Blog Archive: October 2010

Conspiracy [kuhn-spir-uh-see] – noun:  a combination of people who passionately pursue a change in the status quo, usually in opposition to an existing rule or established practice.

The word "conspiracy" in its Western legal connotation conjures up images of a band of criminals acting in concert to accomplish an illegal purpose, such as robbing a bank or attempting to overthrow a government. But the origin of the word -- from the Latin conspirare, meaning 'joint effort' -- allows for a broader definition, one that encompasses what many in the design industry have done for hundreds of years and what we must continue to do if we are to make the world a better place.

Born of equal parts of emotion, art and science, great design has been described as a marriage of beauty and function, the elegant solution arising from the combination of common sense and aesthetics, or "that which transforms the culture that creates it." For places used by people, great design cannot be just aesthetically appealing, it also must meet the goals and vision of the person for whom it was designed, and work for those who ultimately utilize or experience it.

Using any of those descriptions, it becomes clear that great design cannot be accomplished in a vacuum. To be functional and relevant, to respond to its environment and culture, great design must result from a fusion of what has been done before, what is happening now, and what is to come. Great design then is a conspiracy. It is the fruit of a tacit or express agreement between those who wish to evoke and provoke, to alter existing norms, to create a new experience.

At WATG, we design the best destinations in the world. Our designs are the result of a conspiracy of great collaborators, storytellers and visionaries who understand that destinations are places people experience, where guests are welcomed, where spirits are lifted. Our places are meant to inspire, create an emotional bond, and soothe the senses. What makes our designs great is a passion for achieving the vision of our clients and making our designs work for the developers, operators and visitors who experience the destinations we create, in a way that is beautiful, relevant, and authentic. That takes more than one idea, more than one voice, and more than one sensibility; it requires a conspiracy of creativity.