Seeing Green Monday, December 03, 2007 Materials, building practices, and design concepts are evolving and becoming as eco-friendly as possible. For the 600-plus architects, designers, and industry pros who attended the inaugural Green + Design Conference and Expo in Atlanta last month, that’s the ultimate goal, and the tips and ideas they took away from the event could bring the design world a step closer to making it a reality. The conference covered five design tracks, from retail to hospitality design, with 25 sessions focusing on ways to bring eco-friendly materials and practices into the spotlight for designers and clients alike. From rethinking the entire concept of green to selecting the right kind of lighting for permanent installations, the conference covered a ton of ground in the realm of earth-friendly design, and ED was on the floor. A few key takeaways for designers to keep in mind when imagining the possibilities of green design, and selling them to clients: Redefining green. When the average client thinks of green materials and products, there is a perceived trade-off in terms of quality, luxury or convenience. That’s a perception that needs to change before green practices truly go mainstream. Green + Design keynote speaker Josh Dorfman, an eco-entrepreneur and author of “The Lazy Environmentalist,” says green solutions of the future should be grounded in reality, easy, stylish, cost-saving, convenient, cool, and sexy elements. “They should fit the way we want to live. We all have to jump on the bandwagon if we want to solve the problems we face. Leadership means doing things smarter,” Dorfman said. In other words, the focus on green needs to shift from the doom and gloom possible future outcomes if we don’t make the switch, to more positive, action-oriented solutions. Focusing on the things that green materials and practices bring to the table, as opposed to dwelling on their drawbacks, is the way to go. “Green design is the future. The future is already happening. It’s in our best interest to embrace it,” Dorfman said. Re-branding green. Once a designer learns to change his or her thinking about green materials, they must learn how to convey that new image to clients. “Green is not marketing itself properly. We need to focus on the dreams and desires of consumers to make it sexy,” says John Krause, principal architect at Manhattan firm DNA. He suggests that designers and architects tap into their clients’ dreams, desires, and fantasies to market green solutions. “The public image of green revolves around making a sacrifice because it’s the right thing to do. What if green wasn’t about sacrifice? What if it was about learning from nature to live better?” he asks. By making the decision a spiritual one and promoting the notion that living simply and in harmony with nature is a great luxury, it’s easier to help clients understand the bigger picture and show them that it’s okay to reconnect with nature. The fact that issues like climate change and global warming are generating a lot of news buzz is a positive, because it has raised awareness across the board. “We need to make the most of this state of crisis. Identify new directions, new values, leaders, and lifestyles,” Krause says. Analyzing green materials. Suppliers are on board with the green revolution, with more and more eco-friendly materials and products available on the market seemingly each day. But just because green solutions to design challenges exist doesn’t mean that any one is the best solution for a project. “You’ve got to look for the appropriate solution for specific clients and specific projects. All materials have different levels of consciousness—find the right solution for the project at hand,” says Holley Henderson, principal at H2 Ecodesign. Do some homework and research green materials that can be used in place of traditional ones for a project, then sit with your client and discuss the pros and cons of each. This approach educates both designer and client, and results in the best solutions for a project. “Once clients get on board with green materials and practices, the results follow and they realize there are effective takeaways. If it’s profitable in the long run, it’s worth it,” Henderson says. Some brands will wholeheartedly support eco-friendly design and building practices once educated on the benefits. Outdoor equipment and clothing supplier REI has gone green across the board, and it isn’t looking back. “Going green enhances the retail experience, reduces environmental impact, reduces the cost of operation, and aligns the building with brand values.” Kevin Hagen, manager of corporate social responsibility at REI. Lighting green. Green goes beyond materials—keep in mind that lighting consumes 30 to 50 percent of energy consumption in buildings. When designing permanent installations such as retail spaces, museum exhibitions, or visitors’ centers, keep efficient lighting techniques and fixtures in mind. When designing a green lighting scheme, use materials wisely. The lighter-colored the better, since lighter materials will reflect further. Incorporate natural light wherever possible, as it will reduce the amount of lighting an environment needs during daylight hours. Use performance lamps, such as metal halide, T5, and LEDs, which are just as bright and more efficient than traditional fluorescent lamps. While LEDs may be the future of lighting because of their low power draw, professional lighting designers say the color isn’t quite there for use across the board in retail environments. “It’s not the answer yet, but it will be one day. White light is still a little too blue. They’re getting the lumen output, but it’s still five years out,” says Barbara Horton, president/ceo at Horton, Lees, Brogdon Lighting. When illuminating a space for after-hours, create a zone lighting scheme that only leaves enough fixtures on to shed partial light in a space. Using fixtures with luminous qualities to improve perceived light levels, and highlighting retail perimeter display areas for greater impact are also good ways to light a footprint while using less power. Nature as inspiration. Designers can take green to the next level by turning to nature for design ideas beyond materials. Krause says that the concept of biomimicry (where design imitates natural forms, development processes, and systems) is one designers from all fields should learn to embrace. Taking inspiration from the geometry of mollusk shells, or modeling solar panels after leaves on a tree are examples of biomimicry, and these nature-tested solutions have a wide variety of applications. “We need to look to nature for lessons in sustainability—for ideas and strategies, not just raw materials,” Krause says.
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