A presentation titled Green Design: Thinking Beyond Deliverables given at the AIGA Los Angeles SEEing Green 2 conference held in Los Angeles.

1. Green Design
Thinking Beyond Deliverables
AIGA Los Angeles - SEEing Green 2
April 25, 2009
Kevin Foster O’Donnell
founder & fundamentalist @ threadcollaborative

2. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Is it toxic tobe madeone life?
itis this itmythe end of it’s life?
biodegradable?
What it morereused?
Can is this than of?
Is it have tomanufactured?
How
What happens
Can at customers?

3. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

4. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

5. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

6. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
5 miles
5 miles

7. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
28 million 67 million 97 million 154 million
miles miles miles miles
Mercury Venus Earth Mars
-300 to 800˚ F 900˚ F -128 to 136˚ F -115 to 32˚ F
332˚ F 57˚ F -67˚ F

8. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
visible light waves
CO 2

9. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
visible light waves
CO 2
infrared heat waves

10. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

11. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Portage Glacier
source: NOAA Photo Collection and Gary Braasch - Worldbiewof globalwarming.org
1914 2004

12. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Maldives
source: Peter Essick/National Geographic Society

13. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Thames River, London

14. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Piazza San Marco
source: Manuel Jung, www.sternklar.ch

15. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
The Levees of the Netherlands

16. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
The Levees of New Orleans

17. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
The Impact on Coastlines

18. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
CO2 Emissions
8000
7000
6000
Million Metric Tons
5000
end of WWII - start of the Baby Boom !
4000
3000
start of the 20th Century !
2000
1500
1000
500
0
1750 1800 1850 1900 1950 2000

19. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
CO2 Emissions
source: 2006 US Energy Information Administration
800
700
Metric Tons of Carbon (millions)
600
500
400
300 18%
200
100
0
50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 00 02

20. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
CO2 Emissions
source: 2006 US Energy Information Administration
800
700
Metric Tons of Carbon (millions)
600
34%
500
400
300 18%
200
100
0
50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 00 02

21. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
CO2 Emissions
source: 2006 US Energy Information Administration
800
48%
700
Metric Tons of Carbon (millions)
600
34%
500
400
300 18%
200
100
0
50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 00 02

22. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
CO2 Emissions
source: 2006 US Energy Information Administration
Buildings - 48%
Residential Commercial Other
20% 18% 10%

23. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
CO2 Emissions
source: 2006 US Energy Information Administration
Buildings - 48%
Residential Commercial Other
20% 18% 10%

24. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
US Energy Production
source: 2005 US Energy Information Administration
54% of American adults think electricity is produced
by a combination of solar, nuclear and hydropower.
(2006 Roper Report)
oil - 2%
hydro - 4% solar/wind - 1%
gas - 18%
coal - 55%
nuclear - 20%

25. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
US Energy Production
source: 2005 US Energy Information Administration
54% of American adults think electricity is produced
by a combination of solar, nuclear and hydropower.
(2006 Roper Report)
oil - 2%
hydro - 4% solar/wind - 1%
gas - 18% 75%
Fossil Fuels
coal - 55%
nuclear - 20%

26. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Energy Consumption per SF
source: 1995 US Energy Information Administration
60
50 53
40
36
30
27
20
19 Average for all commercial
15 buildings - 13.4 kWh/sf
10 12
8 7
5 4
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27. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Energy Consumption per SF
source: 1995 US Energy Information Administration
60
40 kWh/sf greater
53 than the average
50
40
400% 36
30
27
20
19 Average for all commercial
15 buildings - 13.4 kWh/sf
10 12
8 7
5 4
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28. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
US Largest Retailers
source: 2008 Corporate web sites & Hoovers
Retailer Stores Total SF Area in Chain
Wal-Mart 4,091 923,136,390
Home Depot 2,215 287,950,000
The Kroger Company 3,645 144,483,350
Costco Wholesale 513 68,229,000
Target Corporation 1,537 295,202,368
Sears Holdings 3,800 342,000,000
Walgreens Company 5,858 82,012,000
Lowe’s Companies 1,425 165,300,000
CVS Corporation 6,200 71,300,000
Safeway Incorporated 1,755 80,730,000
31,039 2,460,343,108

29. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
2,460,343,108 sf
x 13.4 kWh
insanity

30. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
32,968,597 mWh

31. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
32,968,597 mWh
Nevada
32,500,630 mWh

32. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Alaska
Delaware
Hawaii
Idaho
Maine
Montana
Nebraska
Nevada
New Hampshire
New Mexico
North Dakota
Rhode Island
South Dakota
Utah
Vermont
West Virginia
Wyoming

33. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

34. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

35. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Source: © Gary Braasch

36. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Industrial Age Business Model
Virtually endless supply of cheap raw materials.
Abundant cheap energy.
Plentiful cheap labor that’s easy to replace.
The ability to externalize environmental costs.

37. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
ecologic protocol
Gray Economy
Planet Power People Profit
Green Economy

38. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
ecologic protocol
Gray Economy
Planet Power People Profit
Resource Energy Eliminate Net Zero
Green Preservation Conservation Toxins Cost
Waste Embodied Community Life Cycle
Greener Reduction Energy Connection Cost
Closed Loop Energy Nurturing Ecosystem
Greenest Systems Independence Environments Cost

39. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
ecologic protocol
Planet Power People Profit
Resource Energy Eliminate Net Zero
Green Preservation Conservation Toxins Cost
Waste Embodied Community Life Cycle
Greener Reduction Energy Connection Cost
Closed Loop Energy Nurturing Ecosystem
Greenest Systems Independence Environments Cost

40. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

41. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Resource Consumption
source: United Nations
14%
20%
86% 80%
Resource Usage Wealth

42. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
ReSource Pyramid
Rethink
Reduce
Renew
Repurpose
Recycle

43. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Recycle : Post-Consumer
3Form IceStone Stardust Glass
Bedrock Industries Shetkaworks Interstyle Eleek

44. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Recycle : Pre-Consumer
Junckers Ekobe Kerei Habitus
Alkemi Biofiber Wheat COR Products Constantine Carpet

45. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Repurpose
Appalachian Hardwoods Terra Mai Trestlewood
Colonial Barn Mountain Lumber West Lincoln Barnboard

46. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Renew
Plyboo End Grain Dura Palm
Nova Cork Nova Cork Constantine Carpet Maya Romanoff

47. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Reduce
Ancient Woods Kauri Lumber Kauri Veneer
Halm Lumber LA Treasures

48. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Panelite
Rethink
01/29/2007 12:19 AM
Interstyle Fusion Plexwood Panelite
Modular Arts Interlam Caba

49. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

50. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

51. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
ecologic protocol
Planet Power People Profit
Resource Energy Eliminate Net Zero
Green Preservation Conservation Toxins Cost
Waste Embodied Community Life Cycle
Greener Reduction Energy Connection Cost
Closed Loop Energy Nurturing Ecosystem
Greenest Systems Independence Environments Cost

52. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
37% of all landfill refuse
is generated by building related construction
source: US Environmental Protection Agency

53. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Municipal Solid Waste
source: US Environmental Protection Agency
wood - 3%
other - 3%
rubber - 5%
metal - 7%
paper - 35%
plastic - 12%
food scraps - 12%
yard waste - 13%

54. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Total Waste
source: US Environmental Protection Agency
municipal - 1%
hazardous - 2%
industrial - 57%
special - 39%

55. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Upstream Resource Waste
source: Ray Anderson, CEO of Interface Carpet
1 32

56. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Upstream Resource Waste
source: Ray Anderson, CEO of Interface Carpet
1 32

57. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Upstream Resource Waste
source: Ray Anderson, CEO of Interface Carpet
TRASH

58. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Upstream Resource Waste
source: Ray Anderson, CEO of Interface Carpet
TRASH

59. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Meat
Seafood
Cheese
Bakery
Produce
Deli Floral
Checkout

60. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

61. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

62. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

63. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
ecologic protocol
Planet Power People Profit
Resource Energy Eliminate Net Zero
Green Preservation Conservation Toxins Cost
Waste Embodied Community Life Cycle
Greener Reduction Energy Connection Cost
Closed Loop Energy Nurturing Ecosystem
Greenest Systems Independence Environments Cost

64. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Typical Time Line
Sourcing
Store
Design Fabrication Installation Opening
End of Life
Landfill
Landfill Landfill

65. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Locally
ReSource Time Line
Cultivated
Recycle
Repurpose
Renew
Reduce
Rethink
Store
Sourcing Design Fabrication Installation Opening
ReSource End of Life
ReSource

66. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

67. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

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70. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

71. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

72. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

73. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
sections cut from 2 x 6 lumber
(species to be determined)
stained edges
painted pattern
eye bolt screwed into threaded rod
Specialty painted MDF letters with brushed
Salads
stainless steel face
stainless steel
3D view & sketches side front
Kitchen Address Whole Foods Market
Wellington, Florida
Specialty Salads
August 22, 2008 KT3.3

74. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

75. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

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78. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

79. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
Diminishing Return
Ideal Average Limited
Return on Investment
Break Point
Added Effort (Capital + Time)

80. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |
ecologic protocol
Planet Power People Profit
Resource Energy Eliminate Net Zero
Green Preservation Conservation Toxins Cost
Waste Embodied Community Life Cycle
Greener Reduction Energy Connection Cost
Closed Loop Energy Nurturing Ecosystem
Greenest Systems Independence Environments Cost

81. SEEing Green 2 | Green Design: Thinking Beyond Deliverables |

82. speaking@threadcollaborative.com
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