Is green building mainstream yet? Ask Vanity Fair
Tuesday, April 15th, 2008Being 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.”

Winners of the competition are included in the photos at left and right. At right is Home on the Range in Billilngs, Mont. by High Plains Architects. Below left is Lake Sammamish State Park Beach Boathouse in Issaquah by Patano and Hafermann Architects and below right is the Bertschi Center Project at the Bertschi School in Seattle by Miller/Hull.
were great examples of green projects, but said there might be greener projects out there with teams that didn’t know about the competition, or didn’t have time to put together an entry. Entries were open to built and unbuilt projects.
The “Women in Green panel” from 1:30 to 3 p.m. on Monday will bravely delve into the subject of gender and sustainability. Here in Seattle, there’s no question that many of the brightest (and most powerful) green minds are women. Four of them - Anne Schopf of Mahlum, Lucia Athens of the city of Seattle’s Green Building Program, Amanda Sturgeon of Perkins + Will, and Judith Heerwagen, an environmental psychologist, will flesh out the issue.
So you know what the greenest projects in the Puget Sound are…. but what about the country? If you want to find out, the AIA will host a reception in Seattle FOR FREE on April 6 that features submissions and project judging for the year’s AIA COTE Top Ten Green Projects.
de Glenn Murcutt, winner of the 2002 Pritzker Prize. The award winners will be not be announced until Earth Day.
