Is Biophilic Design Sustainable DESIGN?
One of the most compelling trends in luxury retail is the adoption of biophilic design - an architectural approach that connects people with nature. I am a big fan - any modality that reconnects people to the natural world is a definite plus in my book. So, it’s not the principle that I question, but more that I find the term ‘biophilic design’ contextualised as a shorthand for ‘sustainable design’ - and this just isn’t always the case. For example, I recently visited a luxury retail store which boasted a wall of dead moss, sprayed green, behind the service counter. The aesthetic was textural and interesting, but knowing the brand supported a sustainable approach to retail, I wondered if they thought that using a ‘natural material’ in this way, counted as sustainable design.
We Feel Good in Natural Spaces
Biophilic design is fundamentally about eroding the barriers between nature and the built environment. Maximising access to vegetation, natural light and fresh air, which are essential for positive well-being and health. It’s also about creating comfortable spaces that people want to hang out in, which is a fundamental part of the retail experience.
Whilst many of these materials are ‘natural’, often they masquerade as the sustainable option. Let me give you an example. Timber is often defined as a sustainable material, and it is when used correctly. But if it is poorly sourced or used for short term applications it can also be problematic. Take oak for example. It takes 75-100 years to reach maturity, but it is often used in applications that last 2 years in retail. This is not a material issue; it’s a design issue.
Luxury Brands Have to Consider Their Impact
It's right that luxury retail focuses on sustainability, not only from a planetary resource perspective, but because customers are increasingly aware of the part retail plays in both environmental and biodiversity degradation. The research underscores this trend. A 2021 study by Bain & Company revealed that 60% of luxury customers are willing to pay more for products that are environmentally sustainable or socially responsible. Additionally, Gen Z customers are prioritising brands that reflect their environmental and ethical values. The rise of platforms like The RealReal and Vestiaire Collective reflects a demand for sustainable luxury, while surveys show that affluent customers are increasingly scrutinising brands’ sustainability practices. Certifications such as LEED and partnerships with eco-conscious organisations are becoming key differentiators in the market.
When Brands Walk Their Talk
Last year, we designed Reselfridges, a bespoke accessories destination showcasing a curated selection of pre-loved accessories, in their London, Birmingham and Manchester stores. Using our signature ‘Design for Disassembly’ approach, the design strategy was to keep within the vernacular of the store, creating a clean, contemporary and elegant space that allowed the products themselves to shine. Every fixture and fitting required design thinking and technical knowledge to create a luxury aesthetic that will easily be repaired, refurbished, reused or recycled at the end of its current use. You can read more about the project here.
Design for Disassembly is not fundamentally about material innovation. It’s about using the tried and tested as well as new innovative materials, but in an appropriate way. Sustainability is not an aesthetic. It is about good design and better processes. It is about quality, longevity, and understanding the end of product life. Society tends to see natural materials as more sustainable, but that school of thought is somewhat outdated. The harvesting of natural materials can be enormously damaging. As damaging as human made materials, metals and minerals. Design for Disassembly is about keeping materials in use for as long as possible and the design choices are endless.
Engaging the Senses and Demonstrating Deeper Values
From my point of view, biophilic is predominantly a design aesthetic that promotes a feeling of wellbeing and creates spaces that are synonymous with exclusivity and sophistication. Incorporating natural elements like living walls, water features and organic materials creates an environment that feels both opulent and grounding. These features engage the senses, making the shopping experience more immersive and memorable. But if luxury brands want to realise their deeper commitment to sustainability, they need to marry biophilic design with a deeper thinking around sustainable design practices.