As head of global marketing for the AEC Industry at Dassault Systèmes, Mr. Moriwaki launches and promotes groundbreaking Industry Solution Experiences. He is a member of buildingSMART.
Productization drives radical new levels of value and scalability in construction
June 30th, 2022 by Akio Moriwaki
Today, technology is available to support a radically different approach to construction. Productization is a strategy for delivering hyper-customized, efficient construction solutions at scale. This approach uses virtual construction twins to enable the application of generative, configurable design strategies to the factory construction and management of modular systems.
In contrast to off-site manufacturing that preserves trade-based workflows, productization delivers to the construction site “integration-ready modules” that offer substantial gains in quality, speed and versatility.
Integration-Ready Modules: Rethinking the Core Elements of Construction
Modularization is a key concept in productization, yet it is often misunderstood. A recalibrated take on modularity reveals how these elements can be easily configured across a platform without sacrificing creativity. Modules can be much more sophisticated than mobile trailers, as is the misconception in the United States.
In the automotive industry, we see that vehicle production gains cost efficiency because each vehicle is an assembly of standard, modular components that can be engineered en masse. However, cars all take the same general form. Buildings, on the other hand, are approached as one-off projects, each with a unique shape. Uniformity is not achievable in construction — nor should it be the goal. No one wants the same building as their neighbor and variation between site requirements makes this idea impractical.
MODULARIZATION SIGNIFICANTLY OUTPERFORMS OFF-SITE MANUFACTURING & ASSEMBLY
Uniformity is not achievable in construction — nor should it be the goal.
A modular approach to building design offers a high degree of configurability. It also enables the engineering of building systems outside of a project cycle, increasing scalability and cost efficiency.
We can already see construction productization in action on a small scale with elevators, which have been integrated into buildings as complete assemblies for decades. In essence, an elevator is a module that contains a complex array of components and systems. Taking an “everything is an elevator” mentality can give birth to a whole new industry of multi-trade, integration-ready construction modules.
An integration-ready module is one that includes standardized interfaces, multi-trade assemblies and generative variants. You can learn more about what productization means for the construction industry. Read more in our white paper.
This article is excerpted from THE PRODUCTIZATION EFFECT: How integration-ready modules will transform the roles of general contractors, specialty contractors and the entire construction value chain. This white paper maps the path to productization and defines how general contractors, specialty contractors and the entire construction value chain can leverage virtual twins on an end-to-end collaboration platform, transcend the limitations of classic industrialization and leapfrog to personalized construction.