PerpetualPlanet

If you have the opportunity to hear William McDonough speak, take it. He visited our city last night to discuss intentional design for society and to share some of the projects his architectural firm has created. The man is somewhat a modern DaVinci, though he stresses he always works with a huge multi-discipline team. Whether designing carpet, the Ford Model U, Nike European Headquarters or fighting diabetes, his designs adhere to this goal:

“We hope for a delightful, safe and healthy world, with clean water and renewable power, economically, equitably, ecologically and elegantly enjoyed.”

It’s not enough to recycle something after use if it or the process to create it is toxic or depends on unfair treatment of people. While at first it seems overly idealistic, the logic of the goal is inescapable. Skepticism lessens when you see in practice - actual products sold at a profit and buildings that save their owners money.

McDonough contends that we are on the cusp of another industrial revolution in which companies and countries that become eco-effective will thrive while others wither. If a $170 billion a year company like Ford is buying in, it can’t be too hippie-dippie.

A good book for finding out more is Cradle to Cradle (printed on plastic!) by McDonough and his chemist partner, Dr. Michael Braungart.