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Michael Braungart - Cradle to Cradle Design

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  • 1. Cradle to Cradle Design CISCO Connected Urban Development Conference Michael Braungart Amsterdam, September 23rd, 2008
  • 2. Connected Urban Development Conference 08´
  • 3. EPEA OFFICE: die Patriotische Gesellschaft, Hamburg Philosophy: Tolerance and Rationality, Progress and Maturity, Humanity and Community Building. PATRIOTIC SOCIETY SINCE 1765, HAMBURG
  • 4. BAD DESIGN OF TOYS: TOXIC GASEOUS EMISSIONS... 2-ethylhexanol cyclohexanon alkyl aromatics
  • 5. GREEN AND SUSTAINABLE CHEMISTRY? BAD DESIGN: CHROMATOGRAM FOR CHILDREN‘S TOY SOURCE: Hamburger Umweltinstitut e.V.
  • 6. HEAVY METALS IN TOYS Hamburger Umwelt Institute
  • 7. CRADLE TO GRAVE DESIGN PARADIGM
  • 8. CRADLE TO GRAVE DESIGN PARADIGM
  • 9. ENVIRONMENTAL DISASTERS
  • 10. CRADLE TO GRAVE DESIGN PARADIGM
  • 11. ARE WE TOO MANY? “No goal is more crucial to healing the global environment than stabilizing human population.” Al Gore
  • 12. ARE WE TOO MANY?
  • 13. ARE THEY TOO MANY ?
  • 14. THE BIOMASS OF ANTS IS FOUR TIMES GREATER THAN THAT OF HUMANS
  • 15. Eco-Efficiency Rearranging the deck chairs on the Titanic
  • 16. CRADLE TO GRAVE : TARGET IS ZERO REDUCTION, AVOIDANCE, MINIMIZATION, PREVENTION. ECO-EFFICIENCY
  • 17. CRADLE TO CRADLE : THE GOAL IS QUALITY ECO-EFFECTIVENESS DEFINE, INCREASE, SUPPORT, OPTIMIZE ECO-EFFICIENCY
  • 18. CRADLE TO CRADLE DESIGN PARADIGM • WASTE EQUALS FOOD • USE CURRENT SOLAR INCOME • CELEBRATE DIVERSITY
  • 19. IDENTIFY THE BEST: ABC-X CATEGORIZATION OPTIMAL OPTIMIZING TOLERABLE NOT ACCEPTABLE NOT CHARACTERIZED
  • 20. PROGRESS OF QUALITY FROM CRADLE TO CRADLE WITH TIME ECO-EFFECTIVENESS WHERE CLIENTS AND SUPPLIERS REGARD THEMSELVES AS PARTNERS, AIMING FOR THE HIGHEST QUALITIES
  • 21. Biological Technical Metabolism Metabolism
  • 22. Biological Nutrient
  • 23. CLIMATEX® LIFECYCLE™ : BIOLOGICAL NUTRIENT FABRIC PRODUCTION FABRIC SALE AND USE DISPOSAL AND TRIMMINGS RESOURCE GROWTH MULCH AND COMPOST
  • 24. TRIGEMA BIODEGRADABLE T-SHIRT ABWASSERAUFBEREITUNG IN ENTWICKLUNGSLÄNDERN MANUFACTURE BIODEGRADE NEW DIMENSIONS OF QUALITY FOR APPAREL GOODS RECOLLECTION COMPOST - User’s Health - Safe for the COTTON Environment
  • 25. Technical Nutrient
  • 26. SHAW CARPETS: TECHNICAL NUTRIENT CARPET MANUFACTURE CARPET SALE AND USE RECOVERY AND GRINDING FIBER PRODUCTION REPOLYMERIZATION NYLON 6
  • 27. The BEL-AIR Bio Filter
  • 28. ECO-EFFECTIVE VS. ECO-EFFICIENT ARCHITECTURE Eco-Efficient Architecture: • Minimize energy use • Reuse Materials • Dematerialization – less materials • Recycling „The house is a machine for living“ (LeCorbusier) • Uniform design regardless of place • Facilitated by air conditioning • Short on fresh air and natural light
  • 29. BEYOND THE LIMITS OF SUSTAINABLE ARCHITECTURE Eco-effective architecture • Rematerialization – Technical and biological cycles – Integrated with nature‘s nutrient and energy cycles • Material chemistry – Positively defined material chemistry – e.g. Climatex and BASF carpet fiber
  • 30. Buildings like trees, Cities like forests
  • 31. Adam Joseph Lewis Center for Environmental Studies I Oberlin College, OH
  • 32. ECO-EFFECTIVE ARCHITECTURE • More Impact – More habitat – More clean water – More fresh air – More pleasure – More beauty – More biological diversity – More fun • Intelligent Workplace – Responds to outdoor and indoor conditions
  • 33. Ford: River Rouge Plant in Dearborn, Michigan, USA Prior to Redesign •Soil and water contamination on worksite •Dark, dank, unpleasant Factory-Interior •US$ 48 million for Water-Management After Eco-Effective Redesign •Decontamination of soil •Natural lighting and high ceilings •US$ 35 million savings for Water Purification
  • 34. RIVER ROUGE – LIVING ROOF DESIGN
  • 35. © Ford Photographic
  • 36. JANIS BIRKELAND: POSITIVE DEVELOPMENT • Design Cities and Buildings with Net-positive benefits for the living environment in mind • Best practice in planning, design and development of infrastructure. • Eco-Retrofitting • The SmartMode method - to help reverse the ecological and social impacts of past development. Systems Mapping And Re-design Thinking
  • 37. ECO-RETROFITTING: GREEN ROOFS, VERTICAL GARDENS ... Fukuoka Building, Japan. Musée du quai Branly, Paris http://www.metaefficient.com/images/Ambasz_fukuoka_green_roof.jpg http://www.thegrowspot.com/know/f5/vertical-gardens-living-walls-53838.html
  • 38. Bionorica AG: Headquarters in Neumarkt, Nurenberg, Germany • Use of natural functional materials • Energy solution technologies • High indoor air quality
  • 39. RAISED FLORA
  • 40. WASTE MANAGEMENT = NUTRIENT MANAGEMENT “Waste” Management: Ideal sector to collect and handle materials for upcycling.
  • 41. AVR VAN GANSEWINKEL: THE NUTRIENT MANAGER “For us Cradle to Cradle is not a new invention, it is more a recognition of existing activities and re- discovering what our business is really about!” • “We embrace it and support it. In our opinion nutrients should not be wasted. We can give it a new lease of life.” Ruud Sondag CEO, AVR - Van Gansewinkel
  • 42. STATEMENT FROM THE CEO OF DESSO “With Cradle to Cradle, Desso is in it for the long haul. It’s a challenging task which will involve the creation of entirely new products and technologies. But it’s a task we’re proud to undertake, for the betterment of our products, our brand, the people and our planet.” CEO - Stef Kranendijk, Desso
  • 43. INTELLIGENT MATERIALS POOLING (IMP) – PHASE ONE Creating Strength: • Identify partners • Identify substances to eliminate
  • 44. INTELLIGENT MATERIALS POOLING (IMP) – PHASE TWO Using Strength: • Develop a collective list of intelligent materials (i.e. positive purchasing and procurement list) – I.e. eco-effective polymers and additives, alloys, building materials, etc.
  • 45. INTELLIGENT MATERIALS POOLING (IMP) – PHASE THREE Define Flows: • Define use periods for products and services • IMP uses high quality materials, becoming a virtual ‘materials bank’
  • 46. INTELLIGENT MATERIALS POOLING: MATERIAL FLOWS
  • 47. EXAMPLE OF A CRADLE TO CRADLESM Platform
  • 48. CRADLE TO CRADLE CERTIFICATION • 4 LEVELS OF CERTIFICATION: – PLATINUM – GOLD – SILVER – BASIC • CERTIFICATION CRITERIA: – MATERIALS – MATERIAL REUTILIZATION – ENERGY – WATER – SOCIAL RESPONSIBILITY
  • 49. EXAMPLES FOR CERTIFICATIONS (MBDC) Tartan Track Silver Timber Sil Wood Treatment agent Silver Steelcase Workstation Silver Mirra Chair Silver/Gold Shaw Eco Worx Tile Silver Victor Inovatex Gold
  • 50. TRIPLE TOP LINE
  • 51. ECOLOGICAL FOOTPRINT
  • 52. BENEFICIAL ECOLOGICAL FOOTPRINT
  • 53. “It’s obviously time for a new paradigm. And the question is, Do we adopt it now, or do we wait until we’re really in trouble?…I recommend Cradle to Cradle, a book by Michael Braungart and William McDonough.” - Brad Pitt October 2006, Volume 146, Issue 4
  • 54. THE NETHERLANDS A CRADLE TO CRADLE HOTBED
  • 55. Becoming native to the planet Becoming native to place
  • 56. CRADLE TO CRADLE – WHERE TO BEGIN? CRADLE TO CRADLE – WHERE TO BEGIN? FOCUS ON CLUSTERS OF NEEDS FOCUS ON CLUSTERS OF NEEDS Consumer Goods Energy Bio- Diversity Transport Infrastructure Health Air Purity Children Eco-Retrofit of Built Non-Renewable Environment Nutrient Recovery
  • 57. CRADLE TO CRADLE: REMAKING THE WAY WE MAKE THINGS
  • 58. NUTEC - Becoming Native to the Planet International Congress and Exhibition for Innovation and Intelligent Design 12. – 14. November 2008 FRANKFURT, GERMANY www.nutec.de // +49 69 75 –59 99
  • 59. EPEA INTERNATIONALE UMWELTFORSCHUNG GMBH TROSTBRÜCKE 4 D-20457 HAMBURG GERMANY T. +49 40 43 13 49 0 F. +49 40 43 13 49 49 www.epea.com Michael Braungart braungart@epea.com