In Cradle to Cradle, McDonough and Braungart argue that the conflict between industry and the environment is not an indictment of commerce but an outgrowth of purely opportunistic design. The design of products and manufacturing systems growing out of the Industrial Revolution reflected the spirit of the day-and yielded a host of unintended yet tragic consequences.

“To use something as elegant as a tree. Imagine this design assignment: design something that makes oxygen, sequesters carbon, fixes nitrogen, distills water, accrues solar energy as fuel, makes complex sugars and food, creates microclimates, changes colors with the seasons, and self-replicates, then say why don’t we knock that down and write on it.”
- William McDonough – TEDtalks 2007

Today, with our growing knowledge of the living earth, design can reflect a new spirit. In fact, the authors write, when designers employ the intelligence of natural systems—the effectiveness of nutrient cycling, the abundance of the sun’s energy—they can create products, industrial systems, buildings, even regional plans that allow nature and commerce to fruitfully co-exist.

Cradle to Cradle maps the lineaments of McDonough and Braungart’s new design paradigm, offering practical steps on how to innovate within today’s economic environment. Part social history, part green business primer, part design manual, the book makes plain that the re-invention of human industry is not only within our grasp, it is our best hope for a future of sustaining prosperity.

In addition to describing the hopeful, nature-inspired design principles that are making industry both prosperous and sustainable, the book itself is a physical symbol of the changes to come. It is printed on a synthetic ‘paper,’ made from plastic resins and inorganic fillers, designed to look and feel like top quality paper while also being waterproof and rugged. And the book can be easily recycled in localities with systems to collect polypropylene, like that in yogurt containers. This ‘treeless’ book points the way toward the day when synthetic books, like many other products, can be used, recycled, and used again without losing any material quality—in cradle to cradle cycles.

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Project info @ http://vimeo.com/channels/keithloutitssydney

This is a personal project that is truly amazing. This film is 100% ‘real’, but there are some new techniques for the author here, such as using time lapse to create the illusion of forward movement for the helicopter ocean scenes. These flight sequences would not be possible without the skill and patience of Chief Pilot Peter Yates. Thanks also to Trevor Cracknell (for getting wet!) and Family.