Here is a link to William McDonough’s website which goes into more detail on the concepts detailed in the book. http://www.mcdonough.com/speaking-writing/the-upcycle/#.VhXpiPnzpGE
There is an interesting real world example of upcycling at this address http://www.theupcycle.nl/ ​

Cities traditionally are made up of streets and squares fronted by buildings.

Our little city of Brisbane is on the cusp of having a sizeable chunk of its traditional CBD street pattern obliterated by a gargantuan new gambling casino complex. It looks like the architectural concept has been heavily influenced by the Marina Quays complex in Singapore – with a curvaceous viewing platform linking high-rise buildings more than 20 storeys above the ground and with building podiums straddling streets below. The activities flow down to the river edge with questionable spaces eventuating under and around the existing elevated freeway structures along the river.

All this is to occur in the most historic part of our city – where some of our earliest buildings erected in the mid eighteen hundreds have been preserved for posterity. These heritage buildings will be dwarfed by the proposed new homogeneous complex which interrupts the street pattern and which will eventuate in an unfriendly public street level experience for pedestrians.

Being a small business ourselves we were impressed by a recent address at the National Press Club by Peter Strong, CEO of the Council of Small Business of Australia.

'There is a small ruling class in Australia of institutions and large businesses that need to be disempowered and that power given back to the majority'

 He includes in this business ‘ruling class’ Australia’s supermarket chain duopoly who, along with the biggest landlords, manipulate urban planning processes so that their malls become the only places to shop: he says that, at their whim, they will organize streets to be made one way, carparks outside their malls to be moved under or next to their malls, and for bus stops to be moved closer to their entrances. “…they capture the High Street and enclose it in a business ‘factory farm’… customers used to be ‘free range’ in the High Street. The High Street once again is owned by a medieval Lord…”

The three storey fit out of an existing office building in the heart of Brisbane's CBD is nearing completion, with finishing touches being made to the refurbishment. Housing 130 staff the project is designed to optimise flexibility and efficiency in the workplace whilst retaining a consistent graphic scheme. 

The Gympie Office project is reaching the halfway point in its construction; with foundations and structure set and primed for external and internal finishes. The project outlines the comprehensive design and creation of a new small business tenancy in Gympie complete with interior fit-out detailing. 

Work has begun on this multi-story complex situated close to the CBD. The development will house 84 units and provide adaptable living spaces for residents which facilitate views to the Brisbane River.

Having completed our remedial works to the W4 Apartments in Teneriffe, the new roofed terraces are fully operational and in use. These spaces were previously problematic open courtyards which experienced leaks however they can now be enjoyed by residents come rain, hail or shine.