AIA AUSTIN / Design Excellence Conference 2025
- 21 August 2025
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Sherry Dobbin delivered the opening keynote for the annual Design Excellence Conference 2025 for AIA Austin. Introduced by the President Elect, Nkiru Gelles, Sherry focused the talk on ‘Planning for the Unexpected–Culture and Urban Development’ and the importance of knowing when to stop designing the hardware of the architectural and landscape design to leave room for the unexpected – dynamic cultural program, public art or an environment which allows people to be their own performance.
Presented by Sherry Dobbin
Video (c) Gus Bernal Film + Photo + Education
Includes 2025 Fellowship Ceremony and Sponsor Remarks, presentation begins at 10:00
Artists thrive on problems, oddities, and flipping expectations. They don’t just make things — they shift perspectives. Across every layer of life, creative industries and cultural organizations offer powerful, unexpected tools for change. Instead of forcing artists into fixed roles, what if we matchmade — pairing creative minds with complex urban challenges? In this keynote, Sherry explores how to make intentional space for creativity in urban planning and policy — space that allows culture to emerge, adapt, and reshape place. Pulling from international case studies, she will share diverse approaches and introduce a practical 6-step process for embedding culture into development. Along the way, she’ll challenge our assumptions about public art, placemaking, and what creative communities truly need to thrive.
KEY TAKEAWAYS
● Define Creative Placemaking “Intentionally leverages the power of the arts, culture and creativity to serve a community’s interest, while driving a broader agenda for change, growth and transformation, in a way that also builds character and quality of place.”
● Surprise Yourself – Artists challenge what is expected or known of a place
● If you know what to do, do the opposite Robert Wilson – Always test yourself to avoid compromising or repetitive concepts
● Shared Perception is your reality – If enough people share the same perspective, it is your reality to resolve
● Own your low benchmark – Noting how bad things are, establishes the success story
● For artists, the challenge is the opportunity – Let the artists bring the solution to the problem, so give them the raw messiness
● It’s not straight-forward – hire cultural professionals for cultural expertise (like engineers for structural solutions or architects for buildings etc)
● Including Culture in Development – use the 6-pt methodology
● Commit – Attribute resources (economic, human, and spatial) to strategies and policies.
● “Ce sont les regardeurs qui font les tableaux.” – Architects, know when to stop! – the best design is left unfinished / leave room for the unexpected / leave room for art and people and events.
Leave room for creatives to radically reimagine place, complement architectural design, and draw people.
