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Cost have a significant impact not only in the design process itself but also in the final architectural solution. Target Value Design (TVD) can be a promising approach to make cost and value in the client’s or end-user’s perception drive the design process. The research aimed to introduce basic TVD concepts for teams involved in the design process management of real estate products and to allow theoretical insights of its adoption in this situation. The research method consisted of a simulation in both academic and corporate environment, in two rounds, the first one simulated the Design-Bid-Build (DBB) process and de second one using the TVD approach. The results from the second round (TVD), where a cost constraint was imposed, led to apparent simplification of the model. TVD demands change in the design process, and the most challenging one is the cost as a driver to design process, instead of an output of it.

Target Value Design na gestão do processo de projeto por meio de simulação: difusão de conceitos e reflexões teóricas