It is a breakthrough development for our industry. Journalists are starting to ask the right questions about forests, wood, carbon and climate.

Just the other week, we took AHEC’s cross-laminated U.S. tulipwood demonstration building MultiPly to Madrid, having previously been on show in London and Milan. The media coverage was tremendous, not just in the architectural press, but in mainstream newspapers and on national tv and radio, potentially reaching millions. And the focus was on the value of timber construction in urban environments, building with lower environmental impact [...]