Design Connection from Novità, featuring Laurence Carr
Novità Communications
Strategic communicators, driven by our passion for design, architecture, arts, and culture.
Welcome to the September edition of Design Connection, Novità’s monthly LinkedIn newsletter. This issue features an interview with circular design leader and advocate Laurence Carr, and a look ahead to Cersaie from our SVP, Kristin Coleman. Please share this newsletter with your friends and subscribe to receive the next edition in your inbox or on your LinkedIn home page.
A Conversation Between Novità EVP Danielle McWilliams and Designer/Circularity Expert Laurence Carr
Sustainability remains core to Novita’s DNA. We are driven by the vision of a design industry that fosters a healthier natural environment for us all. We believe we can strengthen our practices and our industry by listening, learning and taking action to design and build a greener world. So when we met Laurence Carr, we jumped at the chance to work with her.? She is a pioneering force in the movement toward circularity in the interior and product design and built environment industries. What began as a professional ethos in her own design work has evolved into a worldwide advocacy for restorative and circular practices, education, and progress.
With Climate Week NYC coming up, we connected with Laurence to discuss circularity in design, and actionable steps toward a more sustainable design practice.
DM: What led you to integrating circularity in your design process?
LC: I consider myself a global citizen. I’ve lived on four continents so far and seen the effects of many cultures on their environments, for better or worse. These experiences deeply shaped my worldview. Then, early in my design career, I learned more about the harmful impact of the built environment, design, and furnishings industries on our Earth’s resources, which ignited my passion for environmental sustainability in the field. I felt certain that, with the right kind of education and efforts to raise awareness, we could be a large part of the solution to turn things around and lead other industries toward a more sustainable, healthy future as well. This sense of responsibility extends into my personal and professional mission and is reflected in everything I do. I am honored to be a large part of this vital movement.
DM: How do you integrate circularity and mindful materials into your design process?
LC: Every decision I make in the design process is informed by circular principles: I ask, "from where did these materials come? At what cost to the environment? Are they healthy and safe for the environment and our wellbeing? What happens to the waste?" I consider the entire lifecycle of the materials and products that I specify and work with.
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DM: Why is this important?
LC: Sustainability has been on everyone’s lips for a few years now, but it’s not making enough of a dent in our mitigation of climate change. It’s still misunderstood, undervalued, and underrepresented — especially in the built environment industry, which generates nearly 50% of annual global CO2 emissions.
But circularity takes sustainability several steps further and has the potential for a far more potent impact than just sustainability alone. And yet it remains rather an unknown concept. The circular economy holds promise for achieving several of the United Nations’ Sustainable Development Goals, including energy, economic growth, sustainable cities, sustainable consumption and production, climate change, oceans, and life on land.
Over 70% of a product’s life-cycle costs and environmental footprint are determined during its design phase. By planning for a more circular future, we can reduce carbon emissions, restore nature’s biodiversity, and make a tremendous positive impact on climate change.
But it all starts with awareness and education. That’s how we provoke the adoption of these methods and inspire people, consumers, and companies to take action.
DM: What are some initial recommendations you would make to other brands and designers who want to embrace circularity and sustainability in a meaningful manner and have no idea where to start?
LC: Get informed! The stats on environmental impact related to the built environment are staggering. Climate change is in a serious danger zone and we must work hard to mitigate future damage. According to the EPA, furniture waste generated by Americans in 2017 totaled a staggering 12.2 million tons, and 80.2% of it went to landfill. We can do better! And globally, an estimated 92 million tons of textile waste is created each year. The built environment and design industries can either help or harm these statistics–we have the power to make real positive change!?
From the Team: Novità SVP Kristin Coleman Looks Ahead to Cersaie
As long as I’ve been working at Novità, my summers have revolved around planning for Cersaie - the Milan furniture fair of tile events - in Bologna, Italy. It’s an incredible experience, from the city itself (with miles of porticos, lambrusco, and tortellini in brodo) to spending time with the wonderful cast of journalists, architects, and designers that we bring each year as part of our annual delegation. And, of course, being reunited with my adopted Italian family (although sadly my Italian is still at a beginner’s level ;)) and seeing the latest innovations and design trends in ceramic tile before anyone else! It’s something I look forward to each fall and am grateful for the chance to go to Italy every year.