Architecture, And: From the Design Studio to the Operations Seat

How can architects leverage their lateral thinking beyond traditional design practice to drive value in construction technology, entrepreneurship, and business leadership?

In this episode of Practice Disrupted, host Evelyn Lee explores the power of alternative career paths in the AEC industry and how architectural training prepares designers for executive leadership outside traditional practice. Evelyn sits down with Daron Pardine, Co-Founder and Chief Operating Officer at Primera Works, a technology company focused on asset intelligence for the physical world, combining reality capture, data processing, and digital intelligence to create verified records of physical assets. Its services include LiDAR documentation, BIM models, CAD drawings, digital twins, and 360° visual records for owners and enterprises. Daron shares his journey from an architectural engineering background to leading operations across mega-construction projects and emerging technology companies.

Daron reflects on growing up in West Virginia in a family of makers, combining an early aptitude for math, science, and art into an architectural engineering degree at Fairmont State before earning his Master of Architecture at Virginia Tech. Graduating into the Great Recession, he began his career at Spectrum Design and Studios Architecture before a deep curiosity about industry economics, specifically where project money comes from, led him to New York City and the real estate development side. Daron then spent nine years at Turner Construction, managing Virtual Design and Construction (VDC), BIM, and field operations on projects exceeding $2.1 billion, followed by a role at Hexagon, the Swedish software and sensors conglomerate.

The conversation dives into what it takes to transition from design to business execution, highlighting the critical shift from endless design iteration to firm, decisive action. Daron unpacks the operational realities of co-founding a startup, managing the heavy cognitive load of entrepreneurship, and addressing the massive data gaps that building owners face regarding their existing facilities. He advocates for architects to recognize their immense, undervalued skill set in lateral problem-solving, urging more practitioners to take seats at the business table while keeping humanistic values at the center of technological advancement.

"Architects are by large extremely undervalued and much, much more capable than they give themselves credit for. The profession gives you a skill set and a versatility in the broader market that you should start applying." - Daron Pardine

This episode serves as a powerful reminder that an architectural education equips professionals with an exceptional toolkit for adaptive problem-solving across the broader built environment. By embracing curiosity, taking risks, and applying spatial thinking to business challenges, designers can redefine their value and expand their influence far beyond the drafting board.

Guest:

Daron Pardine is the Co-Founder and Chief Operating Officer at Primera Works, a multidisciplinary reality capture firm that utilizes advanced scanning tools, software, and VDC workflows to deliver BIM models, drawings, and spatial analytics for architects, owners, and constructors. Born and raised in West Virginia, Daron earned his Bachelor of Science in Architectural Engineering from Fairmont State University and his Master of Architecture from Virginia Tech. Over his career, he has managed VDC, MEP operations, and field supervision for Turner Construction on $2B+ mega-projects, served as a consultant for Hexagon, and led operations across construction tech and startup ventures.

This episode is especially for you if:

You are an architect or AEC professional curious about exploring alternative career paths in construction technology, real estate, or tech leadership.

You want to understand how skills developed in studio, like lateral thinking and complex synthesis, translate directly to business operations and entrepreneurship.

You are interested in reality capture, BIM modeling, and how "digital alchemy" solves critical data gaps for building owners and design teams.

You want practical advice on overcoming the fear of risk, stepping out of traditional practice, and managing the cognitive load of founding a startup.

You believe architects need to better communicate their value, step into business roles, and help shape the future of tech integration in AEC.