Cooling buildings: tailored or ‘prêt-à-porter’ solutions?

Cooling buildings, more than a generalized need, is a reason for concern because of a paranoia provoked inter alias by an aggressive marketing of HVAC, relatively inexpensive equipment and the anticipation stimulated by the media of climate change effects. But, as a matter of fact, there are many and, in some cases, sound reasons for cooling buildings. The purpose here is to propose to discuss the cooling issue starting from the point that there is not a general need for cooling everywhere in the World. If there are regions where cooling is absolutely necessary, that doesnt necessarily mean air conditioning. The most universal truth in cooling is that the solution shall be tailored for each particular case.