Joe Macdonald is a Principal, Chief Energy and Regenerative Circularity Officer at Urban A&O, PLLC. He possess expertise in rhino, digital fabrication, urban design, architectural design, design research and 24 more skills. Colleagues describe him as "Joe was my professor at Harvard and without hyperbole he was the most wonderful, encouraging and fun person to work with! Everyone wanted to be in his studio. It has definitely shaped me to who I am today and I'm forever grateful. ❤️🙏" and "I’ve worked directly with Joe on multiple high profile projects around the world. I am a Partner and Chief Strategist at Unified Field in NYC, with over 25 years of experience creating content-rich, experiential and interactive media for next-generation digital branding, media environments and exhibits in public spaces. Joe runs an incredible operation of highly talented designers at Urban A&O, and the firm is well known for its use of advanced computational tools to create stunning and memorable environments. Although Joe is best known for advancements in parametric modeling, in my view he should be known as an outstanding designer of experiences. I’ve seen his career unfold over the years, and he is now at a point where the work is well known by many. As just one example, Joe and I partnered to deliver GE: American Competitiveness: What Works, a major exhibit in the Auditorium of the 1915 Mellon Building in Washington D.C. The stakes were high; GE was responding to an Op-Ed in the NYT about manufacturing, and the exhibit we designed showcased that all assembly of GE products occurs in the USA. The project was designed as an animated demonstration of many of the innovations occurring at GE; visitors and panel discussions included then GE CEO Jeff Immelt, U.S. Senators, and high-profile media personalities. Unified Field delivered all of the media and interactive content, and we worked seamlessly with Joe’s team as they transformed a historic building into a future-forward immersive environment of elegant white tensile structures and horizontal surfaces for our interactive content and video projections. Just one of the obstacles Joe’s design had to overcome was that at no point, except for the floor, could the design touch the interior of the historic building. His innovative use of cantilevers and tensegrity structures was both elegant and remarkable. "