Client: William McDonough + Partners
Sector: Sustainable Architecture, Circular Economy, Place-Based Innovation
Projects: Strategic communications for Park 20|20 (Netherlands), Co|Lab (Virginia), and ICEhouse™ (Davos)

🔹 The Challenge

William McDonough + Partners has long been a global leader in sustainable architecture, with deep influence in circular design, material health, and regenerative development. As the firm expanded its work across iconic international projects—from full-scale community developments to World Economic Forum installations—it needed strategic communications that could elevate each project as both architecture and idea: a physical embodiment of the values and frameworks McDonough champions.

🔹 The Strategy

Park 20|20 (Netherlands)
Blue Practice led communications for the debut of Park 20|20—the first Cradle to Cradle–inspired, full-service development in Europe. Working closely with the firm, I helped position the project not just as real estate, but as a prototype for values-driven community development. As each building was designed and announced, including the Plantronics headquarters (described as an “acoustic temple”), we framed the narrative around human health, creativity, and systems thinking—securing coverage in outlets like Fast Company, CityLab, and Inhabitat.

Co|Lab (Virginia)
For the opening of Co|Lab, a new testing ground for materials innovation in the built environment, I shaped the messaging and media strategy to reflect its role as a collaborative future-forward research space. We positioned the structure as both a technical achievement (CLT, solar canopy, healthy materials) and a cultural signal for the future of construction—earning local press attention and positioning the client as a convener of the architecture and engineering communities.

ICEhouse™ (Davos)
At the World Economic Forum in Davos, I supported the debut of ICEhouse™—a temporary structure created to demonstrate circular design principles at the highest levels of global leadership. The project served as a physical storytelling platform for Cradle to Cradle thinking and the UN Sustainable Development Goals. I worked to translate this moment into a cohesive communications asset that reinforced McDonough’s global position as a designer-philosopher and systems innovator.

🔹 The Outcome

• Strategic visibility for landmark projects that bridge architecture and systems innovation

• Consistent framing of McDonough’s architectural work as cultural commentary, not just design execution

• Coverage in Fast Company, CityLab, Inhabitat, and aligned sustainability and architecture media

• Strengthened McDonough + Partners’ reputation as a visionary design firm actively shaping the future of regenerative development