Design Like the Danes

In studying the successful sustainability of Denmark and The Netherlands, Robin Iritz got a lesson in design theory with FCOB’s Sustainable Business Global Lab.

A culture of thoughtfulness sits behind every feature in Copenhagen, Denmark. The same can be said for Rotterdam and Amsterdam in The Netherlands. I traveled these cities in May 2016 as one of 25 climate-conscious Buckeyes. We observed innovative design at each carefully planned city corner.

In the US, sustainability is still securing its legitimacy as an essential consideration in our evolving communities. In Northern Europe, it’s always been in the culture. Our group visited seven influential businesses and universities with the goal of understanding how Europe continuously tops the environmental and social well-being charts. Put simply, what makes these guys so good at solving complex public problems?

It’s all in the design.

2016 SBGL students at Nordic Food Lab testing a grasshopper-based soy sauce alternative.

It seems as though Danish and Dutch cultures are focused on doing things absolutely right. Everything right. Objects, traffic patterns, personal interactions, all of it is designed with a specific purpose and function. Our group understood this at the Nordic Food Lab in Copenhagen where the principles of sensory experience, functionality, and reflection were presented as important features of successful product-service experiences. This kind of design theory can be applied to any product, service, and professional interaction to create a meaningful experience. At Nordic Food Lab, it was applied to distilling grasshoppers into a nutrient rich soy sauce alternative.

We saw design again in the rapidly developing island Amager in Copenhagen where sustainable architecture is absorbing population growth and minimizing the environmental impact of greater population density. We saw design in incredible works of art throughout the many museums we toured in our free time. Design shined from the steel bridges crossing the river and canals in Rotterdam. The bridges are designed to look like the ships passing through Europe’s busiest port city.

2016 SBGL students tour facilities at Amager Ressource Center (ARC) in Copenhagen, Denmark.

My friends and I spent nights in hotel lobbies trying to figure out how to make sustainability as attractive in America as it was in our host cities. After tossing around ideas of flashy advertisement campaigns and political calls to action, we realized that nobody ever “sold” sustainability to the Scandinavians. Rather, it developed there out of geographical conditions, availability of natural resources, and a culture of collectivism. To instill such values quickly in Americans is a lofty endeavor. However, I think that our constraints are changing as a result of climate change and social and political pressure. The changing environment could catalyze innovative technology and community development in such a way that we develop our own brand of sustainability. What American Sustainability will look like is up to how we understand and adapt to our unique challenges.

Understanding the European’s approach to sustainable design has taught me how to deconstruct a problem and build the solution from its parts. Their responses to ever-changing limitations are at once inspired, effective, and efficient. My time in Europe was eye opening and a total blast. (Did I mention how well designed the nightlife is?) I couldn’t bring the culture of sustainability home but what I bring back to OSU this fall is a new point of view and a cool group of peers who know what it’s like to glimpse into the future.

Robin Iritz

Robin Iritz is currently a senior at the College of Food, Agriculture, and Environmental Sciences. She specializes in environmental and developmental economics. During May of 2016 she participated in the Sustainable Business Global Lab offered by the Fisher College of Business. Robin has previously traveled to Italy and around the US.