For architects, windows have always been a trade-off: they make a building more aesthetically pleasant, but they also leave it colder in the winter and hotter in the summer. Now that highly insulating, energy-efficient windows are available off the shelf from companies such as Serious Materials, however, it's not necessary to make that trade-off anymore. The technologies involved have been around for a while, but in the past these highly insulating windows were custom items. Serious Materials' innovation was to mass-produce and mass-market them.
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