From organization design to organization designing

Organization design in its verb form is explored through a study of the design practices of a major contemporary architect, Frank O. Gehry, and his firm, Gehry Partners, LLP. Through four case studies, we explore how the organization design of his architectural projects is an outcome of Gehry Partner's design gestalt. We argue that this design gestalt is a primary source of their organization designing and is composed of an architectural vision, the tight coupling of multiple representation technologies, and a commitment to a collaborative process of design and construction. These elements of design together form a holistic, organizing pattern – their design gestalt – that is evident in all of Gehry Partners projects, both their buildings and their organizational forms. We offer three characteristics of organization designing – focus on form giving, relation to environment, and temporality. We argue that developing a design gestalt and strengthening the capacity for organization designing is crucial for firms in our increasingly knowledge- and experience-based economy.