There are many cases where high insulation and design are inversely proportional

This is something I've felt after meeting many practitioners. The current trend in the housing industry is for a company to have high insulation performance as well as strong design and engineering capabilities. However, I think such companies are still in the minority. Companies that have traditionally focused on insulation have been able to maintain a certain level of sales as long as they specialize in that area. Because of this, they have been able to get by without having to hone their design and engineering capabilities. However, about five years ago, everywhere started advertising high insulation, and these companies are rapidly starting to get into trouble.

On the other hand, the majority of architects who excel in design and planning have only considered insulation as a decorative element. I think that most are still like that. In the past, many of the clients who asked such architects to do their work may not have been looking for insulation. However, even in the world of such architects, we are now living in an age where it is difficult to secure orders without insulation performance. Even the architects who are well-known in the industry, starting with the more flexible minded ones, are increasingly working towards high insulation.

It is very easy for someone with design skills to achieve high insulation if they are motivated. The only problem is whether they can convince the client to accept the increased cost.

Conversely, it takes a lot of time and effort for a construction company that has only focused on insulation to improve their design and planning capabilities. As I always say, first of all, there is almost no input from "seeing" good works in magazines or in real life up to that point in their lives. With that input, they are motivated to "build a house that looks that cool!", and they improve by imitating it. There is a saying that goes, "Train your eyes and hone your hands," and I think you can only get good at it through this process.