AMAZOn | green space project
TRANSFORMING THE URBAN ENVIRONMENT.
BACKGROUND |
Amazon has earned its reputation as the world’s
online shopping giant. It also deserves its
reputation as an unethical corporate behemoth,
plagued by an array of issues that have been well
documented in recent years. Perhaps the most
prominent in terms of global impact is Amazon’s
massive carbon footprint, which continues to
grow, albeit at a slower rate than previously due
to eco-friendly efficiencies enacted over the
past decade.
The company has committed to reaching
net-zero carbon emissions by 2040 and claims
to be on a path to powering its operations with
100% renewable energy by 2025. $100 million
is also being invested in reforestation projects
around the world.
So Amazon is trying to address the climate
crisis, but has been widely accused of moving
too slowly to meet its commitments. Additional
environmental initiatives that help offset the
company’s carbon footprint are now imperative
to the brand moving forward.
IDEA |
The premise is based on research conducted by
MIT, that found online shopping has the potential
to be better for the environment than traditional
brick-and-mortar retailing. How could Amazon
demonstrate this while paying tribute to the
dated retail spaces of decades past, many of
which it drove to obsolescence?
Also, how could Jeff Bezos commit to climate
philanthropy on a level that ought to be expected
of someone with a net worth of $168 billion?
Green Space Project - a CSR and brand initiative
combined. Amazon, with a $1.43 trillion market
cap, would buy decrepit urban shopping
centres and dead malls in the CBDs of cities
at a relatively low cost. Then, instead of
redevelopment for commercial or residential
purposes, the buildings are demolished and
the land turned into fresh green spaces, sorely
needed to improve public health and mitigate
the impact of climate change in today's
concrete jungles.
EXECUTION |
Designs are offered by elite landscape
architects, with the one's receiving the most
likes being developed and put to a public vote.
A 24-hour live stream allows people to watch
the demolition in real time, as well as a rapid
transformation of the land into
something special.
Short films dedicated to the fallen buildings
would evoke a bit of nostalgia, along with
plaques and obituaries paying tribute to their
part in retail history.
