Exploring the combined impact of generative design and reuse-centred design

Purpose Digitalization and circularity are core elements to achieve sustainable development and call for innovation in the building sector. Although reusing building parts is recognized as a viable strategy, it requires adapted design approaches. Generative design (GD) could assist designers in elaborating suitable solutions using the existing building stock as well as in designing for future reuse and in supporting reuse-centred design (RCD). This paper aims to explore the implications and potential tensions arising from the implementation of GD for RCD from the perspective of practitioners. Design/methodology/approach An exploratory approach was chosen to build the foundation for a future program of research. During a series of workshops conducted in four Nordic countries, the implications of using GD for RCD were discussed. The findings were analysed using a thematic approach, and a paradox perspective was then applied to discuss organizational tensions emerging from the application of GD for RCD. Findings The study identified several tensions arising and intensifying when combining GD and current pressure for reuse, affecting both design as a process and design as a product. By exploring practitioners’ perceptions of this ongoing transition, the paper provides theoretical contributions as well as outlining implications for practitioners. Additionally, the paper stresses the importance of nurturing collaboration between researchers and practitioners who focus on the design process and those who prioritize the design outcome when using GD for RCD. Originality/value The combined impacts of two ongoing transitions, in this case GD and RCD, relating to design in the building sector have been explored using a paradox perspective.