Bjarke Ingels, in his thoughts and constructions, hopes to clarify the concept of sustainability—he sees the "neo-protestant" notion of, "it has to hurt to be good" as highly fallacious. He wants to redefine and embrace "hedonistic sustainability." Ingels knows a sustainable lifestyle can be without sacrifices; thus, he strives to make designs that are "attractive, desirable and pleasurable," but at the same time sustainable. This methodology will result in a shift in consciousness of what it means to act sustainability.
BIG is one of the brilliant design firms featured in our forthcoming BOOK!
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