by Katharine Logan

The future appears to favor three types of architectural practice: niche specialists, global giants, and local practices. This is the view shared by three U.S. firms, each an international leader in its specialty. Together they are crafting an innovative response.

Callison Architecture, a leader in retail center and store design, Thompson, Ventulett, Stainback & Associates (TVS), a leader in convention and public assembly facilities design, and Wimberly Allison Tong & Goo (WATG), a leader in hospitality, leisure, and entertainment design, have formed Insight Alliance.

In this strategic alliance, the three firms pool their resources to offer clients the depth and breadth of their combined expertise while retaining their respective corporate identities.

Alliances such as this are familiar from other industries operating globally, the airline industry, for example. Recent research by Booz-Allen & Hamilton shows that more than 20 percent of revenue from the top 2,000 U.S. and European companies now comes through alliances. But in the design and planning professions, Insight Alliance is a first.

"I really see this as a new paradigm," says Ron Holecek, chief executive officer of WATG. "Hopefully it's a successful paradigm of how architectural professionals can bring greater value to our clients without creating huge mega-offices. This could suggest opportunities at all levels of practice, including very small firms, for new ways of working together that will benefit firms and their clients and the profession as a whole."

Pointe Anaheim, a mixed-use project adjacent to Disneyland in Anaheim, California. Image: Insight Alliance Triangle Town Center, Raleigh, North Carolina. Image: Insight Alliance Image: Insight Alliance   Click on thumbnail images to view full-size pictures.