Today I am going to share a clients’ project with you where you can follow along on how we worked from the trend research to the finished product. Now that the collections are on the market, I did some follow-up during my Milan visit finding evidence on the three interior design trends 2017/18 that were developed.
I have been collaborating with the Norwegian quality hardwood flooring company BOEN since 2014. Together we have integrated in the companies’ culture an understanding of global interior design trends with consistent trainings and conferences during several seasons.
This fruitful joint effort has been reflected in in-house workshops to get sales teams on board (this is crucial, you can’t talk trends only in the marketing and product departments), visits to international trend shows together, translating specific micro trends into new flooring collections for 2017/18, producing a series of videos and the creation of a printed trend guide for end consumers.
A trend culture can only be achieved if you start from the top and work through different departments, bringing the information to the retailer and down to the end consumer. And ultimately, you need a forward thinking brand like BOEN who fully commits to go into that direction aiming always to be ahead within their field.
One of the most interesting projects however was to create together three trend videos that would reflect the initial point of the trend research and lead the viewer to witness the final result of three wonderful hardwood flooring collections for 2017/18.
I’d like to share with you today two projects:
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3 micro trend videos developed specifically for the hardwood flooring industry revealing how BOEN has translated these features into new collections
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10 signs of evidence of each trend we found at the Salone del Mobile 2017 that proof we are on track with the trend work
The images taken in Milan during the Salone del Mobile you are going to see, belong to each trend and cover different rooms (kitchen, bath, living and bedroom) and accessories illustrating how widely spread and applicable each interior design trend is.
1// DRAMA IS THE NEW BLACK
These are the key takeaways to understand Drama is the new black:
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it’s all about the Total Look in black, preferably from floor to ceiling (acknowledging a few points of light)
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it is synonymous with a sleek and sophisticated style
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black is very versatile being used both, in contemporary and classic environments
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when thickened with pigments to give a matt finish, black gets warmer . It’s always the glossy effect that evokes a colder appearance.
The core message is reflected in a black flooring collection with several finishing and color nuances and has received really positive feedback so far. The product looks warm and gives a very contemporary feel to any space.
These are some examples that convey a similar feeling and characteristics of the BLACK trend:
Black by Rens for Baars & Bloemhoff
2// INTERIOR DESIGN TREND PAUSE
These are the key takeaways to understand PAUSE:
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this trend talks about taking a deep breath and reconnect
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our home become our healing temple
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the inner peace everyone is seeking is mirrored in the designs with soft tones and tactile surfaces of sensorial pleasure
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cosmetic color palette
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new technology is embraced when used to make our life more comfortable
I am very happy with the outcome of the PAUSE collection. We tried several color treatments starting in Barcelona that have been beautifully translated by BOEN into a soft, elegant and timeless collection that matches different styles in the interior design world.
These are some examples that convey a similar feeling and characteristics of the PAUSE trend:
3// INTERIOR DESIGN TREND ESSENTIAL
These are the key takeaways to understand ESSENTIAL:
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it is a highly tactile trend with distressed, imperfect surfaces
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the core message reinforces going back to the roots and life as simple as possible
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the trend does not welcome any technological dependence and aims to reduce digital devices
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artisan, handcrafted, honest pieces are essential
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the look&feel is savage, even raw at times with burnt aesthetics
Tactility is a Mega Trend when it comes to consumer behavior to watch for many years. We are craving feeling and touching surfaces that have a story. This flooring collection has been quite an adventure, opening and ‘destroying’ the wooden surface only to fill the cracks again afterwards. It speaks to an end consumer who wants a raw appearance and appreciates imperfect beauty.
These are some examples that convey a similar feeling and characteristics of the ESSENTIAL trend:
Age of man by Ben Branagan
Salem van der Swaagh
Boia O by Imperfetto Lab
Bulbo by Imperfetto Lab
Neron Table by Monica Förster for Zanat
Vincent van Duysen for When Objects Work
I hope you find it interesting to observe how a dynamic brand such as BOEN goes from the very first beginning of analyzing the current trend indicators to develop a coherent collection going along with consistent communication campaigns.
For more information on their beautiful floorings and get to know the four interior styles they work with, please visit their site.
