Listen to this – this is really great stuff. I believe his thoughts and ideas tends toward the way we should or could work within brand management, communication and design.

Joshua Prince-Ramus believes that if architects re-engineer their design process, the results can be spectacular. Speaking at TEDxSMU, Dallas, he walks us through his fantastic re-creation of the local Wyly Theater as a giant ”theatrical machine” that reconfigures itself at the touch of a button.