Green & Design - March/April 2009 - (Page 54)

opinion The Many Shades of Green There are a bevy of options when it comes to going green By Teresa Burrelsman, LEED AP It seems everyone’s going green these days, from deep green to pale green and everything in between. Businesses around the world are realizing sustainable design is good business that can help capture market share and reduce costs. At Callison, aligning sustainable design priorities with clients’ business priorities is not only a design approach, but also a powerful solution to business, brand, and market issues. Here is an example of a sustainable design prioritization exercise we conducted while developing a new prototype: Looking at the store brand attributes, we identified and ranked complementary sustainable strategies. Daylighting and lighting rose as a top priority, followed by thermal and visual comfort and an efficient, natural materials palette that accommodates future reconfiguration—a variety of options for the client. Another client surveyed their customer base and found that for certain segments having daylight was a factor in shopping longer and leaving with more purchases. We are adding skylights to their new big-box prototype, a move grounded in good business. The skylights also address other considerations such as worker satisfaction, reduced utility costs, and good PR. While there are clear economic advantages, determining the “shade of green” for specific strategies and materials choices is less clear. On the materials side there are a plethora of green product resources for the eco-minded designer, from GREENGUARD to Scientific Certification Systems (SCS), CRI Green Label to Energy Star. But not all systems are created equal. SCS provides third-party certification, one product at a time, of environmentally preferred products based on eco impacts over the entire product lifecycle, from the ground to the grave. Systems such as CRI Green Label and GREENGUARD focus on low-VOC requirements for carpets and furniture systems, respectively. A single definitive and holistic system remains illusive. The new Pharos Lens program ( is aiming to fill that gap. It reaches out industry-wide 54 | March/April 2009

Table of Contents for the Digital Edition of Green & Design - March/April 2009

Green & Design - March/April 2009
Beyond Fad
Book Review
Generation Green
Green Flags
LEED for Retail
Hola, la Ciudad
Eco-Mountain High
Beautiful Vision
A Better Bean
Under the Influence
Extreme Environmentalist
Leading LEED
To LEED or Not to LEED?
Products: Designer’s Picks
The Many Shades of Green
Ad Index

Green & Design - March/April 2009