Abstract

VOSLOO, Christo. Designerly and entrepreneurial thinking in architectural practice: a case study of Al Stratford. Acta structilia (Online) [online]. 2025, vol.32, n.1, pp.144-170. ISSN 2415-0487.  https://doi.org/10.38140/as.v32i1.9231.

To remain resilient amid technological disruption and economic volatility, the architectural field must adopt entrepreneurial mindsets and methods. Design Thinking and Designerly Thinking have been the subject of comparison and analysis in the academic literature. However, their application in architectural practice and architectural entrepreneurship is vague. This article applies case-study research methodology to gain insight into how architects might apply their skills in new fields. This research adopts a qualitative approach, combining a comprehensive literature review with primary data collection through a semi-structured interview. The case study focuses on Al Stratford - an award-winning figure in architecture, product, and furniture design -who has successfully transitioned into entrepreneurship and industrial design. Thematic analysis was used to interpret both the literature and the interview transcript. The analysis considers what the thinking and design processes applied by Al Stratford in architectural design, product design, and business design are, how they differ, how they differ from the theoretical standard, and what the causes for any differences might be. The study suggests that architectural Designerly Thinking processes are often distinct and context specific, differing from broader notions of Designerly Thinking, while occasionally incorporating elements of Design Thinking. The key findings indicate that, for designers, the entrepreneurial process can align closely with Designerly Thinking, making the latter more suitable than Design Thinking in architectural contexts. Importantly, architects and designers are encouraged to identify entrepreneurial opportunities that emerge organically within the designerly process itself. In doing so, they should emulate Stratford's commitment to addressing concrete, context-specific needs with appropriate and innovative solutions. This integration of creativity, contextual responsiveness, and problem-solving within the design process can serve as a foundation for entrepreneurial innovation in architecture.

Keywords : Entrepreneurship; architectural entrepreneurship; architectural practice; creative innovation in architecture; design thinking; designerly thinking.

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