Architect Kenneth Gruskin envisions new business opportunity for designers as the world becomes increasingly virtual

Kenneth Gruskin, owner and principal of architecture and marketing firm Gruskin Group, has envisioned a new avenue for firms as businesses increasingly shift to virtual spaces. With remote work the new normal, Gruskin sees an opportunity for architects to play a role in how new virtual environments and overall representation of companies are designed and communicated. Specifically, his idea entails the personalization of video conferencing calls with customized, animated backgrounds.  “And, along with everything else, it’s a way for us to stay involved with companies that are shedding their physical footprint,” Gruskin said to ROI-NJ. “It’s just a good way to stay in touch with clients … that might not be the big Facebook and Amazon companies that are still buying up real estate.” The demand for companies to embrace these prefabricated backgrounds is to maintain professionalism and communicate a brand identity during virtual meetings, which is difficult to coordinate and fully expre...