Habitat Trends Report 10/11


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The evolution in our way of dwelling mirrors the changes in our way of relating to each other, our values and interests, our leisure, and how we rest, in short, what we are like and how our environment is changing.

The Habitat Trends 10/11 study attempts to provide a general overview of those changes.

The study relates habitat trends to socio-cultural, environmental, and communication keys, which are intended to help designers, marketing and communication professionals, and companies in general work with these trends and apply them in their daily practice.

Thanks and congratulations on the rigor and quality of your work. J. Congost, Roca Design Center, Innovation Lab

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Habitat Trends Report 10/11

  2. 2. HABITAT TRENDS PRESENTATION REPORT 10/11 Index Prologue by the Honourable First Vice-President of Consell 4 Letter from the directors of ITC, AIDIMA and AITEX 6 of contents Presentations of ITC, AIDIMA and AITEX 8 The Habitat Trends Observatory® team 10 Texts: In accordance with the provisions establis- What is the Habitat Trends Observatory®? 11 David Gobert Teigeiro hed under current legislation, no part of this What do we understand by trends? 13 Silvia M. Rodríguez Vives publication may be reproduced or transferred Pepa Casado D’Amato in any form or by any means or process, IN SUMMARY Carmen Jover Espí whether electronic or mechanical, including Habitat: the general situation 16 Raquel Gálvez Orejuela digital format, renting or leasing, without the Diagram of trend evolution 20 Jesús Navarro Campos prior written authorisation of the copyright Table summarising accepted trends 22 Vicente Sales Vivó owners. Table summarising trends for 08/09 24 Cristina Revert Carreres Table summarising trends for 10/11 26 All the images remain the property of their Guide to using the Report 28 Design and layout: respective owners and have been reproduced Pepe Gimeno • Proyecto Gráfico with their consent. HABITAT TRENDS 10/11 New Classics 31 © ITC, AIDIMA and AITEX, 2010. ITC, Sublime by Hand 41 AIDIMA and AITEX reserve all rights, in par- The Essentials 53 ticular to the reproduction, distribution, public Once upon a Future 63 communication and transformation, whether Everyday Solutions 75 in whole or in part. The information and Basik & Raw 85 data in this report have been duly verified; Mind the Green 95 however, ITC, AIDIMA and AITEX accept no responsibility for their use. MARKET KEYS 1. Brand universes 107 ISBN-13: 978-84-95077-40-0 2. Discreet luxury 111 Legal Deposit: V-1999-2010 3. Here and now 115 4. The consumer at the helm 119 Autonomous Community of Valencia, 5. Desire for simplicity 123 May 2010 6. The alternative consumer 127 7. Reinventing the green model 1312 SOCIO-CULTURAL KEYS 3 A. The value of emotions 135 B. The frugal society 139 C. The multitasking generation 143 D. Digital natives 147 E. The need for rationality 151 F. Change in attitudes 155 G. Eco-behaviour 159
  3. 3. In today’s society, the speed with which where necessary with prestigious external The first edition of this project met with Prologue by the Honourable changes occur complicates the forecaster’s collaborators (from the areas of sociology, great acclaim and quickly became a ‘classic’ Regional Minister of Indus- task; however, prediction is essential in psychology, design, marketing, commu- for hundreds of professionals, not only in the taking decisions, embarking on strategies or nication, etc.), has carried out an in-depth Autonomous Community of Valencia, but try, Commerce and Innova- deciding on major changes of direction for analysis of multiple habitat-related aspects, across the whole of Spain. This publication tion and First Vice President the future development of societies, indus- with a particular focus on three determining also aspires to become a valuable support as of the Generalitat Valencia- tries and individuals. factors: socio-cultural, aesthetic and market a day-to-day tool for Valencian companies na It is my pleasure to present the second edi- factors. These factors are understood to be in their endeavour to successfully achieve complementary and, considered together, the conditions to improve and expand their tion of the Habitat Trends Report produced provide a broad picture of our habitat and competitive status to the full. by the Habitat Trends Observatory® with at the same time trace the movement and support from the Department of Industry, stimulus of trends in this field. Trade and Innovation of the Generalitat Valenciana through the Institute for Small This study by the Habitat Trends Observa- and Medium-sized Industry (IMPIVA) and tory® therefore provides Valencian com- the European Regional Development Fund panies with privileged information for the FEDER. design and development of innovative pro- ducts that will satisfy the needs of today’s This project has been carried out jointly by citizens. Having thoroughly sounded out the a team of experts from different fields from mood and lifestyle of the modern consumer, the Furniture, Wood, Packaging and Related it offers a multitude of tools with which to Industries Technology Institute (AIDIMA), generate innovation as a strategic competi- the Textile Technology Institute (AITEX) and tive weapon. the Institute of Ceramic Technology (ITC), all members of REDIT, the Institute of Techno- The Habitat Trends Report 10/11 identifies logy Network in the Autonomous Communi- and describes several of the predominant ty of Valencia. trends that are, in turn, linked to a series of socio-cultural and market keys. It provides This multidisciplinary team, in consultation us with comprehensive information on how trends identified in the previous study have evolved; we learn how certain lifestyle4 5 trends have transformed, or what were then undefined, emerging trends have now become firmly established. It offers a wide range of examples, and refers closely to the market and communication throughout, Vicente Rambla Momplet placing the trends within their corresponding Honourable Regional Minister of Industry, Commerce socio-cultural framework. and First Vice President of the Generalitat Valenciana.
  4. 4. A Chinese proverb says that at the heart of Although it is important to safeguard the Once again, every effort has been made to Letter from the directors every crisis is hidden a great opportunity for day-to-day operations of the company, loo- produce a publication that companies can of ITC, AIDIMA and AITEX those who know how to find it; to this we king toward to the future is imperative. The use as a tool, and for that reason it appears should add another maxim, attributed to trends presented in this publication provide a in the form of a work manual. The Habitat Albert Einstein, which states that we cannot current picture of the state of habitat-related Trends Report 10/11 revisits previous trends change things by always doing the same. sectors in Spain today. In some cases this and updates them with a view to the coming These two phrases point to the way out of may be a continuation, with slight varia- years. Similarly, this edition covers the pre- the present crisis: opportunity, attitude and tions, of the trends identified in previous dominant trends of habitat-related sectors, creativity. years, while in others these trends go off in trends that are reflected in mass consump- strikingly new directions. In general, what tion but, as they are no longer emerging Since mid 2007, the economic environment is noteworthy throughout is the moment of trends, are not usually dealt with. In this has transformed habitat-related sectors (in enforced reflection in which the consumer way, we have attempted to present a com- some cases leaving deep scars). The cons- society is immersed: the need to combine prehensive overview of the habitat-related truction bubble eventually burst, taking with hedonistic and emotional consumption with milieu in Spain. it all other sectors of production and almost the efficient and rational use of resources bringing about the collapse of the economic This publication would not have been imposed by the present context. Compa- principles on which our society operates. possible without the institutional support of nies and consumers alike, everyone is now What began as a financial crisis soon turned the Council of Industry, Trade and Innova- subject to the same rules. into a social crisis, with repercussions tion through various funding programmes affecting the values and behaviours of coordinated by the IMPIVA. We hope this citizen-inhabitants. Out of this competitive work will inspire future company projects, and market environment the present Habitat based on an improved knowledge of the Trends Report 10/11 was born, the leitmotif social reality, creation of new valuable pro- of which is palpable throughout its pages: posals and inter-sector cooperation between market opportunities exist if we are able to habitat related companies. understand how the recession affects social values and what repercussions it has on the markets, and essentially, on what habitat- related manufacturers are producing.6 7 Mariano J. Pérez Campos Vicente Blanes Juliá Carlos Feliu Mingarro Director of AIDIMA Director of AITEX Director of ITC-AICE
  5. 5. ITC AIDIMA AITEX The Institute of Ceramic Technology (ITC) is AIDIMA, the Furniture, Wood, Packaging AIDIMA currently holds the presidency of AITEX, the Textile Technology Institute, is Presentation a state-subsidised partnership constituted and Related Industries Technology Institute, INNOVAWOOD, the European Association a private non-profit association created in of ITC, AIDIMA and AITEX through an agreement between the Ceramic is a private non-profit research associa- for R&D and Training in the Forestry, Wood- 1985 on the initiative of the textile industry Industry Research Association (AICE) and tion with legal status as an Association of working and Furniture sectors. business community and the Generalitat the Universitat Jaume I of Castellón, which Companies, operating both at home and Valenciana through the Institute of Small AIDIMA has an established track record in was set up to respond to the needs of com- abroad. Founded in 1984, it is recognised by and Medium-sized Industry, IMPIVA, and following trends in furniture, market analysis panies in the Spanish ceramic tile cluster. the Spanish Interministerial Commission of is a member of the Institute of Technology and strategic planning, and research into Throughout its 40-plus years of activity, it Science and Technology as a Research As- Network REDIT. consumer patterns and distribution in the has coordinated cooperation between the sociation and as a Centre for Innovation and short, medium and long term through the AITEX’s main objective is to enhance university and industry, the results of which Technology. AIDIMA’s mission is to boost Furniture Competitive Intelligence System. competitiveness among textile companies are reflected in the high levels of develo- the competitiveness of the Spanish furnitu- AIDIMA has participated in the Habitat by promoting modernisation, stimulating pment in the Spanish ceramic tile manu- re, wood and related industries sector, and Trends Observatory® since it began in 2005. R&D&I, introducing new technologies, im- facturing sector. The ITC provides support the packaging and goods transport sector, proving quality and generating knowledge in for companies through R&D&I and other in aspects related to quality, technological the areas of design and the market. activities designed to make the sector more innovation, training, information, safety, competitive. environment and improved management, To achieve these aims, the Institute carries particularly in the areas of design, produc- out technological research and development Today the ITC is able to extend its scope of tion and marketing and in consolidating activities, provides advanced technical servi- activity to other processes and materials. export activity. ces through specialised laboratories with the Of particular note are its undertakings in the highest national and international accredi- sphere of energy efficiency, in reducing the AIDIMA is a member of REDIT and FEDIT tations and recognition, and offers consul- environmental impact of industrial activity, and forms part of the OTRI network. It tation and dissemination in areas related to in surface functionalisation and in develo- is a member of the Board of Directors of design and the market. ping new technical and aesthetic features in AENOR (Spanish Association for Standar- products associated with the broad habitat- disation and Certification) and participates AITEX also designs tailor-made training related sector, as well as other industries on various standards committees (UNE, services for companies and has its own sur- such as high-technology tools, advanced CEN, ISO). In the field of packaging, it is a veillance and technological transfer tools. ceramics, the car industry, petrochemical member of IAPRI (International Association In summary, all the Institute’s programmes sectors, etc. of Packaging Research Institutes) and of and activities are designed to support the EFPRO (European Fibre and Paper Research The work of its Design and Architecture textile industry and respond to its technolo-8 Organizations). AIDIMA is recognised by 9 Area (ALICER) focuses on various design gical needs. the European Union as a Centre of Excellen- related fields: products, ceramic systems, ce for the wood, furniture, packaging and design management, etc. Because its team related industries sectors and participates in is made up of professionals from a variety European R&D and training projects and in of areas (architecture, design, communica- activities for the dissemination of innovative tion, IT), it is able apply a multi-disciplinary technologies. approach to its projects.
  6. 6. The Habitat Trends Observatory® team AIDIMA (oth@aidima.es) The Habitat Trends Observatory® is an The Habitat Trends consists of personnel from ITC, AIDIMA and Jesús Navarro Campos What is the Habitat Trends organisation for generating and dissemina- Observatory® Team AITEX, a substantial group of experts from Director of Corporate Development, AIDIMA. Observatory®? ting knowledge on habitat-related trends. different fields that, together, approaches the Director of the Dept. of Market Analysis and It has become an information tool to help research from a multidisciplinary perspecti- Strategy, AIDIMA. companies take strategic decisions that in- ve. This study has thus been carried out by a Vicente Sales Vivó fluence their activities (design, communica- broad-based group working dynamically, and Analyst in the Dept. of Market Analysis and tion, marketing, business strategy, etc.), by Strategy. enriching the information through the syner- providing medium-term information for the gies between the knowledge from the sectors J. Javier Iborra Casanova Habitat Competitive Intelligence System. Analyst in the Dept. of Market Analysis and in which they operate. Strategy. Cristina Revert Carreres Analyst in the Dept. of Market Analysis and ITC (oth@itc.uji.es) Strategy. David Gobert Teigeiro Carmen Biel Sanchis Competitive Intelligen- Head of the Market Area and Lecturer in the Centre for Product Development. ce System Area of Marketing at the Universidad Jaume I of Company Castellón. AITEX (oth@aitex.es) Javier Mira Peidro Head of the Design and Architecture Area, ALI- Vicente Cambra Sánchez Strategic Design solu- CER. Sub-director of the R&D Area. HTO and product tions focused innovation on user Mila Payá Sáez Carmen Jover Espí Habitat Head of Trend Department. Head of Training and Responsible for the Innovation, Trends Fashion and Clothing Manufacture Research Group. Silvia M. Rodríguez Vives Observatory® Business Make Head of the Habitat Trends Observatory® at ITC. Raquel Gálvez Orejuela development profitable Head of the Habitat Trends Observatory at Aitex ® units Pepa Casado D’Amato and Design Projects Specialist. Researcher for the Habitat Trends Observatory . ® Cristina Serrano García Design Specialist. Lola Macías Mañas Market Observatory Specialist. Observe and10 generate strategic 11 EXTERNAL EXPERTS information on habitat, market Ismael Quintanilla and environment Social psychologist, head of the Economic and Consumer Psychology Research Unit (UIPEC) at the University of Valencia. Arantza Vilas Textile designer and artist, and associate professor at the University of the Arts London.
  7. 7. Analysis Information Application Knowledge Reliable, tested information: our resear- Trend application: trends must help firms areas What do we understand chers come from various specialist areas, we and designers to come up with new propo- by trends? consult external experts, we explore a range sals. By integrating information about trends of international sources, we keep a close into management systems, companies eye on what is happening on the web and obtain an overview of how society and indi- we attend a broad spectrum of European viduals are evolving, and are able to antici- trade fairs, congresses and events in order pate movements in the market, thus helping to build up a comprehensive picture of all to define strategic courses of action that trend-related issues. We have also develo- should be aligned with the organisation’s Socio-cultural Habitat Communication ped our own methodology to analyse and other functions (design, marketing, produc- summarise all the information we gather so tion, logistics, purchasing, etc). To this end, context and Market as to offer exhaustive and useful knowledge the HTO runs workshops focusing on the Culture Urbanism Coverings Distribution and retailing to companies and designers. creative side of the innovation process that Society Architecture Lighting aim to achieve innovative results based on Communication Trend analysis: The HTO studies trends information about trends. Economy Interior design Home textiles from an in-depth perspective, by thoroughly Marketing Technology Furniture Home exploring their underlying motives and automation Graphic design causes, revealing the concepts behind each Demography and Ceramics one of the products proposed and finding out family what needs it covers. In this way, the trends Values we describe show how design can connect with users’ lives, and thus avoid the rapid obsolescence of trend analyses that follow different approaches.12 13
  8. 8. In summary14 15 Seletti Palace Collection
  9. 9. Net de Mark. www.markproduct.com The reasons behind the dramatic changes Emotional values are still important, but Habitat: the general occurring in our habitat over recent years lie now they must go hand-in-hand with a situation in a series of transformations in the socio- greater efficiency across the board: com- cultural and economic context that have trig- panies must set appropriate prices for gered different reactions among users and in their products, and public administrations the markets. and citizen-consumers must tighten their budgets. Consuming still requires a touch In particular, the international financial of emotion and products will continue to be and economic recession has shaken many more than just products so long as they are consciences and is seen by some social capable of representing universally recog- agents as offering an opportunity to redress nised symbols. The emotional component excesses and return to a less ostentatious, therefore remains important, but it cannot more satisfying lifestyle. Ismael Quintanilla, be divorced from the context of the crisis. In an expert in social psychology consulted by some cases it is even disguised behind an the Observatory, highlights the shift in the illusion of rationality in order to stay in line value system towards greater rationality with the sensitivity of the times. and collective consciousness as one of the effects of the financial and economic crisis Users have also modified the philosophy on society. The recession has spawned an underlying their consumer patterns, and are increased concern for values that affect the now looking for well-being without excesses whole of society: concerns for the environ- in a move towards a more rational consump- ment, well-being, anti-manipulation and tion. Consumers are attempting to avoid a greater capacity for empathy for the pro- the superfluous in their purchases and this blems of others. The alternative consumer is also reflected in how product information has come onto the scene, a group which, is communicated. According to the study according to Lipovetsky, now accounts for Understanding the Post-Recession Consu- 15% to 20% of all consumers. mer, published in the Harvard Business Re- view, the trend for simplicity is accelerating with the economic crisis and will continue to grow in the long term as a result of changes16 in consumers’ habits. 17 >>>
  10. 10. HK by Harri Hoskinen for Alessi. www.alessi.com In recent years our living environments have natural, deliberate and reflective cycle. We undergone modifications to become yet ano- are also exploring other channels that fill the ther reflection of the changes occurring in desire for exclusivity and sophistication such our socio-cultural context. These variations as the use of handcrafted articles or limited are only to be expected given the circums- editions of decorative pieces. This change tances of continual socio-economic shifts in direction can be seen in design for living and turbulence. environments through a range of different values such as: As in all areas of consumption, moderation and rationalisation have made a vigorous 1/ The assessment of a product in terms comeback in habitat-related consumer acti- of its usefulness and long life, with lasting vity, and this will be the main thread running aesthetics and quality. through the definition of Habitat Trends 10/11. 2/ Increased transparency for consumers; in This return to moderation, which at first other words, the values transmitted by the glance may appear negative for habitat- company and its products are clear, coherent related companies, can also be regarded and credible at every stage of the process. as a framework for new opportunities and possibilities, since users are redefining their 3/ The demand for products and services needs, preferences and desires for their that give the user more autonomy (mobility, living environments, which more than ever change, personalisation …) through extreme before obliges us to think about what these practicality, ease of use and comfort. present and future demands are. 4/ The search for safe values, which remain This means that as users, we stop and think stable and are considered as a good inves- about our acquisitions or possessions; we tment, as key references in the world of require them to have meaning for us and to design. respond to a specific need or desire. Consu- 5/ Finally, the appreciation of products that mers are seriously examining the real value incorporate a distinctive component such of objects, which represents a sea change as singularity or representing something in consumer behaviour that is particularly unique, but always from a reasoned and striking in the luxury goods markets. There18 justified emotionality based on efficiency. 19 is now a widespread practice of launching products with minimal risk; for example, the ostentation of previous years has given way to a habitat predominated by friendliness and simplicity, and in which the product’s capacity to provide a solution is also highly valued. We talk about a return to a more
  11. 11. Current trends Trends 08/09 Trends 10/11 Historical classical New CLASSICAL Classics Excessive Renewed classical Objects Sublime Neo baroque by Hand DIAGRAM OF TREND EVOLUTION Rustic The diagram traces areas of IDENTITIES activity where companies can Renewed rustic Sublime evolve from their present position (G)Local towards the trends of 10/11, to adapt to consumer demands. by Hand However, this does not mean that companies might not move Ethnic towards other areas of activity. Everyday Contemporary functional Press Start FUNCTIONAL Solutions Natural functional Home Sweet The Home Essentials Scandinavian design Home Sweet The 20th CENTURY Home Essentials Minimalism Manifesto Basik & Raw Industrial New Classics Everyday Pop Press Start Solutions20 Connective Once upon 21 Space a Future This evolution is more Green Mind evident in textiles and ceramics. Balance the Green
  12. 12. TABLE SUMMARISING Current trends: Refers to current styles produced by most companies and professionals in habitat-related sectors, CURRENT TRENDS and that therefore users largely recognise and identify. Introduction Manifestations Examples Products with references to historical styles: Historical classical: Textual references to Comersan Antibes Event collec- Monteb Classical Renaissance, Neoclassical, Baroque, etc. The styles from the past. collection. tion, designed by the Amboan by Azteca. decorative elements typical of these styles are Renewed classical: Classical repertoire either used explicitly, they are abstracted and team for updated and synthesised. stylised to give a more contemporary aesthetic, Amboan. or they are reinterpreted in bolder, more creative Neo-baroque: Reinterpretation of Baro- ways. que from a horror vacui and hyper-decora- tion perspective. Ambiances characterised by the use of craft Rustic: Reproduction of traditional products Crochet by Terracota Glass Duna by Identities processes and natural materials or by imitations of with legacies from various crafts. Manuel Revert. by Cerámica Decorativa. Expormim. their finishes. Renewed rustic: Updated by simplifying This legacy dates back to past processes and traditional imagery. resources from a wide range of origins (traditio- Ethnic: Style that refers to decorative nal local crafts, colonial style, the Arts & Crafts aspects from a culture or ethnic group. movement, etc.). These resources are preserved intact; they may be updated or imported from other cultures. Items for the home with a very familiar, everyday Contemporary functional: Highly functio- Fiber by Tau Arbres, Milenio. Top 2008 Functional style that efficiently fulfil the function for which nal products that reinterpret styles such as Cerámica. Alta costura de Piel S.A. by BM200. they were conceived. This style is based on a less functionalism to make them more familiar rigorous reinterpretation of functionalism which and commonplace. the user finds more familiar. Two dimensions are Natural functional: Incorporates figurative apparent, one more practical and the other more elements, especially natural elements, in decorative or figurative. functional products. Objects typified by their reflection of the roots of Industrial: Style based on the maxim Geometric by Bruko duvet Dagon by Land 20th Century industrial design. They represent the principal ‘form follows function’, conceived to de- Vicent Martí- nez for Punt cover by Atrivm. Porcelánico. movements and vanguards of the 20th century mocratise design. such as the Industrial Style, Scandinavian De- Mobles. Scandinavian design: Style based on sign, Pop and Minimalism. beautiful, functional and democratic design, with references to crafts. Pop: Style of mass culture. Aesthetic elements include rounded forms, acid colours, optical illusions, etc.22 Minimalism: Movement that pursues the 23 essence and conceptualisation of any area related to art, architecture or design.
  13. 13. TABLE SUMMARISING TRENDS FOR 08/09 Trends 08/09: Review and evolution of trends identified by the Habitat Trends Observatory in the Habitat Trends Report 08/09. What it consists of Manifestations Where the trend is now Examples Excessive Excessive, expressive, passionate and impulsive products. Their irrea- Transreality Consolidated and oriented towards markets with a predominant symbo- Espacio Bisazza in Barcelona. Madam Rubens by Frank Willems. Flap by Fran- cesco Binfarè Rococo delirium Objects lity and dreamlike nature affords lic consumption, mainly in Asian or for Edra with them a provocative sensationalism. Eastern countries. The concept of luxury Swarovski. The product creates identity. Eclec- has changed dramatically in European tic and varied aesthetics. markets and Excessive Objects are being replaced by New Classics and Sublime by Hand. Spaces aim to surprise through Retro collage Slow growing, since the creativity and hu- Flying Carpet by Wall Invader by Hotel Fox in Press Start everyday entertainment. Users Fictional spaces mour of this trend are giving way to real Emiliana Design Studio for Nani Radi Designers. Copenhague. participate by involving their own problem solving and the new practicality creativity in the product. Play is Everyday creativity of Everyday Solutions. Marquina. seen as a relationship strategy among those sharing a living environment. Home Products that provide physical and mental well-being. A habitat Extrasoft Consolidated and with a long future ahead. Complemented by The Essentials Algues by Ronan & Erwan Bouroullec for Solid Poetry by S. Happle & Soft Wall by Forsythe Bucolic nature Sweet Home designed to encourage social trend, based on similar principles, but Vitra. F. Molenschot. + Macallen relationships. Placebo for nature. more neutral and with a focus on quality for Molo. Environments are simple, easy and and durability. intuitive in their relationship with users. Connective Trend proposing new ways of living through technology with the Supra-well-being An emerging trend with great scope. Once Upon a Future takes a further Z Island by Zaha Hadid for Dupont. Wireless speakers by Inoda + Sveje Interpolis by Studio Jungen Exploration Space future in mind. It questions the way step in the search for the home of the Architecture/ Design Bey. people live at all levels and in all future, where the user plays an even Studio for One Off. ambiences. Pursues warm, intui- more important role, since the objects in tive technology in its relationship the home learn and evolve alongside its with the user. residents. The object as an expression of a Cultural exploration Growing, particularly in aesthetic aspects. Made for China Bovist by Hella Ceramic latticework (G)Local specific culture. Unique products Crafts revisited The resurgence of crafts has evolved by OPOS Designers. Jongerius for Vitra. by Alejandro Zaera (Cerámica Decorati- that establish an emotional rela- towards Sublime by Hand, where the tionship with the user. Incorporates figure of the artisan-artist has gained va) for the Spanish local into global. Revitalises crafts importance and local aspects become Pavilion at the Aichi and cultural exchange. less relevant. Expo. Questions habitat through provo- Imperfection Emerging. More accepted in independent Flowerchair Suited Hotel Básico by Manifesto cation. Heterogeneous manifes- Protest markets. Basik & Raw represents a less by Mareike Gast. for Subversion by Ralph Borland. Design Hotels in México. tations. The object is viewed as a experimental evolution of this trend, clo- transmitter of ideology, function Project: Utopia ser to the alternative consumer, offering a takes second place. response to the socio-economic situation and presenting more critical proposals as alternatives to consumerism.24 25 Green A significant ethical and social obli- gation on the part of companies. Sustainability Consolidated with a long-term outlook. Another trend, Mind the Green, has Seoul Communes 2026 by Mass Ventilated facade by Tau Cerámica. Kleensex® by Ana Mir, Immediate nature Balance Commitment to people and the emerged with the same aims, and repre- Studies. Emiliana Design environment. Sustainable products Community sents a paradigm shift in the concept of Studio. to improve the habitat in aspects of sustainability: it is no longer enough to energy saving and bringing nature consume less or cause less damage to into our homes and cities. society and the environment; we must find another way of working, based on the philosophy of benefitting the environment and individuals.