Hammarby Sjostad used to be an industrial brownfield, toxic and unpopulated. It was slated to become part of the Olympic Village in 2004; the bid failed, but the momentum for a new neighborhood was enormous, and a town was built. It was designed to be an ecological gem, a place where the average person would live half again as lightly as the average Swede, who is already among the most ecologically minded citizens of the developed world.