imagineCALGARY Partner DIRTT: A World Leader in Sustainability

When it comes to sustainability, many companies and organizations claim they are committed. In fairness, many are but few can credit their very purpose to a commitment to sustainability. Calgary’s DIRTT, an imagineCALGARY Partner and recipient of the 2008 imagineCALGARY Leadership in Sustainability Award, is one organization that is definitely walking the sustainability talk.

Founded in 2005 by Mogens Smed, DIRTT (Doing It Right This Time) produces movable office walls that are sold all across North America. More than 450 employees are based at the Calgary location, and there is a manufacturing plant in Savannah, Georgia.

The company’s revenues for 2009 exceeded $100 million.

The team at DIRTT challenges the traditional reduce-reuse-recycle focus for sustainability activities. By producing modular, movable working spaces, they are eliminating the “recycle” part of the equation. Work configurations can be continually reconfigured to meet changing needs, representing a significant savings in terms of construction costs. “Recycling should be the absolute last resort,” Mogens says. “The smart approach is finding something that will completely sustain itself. Sustainability is the whole platform for our company. The bottom-line is it’s less expensive and it’s also the right thing to do.”

Mogens and crew – they call themselves DIRTT Movers – count huge corporations like Google, Cisco and the United States Government among their clients. Locally, their project list is extensive, and includes The City of Calgary’s LEED certified Water Centre. “We have seen a trend toward support for our sustainable approach, not from the federal government or provincial government, but from the community,” Mogens says. “The City of Calgary is very committed to environmental solutions.”

For DIRTT, sustainability rests on three platforms: social, environmental and economic. It’s only when all three pillars are in play that efforts can be considered truly sustainable.

“There’s more to the environment than going ‘green,’” Mogens says. “It’s about behavior. You want to have an environment that’s conducive to health, productivity and that’s a reflection of your culture.” There’s no question that the DIRTT approach is relatively unique in the business world; employees don’t have titles or assigned offices, and three on-site chefs makes sure staff are well fed. Of DIRTT’s 450 Calgary employees, more than 1/3 work from their homes, saving travel costs and providing effective alternatives for working parents. “We try to accommodate family and lifestyle issues, and that’s why our company has been as successful as it has been,” Mogens says.

You don’t have to look far to see how DIRTT is working to achieve imagineCALGARY targets. The company unveiled Calgary’s largest solar array in 2009. The 60 solar photovoltaic modules on DIRTT’s roof generate approximately 12,000 kilowatt hours of solar energy each year, supplementing power for DIRTT’s office and factory, powering 161 computers and generating 10 per cent of Calgary’s total solar energy output.

According to imagineCALGARY Partner the Pembina Institute, DIRTT’s solar array is generating enough power to displace approximately 12 tonnes of carbon dioxide emissions each year from Alberta’s coal-based electricity combustion system. In addition, the solar system will save DIRTT $7,400 annually in electricity bills.

“We are very proud of the size of the footprint in our facilities,” Mogens says. “They are 1/6th the size we had in our old company but can produce the same amount. There are savings in energy costs and pollution – it all works for the environment.”

Andrée Iffrig is a DIRTT employee who is active with imagineCALGARY. As a LEED Accredited Professional, she’s had a chance to see how many leading companies respond to the issue of sustainability. “DIRTT is one of those rare companies that has developed a successful business model that is socially, economically and environmentally sustainable,” Andrée says. “I’ve spent 30 years in the field of sustainable design and development, and DIRTT is one of a handful that really walks the talk.”

As a corporation, DIRTT is an active supporter of Sea Shepherd Conservation Society, a group that fights illegal whaling. In 2009, DIRTT supported students from Calgary in the international Solar Decathlon, where they earned a sixth-place finish. DIRTT also subscribes to Architecture2030’s sustainability goals, which actually exceed those set by imagineCALGARY.

Innovation and creativity are hallmarks of DIRTT’s operations. A reusable “cookie” developed by an employee in the shipping department has revolutionized the way they ship materials around the globe — it’s environmentally friendly and reusable. DIRTT’s software, ICE, has allowed the company to dispense with a traditional paper catalog and the expense of costly and environmentally-damaging mockups of designs; ICE produces renderings that tell clients exactly what they need to know before making a purchasing decision. The company is able to avoid mistakes and waste during manufacturing. (You can download a free version of the ICEvision app for the iPhone/iTouch. It allows you to demonstrate your 3D models remotely.)

Mogens thinks the biggest mistake most companies make when pursuing sustainability is not taking a holistic approach. “To do this, it has to come from everyone,” he says. “Our success is because of our people. We have a company-wide commitment to what we do here.”

Mogens believes that Calgary’s commitment to sustainability far exceeds other Canadian cities like Vancouver and Toronto. “I think Calgary gets a bum wrap because of our association with so-called ‘dirty oil’,” Mogens says. “I know there’s a definite awareness of environmental issues in this town, certainly within the building community.” He cites some impressive local success stories when it comes to sustainability. “The entire renovation of Suncor – they used a totally sustainable solution for 38 floors. They paid complete attention to how they use space.”

The team at DIRTT is committed to dispelling the notion that sustainability choices have to cost more. Despite the challenges of the current economy, DIRTT has managed to survive – and thrive. “The fact is we are constantly educating companies about what we do,” Mogens says. “Sadly, most just don’t understand it’s much cheaper to be sustainable. If you have awareness and education it becomes much easier to sell the idea of sustainability.

“We didn’t get here by making everyone misty eyed about a tree. In business it’s all about dollars and sense.”