William McDonough on Design Innovation
Cradle to Cradle lead design teams in the pursuit of place-specific, high-performance designs. Our collaborative design approach begins with a detailed analysis of each site, program and community, identifying the economic, environmental and social forces that will give form to the design solution. We then synthesize these unique characteristics with broader criteria for habitat creation, watershed protection, mobility, energy production, material health and recapture, and indoor environmental quality.
For each project, we create a design framework built upon clearly articulated principles (what is valued), short, medium and long-range goals (what projects hope to accomplish), and specific design strategies (how goals will be achieved). This framework establishes the project’s direction and serves as a reference point throughout the building’s lifespan—it establishes priorities and focus by asking the right questions at the right time.
Our design teams begin with our clients and their communities and extend to the multidisciplinary consultants with whom we collaborate from the earliest stages of the project. We foster a team dynamic that gives everyone a voice while providing the right expertise at key decision points. Working around the world, we use the latest technologies to facilitate frequent and effective communication with each project team.