The article is devoted to the identification of the features of the modern architectural process and the establishment of actual tasks of architectural activity. Today's society, science, and practice are experiencing phenomena that radically change the approaches and paradigms of the architectural process. The paper highlights the contradictions in the theory and practice of architecture that need to be resolved; considers aspects of the modern ideology of architecture; develops certain provisions of the theory of the environmental approach, namely, the features of "understanding" design, the communicative component of architectural activity; emphasizes the interaction of various actors in the process of architectural activity, the dialogue of the architect with stakeholders. The author emphasizes the decisive role of the architect as an organizer and coordinator of the design process, the interpretation of the architectural process as a component of the overall socio-cultural process. The biggest shifts are taking place in the field of the environmental approach to architectural activity. Environmental issues, which bring people and their lifestyles to the forefront, give impetus to the development of architectural management and marketing. These changes in priorities have led to a problematic situation in the theory of architecture and opened up a new space of work: the identification and recording of environmental experiences and images, the production of these experiences and the management of this process. The environmental approach outlines the future trajectories of architectural work, the essence of which is the inclusion of the designer in the life of the population, the materialization of their own version of life processes, the identification of a set of specialized activities that support the ideology of social progress and cultural development. Scientific research and architectural practice should be based on the achievements of the philosophy of architecture, understanding of new value orientations, taking into account the differences and pace of social change, etc. There is a need to recognize the importance of such a factor as the subject of the architectural process. Changing the basic guidelines of the consumer of an architectural object requires ensuring at the design stage the possibility of transforming an architectural object in the process of its further operation, predicting the emergence of new functions and the formation of their new material shell. The article outlines the contours of scientific innovations in the field of architecture - the theory of architectural activity in the conditions of intersubjective interaction; suggests forms of correct introduction of the concept of "design subject", which is active in the architectural environment, into design practice and theory of architectural activity.