The most recent set of flashy renderings of Apple’s new headquarters in Cupertino, California make the goals of the building unmistakably clear. With a design from Norman Foster, the tech company’s mothership is depicted as a pristine white ring nestled in a large site strewn with greenery. When we look at the images that include different combinations of white, glass and foliage it is hard not to say “of course.” Of course this is Apple’s new corporate club house. The design is sleek and detailed for modern simplicity. Everything about the building’s appearance resonates with an image of next generation technology. It is kind of like a big iPhone. I would say that the new campus is the perfect manifestation of Apple’s entire business in almost every way, save for one thing: it is trying to be green. This new headquarters is making some strides in its attempts to be more environmentally friendly, but some key aspects still raise the question of whether it is really all that sustainable. Continue Reading…
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Sustainability has unquestionably achieved a stronger place in cultural exchange over the course of the past decade. What began as a conversation mostly lead by environmentalists has branched out to include proponents from all walks of life. As the topic dances in between the realms of a cultural movement and political correctness its growing traction allows “green” and “eco” to appear on more products, agendas, powerpoint presentations and even buildings. Undoubtedly, a meaningful portion of sustainability’s frontage is realized for reasons other than actually following its mindset, but is that okay? Does having individuals and corporations pitching “green” if they don’t really subscribe to the mantra help the movement enough to justify a thin sell?