Being a reporter, I’m always struck by how magazines or newspapers choose to put words like “green” in quotations. The designation implies a term is not yet known to the general public and says a lot about a publication’s readership.

Here at the DJC we put quotations around phrases like ”netzero” (a goal of producing all the energy a building uses) or “regeneration” (making a site better than what was originally there), but not LEED or green. Then again, we have a focused readership.

So, while reading Vanity Fair’s third annual green issue last weekend, I was struck by the magazine’s presentation of green buildings, and by its use of quotations around words like LEED “gold,” “living roof,” and “cradle to cradle.”

The coverage raised a question in my mind: when one of the foremost investigative magazines in the country covers green buildings but still assumes its readership doesn’t know much about them,  just how mainstream can green building be?

What do you think, is green building mainstream? 

Three pieces between the magazine’s covers, all written by VF Special Correspondent Matt Tyrnauer, take on the subject. To read an interview with Tyrnauer about the projects, click here. 

The first is a photo and long caption of New York-based Neil M. Denari Architects’ Manhattan condo project called HL23, pictured above left. Denari is designing a 14-floor cantilevered building on a 40-foot-wide lot that gets wider as it gets taller. Vanity Fair uses quotation marks to say it is reaching LEED “gold.”

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