Modular is Boring and Doesn’t Work!

I get it. You’ve seen modular companies burn through mountains of VC cash, overpromise, and then fall flat on their face. It’s easy to point fingers and say, “Modular doesn’t work.” But hold up—is it really modular’s fault? Not likely. It’s more a case of ignorance and arrogance, from folks who think they can disrupt construction without actually understanding how buildings come together. They raise huge amounts of money and then try to figure it all out on someone else’s dime, not actually solving any real problems or offering better outcomes. Spoiler alert: that’s not how you revolutionize an industry.

Let’s cut to the chase—modular construction isn’t boring, and anyone who thinks so has missed the point. Modular is the key to unlocking architectural freedom, design flexibility, and construction efficiency. It’s not some boxy, cookie-cutter solution. Modular is already all around us, and when done right, it transforms how we build. So, let’s set the record straight.

Spoiler Alert: We’re Already Building Modular

Here’s the big surprise—you’re already building modular, well somewhat. But you probably don’t call it that. Think about it: 2x4 studs, bricks, cabinets, doors, windows, and a hundred other standardized parts that fit together “seamlessly” on-site. (I laugh at the seamlessly and this highlights where the inefficiency lays) nonetheless, we don’t question it—it’s just how we build. The framework is already modular (even if it’s inefficient); it’s just hiding behind the term “traditional construction.” So, if we’re already using modular components, why not take it to the next level?

Time to Rethink the Brick... Sorta

Let’s talk bricks for a second. Bricks were designed for a reason: they’re small enough for a person to handle, and efficient enough to build with. Back in the day, it made sense. But today? Not so much.

We’re in a whole new era of construction. And no, I’m not talking about robots laying bricks faster. We can go bigger—much bigger. Why lay 10,000 bricks by hand when you can crane in an entire wall assembly or room module? Modular is about thinking bigger. We’re no longer confined to human-scale pieces when we can install larger, pre-assembled components faster, more efficiently, and with greater precision.

Modular is More Than Boxy Buildings

When most people hear “modular,” they think of shipping container like LEGO blocks that are stacked one on top of another. Sure, volumetric modular—those boxy units—is one way to do it. But it’s not the only way. Modular is a whole framework that can be broken down into different layers:

• Systems – Think steel structures, precast concrete, mass timber… or better yet, hybrid systems that combine them.
• Multi-Trade Assemblies (MTAs) – Entire wall sections with electrical, plumbing, and finishes pre-installed. Or volumetric solutions like bath pods and those “boxy” units we mentioned earlier.
• Single-Trade Assemblies (STAs) – Smaller, trade-specific assemblies like modular electrical looms or light-gauge steel frames trusses etc.
• Materials and Components – The individual pieces that make up the larger assemblies and everything else.

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Here’s the beauty of modular—it’s not a rigid, one-size-fits-all approach. It’s a customizable system. We can mix and match these layers to create tailored, site-specific solutions. And when it’s done by people who actually understand how to design and build with modular in mind, the flexibility is unmatched.

The Real Deal: Precision in Design and Execution

Here’s the thing about modular construction—it’s all about precision. From design to execution, modular construction doesn’t leave room for “let’s figure it out on-site.” It’s about designing to exacting standards, and ensuring every piece fits perfectly when it hits the site.

This isn’t just about drawing pretty lines on paper or fitting a square peg into a round hole. You need to understand the real-world constraints—the suppliers, the logistics, the sequencing of assembly, and even the weather on installation day. Everything needs to be thought through ahead of time. It takes effort, planning, and knowledge, but when done right, the payoff is huge. You get fewer surprises, faster construction, and a whole lot less chaos on-site.

Skilled Labor is in Short Supply—Modular is the Answer

Let’s get real: we don’t have enough skilled labor to keep doing things the way we’ve always done them. The old “figure it out on-site” method isn’t just inefficient—it’s becoming impossible. Heck, most of the time we can’t even get the trades to show up on-site. We’re stretched too thin, and inefficiency is a luxury we can’t afford.

That’s why modular is more important than ever. We need to maximize the skilled labor we do have, which means designing smarter and pre-assembling as much as possible. That way, teams can spend their time on the important stuff, not fixing mistakes or solving problems that could’ve been avoided. The more we build off-site, in controlled environments, the better. It’s about creating scalable, repeatable kits of parts that can be delivered and assembled on-site without sacrificing quality or creativity.

Modular is the Future—Get On Board

Still think modular is boring and won’t work? You’re stuck in the past. Modular isn’t a compromise—it’s a solution. It’s the key to building better, faster, and smarter. This isn’t about cranking out boring, repetitive buildings. It’s about creating a system that works for you—that lets you build (or should I say assemble) with precision, efficiency, and freedom.

Modular lets us push the boundaries of what’s possible in construction. It’s how we rethink the entire process, from design to execution, and solve problems before they even arise. This isn’t the future—it’s already happening. The sooner we get on board, the sooner we unlock the full potential of modular.

So, is modular boring? Hell no. It’s time to start a real conversation about how modular can transform construction from the ground up—because if we’re not doing that, we’re missing out.

Follow us Imago to see how we’re tackling this as designers, builders, and developers.

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