Industrial construction promises efficiency through an integrated delivery, yet most design and engineering are still fragmented throughout the processes. Design-build, led by construction companies, offers a solution. These construction groups often prioritize the manufacturing process over the needs of developers, planners, underwriters, facility managers, and end users, resulting in either stalled or value engineered products.The largest impact on sustainable development is at the beginning and the end of the value chain, but the efforts of the industry have been largely misplaced. Design-builds focus on capturing increasingly smaller improvements in engineering and manufacturing of modular building components while ignoring design and operational strategies that reflect a much more significant cost impact over the building life cycle. We believe to successfully position sustainable development that responds to economic, environmental, social, and cultural needs, the entire project, from concept to production, must be directed through holistic design; new design-build typology led by designers. Serotiny Group champions this new type of delivery, where designers are also the project managers, transforming typical development into sustainable design. We create end-to-end strategies, benchmarks, lean construction plans, and operational guidance to ensure projects capture value at every stage of the building life cycle. Here as Designers, we conduct developers, engineers, suppliers, component manufacturers, logistics players, machinery rental partners, off-site construction contractors, general contractors, specialist contractors and facility managers, while harmonizing performance, budget, and schedule.We partner with modular building system providers to create standardized, consolidated, and integrated delivery pathways for sustainable development using their products. We use these partnerships as opportunities to bridge gaps in research, development, and training needed to integrate and streamline our processes. Leveraging componentization allows us to customize delivery for every project, while using shared knowledge and processes to do it efficiently and with consistent quality.
Pooya Baktash is founder and CEO of Seortiny Group. Born in Tehran, Iran. Pooya studied Architecture at the University of Azad in Tehran, Iran, where he also worked at renowned architecture firm EBA, recipient of the Aga Khan Award. In 2007, he came to Canada to pursue a Master’s degree at the University of Waterloo School of Architecture. Pooya has a record of achievement on major civic projects including the Revitalization of Union Station and Ontario Place. He co-founded PARTISANS in 2012.
Industrial construction promises efficiency through an integrated delivery, yet most design and engineering are still fragmented throughout the processes. Design-build, led by construction companies, offers a solution. These construction groups often prioritize the manufacturing process over the needs of developers, planners, underwriters, facility managers, and end users, resulting in either stalled or value engineered products.The largest impact on sustainable development is at the beginning and the end of the value chain, but the efforts of the industry have been largely misplaced. Design-builds focus on capturing increasingly smaller improvements in engineering and manufacturing of modular building components while ignoring design and operational strategies that reflect a much more significant cost impact over the building life cycle. We believe to successfully position sustainable development that responds to economic, environmental, social, and cultural needs, the entire project, from concept to production, must be directed through holistic design; new design-build typology led by designers. Serotiny Group champions this new type of delivery, where designers are also the project managers, transforming typical development into sustainable design. We create end-to-end strategies, benchmarks, lean construction plans, and operational guidance to ensure projects capture value at every stage of the building life cycle. Here as Designers, we conduct developers, engineers, suppliers, component manufacturers, logistics players, machinery rental partners, off-site construction contractors, general contractors, specialist contractors and facility managers, while harmonizing performance, budget, and schedule.We partner with modular building system providers to create standardized, consolidated, and integrated delivery pathways for sustainable development using their products. We use these partnerships as opportunities to bridge gaps in research, development, and training needed to integrate and streamline our processes. Leveraging componentization allows us to customize delivery for every project, while using shared knowledge and processes to do it efficiently and with consistent quality.
Digital Solutions Manager, with over 27 years experience in the Product Lifecycle Management and built environment industry.Experienced in implementation, and deployment of digital solutions and been successful in implementing solutions for small to large companies such as the Infrastructure, Construction, Engineering Manufacturing, Transportation, Governmental, Aerospace, Automotive, Military & Defence, and the Consumer products industry.I do consider myself an innovator per my acquired knowledge and experiences and recently been branded as a disruptor in the ever so stagnant AEC space.
