How to reduce your energy consumption: Buy a glass monster home and fill it with green gizmos

ABB living space ad
© ABB

The big European engineering and manufacturing powerhouse, ABB, is making a push into residential markets with their LivingSpace program, full of home automation, security and more. They show a truly lovely piece of architecture on the site (sorry about the nav button being there), a see-through glass box with some nice shades too. But somehow it doesn't seem appropriate to use it as a model for "Reducing the energy consumptions of our homes."

© ABB

It is a beautiful site with unusual navigation that works well once you figure it out that things go sideways when you slide your finger down, but McLuhan said that the medium is the message, and the medium here is this big honking house. What's the message?

© ABB

That instead of building a house with walls, ABB will sell you "heaters, air conditioning, lights and blinds that automatically work together to create a comfortable atmosphere while minimizing energy to the max."

Perhaps I just don't understand advertising. I would have thought that anyone who cared about energy consumption would immediately ask themselves "why would I consider living in a place like that?" or "how much do I have to pay ABB to make that glass box comfortable?"

But I do like those staggered sunshades on the poolside shot. Try it out at ABB Livingspace

Tags: Advertising | Green Building

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