Aimée Daniels' Shaded Awnings Sell Out Three Times as UK Passive Cooling Demand Grows

In 2023, Aimée Daniels, an architect based in London, established Shaded, which offers removable external awnings for sash windows priced at £89 each. Since its debut, the product has sold out on three occasions. Inspired by the UK's scorching 40-degree summer in 2022 and her ten years of experience in passive design, Daniels emphasizes the importance of external shading over mechanical cooling, a practice still rare in British homes. She notes that blinds and curtains can exacerbate overheating. Key challenges include high costs and planning regulations; installing permanent awnings often necessitates scaffolding and permits, particularly in conservation zones. In Islington, permission is required for front-elevation awnings, while Grosvenor and Westminster City Council have approved them for listed buildings. Daniels plans to broaden her product offerings and create cost-effective passive solutions.