Going green is the next luxury
By Susan Pantaleo, ASID -- Furniture Today, September 15, 2008
The old image of an environmentalist as an eccentric tree-hugger is being replaced by the growing awareness of mainstream Americans who are practicing the eco-friendly lifestyle.
 The LaJolla dresser by Maria Yee is composed of BambooTimbre, a material she introduced in 2005 that is made 100% from Moso bamboo, which can be planted and harvested in a five-year cycle. |
While everyone wants to do the right thing, buying green furnishings can still cost a little more than most are willing to spend. And if you recall, much of the initial design for green furniture was a little too Northwoods for most homes.
Fortunately, the luxury market can afford the price tag and is leading the way to innovative and stylish products with value enhanced by sustainability. As these ideas trickle down to the masses, the end result will be better quality design in the sustainable products we all buy.
The current dreary economy has actually contributed to the growth of the green movement. Conspicuous consumption is wasteful and society as a whole is becoming bored with the disposable attitude. If our industry can provide good furniture and design choices that are sustainable, it gives consumers a reason to spend a little more now as an investment in the future.
 www.1stdibs.com is a virtual showroom for antiques where you can "do the planet a favor" by reusing antique furniture. This pair of 1940s French slipper chairs is offered by Jan Showers & Associates and has been updated with Hinsons Snow Leopard Ultrasuede upholstery. |
 Harden Furniture is one of the charter members of the Sustainable Furnishings Council and is the first manufacturer to be awarded Silver Exemplary Status. The Kenilworth Sofa is a beautiful example of green upholstery with its eco-friendly fabrics and soy-based foam cushions from "Preserve" by Hickory Springs. |
Illinois builder Robert Lord applied this philosophy to the creation of the ultimate green home. Unlike most approaches to green building, there is no minimalism here. The house is the essence of luxury, covering 15,000 square feet and incorporating the greenest technology, including a geothermal heating and cooling system.
The result is in a near-zero cost of operation since the home produces its own energy. Lord estimates that his “pay-it-forward” approach will allow buyers to recover the additional costs of going green within 7 years. While this $1.4 million gem is beyond the reach of most, Lord believes the technology will become affordable once it is common practice.
This same philosophy is being adopted by companies in the furniture industry. Now that green is gaining momentum, the standards set by the Sustainable Furnishings Council are being implemented and companies are turning their attention to style.
“My goal is to help proliferate a philosophy that beautiful design and sustainable design can and should be mutually inclusive,” said EcoLuxury furniture designer Maria Yee. “While using environmentally sensitive materials is incredibly important, to create truly luxurious, sustainable furnishings the focus must encompass the entire manufacturing process. Only then will the total carbon footprint be minimized.”
For this reason, it is important to educate and share the full story when presenting sustainable luxury furniture to customers. The consideration and effort put into the creation of each item is impressive. Customers are sophisticated enough to understand and appreciate the added value of these purchases. In the long run, these sustainable pieces will define luxury in the 21st century.
You can talk to Susan by clicking on Behind the Design on the www.furnituretoday.com home page, or at http://www.furnituretodayonline.com/BehindTheDesign/
