Let’s be honest, we as designers are partly responsible for an overload of unnecessary stuff in a world that cannot take any more stuff. Who needs another chair when there are already tens of thousands existing chairs? We need to be more thoughtful about what we make, how we make it and why we make it.

We know that what we are saying is partly contradictory to the business we’re in, since we thrive on people’s insatiable lust for novelty and a lot of what we create is meant to push sales. However, this does not mean design has lost its reason to exist. We believe design (thinking) can be one of the driving forces for the change we need to keep this world inhabitable.

Design should no longer think about how it can be original to be original, how it can come up with something nobody else has thought of just for the sake of being unique. This to us is a perverted vision on design and innovation. It’s a reversal of means and objectives. So instead of worrying about being the most original kid in class, we need to use our intellect and creativity to come up with ideas that try and make this world a better place for all future generations. It is clear to us that we at Creneau as designers, builders and operators will not be at the forefront of world-changing innovations, yet we know we can contribute in our own humble way.

We decided that sustainability can no longer be an option or an extra in our projects. Sustainability needs to become default!

In the field of architecture, a lot of effort has already been made to create sustainable buildings. However, the industry of interior design is lacking behind and needs to reinvent itself. Like all things new, this demands a huge effort. It is only through trial and error that we will be able to make progress. In this case there is no standard procedure to follow. This is terra incognita and we will need to explore the new territory together to find new ways to make our business sustainable.

Therefore we ask our stakeholders and certainly our clients and suppliers to invest in a sustainable future together with us. Sometimes, certainly in the beginning, this might result in higher investments, more effort and more time needed to design in an ethical way. We should stop thinking in terms of return on investment in a mere economical way. From a holistic point of view return on investment gets a whole new meaning. We should see our earth as one eco(nomic)-system and it is from this point of view that we should measure our return on investment. We should learn from the past and prevent a tragedy of the commons. Because in essence that is what this is.

We do not claim to be holier than the pope, nor is this an attempt to greenwash our company. We know we can do much better. However, everything has to start somewhere. And that is what we are doing right now. Trying to do our best within the limitations we have. Let me briefly sum up the biggest challenges and limitations we encounter;

1. Expectations

Our clients come to us because they know our style, they love what we make and want more of that. It takes a lot of effort to convince them that working in a more sustainable way can be as nice, maybe different, but as effective and beautiful.

2. Non transparency

How to know when something is sustainable or not? A lot of companies and their products claim to be sustainable. However if you dig deeper, you will find out that it’s just a cover-up or that they haven’t thought it through well enough. Finding out whether something is sustainable demands a huge effort in analyzing the entire product life cycle. For a design company it takes a lot of time and effort to figure out the real environmental impact of a product. There’s a need for independent, clear and transparent advice. Input on this issue is very welcome.

3. Eco-cynicism

As soon as you make an effort to be sustainable, you will be judged on all things you do that are not sustainable. Remember the student protests in Belgium? The students were judged for polluting the streets themselves and for skipping class. It’s so easy to judge other people’s attempts, it’s so easy to say that your own effort is not worth it. Remember nobody is holier than the pope.

4. ROI

The ultimate goal of all our clients is of course to have a return on investment. There’s nothing wrong with that. Unfortunately research on sustainable materials and methods takes time and often results in higher investments. This is why so many good initiatives have been discarded along the way. We need to look at ROI from a broader perspective. It means going beyond the scope of the limited economical system we are operating in and looking at it with the complete eco-system we are living in in mind, taking into account all costs. That includes the environmental costs that are now left out of the equation of ROI. This however, is an unbelievably difficult issue. As long as some refrain from calculating the real cost of their projects, there will be uneven competition between investors that do take these costs into account and those who don’t. Here we need politicians to back us up. Unfortunately, this means unpopular decisions and measures. And we all know that politicians want to be popular... Only enough social pressure will force them to take these measures.

So let’s stop being shortsighted, let’s reinvent and challenge ourselves and our businesses. This is our only chance to have a future worth living for.

Enough said, we as Creneau wrote a charter which we try to work by as much as possible within the limitations we have.

1. MATERIAL SELECTION

From esthetics to este-ethics

The selection of materials and finishes is usually based on their esthetical characteristics (and of course costs). We are now taking into account more ethical characteristics; the resources needed, origin, lifespan, production methods and reusability of materials. Our R&D department is constantly on the lookout for new materials that correspond to these new standards. Most of those materials are newly developed. The lower demand of these materials can, but does not necessarily, implicate a higher cost. Our main source for finding these new materials is now Material District. When selecting materials, we always try to pick FSC and PEFC labeled materials. Let this be a shout-out to all our possible suppliers as well. If you have materials that correspond to these characteristics, please come by and introduce yourself.

2. OPERATIONAL

Operational efficiency

When the scope of an assignment allows it, we always question in what way an adjustment in operations can result in less energy usage, an optimization of space and a reduction of (food) waste.

3. DESIGN

Form follows ethics

If possible, we try to design our projects in such a way that materials can easily be disassembled and reused. By respecting the dimensions of the raw material, waste can be reduced. We are currently looking into the possibility of using reclaimed materials obtained through urban mining initiatives, such as Rotor and New Horizon.

4. SHARING AND LENDING

Forcing suppliers to take accountability

Often enough products break down too soon. We know many products are designed with planned obsolescence. This results in products being discarded for minor defects while their lifespan could have been much longer. We are challenging our suppliers with new business models; paying for usage, not for ownership. This will force suppliers to create products that are built to last. Furthermore, we try to promote sharing in stead of owning. Are you a supplier providing these solutions then please contact us to see how we can cooperate.

5. BEHAVIORAL DESIGN

Nudging into ethical and sustainable behavior

Behavioral design is incorporating the principles of behavioral psychology into design. This allows us to influence people’s behavior and nudge them into taking decisions that result in less energy usage and limiting waste.

We can not do this alone, we need your help!

You are: suppliers, clients and end users and anybody else with good solutions.

SUPPLIERS

Come to us with your solutions. We are constantly looking for new, reclaimed and sustainable materials and new business models that allow us to pay for use instead of ownership, while you as a producer remain responsible for your products.

CLIENTS

Support us in our quest for new design ethics. Keep in mind that this turnaround might demand more effort and time than what you’re used to. Let’s not only take beauty and ROI as a measure for success but also the aspect of your project’s sustainability.

END USER

In the end we are all end users... From that perspective, try to hold the companies you buy from accountable for the way they conduct their business. Mail them with your concerns. Try to buy and consume in a more conscious way. This might even mean buy less or buy qualitative products that have a longer life cycle.

We would like to conclude this article with an image that sums it all up. A work by artist Jenny Holzer. “PROTECT ME FROM WHAT I WANT” This is what we should do. Protect us from what we want. Because let’s be honest, it is so tempting to always want more, more stuff, more food, more travel, more fun, more this and more that. Just like a driver in a racecar always wants to go faster and faster until it crashes. So let’s all shift down a gear, drive slower and enjoy the view. We promise you that you will become more satisfied and even happier with less.