What if progress isn’t new, but old?

14.07.2025

In a LinkedIn post, Ben Petrich, the cofounder of the clay building company Lutum, wrote: Last week at the Coworking Space StartMindenUP in Germany – between tech exhibition stands and digital visions – a clay wall stood out. Silent and impossible to miss. As exhibitors, we used it to show what future building materials will look like if you look to the past. No noise. No plastic. No empty promises. Just earth. Compacted. Transformed. The future lies not in progress, but in regression – back to real materials and real impact. Architecture as a circular practice. Materials that return to nature. Structures that tell stories. 

IBN comment: We liked this statement so much that we wanted to share it here. Because that’s exactly how it should be: “No noise, no empty promises…” Ultimately, the best solution is found through careful, unbiased analysis. Often, proven, centuries-old building materials and techniques, which are sometimes cleverly refined, are the right choice. However, sometimes innovative, high-tech solutions make sense, and sometimes a clever combination of old and new is the best way forward.