Buildings 2.0 Library
Conversations on the future of the built environment
81 episodes of the Buildings 2.0 podcast, each bound as a short book: the ideas, the numbers and the lines worth keeping.
Season 2, Episode 12 /Oct 20, 2025
Why AECOM's design principal believes data alone can't design better buildings
Francis Cooke, AECOM
Oct 20, 2025 /Design & Practice
Why AECOM's design principal believes data alone can't design better buildings
Francis Cooke is a design principal at AECOM, one of the world's largest engineering and design firms, after leading design at SOM and Perkins&Will. He works on large buildings and the long timelines that come with them. His subject is judgment: what data can and cannot tell a designer, why culture beats logic in how people build, and what a firm owes the people who will replace its leaders.
Francis Cooke, Design Principal at AECOM, AECOM
In this conversation
The giant squirrel story, and what it says about the limits of data-driven design.
Why a developer should care about sustainability: the money is in the buildings that already exist and are about to be renovated anyway.
Francis's parable of a people who migrated north and kept building the way they always had: culture first, then find a way to do the right thing inside it.
What the better-run firms do differently, and why integrated delivery with engineers in the room frees the designer to solve the human problems.
It blows everything else off the chart, smallest carbon, tightest floor plate, but the thing looks exactly like a giant squirrel.
Francis Cooke
Chapters
Culture first
Why the way people build is decided by culture before logic.
Why a developer should care
The business case for sustainability, told to a skeptical developer.
If you could replace every building
If you could remake every building at once, where would you start?
By the numbers
Buildings' share of global energy- and process-related CO₂ emissions
Francis argues embodied carbon in existing buildings is where the next thirty years are decided. Buildings are already the largest slice.
Source: UNEP, 2022 Global Status Report for Buildings and Construction ↗What the better firms do
How the best firms run the business of design.
Data, and the giant squirrel
What data does for a designer, and the day the algorithm returned a squirrel.
It's culture, personality first, and then you figure out a way to do the right thing in the midst of it.
Francis Cooke
Takeaways
Optimization produced a design with the smallest carbon and tightest floor plate, and it looked like a giant squirrel. Metrics cannot measure what an owner or a community will accept.
Embodied carbon now matters more than operational carbon, because the emissions that count happen in the next 30 years, when facades and mechanical systems reach the end of their lives together.
Do not adopt any technology that removes the learning experiences that made you. A firm cannot make its replacements if they never get the mileage.
I can't make my replacements if they don't have the mileage in the right ways.
Francis Cooke