Tagged: Alejandro Aravena

Has green gone mainstream?

Here’s some food for thought…….The following commentary blog was posted on the World Design Summit’s ‘Designing the Future’ website –  world design summit taking place over 10 days in Montreal in October, 2017. The event is described as, ‘an international gathering of diverse disciplines with a common focus: how design can shape the future.’ 

“Green has gone mainstream. But as green walls, rooftop farms, and tree covered skyscrapers become the norm in cities around the world, critics ask if these developments are simply the latest face of ‘greenwashing’. Environmental advocates such as Naomi Klein have long warned of corporations that attempt to mask questionable records by emphasizing green elements. Klein has challenged industrialists who partake in flashy, eco-conscious campaigns but do little to alleviate the impact of their businesses on the climate. Many companies spend more money convincing consumers that they are green than they do on actual green initiatives; some corporate green initiatives actually harm the environment.

Urbanists worry that greenwashing has spread to urban design and architecture by literally covering up buildings with plants. The vertical farms, plant-covered towers, and eco-villages that once seemed far-fetched are now not only possible but all the rage. Bringing greenery into the city may reduce emissions and improve air quality, but it does little to address the deeper causes of urban and environmental stress. Greening initiatives increase the economic value of places, risking displacement of economically vulnerable residents. Does a greenroof on top of a superstore help uninsured workers? What difference does a green tech-campus make if it requires hundreds of parking spaces?

One architect who questions greenwashing is Alejandro Aravena, director of the firm ELEMENTAL in Chile. At last year’s Venice Architecture Biennale, Aravena exposed the wasteful side of design by exhibiting 90 tons of detritus from the previous year’s event. He also tackles underlying challenges, by collaborating with communities to empower them to design affordable and sustainable housing for themselves. In this age of tree-covered skyscrapers, Aravena’s commitment to modest and even monotonous design stands out.

Questioning greenwashing demands that designers ask whether the green city must be a luxury for the privileged and whether sustainability initiatives accelerate inequality. Designers in all disciplines must look beyond rhetoric and aesthetics to evaluate the impact of environmental design. How can we, as designers, reconcile our role, which is closely linked with the market economy and over-consumption, with environmental and social awareness? Designers invested in truly sustainable practice are encouraged to submit a proposal for the topic “Questioning Greenwashing” at the Congress for the World Design Summit.”

The article is not attributed to any particular author but it would be interesting to hear your thoughts?  What’s your opinion in relation to #greenwashing? The article is illustrated by Stefano Boeri‘s proposals to build “forest cities” in Shijiazhuang, China plus an image of Bosco Verticale, Milan although the latter is not credited – (neither  design is referred to by name in the article). Both designs incorporate vegetation on the outer construction with the twin towers of Bosco Verticale – constructed with a $2.5 billion public-private investment as part of the redevelopment of Milan’s Porta Nuova district – housing 800 trees between 9 and 30 feet tall, over 4,000 shrubs, and 15,000 ground cover plants including vines and perennials.

The summit focuses on 6 key themes including ‘Design for Earth’ and 108 topics including ‘Questioning greenwashing’,

“Designers are sensitive to environmental issues and announce their willingness to conform their practices. However, beyond appearances and words, critical scrutiny is essential. How can we, as designers, reconcile our role, which is closely linked with the market economy and over-consumption, with environmental and social awareness?”

To read Naomi Klein’s, ‘The hypocrisy behind the big business climate change battle’ . Source: The Guardian, Sept, 2014.

naomi klein