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How to Navigate Disabled Access and Discrimination Law in your Pub Date: 02/01/2012
Each decision we make as designers has the potential to include or exclude customers. ‘Inclusive’ or ‘universal’ design centres on the concept that understanding user diversity will help to inform these decisions. User diversity of course, covers various requirements and aspirations. Even forgetting the ethical pressures that this concept poses in terms of the built environment, DDA legislation and Bulding Regulations make it very difficult for designers to create an environment without considering these factors.
Designing for the leisure industry, our projects range from quiet local pubs to major hotel developments. As part of our approach, we consider the demographics of an area and of the venue. Our design work, where required, is based on the geographical customer demographics and competition analysis which allows us to understand the requirements and aspirations of the proposed customer base. This information is then translated into our design concept/offer to appeal to the market and individuals identified.
Changing demographics are a major challenge to the design profession. For example, there are already 130 million people over 50 in the European Union. By 2020, one in every two European adults will be over that age (The Economist, August 2002). The effects of rapidly ageing populations, and the growing numbers of people with disabilities, are having a distinct effect on the requirements and offer that venues and our designs have to consider.
Venues are often designed or planned based on the preferences and needs of a small group of people or to the proprietor’s personal taste and previous experience. It is extremely important to realise that the design of a venue should appeal to the targeted demographic and not pander to individual design preferences. However, by considering the needs of an inclusive range of users within a demographic bracket, costly mistakes are avoided and profit maximised.
The need for a more socially inclusive approach to designing is beginning to rise up the business agenda. Design development which includes the needs of marginalised groups of people is regarded as not just socially desirable, but can often be optimised as a commercial opportunity.
For more information and advice, Please contact Spencer Swinden Design
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T: 0121 551 9897
