Bjarke Ingels argues that if sustainable designs are to become competitive it cannot be purely for moral or political reasons – they have to be more attractive and desirable than the non-sustainable alternative. Otherwise people will only ever choose it when they are in a special mood to 'do the right thing' – the other 95% of the time, they will simply choose what they want.
In a series of projects Bjarke Ingels shows examples of how sustainable buildings and cities can actually increase the quality of life, including the design for the Danish Pavilion at the Shanghai World Expo and the Mountain and 8-house projects in Copenhagen, as well as large urban projects in Taiwan and Azerbaijan.

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The Royal Institute of British Architects is the UK body for architecture and the architectural profession.


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