This session is for architects, developers, and contractors who want real answers — not theory. You'll hear directly from the team behind ETC Hyllie in Malmö: what it took to engineer and approve a 12-storey straw wall building, how material choices affect budget stability, and what it takes to move from a single project to repeatable construction at scale.
What You'll Discover
How a 12-storey straw building gets approved, engineered, and built
What really drives costs — and how material choices impact budget stability
Where "low-carbon" claims break down (and how to spot greenwashing in practice)
How to work with — and challenge — suppliers to improve real performance
What it takes to make lightweight structures work (wind loads, anchoring, stability)
How to solve real technical constraints like sound, moisture, and fire
Why material decisions are not ideological — but driven by performance and delivery
What needs to be in place to move from one project to repeatable construction
Speakers
Fredrik Fagerberg — Co-Founder, ETC Byggentreprenad Fredrik leads the delivery of ETC Hyllie in Malmö. Combining hands-on experience as an electrician with a background in financial management, he brings a direct, results-oriented perspective: what was built, what it cost, and what it actually takes to deliver at scale.
Paul Lynch — International Sales & Partner Network Manager, EcoCocon. Paul supports project teams across Europe in implementing the EcoCocon Straw Wall System. With deep technical and practical expertise, he guides developers, architects, and contractors from initial interest through to full implementation across diverse markets.