Visual Merchandising and Store Design | VMSD.com

Think the recession has spelled the end of the green design movement? These designers and retailers say “think again.”

By Anne DiNardo

Five years ago, you couldn’t talk about retail design without hearing buzzwords like “green,” “sustainable” and “energy efficient.” Today, conversations about what’s new in retail design are fewer, as the number of projects have dropped off. So, naturally, there’s less talk about green. But does that mean the movement is dead?

“Green design has slowed down because everything has slowed down,” says Kevin O’Donnell, founder, Thread Collaborative (North Hollywood, Calif.). “It’s not necessarily because of costs, but because there’s less development, less new building.”

Jo Rossman, manager, sustainability and designer programs for the Association for Retail Environments (A.R.E.), agrees the slowdown is related to the economy, not a lack of interest in green. “It still has support,” she says.

In fact, the biggest difference many designers are seeing is that the conversation has evolved from “Are you thinking about sustainability?” to “This is what we’re already doing.”

“Companies are more strategic about it,” says Brian Bucher, creative director, WD Partners (Dublin, Ohio). “It’s a more holistic view of ‘what do we stand for and how can we get credit for it?’ ”

Rachel Zsembery, an associate at Bergmeyer Associates Inc. (Boston), says she sees more corporate mission statements incorporating environmental philosophies that are influencing store design. “The premium costs have come down, so people are saying it’s the right thing, let’s do it,” she says.

From November 2008 to 2009, Office Depot (Boca Raton, Fla.) tracked a variety of environmental factors at its first LEED certified store, in Austin, Texas. Those efficiency results showed that the location was using approximately 14 percent less electricity and was 15 percent more energy efficient than other Office Depot stores. As a result, the company announced earlier this year that it will pursue LEED certification for all new retail stores. “The results prove how beneficial a green building can be from both an environmental and economic perspective,” says Yalmaz Siddiqui, director of environmental strategy for Office Depot.

Just like the U.S. Green Building Council’s LEED program has helped create a framework for how to build green, local and state-wide mandates are also becoming a driving force in getting it done. “It’s not so much of a stretch anymore,” says Zsembery. “It’s almost expected in certain regions.”

The changing look of green