In Practice:
COOOP by Design Partnership

Design Comes Last,
People Come First

Sydney, Australia2023-11-29

Design For Behaviour

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Director Callie van der Merwe
Associate Roberto Zambri
Associate Calvin Janse van Vuuren

“Design comes last, People come first.”
Callie van der MerweDirector

Founded in 1997 in South Africa, Design Partnership, led by Callie van der Merwe, evolved into COOOP in 2023, expanding its reach to Australia and Dubai with a focus on human-centred design. COOOP’s “Design for Behaviour” methodology, rooted in neuro-architecture, blends design with human emotional and cognitive responses, achieving deep aesthetic and behavioural resonance.

This approach, emphasising sustainability and local sourcing, balances creativity and functionality, marking COOOP as a leader in innovative design and the subject of an upcoming TV documentary.

“Utilising the Web Clipper for capturing specifications has been a significant advantage. We've grown accustomed to its speed and efficiency. Clipping, rather than manually typing out specifications, has noticeably quickened our render briefs and project documentation stages.”
Roberto ZambriAssociate

Design for Behaviour: COOOP’s Signature Method

COOOP’s signature “Design for Behaviour” method marries Design Thinking with Behavioural Design. It’s a deep dive into understanding and responding to human behaviours in social spaces, enabling the creation of environments that encourage desired behaviours, such as longer stays or repeat visits, particularly in hospitality settings.

While focused on functionality, this method does not shy away from creativity. It involves an intuitive leap into the creative abyss, ensuring designs are practical and emotionally compelling. This balance of creativity and functionality is a testament to COOOP’s commitment to designing aesthetically pleasing but also meaningful and sustainable spaces.

Callie van der Merwe states, “Design for behaviour is a powerful tool that can help any business owner reduce their risks and build more financially robust businesses.” This statement encapsulates COOOP’s philosophy that design is not just an art form but a strategic tool for creating sustainable, profitable, and emotionally resonant spaces.

COOOP’s journey, marked by innovative design practices, collaborative culture, and a forward-thinking approach to sustainability, is a beacon in interior design. Their story is one of relentless pursuit of design excellence, where people always come first, and the beauty of a space is a reflection of its human-centric design.

“Programa has become a central hub for all project-related information, simplifying collaboration and communication. Its role in facilitating interactions among team members, clients, and suppliers has led to improved project management and coordination.”
Roberto ZambriAssociate

Programa in COOOP’s Current Operations

Since integrating Programa into their operations, COOOP has experienced a revolution in project management and workflow efficiency. Programa serves as a centralised system for managing specifications, tasks, and time tracking, streamlining the journey from design conception to construction. This integration has significantly reduced the time dedicated to technical drawing specifications, enabling quicker material approvals and modifications, thereby accelerating project timelines.

A testament to Programa’s impact is evident in a recent restaurant project undertaken by COOOP (To be released soon). From initial design briefings to material specifications, Programa’s live update feature allowed for swift management of changes, ensuring a seamless workflow and enhanced transparency throughout the project lifecycle.

Double Tree by Hilton - Islamabad Pakistan

“Our international teams appreciate the effectiveness of Programa's Schedules, especially the convenience of having our suppliers' contact information and direct links to products on their websites.”
Calvin Janse van VuurenAssociate

“The Address Book has been crucial in consolidating all our trusted suppliers into one easily accessible location. It has transformed our database from being scattered across various business cards, cell phones, and notebooks to being online and up-to-date.”
Roberto ZambriAssociate

Enhancing Client Communications with Programa

The integration of Programa’s Client Dashboard has markedly improved COOOP’s communication with clients, particularly in projects spanning Australia and the Middle East. Its live functionality provides up-to-date schedules and fosters efficient interactions, enhancing transparency and streamlining the decision-making process.

“The real test for us will come when we use this for the hotel and luxury skyscraper projects we're working on. It will be a game changer, as for these types of buildings we usually submit packs of printed schedules, which are hard to manage efficiently on such large-scale projects.”
Roberto ZambriAssociate

“The simplicity of the schedules really makes a difference for us. They've helped in simplifying and streamlining our drawing standards, making them easier to manage across various projects.”
Calvin Janse van VuurenAssociate

Cultivating a Collaborative and Creative Studio Culture

At the core of COOOP’s studio culture is a deep-seated commitment to trust, respect, and collaboration. This ethos is fundamental in creating spaces that resonate with users on an emotional level. Collaboration is not just a practice but the heartbeat of COOOP’s operations, engaging clients, co-creators, and contractors in a journey that prioritises human experience above all.

In Practice:
COOOP by Design Partnership

Design For Behaviour

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