1. HABITAT TRENDS
REPORT
10/11
1

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
Pepa Casado D’Amato 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 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
Guide to using the Report 28
Design and layout: respective owners and have been reproduced
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
Mind the Green 95
however, ITC, AIDIMA and AITEX accept no
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
5. Desire for simplicity 123
6. The alternative consumer 127
7. Reinventing the green model 131
2 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. 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 how
4 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.

4. 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

5. 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.

6. ®
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 and
10 generate strategic 11
EXTERNAL EXPERTS information on
habitat, market
Ismael Quintanilla and environment
Arantza Vilas
Textile designer and artist, and associate professor

7. 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

8. In summary
14 15
Seletti Palace Collection

9. 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 changes
16 in consumers’ habits. 17
>>>

10. 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 and
18 . 19
is now a widespread practice of launching
valued. We talk about a return to a more

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
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
Solutions
20 21
Connective Once upon
Space a Future
This evolution is more Green Mind
evident in textiles and
ceramics.
Balance the Green

12. 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.

13. 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.

14. 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 model
26 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

15. 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 the
28
green model 29
Mind Change in The alternative
the Green attitudes consumer
Eco-behaviour Reinventing the
MARKET KEYS green model

16. New
Classics
30 31
Le Corbusier
Cassina.

17. 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.

18. 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
Lighting
40 41
Level of presence
Time Patricia Urquiola for B&B Italia.

19. 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 transparent
42 43

20. 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 design
52 53
Level of presence
Time

21. Lamp from the Sweet
Nathan Yong for Photo: Niclas Löfgre
Ligne Roset. Navone for Gervasoni.
to manufacture furniture
with a guaranteed
emotional and technical
What takes precedence in this trend is the
The Essentials good design’, which revitalises its subtracting the obvious and adding the me-
aningful” such that this trend is based on a
,
reflection about the role of design and how it
-
needs, whether functional or emotional. tions that are simple to use but sometimes
Their -
aesthetic takes its references from Scandi-
navian design.
rejects fleeting fashions,
we acquire for our home can remain with us
throughout our lives.
This is an intermediate zone, where the
not the objective, but rather its excellence,
,
friendliness.
-
54 Charlotte Guisset 55
for VIA.