WASHINGTON, D.C.—Perkins&Will welcomes Gilad Rosenzweig as its new firmwide director of research and development. Rosenzweig, who for 10 years led the venture accelerator MITdesignX at the MIT School of Architecture and Planning, will focus on strengthening and scaling Perkins&Will’s already robust research practice. Based in Washington, D.C., he’ll collaborate with design teams and researchers across studios, practices, and disciplines, ensuring the successful transfer and broad application of research-based intelligence.
“Perkins&Will has a rare culture where research is already happening in almost every corner of the firm, but the real magic happens when you connect those dots,” Rosenzweig says. “My goal is to make our collective intelligence more visible and accessible. It’s about creating a culture where a discovery in one studio can immediately spark a solution in another halfway across the world.”
A distinct approach to research
Rosenzweig’s approach to research and development focuses on three core principles: invention, innovation, and entrepreneurship—or “intrapreneurship” within the context of an existing organization.
Invention, he says, is where the research is born—discovering something, identifying a phenomenon, asking a question without knowing the answer yet. Innovation takes an invention and applies value to it: “You’re not just answering a question; you’re turning the answer into something that can be used,” he says. “That’s the development side of R&D.” Intrapreneurship is when people inside the firm take that innovation and scale it across studios, practice areas, projects, and client relationships. With more than 2,700 professionals across 35 Perkins&Will studios worldwide, Rosenzweig believes that third principle is most critical.
“A startup only succeeds if it scales. The same principle applies inside a large, global firm like Perkins&Will. If you want to make something that travels and compounds, you need the intrapreneurial mindset. That’s what I want to cultivate here.”