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(W.E. Talk) Green architecture: building bridges between the East and West, without crossing the limits of our planet_我的网站

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A |     By Anna Dalla Valle    (CNS)-- Forward-looking mindset: whole-system and life cycle thinking    My work is centred on the environmental sustainability of buildings over the entire life cycle and beyond in view of the circular economy: from design and construction to use and reuse, up to final disposal or, preferably, recovery for a second life. Here, the paradigm shift is twofold, because a whole-system thinking is needed not only to consider the entire life cycle, but also to envision what happens next. The ultimate goal is to minimize environmental impacts and to drive both sustainability and innovation.    To be more explicit, the first shift involves keeping in mind the entire life cycle – from the early design stages – moving beyond the traditional focus on construction and energy efficiency during use. It is to select building products looking back to the supply chain, such as recycled content, locally sourced and bio-based solutions, while also looking ahead to performance decay, maintenance needs and the potential for extending service life. Moreover, the second shift press to move beyond the linear building process – as traditionally practiced – in which we extract raw materials, we build, we use, and eventually we demolish. Indeed, this model has reached its limits, undermining planetary resources with adverse environmental and social effects.    Interconnected choices: designing decisions that create shared value    A life cycle perspective matched with circularity inevitably challenges this linearity, wondering from the very beginning about what happens when assets become obsolete and fall into disuse, to design buildings as part of a continuous loop of resources. Accordingly, design, construction, daily use (energy and water consumption), maintenance, replacement and end-of-life turn out to be regarded not as isolated steps but interconnected with each other. In fact, at each stage, choices can either preserve or destroy value.    For example, if construction solutions are carefully selected, they can be reused in the future, either in their entirety, as whole products, or through disassembly into components, or even by separating materials. In this way, they may maintain the same function (e.g. a window reused as it is) or serve different purposes (e.g. glass cullet used as input for glass wool insulation). If technological systems are designed flexibly, buildings can reach different business segments and host concurrently different activities, resulting easily adaptable from housing to office and vice versa, instead of being demolished. If building processes integrate digital tools, data can guide smarter decisions over decades, provided that data infrastructure is ensured, followed by constant monitoring and analysis of the collected data and the update and dissemination of results across industry and practitioners as well as policymakers.    Thinking this way means making choices future-oriented, ready to embrace innovation while respecting planetary boundaries, namely limiting the environmental impact at every stage and in every region – to avoid burden shifting – not just at the beginning but along the whole (first-second) life cycle. Certainly, a demanding but exciting challenge: one I am proud to take on and in my little to contribute to.    Beyond appearances: close-up process for understanding what lies behind    In daily life, we often say to "look beyond appearances". Usually, this expression pertains to people, to underline the risk of avoiding judging someone solely by what can be seen. Now the interesting thing is that the same advice can be applied to architecture, obviously without undermining the importance of aesthetic beauty, at the core also of the New European Bauhaus initiative together with sustainability and inclusion. Nonetheless, as an architect expert in sustainable technology, I have learned to extend it to the built environment, by seeing buildings not merely as visible structures (walls, roofs, windows), but as living parts of a larger and complex system. In this sense, architecture can be compared to a plant. Plants are anchored in the soil by roots; buildings are anchored in the ground by foundations. Plants capture sunlight, absorb water, accommodate small animals, and interact with other organisms; buildings consume energy, deplete water, host human life, and interact with their surroundings. Both are deeply connected to their ecosystem.    However, to fully understand them, both must be looked beyond appearances, through a "close-up" process taken to the extreme. It is not simply a matter of focusing on details, as happens in photography and cinema fields; the intention is to delve deeper and deeper to the fuller extent: an in-depth analysis of whatever is behind, starting from the exterior to gradually shift to construction technologies, materials, up to their chemicals. The latter is, of course, not the responsibility of architects, but it lies at the heart of Life Cycle Assessment (LCA), analyses that I usually perform during the decision-making at the different process stage to help building stakeholders minimize environmental impacts across the entire – potentially multiple – life cycle.    For architectural technology, for example, it is a matter of addressing, alongside conventional requirements (e.g. performance, safety, usability, well-being), the specific requirements of environmental sustainability (e.g. the rational use and optimization of materials, energy, water), taking into account the technical feasibility and evaluating the entire life cycle. At the utmost, it is to look into everything that underlies the presence of that specific material in that exact spot, its behaviour and interrelationships when in service, and its post-use journey, setting up the necessary network to actually close the loop in practice.    Material-immaterial synergy: the invisible foundations of sustainable architecture    To embrace this vision, the idea of resources is to be extended compared to the ordinary sense. Certainly, buildings are made and calls for a set of tangible resources, such as money to be started, bricks, steel, or timber to be erected, tools and equipment to be managed including in the long-term. The issue that often runs out is that buildings rely heavily as well on intangible resources, namely knowledge, skills, processes, organisation, information flows and network. These two dimensions – tangible and intangible – are closely connected and interdependent on each other. Without appropriate eco-design knowledge, even the best materials are wasted; without materials, knowledge has no application.    In such a mindset, architecture becomes a remarkable expression of the synergy between tangible resources and intangible resources: a space where East and West can successfully meet, building a bridge across cultures through openness and inclusiveness. Indeed, it is well recognized that different traditions bring different perspectives and, when combined, generate the best and more holistic solutions. The "living building" is both a technical and cultural artefact, an expression of human creativity that must not overstep the planetary boundary.    Strategic imperative: cross-border and cross-disciplinary cooperation    Evidence is found in international collaborations such as Joint Schools, where universities from different countries join forces to promote shared research and training. A concrete example of Sino-foreign cooperation is the XJTU-POLIMI Joint School, opened in Xi'an (China) in 2019 through a partnership between Politecnico di Milano and Xi'an Jiaotong University. As POLIMI's first campus outside Italy, it serves as an international platform dedicated to education and research as well as technology transfer and business incubation. This initiative, like others currently in place, aims to take the best of each part to foster shared growth and mutual learning. Italy brings its strong polytechnic culture, its multidisciplinary approach and focus on design quality, together with the European emphasis on social and environmental responsibility. China, in turn, is a leader in fast-evolving business, in the integration capacity of digital technologies and in large-scale engineering projects, pulled by top-down policies that allow fast implementation. In conjunction, these strengths can create fertile ground for innovation and speed up the transformation process within the Architectural, Engineering and Construction (AEC) sector, always been acknowledged as resistant to change, due to its intrinsic complexity and fragmented nature.    Rethinking the built environment: buildings as resource-driven assets    The effort is to move beyond the concept of buildings as "material banks" – namely repositories where resources are temporarily stored – to rethink them and push the vision further of buildings as "resource-driven assets". While the first construct is earmarked for physical goods, that proposed calls for careful consideration of both tangible/material/visible resources and intangible/immaterial/invisible resources, taking care that everything is optimised and nothing is wasted, to preserve their value over time.    In practice, this means looking at what goes into buildings, such as materials, systems and the energy required to transform and assemble them, but also, for instance, the set of expertise, skills and specialization of practitioners involved during design. Similarly, starting from the outset, it means looking at what comes out throughout buildings life, like emissions, waste, and decommissioned materials, but also knowledge gained from monitoring and lessons learned from operations. To ignore either side of the equation (inputs-outputs) would be a missed opportunity. If we want buildings to truly act as resource-driven assets, we must synergise, map, understand, and manage the full spectrum of in- and out- flows, both tangible and intangible.    On the tangible side, this requires a deep understanding of material, energy and water flows across the entire life cycle. Which resources are extracted, transported, and assembled? How much energy is consumed, and how is it sourced? How do materials degrade over time, and how can they be reused or recycled without losing quality? These questions are essential to reduce impacts and to design systems that are both efficient and resilient.    On the intangible side, equally important are the flows of information and knowledge that connect all actors in the construction value chain. Long before a building is erected, crucial questions are: How is data exchanged among stakeholders? Is communication efficient enough to speed up the workflows? How can design capabilities evolve into maturity, meaning quality achieved through best practice? Then, as more buildings themselves add to this immaterial layer through sensors, smart meters, and digital platforms that produce valuable insights, another set of questions follows: How is this information managed, shared, and preserved? How to ensure that data supports predictive maintenance and reverse logistics? How to activate new business models based on sharing and collaboration? Just as materials should not be wasted, neither should information. Data and knowledge must be treated as resources that enrich our collective know-how, building an "infodump bank" that not only improves current performance but also informs future decisions, guides new designs and strengthens subsequent projects.    The correlation between tangible and intangible resources is ever closer: managing them together ensures that nothing is wasted and that the embedded value is preserved across time. In that respect, "no waste of resources" also means "no waste of value", since every material, every bit of data, and every piece of knowledge carries potential that, if carefully handled, can extend usefulness, inspire innovation, and create lasting benefits well beyond the life of a single project.    Global impact: construction sector as global lever for planetary sustainability    Through joint research and cross-border exchange programmes, the construction sector proves to be an extraordinary testing ground and given its global impact in terms of emissions and resource consumption, it clearly stands as a priority for change. Furthermore, never forget that buildings are everywhere and shape our daily lives, leading mindful planning crucial not only for preserving the natural environment but also human well-being.    In this framework, architects, engineers, designers, scientists and all necessary professionals can work side by side to explore new possibilities, even creating new synergies across key business sectors. Imagine if constructions integrate materials from unexpected sources such as fashion and/or food waste. Fast-fashion clothing and textile scraps, invasive plants and agricultural by-products, or even organic waste – which are currently a significant environmental burden with serious social effects – can be rethought as valuable inputs for new building solutions. In this way, the concept of waste disappears, as it serves as input resources from another industrial sector, consequently, contributing to lower material intensity (virgin material reduction), greater industrial symbiosis (new business opportunities), and implementing smarter ways to manage resources.    At the same time, digital technologies and artificial intelligence can support this process, helping to track resources, optimise flows, and potentially update in real-time the expected environmental impacts in relation to what actually happens. The ambition is to create architecture that is resource efficient and socially valuable in the long term. Considering the key role of construction, even small changes, when scale up to thousands of buildings and millions of people, can make a big difference for the planet.    At this point, the key role of China is beyond question. As the world's largest construction market and major exporter, its choices strongly affect global trends, making environmental awareness and transparency in its building sector essential. Indeed, in a globalised economy, what is produced in one region may be assembled in another, used in a third and so on throughout the different stages of the life cycle, spreading responsibilities across several borders. For this reason, it is imperative to turn LCA into a standard practice, but also to regionalise results, to identify where the greatest impacts occur over the building life cycle, including in geographical terms. Here, China inevitably results in a central hotspot to concentrate efforts: improving practices there could deliver benefits worldwide, setting the chance to become an outstanding reference and reducing burdens far beyond its borders, (hopefully) without exceeding the limits of the planet.    Yet – be warned – the focus is not solely on new construction, where starting from scratch makes everything easier: the real challenge (and greatest opportunity) stands in the existing building stock, because of representing the largest reserve of resources we already have. These artefacts embody vast amounts of materials, energy, and human effort that should not be wasted leaving unfinished and/or uninhabited. Instead of discarding them, we must be proactive to renew the existing buildings, extending their service life while improving performance to meet ever-evolving needs.    Call to action: building bridges within planetary boundaries    It is time to join forces, to move from theory to practice, from words to action. To succeed, we need lots more than technology. We need dialogue between cultures; we need young and open minds, trained to think across disciplines and borders, ready to learn from diversity, capable of working together toward a unified vision, think globally while acting locally. Green architecture should not be perceived as a trend, but as a common responsibility of the present for the future.    These are just the premises to the most open question ever: "What if we built bridges between East and West, without crossing the limits of our planet?" I therefore invite everyone to begin offering practical responses, reframing global challenges as shared opportunities for innovation.    Profile:        Anna Dalla Valle is an Assistant Professor and Researcher in the Department of Architecture, Built Environment and Construction Engineering (DABC) at Politecnico di Milano, Italy. She is an associate and active member of both the Italian LCA Network Association and the Italian Society of Architectural Technology. She represents Politecnico di Milano in the New European Bauhaus initiative and fully participates in various international organizations, including the LCA Working Group of the Italian Green Building Council, the Italian Circular Economy Stakeholder Platform, and the International Energy Agency’s working group on ' Ways to Implement Net-zero Whole Life Carbon Buildings'.                    。    

随着2026美加墨世界杯圆满收官,为期一月的全民足球热潮正式落下帷幕,本届赛事持续引爆国内夏季休闲消费,全面激活城市夜间经济活力。作为深耕体育营销、绑定足球文化多年的国民品牌,青岛啤酒跳出行业天价赛事IP的内卷竞争,以“把热爱拼成一桌”为核心传播理念,依托产品创新、用户内容共创、全媒体矩阵传播、海内外沉浸式场景落地,构建起轻量化、高精准、高转化的全域体育营销体系,在本届赛事周期内深度承接消费红利、重塑夏季观赛消费场景,为国内快消品行业体育赛事精细化运营提供了创新范本。足球赛事具备极强的大众聚合性与情绪感染力,是撬动夏季消费的核心引擎。赛事自带的聚众观赛、社交欢聚、情绪释放属性,高度契合夏季夜间休闲、聚餐社交的消费特征,有效带动餐饮、夜市、酒水等业态客流与销量双增长。往届世界杯消费数据显示,赛事观赛热潮可推动线下餐饮渠道啤酒销量环比最高增长80%。受本届赛事时差影响,国内传统深夜观赛时段有所调整,但全民观赛需求持续旺盛,消费场景实现结构性升级,居家观赛、小型私域欢聚、晨间轻饮观赛成为赛事周期内的主流消费形态。消费场景的迭代催生全新市场需求,即时零售成为本届赛事酒水消费的核心增长渠道。

B | 数据显示,赛事周期内“啤酒+简餐”“晨间观赛小酌”等新兴消费订单同比增长79.4%,社区商超、连锁便利店小规格罐装啤酒销量环比提升20%至30%。与此同时,国内多地酒吧、啤酒花园积极调整经营模式,增设凌晨专属观赛区域,推出赛事专属套餐、进球互动福利,持续盘活城市夜间经济。足球与啤酒具备深厚的文化绑定与消费适配性,顶级足球赛事已成为啤酒行业稳定的夏季营销窗口期,也推动行业竞争逻辑全面迭代,从以往“抢IP、抢冠名、抢流量”的粗放式营销,转向“抢场景、抢用户、抢心智”的精细化价值竞争。复盘国内啤酒行业二十年体育营销发展历程,行业竞争模式呈现清晰的迭代特征。

C | 在市场增量发展阶段,行业营销模式较为粗放,头部品牌主要通过签约球星、拿下官方赛事赞助、投放传统媒体广告等单向曝光方式,快速抢占大众市场认知,核心目标集中于旺季短期销量提升。

D | 伴随传播环境碎片化、消费需求个性化发展,传统营销模式短板逐步凸显:高额IP赞助投入产出比持续下滑,传统广告传播难以触达年轻化消费群体,赛事热度周期短、无法沉淀长效品牌用户心智,难以适配当前市场发展需求。当前,酒水消费群体持续年轻化,消费者需求从基础的功能性饮用,升级为场景化消费、社交化消费、情绪化消费,更加注重消费体验、情感共鸣与仪式感体验。行业正式告别单一流量曝光的营销阶段,全面进入体验竞争、价值竞争的全新周期。各大头部品牌纷纷优化营销结构,缩减传统硬广投放,将资源聚焦赛事专属产品研发、线下场景搭建、用户内容共创、圈层精细化运营等核心领域。立足行业发展趋势与用户核心需求,青岛啤酒规避行业同质化IP内卷,聚焦普通球迷真实场景与情感需求,搭建精细化分层营销体系,实现品牌声量、用户口碑与市场销量的协同增长。本届世界杯周期内,青岛啤酒围绕“热爱”核心价值,打通产品、内容、传播、场景、社群五大维度,构建全域闭环赛事营销体系,实现品牌价值与市场效益双向提升。产品层面,品牌贴合多元观赛消费场景,推出六款主题“足球热爱罐”限定产品。

E | 系列罐体融合多国足球文化特色元素,兼具收藏价值与社交属性,成为球迷圈层的身份标识,适配新媒体传播与年轻群体打卡分享需求。

F | 同时,品牌持续完善产品矩阵,推出足球主题欢聚礼盒、无醇足球联名白啤等产品,全面覆盖集体观赛、居家小聚、晨间轻饮、轻量化女性消费等细分场景,精准覆盖商超、便利店、餐饮等全终端渠道,实现产品与消费场景的精准匹配。

G | 内容传播层面,青岛啤酒革新传统品牌单向传播模式,开启全民共创的内容生态布局。品牌携手前国脚范志毅发起#把热爱拼成一桌#全网主题征集活动,打造“48种热爱”纪实内容体系,面向全网征集普通球迷的足球故事与观赛经历。

H | 资深球迷的长久坚守、业余球队的并肩热爱、异地挚友的同步观赛等真实、质朴的民间故事,取代传统商业宣传内容,引发全网广泛情感共鸣。品牌筛选优质用户原创内容制作纪实短片,并联动权威媒体推出海外专题报道,记录全球球迷的观赛瞬间,打破地域壁垒,持续传递全民足球热爱的正向价值,彰显品牌温暖的体育文化内核。

I | 全媒体传播方面,青岛啤酒搭建“权威媒体背书+年轻化社交渗透”的双轨传播矩阵。在权威传播领域,品牌独家特约CCTV-5《豪门盛宴》栏目,聚焦赛后用户讨论高峰时段植入品牌内容,持续巩固大众“观赛饮青啤”的固有认知。

J | 在新媒体传播领域,深耕抖音、小红书、微博等主流社交平台,持续推送球迷故事、城市观赛纪实、赛事高光内容,结合全国户外大屏联动、线下活动实时直播,实现全年龄段用户全覆盖,有效弥补传统传播模式在年轻圈层渗透率不足的短板,构建全域、立体、长效的传播格局。线下场景落地是本次青岛啤酒赛事营销的核心抓手,也是实现赛事流量向终端消费转化的关键环节。本届世界杯周期,青岛啤酒在全国70座城市落地70场主题观赛活动,包含40场全国主题观赛派对与30场龙之队专属球迷活动。

K | 系列活动于青岛1903时光海岸精酿啤酒花园正式启幕,集结球迷代表、专业赛事解说、足球嘉宾共同观赛,开启全国联动的全民观赛热潮。

L | 各地活动结合城市特色、市井业态、年轻消费偏好打造差异化观赛场景,适配大众欢聚、潮流打卡、老友小聚等多元需求。同时,品牌积极推进体育文化出海,在美加墨赛事主办国的32家海外门店设立专属观赛区域,联动全球球迷欢聚观赛、举杯互动,推动中式观赛文化与民族体育IP走向世界。区别于行业短期赛事营销模式,青岛啤酒坚持长期化、体系化的球迷社群运营,持续沉淀品牌核心资产。第七届青岛啤酒全国球迷大会在长沙举办,汇聚全国球迷代表齐聚现场,通过趣味足球赛事、球迷故事展、主题市集等多元活动,进一步凝聚球迷圈层、深化用户联结。长期以来,青岛啤酒持续深耕足球体育赛道,落地多座城市球迷运动公园,搭建线上球迷互动平台,累计沉淀超200万核心球迷用户,形成“产品触达、内容共情、场景转化、社群留存”的全链路长效运营体系,构建可持续的品牌用户生态。

M |

当前国内啤酒行业已进入存量竞争新阶段,头部品牌市场集中度持续提升,行业竞争彻底摆脱产品、价格、广告的浅层比拼,转向场景精细化运营、情感价值塑造、核心用户沉淀的综合性实力竞争。目前行业赛道分化态势明显,国际品牌依托顶级赛事IP深耕高端市场,区域品牌仅局限于本地零散促销活动,缺乏全国性长效运营体系。

N | 青岛啤酒凭借全域线上线下一体化运营能力,稳固大众市场基本盘,持续挖掘年轻圈层增量市场。业内分析师指出,未来3至5年,酒水品牌核心竞争力不再取决于产能与渠道铺货规模,而是场景适配、用户共情、长效运营三大核心能力,体育赛事将成为品牌拉开差异化竞争差距的关键赛道。顶级足球赛事具备周期性热度,但品牌文化价值与用户资产具备长期可持续性。本届世界杯赛事虽已落幕,但相较于行业普遍存在的“赛事期冲刺、赛后沉寂”的短期营销模式,青岛啤酒坚持常态化、精细化、可持续的体育用户运营思路,将短期赛事流量转化为长效品牌发展势能。通过持续深耕大众观赛场景、传递欢聚热爱的品牌内核、搭建全民可参与的体育社交载体,有效延续赛事热度,实现品牌与用户的长期深度联结。本届世界杯营销,青岛啤酒以轻量化运营、情感化赋能、全场景落地、高实效转化的创新模式,突破行业IP内卷困局,以普通球迷的真实热爱为核心,以沉浸式线下欢聚场景为载体,以精细化产品布局为支撑,成功打造夏季体育消费新场景,为快消品行业体育营销提供了可落地、可复制的成熟范式。赛事落幕但热爱不止,未来,青岛啤酒将持续深耕体育文化赛道,持续链接顶级赛事、大众消费场景与核心用户,以体育文化赋能品牌高质量发展,持续激活夏季消费市场新动能。关于青岛啤酒:作为百年民族品牌,青岛啤酒长期深耕体育营销领域,始终以足球、篮球等全民体育赛事为载体,传递激情、欢聚、热爱的品牌核心价值。品牌始终坚守以用户为中心的发展理念,通过产品、场景、内容多维创新,打通体育文化与大众消费的双向链路,在实现自身高质量发展的同时,持续赋能城市夜经济与大众休闲文化生活。

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