The nature of large complex buildings requires specialized skills across a multi-disciplinary team and high levels of collaboration and communication. By taking a parametric approach to design and construction, high quality results can be delivered on budget on time. This type of approach facilitates the opportunity for design teams to work in an iterative manner. A parametric model reduces the time associated with complex design changes while providing a centralized method for coordinating communication. In this paper the recently completed Aviva Stadium is used to illustrate the ways in which these benefits manifest themselves on built work. We identify the moments in the design and construction process that truly justify the effort in implementing a parametric approach. By approaching design in this way a “design conversation” can take place between parties involved, resulting in a better building.