When the old way of doing things is no longer cutting it there is a need for innovation. This is a good thing, as challenging the norm often spurs creativity. The built environment is facing such a shift as the traditional development process is losing steam. The green building evolution has quickly taken over the industry and projects are promptly adapting. So what’s on the horizon now?

The Mountain – Copenhagen

Talk about a cool project, The Mountain not only is very sustainable from an environmental perspective, it also looks like an amazing place to live. Danish architects Bjarke Ingels Group (BIG) were the masters behind this apartment project that defies typical building styles yet manages to incorporate all of the necessities, including parking.

BIG's The Mountain, Copenhagen

Oberlin College

Beyond creative design techniques for new developments is the move to develop entire communities. Frause had the fortune of working with David Orr when he was visiting Seattle to speak at the Built Green Conference earlier this year. His keynote covered the Oberlin Project – a community that when complete, will generate its own energy (enough to supply the town), waste management, water treatment and food sources. The project is on track to receive LEED certification for the entire community.

The Seven Peaks of Azerbaijan

An entire desert island in Asia, Zira is being developed into a resort and entertainment city and in the process will create an entirely new eco-system. Modeled after the most prominent mountains in Azerbaijan, this project was also dreamt up by BIG.  Work begins this summer.

-Nicole Phelan

I recently spoke at the Built Green Conference on marketing green buildings and developments while avoiding the pitfalls of greenwashing. The subject is an important one, especially as consumers become more savvy and informed on what makes a home - or any product - truly “green.” This brief clip addresses the benefits of offering environmentally responsible products and services, and how this, combined with public demand, drives innovation.

During his keynote address at this conference, Robert F. Kennedy Jr. took some large PR firms and the media to task on sometimes misrepresenting the impact business can have on the environment (he addressed the coal industry specifically).

As the sustainable practices lead at Frause, I see our role as first checking any green marketing effort for authenticity and assuring that anything we help promote as green truly is green - that is, it actually offers a measurable, meaningful environmental benefit. Only then can we help our clients create and share compelling and accurate environmental messaging that will resonate with their customers and build their reputation. As a result, we can help our clients improve their bottom line while they work to create a healthier world for generations to come.

http://vimeo.com/3564412 from Frause Visual on Vimeo.