Though the tech will continue to play a huge part in how we can unlock “green secrets in the built environment,” brands needn’t get too technical quite yet, according to David Roberts, managing director at FormRoom, a U.K. interior and experiential agency that has worked with clients such as Converse, Nike and Danish window maker Velux.
Roberts said the demand from clients to create sustainable experiences has “accelerated” in the past two years. From the RFPs that land on his desk, it’s very clear corporate sustainability goals are expected to be reflected in physical brand experiences.
However, these briefs aren’t quite fully cooked yet, noted Roberts, with many brands stipulating “fairly vague requirements” around being greener. Roberts’ team uses those as a jumping off point to present more sustainable options, usually rooted in the build itself, with recycled plastics, Mycelium organic bricks (made from fungus), clam shells and commercial waste.
“We always propose more sustainable concepts through material choice, fabrication method or design and then work back from there in terms of aesthetic, budget and timelines,” Roberts said.
Velux was one client that took this on board for its “Velux Cube” exhibition, which ran at the 2021 London Design Festival. The pop-up was constructed in a modular system so it could be taken down, stored and reused in future locations.
Roberts said the reality, for now, though, is that the most sustainable materials and fabrications are “almost always the more expensive and complex solution,” creating a barrier for many emerging brands that start with the best of intentions.
“Larger corporates therefore have a responsibility to invest, to allow an economy of scale to benefit those lower down the chain,” he suggested. “Once that hits, more brands can have access to those responsible choices while balancing the commercial needs.”
Measurement matters
Beyond the builds, carbon calculators are sprouting up to help brand leaders keep a closer tab on the environmental footprint of their IRL activations, whether it’s an in-store event or influencer breakfast.
Among them is Trace, a tool developed by the experiential industry’s sustainability trade body Isla, which measures the real-time carbon impact of physical and virtual experiences, giving marketers oversight of how they can make an event more sustainable during planning or how they can improve next time.
In March 2022, Trace formed its first global partnership with Momentum Worldwide, which will see every project delivered by the IPG experience agency tracked.
The collaboration is part of Momentum Worldwide’s shift toward greener practices, led by Selina Donald, global sustainability director. Further plans will see 100% of staff receiving bespoke sustainability training, while third-party suppliers will also be audited to support the company’s net-zero targets.