Rockstar
New Mexico native Michael Reynolds is an architect who has built over 1,000 earthships all over the world. His latest project, 'Haiti Disaster Relief,' involved the construction of 'Earthship Biotecture,' an earthquake-resistant home built with disposed materials like tires and plastic water bottles.

Reynolds has big plans after the Earthship Biotecture: to go back to Haiti and build entire villages of self-sufficient homes. Check out the featured gallery for photographs of this outstanding project.

Implications - Tires are a material that represents strong utility, which companies are becoming accepting of. As such, companies should take into account which materials to use to represent different consumer's needs. Consumers who expect heavy-duty products will likely appreciate the use of durable materials.