Trend Report: Interior Design for 2011 and beyond

Interior Trends for 2011 and beyond:
A consumer report and 4 Themes for inspiration

Laura Katriina Pollard
Consultancy for Creative Business

Photo: Graphic Design by Matt W. Moore


Trend Report: Interiors trends for 2011
[An analysis and critique of forecasts for Interior Design in 2011 and beyond]

Contents Page

Introduction 3

Interior Design + Trends 4

A successful forecast? 5

Design THEMES for 2011 and beyond 6

T h e m e 1 : S o b e r L u x u r y 8

T h e m e 2 : M i x e d u p 10

T h e m e 3 : H o m e l i f e 12

T h e m e 4 : U t i l i t y R e v i v a l
14

INFLUENCES 16

What in store for the future?

Appendix and credits 19

Page 2
Consultancy for Creative Business Email: enquiries@laurakatri.com Phone: +44 (0)7803607637 Web: www.laurakatri.com


Introduction

Taking an objective view of trends, let alone design, is almost impossible, but an
overview of current and future themes could be a starting point?

This was the overriding attitude I wanted to keep in mind throughout the analyses
and evaluations contained within this Trend Report.

Avoiding the overuse of ﬂighty adjectives bandied about when describing design
aesthetics, this report aims to give you real ideas, examples and a rounded view of
trend developments within the interior design industry, focusing on decorative
elements and inﬂuences from a wider creative environment.

The references, evidence and opinions throughout this document have come from
visits to UK and European trade shows, design industry seminars and discussions,
interviews with designers and artists, marketers, exporters and retail buyers,
consultants and public bodies. A list of these is contained in the Appendix.

Tektura Ltd,
Selected wallcoverings, Detail photos

Interiors 2011, NEC Birmingham

Page 3


Interior Design + Trends

It is commonly observed that the evolution of design trends in Interiors, impact at a
slower pace to Fashion; and fashion seems to be where many developments
within interiors originate.

Measured from seed to saturation point; identifying and predicting a trend’s
success is the forecasters job.

Forecasting how an industry will develop; where designers should be looking for
ideas and what should be referenced, requires a analytical eye, a professional
business approach and creative mind.

Certainly making an impact were the efforts of Heimtextil fair in Frankfurt, Europe’s
largest textile fair for home and contract interiors. A team of trend forecasters and
publishers, came together around a ‘Trendtable’ to develop and present key
themes developing within interior furnishings and fabrics. The exhibit and seminar
series aims were to made the manufacturer, supplier and designer think better and
smarter.

Reference points are global, wide-reaching and socio-economic.

Trends are gathered
from an analysis of
consumer behaviour
patterns, inﬂuences
and even political
movements, with
equal inﬂuence from
developments in
technology education
and innovation.

Reconnect - trend exhibit at Heimtextil, Frankfurt 2011

Page 4


A successful forecast?

The Trends exhibition ‘Reconnect’ at Heimtextil this year, was led by LSN:Global
and online consumer news network, a division of Future Laboratory; presented and
curated surprising themes, slick graphics and contemporary attention to details,
the overall ‘show’ making even simple fabrics used look cutting-edge. Styling was
the key, pungent ropes were used to segregate areas of display, linked the themes
together.

LSN:Global co-ordination included producting printed materials and visual/video
presentations, led by Caroline Till and Kate Franklin of FranklinTill.com

Running throughout presented concepts,
were what Till identiﬁed as Macro
Trends; those themes that continue
through season to season, not simply in
design, but through global economics,
retail and consumer behaviour.

Macro Trends for 2011 and beyond are
drivers for seasonal trends;
sustainability, promotion of green
credentials and reductionism. These can
be seen in each theme that follows.

ʻReconnectʼ - Trend exhibit - ropes act as divisions
between trend theme displays

Page 5


Design THEMES for 2011 and beyond

There are a number of emerging themes in interiors, that can be summed up into
conceptual themes;

1 : S o b e r l u x u r y - a return to the original, luxury items should implement
sustainability, making use of existing ideas but in a technologically up-to-date way.

2 : M i x e d u p - a culture club of technology and craft, a mix of modern
exoticism, Orientalism and folklore references. Colour, vibrancy and a clash of
cultural references. Synthetic materials are mixed with re-used plastics.

3 : H o m e l i f e - a focus on habitat leads to design that encourages the user to
create their own interior design; the homemaker becomes their own architect.
Products are simple solutions to modern living.

4 : U t i l i t y r e v i v a l - similar to sober luxury, this theme references honesty
and simplicity in design, use of materials are inﬂuenced by the effect of global
disasters on human behaviour, there is a revived concern for sustainability and
nature.

ʻReconnectʼ Trend Exhibit, Heimtextil - themes are separated into distinct interior displays.

Page 6


Reconnect, Trends Exhibit, Heimtextil, Frankfurt 2011

Page 7


Theme 1: Sober Luxury

[Good design that doesn’t show off]

Description: craftsmanship and timelessness, a classic contemporary approach
that promotes longevity, ‘form follows emotion and function’.

This is a warm minimalism. It is a reinterpretation of a high contemporary theme.

Iconic + ironic: products are a combination of materials and colour tones.

COLOUR

A neutral natural base palette of soft grey, off-whites, off-set by accents including
milky raspberry, moss green, soft mink and dusty mint green. A lilac can be added
along with a deep chocolate brown.

TEXTURE

The luxury aspect concerns elements of refracted brocade, wood and ivory,
remade classics. Precious materials that don't show off, used in a minimal way.

Classic lace is still used, with a contemporary interpretation of ornaments
demonstrating an expensive kitsch for nouveau rich.

Natural, wood grain, soft and smoothed, combined with leather and suedes.

Influenced by craftmakers, we see Tromp l’Oile Knits, Tweeds, Brushstrokes as
prints. Herringbone and Dogtooth, oversized weaves.

PRODUCT

New English ceramics; are solid but refined, traditional items given a new edgy
finish.

Lighthouse lamp by Bouroullec brothers for Established and Sons, made from
mouth-blown Venetian glass, marble and aluminum.

A vintage beaded chair from 1970s, the decade of the moment for fashion.

Page 8

Caroline Till of Future Laboratory referenced the ‘Ash’ Kitchen Chair by Jon
Harrison, made with Beech wood and Corian.

This feels like a reinterpretation of modern 20th century design.

Ash Chair by Jon Harrison

PLACE

1. Ilse Crawford - welsh blankets upholster her
restaurant seating design for ‘The Olde Bell Inn’,
near Henley on Thames.

2. Rabih Hage - a copper bath shines in a
bathroome at ‘Rough Luxe’ Hotel, London.

1 2

Page 9


Theme 2: Mixed up

[The transcendence of cultures]

Here we witness a mix up of elements of design, art, music, film from South
America, the indigenous populations of far away exotic lands, American Indian,
Maori. Upon a closer look - you see a calculated element, the influence of
electronic or Op art.

This is ‘Glocal’ [Global yet Local].

It reflects the diversity and global activities of local life, the hyper-local blogger is
the local media outlet. Also influencing the design is the Kitsch and unexpected.

Although this trend will have roots in the past, details are effected by innovative
concepts of Futurism and Bionics; dynamic, elastic design. A concept’s identity
should exist to show it’s authenticity, diverse patterns and warmness of colour.

A celebration of freedom and optimism: the consumer becomes an experimental
investor.

COLOUR

Intense colour, street influence, entertainment aspect.

Neon installations are highlights, Room decor has a 1970’s influence.

Rich violet, peacock, fashion colours, matt and shine, touch of gold, blue indigo
bedding. Caribbean blue, rubber beige Identity shows authenticity, diverse
patterns, warm ethnic colours.

TEXTURE and PRINT

Ikat prints and weaves are popular again. Colour blocking - vibrant, exotic florals.

American Indian feathers, Bazaars, from Turkmenistan, embroidered ikats, recycled

Jean Paul Gaultier for Roche Bobois

saris made into rugs.

This is a ‘modern ethnic’ design, indonesian, reinterpreted graphical patchwork,
knit and crotchet, Fashion by Medham Kirchhoff a/w 10.

Bright dyed lace, laser cut patterns continue to develop in fabrics; pattens are
historically based, telling a folkloric story, but with a future twist, executed by
digital design technologies.

Page 10


PRODUCT

Rodrigo Almedia’s Chairs encased in rope in wild colour combinations are special
pieces.

Nick Cave, US textile artist’s costume based pieces are crazy embellished art-
works.

This theme is about having a mix and
match attitude, using recycled waste
materials to produce new products,
materials, fabrics, wall-coverings.

Claire-anne O’Brian, Textile designer
and RCA graduate, creates playful
sculptural textile furniture, hand-
knitting over sized 3D forms.

John Cave - Textile artist

Jean Paul Gaultier for Roche
Bobois, a menagerie of style,
inﬂucenced by 1930’s travel
luggage, kitsch chinoiserie.

PLACE

Media: Telenovelas of Brazil are
said to be the New Bollywood.
Kitsch and romantic.

The ﬂower market barcelona by
Willy Mueller Architects is an industrial commercial space, treated with a modern
colourful approach.

Page 11


Theme: Homelife

[Become the architect of your own home, invent your own interior]

Home is your playground. A disjointed family life means the home needs to be a
haven, a restful, multi-functionary place, where the new family unit can interact and
sustainably coexist as individuals.

Items tell a story about a persons interests.

Sustainability, a key important trend, perhaps not yet fully engaged by the industry
to the degree that the trend implies. It could still be Work in progress?

Access to this can be through embracing the rural world, wilderness, holistic
retreats, willow weaving, milling, foraging. A new eco-luxury.

COLOUR

Here colours reﬂect those found in nature:

Terracotta, burnished orange, Yellow ochre, Clay greys and browns. Offset by
porcelain cream and dark bronze.

TEXTURE

Natural linens, wool, felt, woven and
imperfect organic patterns. Wools
and furs.

Raw wood grain, unﬁnished.

Oil, sea water and salt as treatments.

Ceramics are basic, robustly made
home accessories that show
irregularity and imperfection.

Nina Tolstrup - open source crater palette chair

Page 12


PRODUCT

Items are interactive, nature-based and
demonstrate craft.

Jorjawilkinson’s cushions and prints are
colourful, storybook patterns displaying
crafts-woman-ship.

Waste woods become side tables, Israeli
design ‘Studio Ubiquo’ recycles
discarded hardwood pieces to create
new furniture.

Jorjawilkinson Designs - hand screen printed cushions

PLACE

‘555 Kubic’ by www.urbanscreen.com - ‘How would it be if your house was
dreaming?’ This is a digital intervention of architecture, a public art and media
show by an organization that brings art and urban communications together.

See the video at http://vimeo.com/5595869

555 Kubic - by Urban Screen

Page 13


Theme 4: Utility Revival

[Temporary structures, re-used and collected vintage. Buying fewer, but
better]

This theme is a reaction to a global information overload, and a concern for the
environment. Retailers and businesses are seen to be swopping aggressive
marketing for simpler, more understated approach - an antidote to consumers
having too much choice. This trend can be easily
taken into the home, home-office or commercial
interior.

Results are modular flexible design solutions.
Consumers are embracing reductionism.
Stripping back to utilitarianism; Hiking and fishing
are in fashion.

Masterpiece Rucksack - japanese luxury utility apparel

COLOUR

Neutral. lemon yellow. monochromatic. Wellington boot green colour. Landrover
green. Clay mud and moss green and Denim Blue.

TEXTURE

Wood flannel. Over-scale knit weaving. Felts, flannels. Denim, dark and strong.
Stitch and binding is in the details.

Close-weave fabrics, mixed materials, synthetic and natural mixes that offer better
durability. Netting and ribbing, parachute silks, Quilting.

Walls are bare, if not sparsely decorated.

Page 14


PRODUCT

Fashion and accessories produce good examples of this trend; Master Piece
Bags, japanese design.

Dipped rubber - bag by Oscar Diaz, combines simple canvas straps with rubber to
make a strong shopping carrier.

Lighting; the Bell light by Sebastian Herkner, a talented young product designer.

PLACE

A pop-up Hotel and Conference facility - ‘Motel out of the Blue’, by Maartje Dros
and Francois Lombarts. A temporary interior, using construction materials like
scaffolding to create beds and furniture, part of a symposium debating Instant
Urbanism and Hospitality in Amsterdam.

Grand Cafe Usine, Eindhoven by BearandBunny design agency, a brilliant
industrial conversion, is located in former Phillips lightbulb factory.

Grand Cafe Usine by BearandBunny

Page 15


INFLUENCES

Collaborations again.

Along with the running theme of sustainability, there is a need to demonstrate the
value of involving the designer in a collaboration, in terms of finish, detail and
longevity.

Whereas in the past, ‘Star-chitects’ or high-profile designers have been involved
with brands at a stage in order to polish up an existing product line, or added
kudos to a brand’s image, we now see involvement from the beginnings of a
project.

Luxury items are continuing as a ‘macro’ trend, though now having easy access,
with value for money for your purchase are added to the deal. A products effect
on the environment, or the development of ‘luxe’ elements that consumer is willing
to pay for, are considerations for product developers.

Textiles reflect this in wool blend applications, using silk, alpaca, cashmere, linen
mixes. The value of investment is demonstrated in finishes that elongate the life of
the garment.

In furniture, we see designers striving to produce ‘future-ready’ product, collectors
pieces of the 22nd century.

Anne Marie Commandeur offered Patricia Urquiola’s ‘Silver Lake’ Chair for Moroso,
and the successful partnership
between Italian designer Paola
Navone and Porcelain producer
Reichenbach, as examples of
such future-classic products.

The ‘Taste’ collection; a blue
colour has been applied to
sculpted edges in a soft
painterly way, onto dishes that
seem to reference antique
silverware in shape.

Taste Blue collection by Paola Navone for Reichenbach

Page 16


The importance of valued luxury is possibly a signal that businesses as well as
consumers want value for investment, but also, a sign that a designers
involvement from seeding through to merchandising, will help produce a better
rounded product?

As for interiors, fully embracing a collaborative collective effort with a designer, this
is yet to happen.

Commandeur believes a drop in quality over recent times needs to be addressed
by the fabric, furniture or lighting producer. 1

Competition can no longer be fought out through price, but through generation of
a story and customer experience through manufacture, materials, design.

Critical success is to be achieved by identifying your product as a ‘nice to have’ or
‘must have’ items, those design purchases that are not necessarily ‘needed’ but are
powerful and emotionally stirring, and tailoring your communications and branding
around this. 2

What in store for the future?

The economic challenges of 2009-2010
are abating to reveal a renewed optimism
in design; and by adding value to
concepts, products and communications,
businesses are seeing an uptake in
activity.

“Success is to be found by creating a
new proﬁle that shows innovation and
daring creativity.” Anne Marie Commandeur. 3

A strong advocate of collaborations and
collections, Commandeur feels it is an
exciting time for consumers and an open
minded and externally looking approach
should be adopted by businesses to
stimulate growth. Iris Van Herpen, Autumn Winter 2010 collection,
intricate leather is cut and shaped to form futuristic
supple fashion.

1 ,3 Anne Marie Commandeur, Stijlinstituut, Amsterdam (Seminar at Heimtextil 2011, Frankfurt)
2 Peter Cross - Yellowdoor Agency (Seminar at Interiors 2011, Birmingham)

Page 17


Design businesses that acknowledge the challenges to be faced, can learn from
successful brands that are aware that the universal shopper or client has gone
through fundamental changes.

Peter Cross of Yellowdoor agency, a retail development consultancy working with
brands such as Louis Vuitton, Swarovski, says that the retail consumer’s mindset is
different as a result of global, economic and digital changes. She will shop on the
High Street, the Farmers Market, the designer Boutique, the online Specialist and
Independent label.

To conclude, the design industry needs to address how their products reach out to
their new consumers, providing them with a sense of empowerment through
purchase, value and story.

Himmeli Light by Paul Loebach is based on traditional nordic
straw decorations.

4

4 ʻNY Local by Designboomʼ May 2009 http://mocoloco.com/
Page 18


Appendix and credits
Seminars attended:
Heimtextil 2011, Frankfurt
Caroline Till and Kate Franklin, Future Laboratory - LSN Global
www.thefuturelaboratory.com
Mayouri Sengchanh - Exalis GmbH, Carlin International
www.carlin-international.com
Anne Marie Commandeur - Stijlinstituut, Amsterdam
www.stijlinstituut.nl
Gottfried Pank, Mode...Information GmbH
www.modeinfo.com
Jennifer Castoldi, Trendease
www.trendease.com
Milou Ket
www.milouket.com
Interiors 2011
Peter Cross, YellowDoor Agency
www.yellow-door.com

Interviews:
Angela Patterson, Marketing Director - Tektura Wallcoverings
Justyna Zadykowicz, Export Manager - Vescom B.V.
Georgia Wilkinson - Jorjawilkinson designs
PatternLab - Aalto University, Textile Design Department initiative
www.patternlab.ﬁ

Credits

Photo Credits
page 3 - Tektura Wallcoverings, EcoFeeling, Shadows on the Wall, Detail shots from BCU student, Tektura and Mix
Publications Stand, Interiors 2011, NEC Birmingham from CW Photography
page 4 - Reconnect Trend Exhibit,, Heimtextil 2011, Laura Pollard
page 5 - Reconnect Trend Exhibit, Heimtextil 2011, Laura Pollard
page 7 - Reconnect Trend Exhibit, Heimtextil 2011, Laura Pollard
page 9 - Ash Chair, Jon Harrison, photo Jon Sneddon
page 9 - Ilse Crawford, The Olde Bell Inn, http://www.theoldebell.co.uk
page 10 - Rough Luxe Hotel, http://www.roughluxe.co.uk/
page 11 - John Cave, Textile Artist, http://www.ameliasmagazine.com/fashion/triple-threat-textiles-by-nick-cave/
2009/12/01/
page 11 - Jean Paul Gaultier Roche Bobois Wardrobe, http://dailyﬁx.interiordesign.net/products/1055/jean-paul-gaultier-
goes-glam-for-roche-bobois
page 12 - Nina Tolstrup, Crater Palette Chair, Photo: Stine Raarup
page 13 - Jorjawilkinson Designs, Cushions, Photo: Georgia Wilkinson
page 13 - 555Kubic by urban screen, http://vimeo.com/5595869
page 14 - Masterpiece Rucksack, http://www.master-piece.co.jp/
page 15 - Grand Cafe Usine, Bear and Bunny, www.bearandbunny.com
page 16 - Taste Blue by Reichenbach, www.tabulatua.com
page 17 - Iris Van Herpen, www.ftape.com
page 18 Himmeli Light, Paul Loebach, New York Local by Designboom, May 09, http://mocoloco.com/

Page 19


Theme 1: Sober Luxury
Colours: RAL reference system, Predictions from Reconnect, Heimtextil
Texture: Knot Garden, colour Peat, Melyn Tregwynt, Photo: Melyn Tregwynt Contact: www.melintregwynt.co.uk
Place: Schaffer Residence, Architect John Lautner, Photographer: unknown
Place: The Olde Bell Inn, near Henley on Thames. Design by Ilse Crawford, Photo: www.theoldebell.co.uk
Texture: Rope details, photo from Heimtextil, Photographer: L Pollard
Product: Lighthouse Lamp, Bouroullec for Established and Sons, Photo: Bouroullec
Product: Vix Plate, from Lepidoptera Range, by the New English, Photo: The New English. Contact: Paul Bishop
www.thenewenglish.co.uk

Theme 2: Mixed Up
Texture: ‘Crystals and Lasers’ graphic design by Matt W. Moore – MWM Graphics Contact:
http://mwmgraphics.blogspot.com http://mwmgraphics.com

Texture: ‘Luce’ fabric in Hot Pink, Madeline Weinrib Atelier. Photo and Contact: www.madelineweinrib.com
Texture: Autumn Winter 2010 collection by Meadham Kirchhoff Photo: www.fashioneditoratlarge.blogspot.com
Contact: http://www.meadhamkirchhoff.com

Product: Knitted Stool, Claire-ann O’Brian Photo and Contact: www.claireanneobrien.com
Product: ‘Oxum’ Chair, Rodrigo Almeida, Photo: Marcos Cimardi Contact: www.rodrigoalmeidadesign.com
Place: Flower Market, Barcelona, Willy Mueller Architects, Photo: www.thecoolhunter.co.uk Contact: www.willy-muller.com

Theme 3: Homelife
Texture: ‘Wilderness’ at ‘Reconnect’ Heimtextil 2011, Frankfurt, Photo: Laura Pollard, Contact: www.laurakatri.com
Texture: ‘Sobriety’ at ‘Reconnect’ Heimtextil 2011, Frankfurt, Photo: Laura Pollard, Contact: www.laurakatri.com
Product: ‘Plumen’ by Hulger, Photo: Tom Mannion, Contact: http://www.hulger.com/
Product: ‘Vaeterverk’ Teapot by Maaike Roozenburg for Moooi, Photo: unknown Contact: www.moooi.com
Product: ‘Stump’ Stool by Ubiquo Studio, Photo: Sahar Tamir Contact: http://www.studioubico.com/
Product: MT masking tape, Kamoi Kakoshi Co Ltd, Photo: Laura Pollard, Contact: http://www.masking-tape.jp/en/

Theme 4: Utility Revival
Texture: Vescom upholstery fabrics, Vescom BV, Photo: Laura Pollard, Contact: www.vescom.com
Product: ‘Bell’ pendent lights, Sebastian Herkner, Photo and Contact: www.sebastianherkner.com
Product: Parachute Jacket, Christopher Raeburn, Photo and Contact: www.christopherraeburn.co.uk
Product: ‘Silver Lake’ Chair, Patricia Uriquiola for Moroso, Photo and Contact: www.moroso.it
Product: ‘Wireframe’ shopping Bag, Oscar Diaz, Photo and Contact: www.oscar-diaz.net
Place: ‘Out of the Blue’ Motel, Maartje Dros and Francois Lombarts, Photo and Contact: unknown.

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Trend Report: Interior Design for 2011 and beyond

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