in terms of participating in business and trade exhibitions overseas
- Understanding government initiatives that support practices looking for partners overseas
Speaker: Michael Ward (Director, UK Trade & Investment)

10:30: Morning Refreshments and networking
11:00: Keynote Address "Achieving an international presence: Determining the key criteria for developing successful international marketing campaigns"
- Understanding and communicating with global media - the difference between global and national publications
- Identifying your position to ensure engagement of a global audience
- Analysing the tools to communicate your identity and values to create a long lasting brand
- Evaluating the effectiveness of strong brand identities in the architectural industry
Speaker: Peter Murray, Chairman, Wordsearch

11:20: Case Study "Delivering effective global marketing and communication strategies in order to enhance your international profile"
- Creating effective, international PR strategies promoting your work and intentions to increase opportunities abroad
- Assessing the value of proactive versus reactive PR to ensure maximum exposure and effectiveness
- Maximising opportunities for business networking at trade exhibitions and conferences abroad - determining the individuals and companies to approach
- Understanding how to manage your message to establish a strong reputation
Speaker: Robert Torday (Associate Director, ING Media)

12:00: Panel Session "Evaluating the different models for foreign market entry in order to formulate a strategy and establish your business effectively"
- Examining leading firms' differing approaches to winning work and expanding business abroad: Local partners, Opening an office, Joint ventures
- Understanding how successful partnerships with clients and architects local to the country are established in order to benefit from their local expertise and operate most effectively in the region
- Understanding of the formalities and protocols that are required when partnering with locally based practices and opening offices
- Understanding the different approaches to business stages abroad to meet the client's expectations and maintain control throughout the project
- Exploring strategies to achieve best communication between partners to ensure smooth running of business and effective delivery of your designs
Speakers
- Graham Cartledge (Chairman at Benoy)
- John McAslan (John McAslan & Partners)
- James McAdam (McAdam Architects)
- Andrew Best (Group Director, Buro Happold)

12:30: Question and answer session
12:40: Lunch
13:40: Spotlight on foreign markets

Option 1: Russia
13:40: Session 1
PRP's approach to urban regeneration in and around Moscow and St Petersburg
- Outlining the significant growth sectors and the economic drivers in Moscow and St Petersburg that will deliver opportunities
- Highlighting where investment is coming from to enable you to target the correct clients and developers
- Addressing Russia's political stability and it's impact on the construction industry in order to adopt the best strategy when developing your business
- Understanding the administrative challenges such as obtaining permits and approvals to fully deliver projects
Speaker: Scott Lawrie (Director, PRP Architects)

14:10: Session 2
McAdam Architects - Practicing in Russia
- Understanding Moscow - a city of opportunities, challenges and difficulties
- Outlining real commissions and the level of building quality
- The design process - working with local clients, consultants and contractors
- What are the big projects and what is the future for architecture in Russia?
Speaker: James McAdam (McAdam Architects)

14:40: Question and answer session

Option 2:Romania
13.40 Session 1
Analysing EC Harris' growth in Romania and Eastern Europe to understand the business potential
- Outlining developments in Bucharest and the major cities to determine the opportunities in the construction industry
- Determining the skills that are in demand in order to maximise your added value and compete with local architects
- Highlighting the key challenges of working with local architects to risk manage accordingly
- Examining the EU's role in Romania's development to benefit from government initiatives and funds
Speaker: David Sparrow (Head of Client Solutions, EC Harris LLP)

14:10: Session 2
Examining Squire and Partners' strategies in negotiating work in the Romania
- Understanding the strategies in partnering with a local architect to establish the optimum approach to winning work
- Outlining the standard procedures and required planning to ensure projects are delivered
- Highlighting the services and expertise on offer locally to advance and benefit from working relationships
- Examining business approaches in the Ukraine to operate effectively and maintain control
Speaker: Tim Gledstone (Partner and Julian Cross, Director, Squire & Partners)

14:40: Question and answer session
14:50: Afternoon refreshments and networking
15:20: Spotlight on foreign markets 2

Option 3: Poland
15:20: Session 1
Poland in the EU: Examining Tony Fretton's New British Embassy in Poland to understand the challenges
- Understanding the building and planning regulations in Poland to design effectively
- Examining the key type of cultural and historical differences that impact on design in Poland
- What is the current climate for the county's construction services and expertise?
- Exploring the pros and cons of Poland's membership in the EU: shortage of architects versus new investment to benefit from initiatives and funding
Speaker: Tony Fretton (Tony Fretton Architects)

15:50: Session 2
Understanding Douglas Wallace's experience of working in Poland to identify and minimise the risks
- Outlining the requirements and protocol when setting up a practice in Poland in order to establish a successful business model
- Highlighting lessons learnt and the challenges of working with local professionals in order to maintain control
- Understanding the capacity and standards of the country's construction industry in order to achieve quality design
- Outlining the impact of high construction price inflation to manage material and labour cost effectively
Speaker: Hugh Wallace (CEO of Douglas Wallace)

Option 4:China
15:20: Session 1
Outlining the scale of China's urbanisation and how this translates to real architectural opportunities
- Examining the urbanisation process and understanding demand in the different sector types in order to match expertise to requirements
- Addressing concerns of economic downturn and its impact on Shanghai property to understand the government's development restrictions
- Understanding the process of developer competitions to establish the best approach
- Highlighting the sustainability agenda to ensure targets are fulfilled in the planning process
Speaker: Chris Wilkinson (Director, Wilkinson Eyre)

15:50: Session 2
Examining the challenges that Farrells has faced when working in China and discussing the lessons that have been learned to aid future success
- Outlining China's changing social political climate and its impact on the architectural industry to understand the architect's role
- Examining quality and expertise challenges in China's construction industry and developing strategies to monitor the attainment of key standards
- Providing an overview of the differences in technical design parameters.
- Highlighting key lessons learnt in China and understanding key challenges that still remain
Speaker: John Campbell (Technical Director, Terry Farrell & Partners)

16:20: Understanding foreign business environments and the standards required to ensure effective communication and control
- Evaluating the stability and security of foreign markets and understanding how to operate safely and reduce professional and personal risk
- Analysing the differences in working regulations and standards in different regions and adjusting working practises accordingly
- Addressing areas such as business culture, business etiquette, meeting protocol and negotiation techniques to reduce communication barriers
- Exploiting the guidance and advice available abroad to assist the smooth running of your business
Speaker: Alastair Collins, International Associate, FutureWorld (Formerly International Managing Partner, Davis Langdon)

16:50: Question and answer session
17:00: Evening Drinks Reception and Networking

18 June 2008
09:00: Registration and refreshments
09:20: Examining the key criteria for success in creating and managing your global identity
- Outlining essential approaches to maintain consistency and control across your work and deliver your brand identity
- Examining the main challenges in managing knowledge across multiple locations and multilingual environments and teams to ensure consistency
- Analysing ways to facilitate connectivity and communication between the design team and partners to improve continuity and collaboration
- Using technology and digital possibilities to improve workflow and quality
Speaker: Lennart Grut (Senior Director, Rogers Stirk Harbour + Partners)

09:50: Identifying and overcoming the principal contractual and fee setting challenges in working abroad to minimise business risk
- Taking the local market climate into account in the fee setting in order to compete effectively with local architects
- Introducing effective cost planning when working abroad to reduce unexpected changes
- Determining the methodology of contract drafting abroad to ensure contractual fulfilment
- Understanding the regulations to be aware of in terms of payment schedules, delay and debtor defaulting to minimise risk
Speaker: Jimmi Bradbury (International Development Director, Cyril Sweett)

10:20: Clarifying the costs and requirements of Professional Indemnity insurance when working abroad
- Outlining the implications of the jurisdiction of the contract to meet the necessary criteria
- Determining the local insurance requirements and whether UK insurers are accepted in the jurisdiction
- Understanding the alternative methods of working overseas and the insurance implications
- Case study of an overseas project - Examining the challenges to understand the real costs
Speaker: Richard Bowdidge (Partner, FirstCity Partnership Limited)

10:50: Question and answer session
11:00: Morning refreshments and networking
11:30: Understanding the differing sustainability standards in key regions to ensure a competitive pitch
- Examining the public attitudes towards and sustainability regulations in different markets and building local concerns into designs: United Arab Emirates, United States, Asia
- Addressing different local sustainability issues and assessments to understand the particular regional challenges
- Understanding government targets and expectations abroad to comply with local sustainable development
- Understanding whether green building is a valuable point of difference in different markets
Speaker: Patrick Bellew (Chairman, Atelier Ten)

12:00: Question and answer session
12:10: Lunch
13:10: Spotlight on foreign markets

Option 1: India
13:10: Session 1
Examining the Infrastructure Opportunities in India for British involvement and reviewing the business strategies
- Analysing India's economy and its future growth in order to quantify the long terms benefits of establishing a presence there
- Examining India's construction industry and understanding how value can be added by British architects
- Assessing the government's plans for industrial and infrastructure renewal to determine the optimum market entry strategy
- Outlining the key strategies in establishing partnerships win work
Speaker: Martin Harman (Chairman, Pinsent Masons)

13:40: Session 2
Examining the strategies employed by John McAslan + Partners on the Delhi Metro project in India to optimise your business approach
- Addressing the practical and technical capacities within the construction industry and country in order to plan and deliver quality design effectively
- An overview of the challenges of collaborating with local architects in order to best manage business relationships
- Exploring strategies to create a brand identity to establish long term presence
- Highlighting lesson learnt and challenges that still remain
Speaker: John McAslan (John McAslan & Partners)

14:10: Question and answer session

Option 2: United States
13:10: Session1
Examining the differences between the US and UK architectural industries to understand the potential for projects
- Understanding UK architects point of difference from the US to pitch successfully
- Addressing the key aspects of the regulatory requirements to ensure projects successful completion
- Examining the sustainable construction initiatives available in the US market and factoring them into design briefs
Speaker: Sam Sparta (Director, HOK International)

13:40: Session 2
Exploring Grimshaw's strategies and experiences in the United States to maximise opportunity
- Discovering challenges and strategies in winning business from US clients to adopt the best method
- Understanding the advantages and pitfalls of setting up a US office to ensure effective planning
- Exploring the different approaches and attitudes to architecture in the US to maximise success on delivering a project
Speaker: Andrew Whalley (Managing Partner Grimshaw New York)

14:10: Question and answer session
14:20: Afternoon refreshments and networking

The Middle East
14:50: Session 1
Understanding the future transformation of the Gulf region and how this translates to opportunities for British practices
- Analysing the Gulf's economy and its future growth in order to quantify the long terms benefits of establishing a presence there
- Examining the rising cost of business in the Gulf to develop a sound business model and compete effectively with local market
- Exploring the cultural differences and business ethics to develop a successful relationship with the client
- Outlining the key strategies for winning work in the Gulf to deliver projects to completion
Speaker: Chris Johnson (Regional Managing Principal, Gensler)

15:20: Session 2
Designing for Performance: A New Office Headquarters for Qatar Petroleum in Doha
- Analyzing local climate and culture to develop a bespoke office campus
- Bridging between Engineering and Architecture through the use of algorithmic design techniques
- Using computational simulations for indoor and outdoor environments to improve thermal comfort
- Developing a bespoke BREEAM rating for Doha to benchmark the design, construction and operation of the project
Speaker: Aybars Asci (Design Director, SOM)

15:50: Question and answer session
16:00: Chair's Closing remarks and end of conference

Registration Fees
Before 25 April 2008: 586,33 Pounds
After 25 April 2008: 703,83 Pounds

Special 1 Day Rate
Before 25 April 2008: 410,08 Pounds
After 25 April 2008: 492,33 Pounds