Purpose – A perceptible gap has been observed in the literature concerning the adoption of product innovations into construction projects by designers (architects and engineers). This is seen specifically in the scant investigation into this group as a relevant source of construction innovation. It is also seen in the failure of current literature to reflect this group's interpretation of innovation linkages. The result is a gap in knowledge and a difficulty in correlating construction innovation models to the work of designers. The purpose of this paper is to seek to address this gap by identifying and classifying recent examples of innovation using an accepted construction innovation model. Design/methodology/approach – The primary objective was to expand this accepted construction innovation model's interpretation of innovation linkages and identify those linkages that directly relate to the work of designers and address aspects of building form rather than merely aspects of cost and process efficiencies. Findings – The results revealed that the interpretation of building linkages by designers were much more diverse than those as perceived by the manufacturers and suppliers of the products. New linkages included aspects of building orientation, facade design, services integration, floor layouts, lighting design, fire safety and sustainability. In some cases, the designer's interpretation of the product's linkages had substantial implications for the marketing strategy of the products, and even the potential to change the classification grouping of the innovation. Originality/value – This paper forms part of a wider piece of research into the management of innovation for construction professionals. The timely research is necessary to motivate design professionals in the adoption of new product innovations into their building designs.