Hugo Insights
2023 Curiosity Report
Architecture in the Age of AI
What does AI mean for architecture and design?
Take a look at the challenges & potential of AI in design. Welcome to the future of architecture...
Latest Curiosities
Taking Action for Positive Change.
Lofty goals are easy to make, but measurable impact requires thoughtful action. As we identify areas in our industry to challenge, iterate, and build solutions toward, we build momentum from the initial spark of innovation and bring our future more into focus.
Step Back to Step Forward
But action doesn't mean moving fast and breaking things anymore. Instead, we're taking stock for a more intentional, meaningful approach. We're also doing away with the notion that reducing impedes progress. Rather, it can be a step forward--a pause that empowers us to reflect, simplify, and advance in more effective, thoughtful ways. Balancing the need for design with a more considered approach for the environment better addresses the “next” by right-sizing our ideas to be more actionable today.
What will we focus on?
In this edition of the Curiosity Report, we explore the challenge and opportunity for design to actively engage with the evolution of our planet, philosophies, and society.
Tap into the power of AI. Optimize how we learn and connect with each other in the metaverse. Proactively track our carbon footprint and uncover new materiality in the circular economy. Together, we're investigating what the shifts in human behavior and emerging technology mean for future of design--applying what we know now to shape a future we haven't yet imagined.
What once was novelty is now necessity – Breakthrough innovations in AI and extended realities are making futuristic concepts a reality of our everyday lives.
The next frontier introduces new ways to communicate ideas, accelerating time spent on research, design, and development. At the same time, the multitude of metaverses uncovers new value as brands find innovative ways to engage, create, and connect. With expanded use cases and a lower barrier to entry, increased adoption invites a shift from virtual reality to virtual and physical hybrid experiences. The success of this new reality hinges on balancing technology and societal value, incorporating responsible practices, and mitigating risk.
To be more green, we must think differently. In an age of scarcity, distribution delays, and sustainability crises, responsible design is not a choice—it’s a necessity. However, less does not mean loss. It can mean better. Instead of designing for the record books, we can focus on nature-positive movements, proactively extending the life cycle of our buildings, and a more measured approach that transforms us from consumers into contributors—designing places that matter while protecting our limited resources and future.
With humans spending 90% of their time indoors, the buildings we experience often shape how we work, life, connect, and feel. As we fundamentally reshape our sense of agency, we're seeing a parallel shift in our expectations of places. With an increased demand on the built environment to more intuitively and empathetically respond to the human experience, architecture is activated as a tool to articulate both our shared values as well as our kaleidoscope of cultures and backgrounds.
Throughout 2023, the Hugo team will be tackling these timely topics in partnership with industry experts to incrementally share new insights, ideas, and precedents to not only explore the “What if…?” but the “How can we…?”. — empowering us to dive deeper, respond with agility to our rapidly changing world, and meaningfully engage with the pioneers as we collectively reimagine a better future for everyone.
Stay Curious.
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