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5. ECO-ICONIC

From ECO-UGLY to ECO-CHIC to ECO-ICONIC

Over the past few years, the ECO trend has moved from ECO-UGLY (ugly, over-priced, low performance alternatives to shiny 'traditional sphere' products and services) to ECO-CHIC (eco-friendly stuff that actually looks as nice and cool as the less responsible version) to ECO-ICONIC in 2008: "Eco-friendly goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers."

Honda's FCX Clarity is a fuel cell vehicle that runs on electricity powered by hydrogen, and emits only water vapour and heat. It will be certified by the US Environmental Protection Agency (EPA) as a Tier-2 Bin 1, the lowest possible federal EPA emission rating. As the fuel cell technology was developed by Honda exclusively for the FCX Clarity, and was not retrofitted to an existing model, Honda's engineers "cleared away all preconceived notions of automobile design, challenging themselves to discover the new possibilities that can only be realised with the fuel cell vehicle." Our verdict: the FCX will be more recognisable than the Prius, making an even more telling statement about the owner's 'STATUS SPHERE'.

Another zero-emission car with iconic potential is the Mitsubishi i, first exhibited at the 40th Tokyo Motor Show 2007. From the brochure: "The 'fastback' exterior design expresses the quickness of the car with an appearance that is pleasing and lively. Geometry, metallic materials and body epitomise the futuristic electric vehicle. The light green exterior marks another association with nature. The pearlescent paint, which shines when hit with direct light, brings feelings of advanced, futuristic technology and environmental peace of mind."

The Bahrain World Trade Centre is the first commercial building in the world to incorporate large-scale wind turbines within its design to harness wind power. It has three massive wind turbines that measure 29 meters in diameter that are supported on bridges between the BWTC’s two 240 meter high towers. The tower structures themselves help funnel the existing on-shore Gulf breeze that is used to generate greater power efficiency. Very….iconic!

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