Prologue by the Honourable changes occur complicates the forecaster’s Regional Minister of Indus- - taking decisions, embarking on strategies or try, Commerce and Innova- deciding on major changes of direction for 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 na factors. These factors are understood to be - 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. ® with at the same time trace the movement and Trade and Innovation of the Generalitat Valenciana through the Institute for Small - ® therefore provides Valencian com- the European Regional Development Fund panies with privileged information for the FEDER. design and development of innovative pro- the Furniture, Wood, Packaging and Related it offers a multitude of tools with which to generate innovation as a strategic competi- tive weapon. members of REDIT, the Institute of Techno- - and describes several of the predominant trends that are, in turn, linked to a series of us with comprehensive information on how4 5 trends have transformed, or what were the market and communication throughout, Vicente Rambla Momplet placing the trends within their corresponding socio-cultural framework. and First Vice President of the Generalitat Valenciana.
Although it is important to safeguard the Letter from the directors - produce a publication that companies can of ITC, AIDIMA and AITEX 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 and updates them with a view to the coming - - dominant trends of habitat-related sectors, trends that are reﬂected in mass consump- Since mid 2007, the economic environment enforced reﬂection in which the consumer - - prehensive overview of the habitat-related 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 - possible without the institutional support of - subject to the same rules. into a social crisis, with repercussions tion through various funding programmes affecting the values and behaviours of citizen-inhabitants. Out of this competitive and market environment the present Habitat based on an improved knowledge of the Trends Report 10/11 was born, the leitmotif - 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 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
ITC AIDIMA AITEX AIDIMA, the Furniture, Wood, Packaging Presentation a state-subsidised partnership constituted INNOVAWOOD, the European Association of ITC, AIDIMA and AITEX through an agreement between the Ceramic - - tion with legal status as an Association of working and Furniture sectors. 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- panies in the Spanish ceramic tile cluster. the Spanish Interministerial Commission of and strategic planning, and research into - 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 competitiveness among textile companies are reﬂected in the high levels of develo- the competitiveness of the Spanish furnitu- AIDIMA has participated in the Habitat pment in the Spanish ceramic tile manu- re, wood and related industries sector, and ® since it began in 2005. R&D&I, introducing new technologies, im- facturing sector. The ITC provides support the packaging and goods transport sector, for companies through R&D&I and other the areas of design and the market. activities designed to make the sector more competitive. environment and improved management, To achieve these aims, the Institute carries - out technological research and development tion and marketing and in consolidating activities, provides advanced technical servi- ces through specialised laboratories with the Of particular note are its undertakings in the highest national and international accredi- AIDIMA is a member of REDIT and FEDIT tations and recognition, and offers consul- 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 - products associated with the broad habitat- AITEX also designs tailor-made training related sector, as well as other industries services for companies and has its own sur- veillance and technological transfer tools. sectors, etc. and activities are designed to support the The work of its Design and Architecture -8 9 gical needs. the European Union as a Centre of Excellen- ce for the wood, furniture, packaging and design management, etc. Because its team related industries sectors and participates in European R&D and training projects and in - activities for the dissemination of innovative technologies. approach to its projects.
® team ® 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. It has become an information tool to help - companies take strategic decisions that in- Vicente Sales Vivó - - providing medium-term information for the gies between the knowledge from the sectors J. Javier Iborra Casanova Cristina Revert Carreres 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. 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 ® at ITC. Raquel Gálvez Orejuela development proﬁtable ® at Aitex units Pepa Casado D’Amato and Design Projects Specialist. ® . Cristina Serrano García Design Specialist. Lola Macías Mañas Observe and10 generate strategic 11 EXTERNAL EXPERTS information on habitat, market Ismael Quintanilla and environment Arantza Vilas Textile designer and artist, and associate professor
Analysis Information Application Knowledge Reliable, tested information: our resear- Trend application: 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 of international sources, we keep a close - 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 trend-related issues. We have also develo- should be aligned with the organisation’s Socio-cultural Habitat Communication - summarise all the information we gather so 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 Architecture Lighting aim to achieve innovative results based on Communication Trend analysis: The HTO studies trends information about trends. Interior design Home textiles Marketing Furniture Home automation Graphic design causes, revealing the concepts behind each Ceramics Values we describe show how design can connect with users’ lives, and thus avoid the rapid different approaches.12 13
Net de Mark. www.markproduct.com The reasons behind the dramatic changes Emotional values are still important, but Habitat: the general situation in a series of transformations in the socio- - 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 of emotion and products will continue to be - excesses and return to a less ostentatious, therefore remains important, but it cannot be divorced from the context of the crisis. In some cases it is even disguised behind an and collective consciousness as one of the increased concern for values that affect the now looking for well-being without excesses - in a move towards a more rational consump- ment, well-being, anti-manipulation and tion. Consumers are attempting to avoid - 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, Understanding the Post-Recession Consu- 15% to 20% of all consumers. mer, published in the Harvard Business Re- with the economic crisis and will continue to grow in the long term as a result of changes16 in consumers’ habits. 17 >>>
for Alessi. www.alessi.com - ther reﬂection of the changes occurring in our socio-cultural context. These variations as the use of handcrafted articles or limited - 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 2/ Increased related companies, can also be regarded as a framework for new opportunities and 3/ The demand for products and services needs, preferences and desires for their that give the user more living environments, which more than ever before obliges us to think about what these 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- require them to have meaning for us and to design. - incorporate a distinctive component such of objects, which represents a sea change reasoned and18 . 19 is now a widespread practice of launching valued. We talk about a return to a more
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 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 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 21 Connective Once upon Space a Future This evolution is more Green Mind evident in textiles and ceramics. Balance the Green
Current trends: TABLE SUMMARISING companies and professionals in habitat-related sectors, CURRENT TRENDS . Introduction Manifestations Examples Historical classical: Textual references to Comersan Antibes Event collec- Monteb Classical Renaissance, Neoclassical, Baroque, etc. The collection. tion, designed Renewed classical: Classical repertoire team for Amboan. Neo-baroque: Reinterpretation of Baro- - tion perspective. Rustic: Reproduction of traditional products Terracota Glass Identities with legacies from various crafts. Manuel Revert. Decorativa. Expormim. Renewed rustic: - Ethnic: aspects from a culture or ethnic group. other cultures. Contemporary functional: - Arbres, Milenio. Top 2008 Functional Cerámica. Alta costura de Piel S.A. 200. functionalism to make them more familiar rigorous reinterpretation of functionalism which and commonplace. Natural functional: apparent, one more practical and the other more functional products. Industrial: Bruko duvet 20th Century - Vicent Martí- nez for Punt Atrivm. Porcelánico. mocratise design. - Mobles. Scandinavian design: sign, Pop and Minimalism. beautiful, functional and democratic design, with references to crafts. Pop: elements include rounded forms, acid colours, optical illusions, etc.22 Minimalism: Movement that pursues the 23 related to art, architecture or design.
Trends 08/09: TABLE SUMMARISING TRENDS FOR 08/09 Report 08/09. What it consists of Manifestations Where the trend is now Examples Excessive, expressive, passionate Transreality Consolidated and oriented towards Espacio Bisazza Madam Rubens - Excessive and impulsive products. Their irrea- - in Barcelona. cesco Binfarè Rococo delirium Objects for Edra with them a provocative sensationalism. Swarovski. - tic and varied aesthetics. markets and Excessive Objects are being Spaces aim to surprise through Retro collage - Hotel Fox in Press Start Fictional spaces Emiliana Design Studio for Nani Radi Designers. Copenhague. Everyday creativity Marquina. among those sharing a living environment. Extrasoft Consolidated and with a long future Soft Wall Home and mental well-being. A habitat Erwan Bouroullec for Bucolic nature Sweet Home designed to encourage social trend, based on similar principles, but Vitra. F. Molenschot. + Macallen relationships. Placebo for nature. for Molo. intuitive in their relationship with users. Supra-well-being An emerging trend with great scope. Wireless speakers Connective Once Upon a Future takes a further Hadid for Dupont. Studio Jungen Exploration Space step in the search for the home of the Architecture/ Design people live at all levels and in all Studio for One Off. ambiences. Pursues warm, intui- more important role, since the objects in the home learn and evolve alongside its with the user. residents. The object as an expression of a Cultural exploration Made for China Ceramic latticework (G)Local Crafts revisited The resurgence of crafts has evolved Jongerius for Vitra. - that establish an emotional rela- tionship with the user. Incorporates local into global. Revitalises crafts importance and local aspects become Pavilion at the Aichi and cultural exchange. less relevant. Expo. - Imperfection Emerging. More accepted in independent Flowerchair Suited Manifesto cation. Heterogeneous manifes- Protest markets. Basik & Raw represents a less Ralph Borland. Design Hotels in México. tations. The object is viewed as a experimental evolution of this trend, clo- 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 - Sustainability Consolidated with a long-term outlook. Seoul Communes Ventilated facade Kleensex® Green gation on the part of companies. Another trend, Mind the Green, has 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 consume less or cause less damage to into our homes and cities. and individuals.
TABLE SUMMARISING TRENDS FOR 10/11 What it consists of Manifestations Factors driving the Socio-cultural keys Presence in the Market keys Where the trend is trend markets now - New rigour Consumer scepticism about short-lived, Brand Emerging. More advanced in New sics’, signature pieces destined The value of emotions like Capellini, Cassina, Poltrona Frau, Kar- universes furniture and interior decoration. Classics to become cult objects with their tell and recognised designers such as Kons- origins in industrial design. The frugal tantin Grcic, Tom Dixon or Petter Knudsen Discreet are names associated with a return to the roots of design. Desire for The need for Creativity Labs Well-known brands such as Vitra, B&B and Brand uni- Growing in the furniture and Sublime The value of emotions Moroso turn to artisans to create sublime verses decoration sectors. Emerging in by Hand the traditional know-how of the The value of time a strong artistic and manual component. furnishings and home textiles. The frugal - Discreet designer’s creative and personal greater appreciation of handcrafted items ting from the premise of local production, reinterpretation. than manufactured mass produced goods. designer-makers have also found a niche in Social demands based on a discourse that this market. prioritises local over global. Based on good design, aims to im- The Extra-Ordinary and Companies and designers are in- Desire for Growing and with great poten- The - the Super-Normal in which consumers have shifted from The need for tial scope in the market, since Essentials jects must therefore be impeccable, an attitude of exhibitionism to proposals their neutral, familiar and high long-lasting and above all, useful, Change in The alternative attitudes consumer large number of users. emotional needs. Tapiovaara design – Aero design fur- niture, Bonestil, Brikolor, Ercol, Pinch, More than ever before, products are Invisible objects - - Here Once upon becoming a service, a link with the The multitasking generation and now with the level of implementation a Future information around us. It is here that Objects that evolve and learn The consumer we communicate with our objects, date information mean that individuals de- Digital strong innovation departments looking at the helm mand technological products to link the life natives to the future like Philips or Electrolux, technological products. studios. This trend is based on the new Form follows One of the main reasons behind this trend Firms producing for consumers with Here and Great potential for growth and Everyday solution The multitasking generation average purchasing power are proposing now market penetration, as this Solutions creative solution for domestic spaces. trend is in line with the general appeared in recent decades. The gradual Digital Examples include Campeggi, Segis or The consumer feeling that consumption needs shrinking of living space has also led to natives designers such as No problem, Matali at the helm rethinking through a practical - greater appreciation of these solutions. Crasset or La granja. Desire for lens. llapsible, modular, transformable and The need for The naked object - Desire for Emerging with a clear future since Basik functional and creative products are of the economic downturn. A new negative The need for dent designers, since it involves high levels it presents alternatives that mar- & Raw proposed as solutions to consumer Nothing is destroyed, everything is transfor- attitude to consuming has contributed to The alterna- a rise in more critical responses exploring Change in time when users are demanding med tive consumer viable alternatives to the present model of attitudes consumption. Reinventing the Eco-behaviour green model26 27 Theories such as Cradle to Cradle, Rethink and change Firms such as Philips, Whirlpool or Soun- The alternative Emerging. This social and ho- Mind Dreamtelligence or Co-design en- habits widespread concern about the short and Change in attitudes dpower, manufacturers of goods related to consumer listic understanding of sustai- the Green courage us to think much more crea- Cradle to cradle - Reinventing the forward. Less well-known design professio- development in the medium and Eco-behaviour green model the climate, but also in terms of economic long term. and political changes. also contributing solutions aimed at changing
GUIDE TO USING THE REPORT Each trend is associated with one or more socio-cultural each trend section and guide complement the information on each trend. New The value of Brand Classics emotions universes The frugal Discreet society luxury The need for Desire for rationality simplicity SOCIO-CULTURAL KEYS Sublime The value of Brand by Hand emotions universes The frugal Discreet society luxury The need for rationality The The need for Desire for Change in Essentials rationality simplicity attitudes Change in The alternative The Essentials attitudes consumer Once upon The multitas- Here and now a Future king generation Essentials The Digital natives The consumer at the helm HABITAT TRENDS a Future Once upon Everyday The multitas- Here and now Solutions king generation Solutions Everyday Digital natives The consumer at the helm The need for Desire for rationality simplicity Basik & Raw Desire for Basik The need for Desire for simplicity & Raw rationality simplicity The alternati- Change in The alternative the Green Mind ve consumer attitudes consumer Eco-behaviour Reinventing the28 green model 29 Mind Change in The alternative the Green attitudes consumer Eco-behaviour Reinventing the MARKET KEYS green model
Ac lounge Le Corbusier collection Bauhaus School: New notions of exhibition, attracting attention or School of design, art and architecture founded in 1919, Classics surprise, towards safe values like that laid the foundations of and excellence of rationalist design. Industrial Design, based on responses to problems. It also of the times in which we live, in which the - ject is designed and spread the consumer seeks out objects with a value. In this case, while brand and signatu- signature pieces destined to become cult objects grounded in the roots of industrial design. found its direction in the origins of design, and the principles of the Modern Movement are once again being explored. We now hear new industrial manufacturing processes and the introduction of new materials capable of - ginable solutions. Within this trend we are witnessing a return to the origins of design in the modern period. Grcic for BD Ediciones. objects is making a comeback, providing solutions resembling those from movements in production since 1979,32 like the Bauhaus School*. with a simple appearance 33 and materials like wood and aluminium, behind which is hidden a complex technical extruded aluminium with a various manual processes.
Other references La crisis en la literatura: Piero Lissoni: www.elpais.com/articulo/cultura/ www.lissoniassociati.com editores/ponen/peor/elpepucul/ Cassina: 20090207elpepicul_1/Tes www.cassina.com B&B Italia: Poltrona Frau: www.bebitalia.it www.poltronafrau.it BD Ediciones: Tom Dixon: www.bdbarcelona.com www.tomdixon.net Konstantin Grcic: Cotto Veneto: www.konstantin-grcic.com www.cottoveneto.it Nathalie Dewez: www.n-d.be Sublime Habitat: www.habitat.net by Hand Stefano Giovannoni: www.stefanogiovannoni.it Magis: www.magisdesign.com Capellini: www.cappellini.it Felix Diener: www.felixdiener.com Naturtex: www.naturtex.es Luca Nichetto: New www.lucanichetto.com Classics Foscarini: www.foscarini.com Christophe Pillet: www.christophepillet.com Porro: www.porro.com Andreu World: www.andreuworld.com Latent Emerging Growing Current Decorative objects Textile Furniture Architecture Coverings Interior design Lighting40 41 Level of presence Time Patricia Urquiola for B&B Italia.
Spanish Pavilion for the Cibola 2010 Shanghai from the Pendent: Miralles-Tagliabue studio Dominic and Frances Scabetti. Sublime artisan’s traditional by Hand know-how is blended with the designer’s the importance of the product’s origins, part personal and creative reinterpretation. of the value of the purchase lies in the direct relationship with the artisan who made it. - These are designers, architects and artists sterile and industrial language is therefore down the barriers between art and design, rejected. Its purpose is to give each product - a ting unique pieces and special editions for a of the designer’s own language. that the user appreciates. These products the product, the materials and processes used in their creation” . indeed, are not designed to be mass produ- Thus, the user places greater value on ced. Exhibitions such as Origin: the London , as seen in the search for to the resurgence of interest in the new artistic and manual component in which Sehnsucht piece from the Echos collec- the perceived and real value of the product - boration of Swiss artisans Greta Valer According to Arantza Vilas, textile designer come together. Jenaz and Elisabeth Davatz Fanas. The and artist, and associate lecturer at the Uni- and alpine culture using various craft techniques, in this case lace, which took over 200 hours to make and is protected behind a piece of transparent42 43
Other references Patricia Urquiola: Nuevas Formas de Habitar. www.patriciaurquiola.com AIDIMA, AITEX e ITC-AICE, Alcantara: Comunidad Valenciana. www.alcantara.com Origin. The London Craft Fair: www.originuk.org/venue.shtml Hidden Art: B&B Italia: www.hiddenart.com www.bebitalia.it Knitted Landscape: Atelier Areti: www.knittedlandscape.com www.atelierareti.com Fabrications: Scabetti: www.scabetti.co.uk The Essentials Html Patchwork: Pour les Alpes: www.pourlesalpes.ch Kwangho Lee: Pudelskern: www.kwangholee.com/main.html www.pudelskern.at Fabrica: Soojin Kang: www.fabrica.it www.soojinkang.net www.fabricafeatures.com Rodrigo Almeida: Sam Baron www.rodrigoalmeidadesign.com www.sambaron.fr Bitossi: EMBT: www.bitossihome.it www.mirallestagliabue.com Argenta: Louise Hindsgavl: www.argentaceramica.com www.louisehindsgavl.dk Sublime Tak Cheung: Danish Crafts: www.danishcrafts.org by Hand www.fabrica.it/fab-tv/video-tags/ tak-cheung Casamania: www.casamania.it Secondome: www.secondome.eu Harri Koskinen: www.harrikoskinen.com Moroso: www.moroso.it Latent Emerging Growing Current Furniture Architecture Decorative objects Coverings Textiles Lighting Interior design52 53 Level of presence Time