Biophilia (meaning love of nature) focuses on human’s innate attraction to nature and natural processes. It suggests that we all have a genetic connection to the natural world built up through hundreds of thousands of years of living in agrarian settings. It is a term popularized by American psychologist Edward O Wilson in the 1980’s, when he observed how increasing rates of urbanization were leading to a disconnection with the natural world. With high rates of migration to urban settings in the developed world and soaring rates in developing countries – Biophilia is of ever increasing importance to our health and well-being in the built and design environment. The World Health Organisation expects stress related illness, such as mental health disorders and cardio-vascular disease, to be the two largest contributors to death by 2020.  With a diminished connection to nature, the increasing pressure on urban space & the ubiquitous  technological presence we have less opportunity to recuperate our mental and physical energy.

At SUGO we are all nature fanatics and we always believe good design should work in consideration and synthesis with nature. Apart from using environmental materials or geometrical aspirations derived from our planet, we believe in harnessing its infinite power to work into our designs. This can be solar, wind, hydro or even microbiological elements. We should take less from nature and utilize more. Ancient civilizations have perfected this for generations, but our insatiable industrialization capitalism seems to destroy these lessons. We don’t believe in Mass Production but rather Well-Being Production. Every little step helps mother earth and as sons of our planet we hope to take a few environmental steps each days to better our existence.

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