Green Leaps

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Green Leaps

  1. 1. G O O D GREEN CREATIVE 4 LEAPS L I F E Prof. Dr. Hartmut Esslinger
  2. 2. On Feb. 2, 2007, the United Nations scientific panel studying climate change declared that the evidence of a warming trend is quot;unequivocal,“ and that human activity has quot;very likelyquot; been the very likely driving force in that change over the last 50 years. The earth’s average surface temperature rose by more than 1 degree Fahrenheit since 1900 1900. New York Times, Feb. 3, 2007 GLOBAL WARMING
  3. 3. “Our whole economy is based Our on planned obsolescence.... It isn't organized waste. It s It's a sound contribution to the (American) economy.” Brook Stevens, Designer (1960) THE WASTE MAKERS
  4. 4. The ultimate challenge for Design g g is to create objects which are useful art, and to inspire spiritual values. p p by as few atoms and bits as possible. To succeed in the world of business, we designers must be creative entrepreneurs g p or creative executives themselves. THE GREEN MAKERS
  5. 5. POLITICS O CS Cultural Barriers SOCIETY SOC DOMESTIC Goal justifies the Means NATIONS & GLOBAL & TRIBES Strategic - Opportunistic HUMANS Culture as Catalyst Progressive - Lobbying BEHAVIORS Creative Community & ETHICS ECONOMICS Power Struggle SCIENCE FINANCE Cost vs. Effect TECHNOLOGY & BUSINESS & SUSTAINABILITY SHADES OF GREEN
  6. 6. MONEY BUSINESS ? Today’s business mania about “shareholder value” and “pleasing Wall Street” results more and more incorporate behaviors that promote “financially safe” and “politically correct” conformity, stifle creative thinking and hollow a company of all its intellectual, cultural and human assets. Like a crack junkie, most of today’s companies are addicted to wasteful mediocrity.
  7. 7. GREEN BUSINESS ! G US SS We need to start with the front-end of the front end industrial process and we need to change the process model from designing for continuation of “bad habits” towards humanistic innovation. This also requires new business models in which the customers – as a group of power – join executives, employees and owners and shareholders as competent “life-savers”.
  8. 8. ARE WE DESIGNERS GREEN ? SG SG Design - like marketing – still is about driving mass consumption and ultimately contributes to pollution and global warming. As of today, we designers are systemic players in a financially aggressive, economic model which depends on multiplying products into thousands and millions. This is not an achievement to be proud of.
  9. 9. HOW TO BECOME GREEN ! O O CO G We need to advance our profession towards the strategic early stage of the process – where ecological strategy needs to be defined to be effective. We must innovate the way companies interact and collaborate with their customers - and care for them. But not “just to improve sales” but to promote ecological competence, to design for “less is more” and to reduce waste.
  10. 10. 1.Product Genesis strategy and design 2. 2 Production & Operations applying materials, consuming energy, emitting pollutants 3 Usage & Consumption 3. consuming materials, consuming energy, emitting pollutants 4. 4 Recycling re-use of materials, management of disposed waste EVERYTHING IS VITAL
  11. 11. F R O G 4. MANAGE THE 4 DAMAGE L I F E
  12. 12. 1.Product Genesis strategy and design 2. 2 Production & Operations applying materials, consuming energy, emitting pollutants 3 Usage & Consumption 3. consuming materials, consuming energy, emitting pollutants 4. 4 Recycling re-use of materials, management of disposed waste THE WASTE PHASE
  13. 13. DIESEL EXHAUST PARTICLES
  14. 14. 500 MILLION PHONES
  15. 15. F R O G 3. LIMIT THE 4 DAMAGE L I F E
  16. 16. 1.Product Genesis strategy and design 2. 2 Production & Operations applying materials, consuming energy, emitting pollutants 3 Usage & Consumption 3. consuming materials, consuming energy, emitting pollutants 4. 4 Recycling re-use of materials, management of disposed waste THE CONSUMPTION PHASE
  17. 17. L.A. SMOG
  18. 18. WIND & SOLAR POWER…
  19. 19. F R O G 2.TAME THE 4 “SYSTEM” SYSTEM L I F E
  20. 20. 1.Product Genesis strategy and design 2. 2 Production & Operations applying materials, consuming energy, emitting pollutants 3 Usage & Consumption 3. consuming materials, consuming energy, emitting pollutants 4. 4 Recycling re-use of materials, management of disposed waste THE INDUSTRIAL PHASE
  21. 21. HOT PRODUCTION
  22. 22. 5000 MILES OF SHIPPING
  23. 23. F R O G 1. DESIGN FOR 4 LIFE L I F E
  24. 24. 1.Product Genesis strategy and design 2. 2 Production & Operations applying materials, consuming energy, emitting pollutants 3 Usage & Consumption 3. consuming materials, consuming energy, emitting pollutants 4. 4 Recycling re-use of materials, management of disposed waste THE VITAL PHASE
  25. 25. FLUORESCENT IS NOT ENOUGH
  26. 26. CALIFORNIA CARB INITIATIVE No tailpipe emissions No evaporative emissions No emissions from gasoline refining or sales No onboard emission-control systems that can deteriorate over time ZERO EMISSION VEHICLE
  27. 27. TESLA ELECTRIC ROADSTER
  28. 28. TOYOTA HYBRID
  29. 29. F R O G APPLY REAL 4 GRADES L I F E
  30. 30. ELF? -10 0 +10 ECOLOGICAL LOAD FACTOR
  31. 31. ELF? -10 0 +10
  32. 32. DESIGN & IMAGE: ROSS LOVEGROVE ELF? -10 0 +10
  33. 33. ELF? -10 0 +10
  34. 34. ELF? -10 0 +10
  35. 35. BIONIC CAMERA (re-using existing Canon lenses & bio-degradable Plastics) Project by Marko Doblanovic, Bernhard Ranner, Szilveszter Buzasi, Vuk Jakovljevic, University of Applied Arts in Vienna, Austria ELF? -10 0 +10
  36. 36. G O O D GREEN FOR OUR 4 FUTURE L I F E h@frogdesign.com

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