The document discusses how homeowners are increasingly viewing their homes not just as investments but as places of personal meaning, comfort, and sanctuary during uncertain economic times. It suggests people are embracing "cocooning" by focusing more on their home lives and investing in long-term personal happiness there rather than short-term equity gains. Resources provided discuss trends like uber-cocooning, nesting, and entertaining at home as people spend more time with families at home.
2. Home Will
Lead the
Return of
Optimism.
Home is where the heart and wallet live.
In today’s uncertain times, the home offers
comfort, sanctuary and sense of personal
empowerment. Today’s homeowners are
looking beyond the home as an “investment”
and are seeing it as a place with its own sense
of personal meaning and emotion. Call it
cocooning or hiving or nesting—the home, again,
is becoming the center of a new set of values,
based on investing in long-term personal
happiness and reward, rather than the hope
of short-term equity gain.
Resources
Uber-Cocooning Feel Uncertain? Stay Home! Decorating Your Nest
One of Euromonitor’s top 10 “We’re seeing it as a cocooning Ty Pennington Host of “Extreme
consumer trends for 2009 is comeback,” says Lisa Casey Weiss, Makeover: Home Edition”: “People
Uber-Cocooning. In times of a Hicksville-based lifestyle consul- don’t want to live in denial of the
economic upheaval and anxiety, tant for the International House- current economic situation. They are
people often resort to virtual wares Association, a trade group. realizing they will probably spend
escapes (everything from films “The instability of the economy more time in their home, so they are
to virtual worlds) and indulge in and the real estate market creates saying, ‘Let’s nest, and invest,’”.
cocooning – retreating into a uncertainty for consumers, and this http://www.indystar.com/arti-
home-centred lifestyle. uncertainty tends to make them cle/20090124/LIVING02/901240390
http://www.euromonitor.com/TOP_10_ focus more on being home and
CONSUMER_TRENDS_FOR_2009 finding ways to save money. While You Were Out
http://www.newsday.com/services/ TLC’s While You Were Out designer
Home Sweet Hideaway newspaper/printedition/exploreli/ny-hoc- Nadia Geller predicting that “using
In spite of a difficult economic ov6007466jan23,0,2603167.story what you have and using it in a new
landscape, the desire to rebuild, way will be the trend” (SILive.com
remodel and reinvent the home- Entertain Yourself at Home 11.12.08).
stead remains a core part of Edward J. Fox, director of the
http://blog.iconoculture.com/2009/01/06/
consumers’ cultural DNA, says JCPenney Center for Retail
a-year-on-the-mend/
Robin Avni, senior director and Excellence at Southern Methodist
lead consumer strategist with University in Dallas, said time at
Iconoculture. home fills several needs. People
are staying home and staying
http://sev.prnewswire.com/construction- close to families.
building/20090121/AQW07321012009-1.
html http://news.medill.northwestern.edu/
chicago/news.aspx?id=114093
3. Connect to
the New Spirit
of Home
At The Thorburn Group, we know the home better
than most. We’ve helped many of the leading
home brands connect and communicate their
unique emotional value to consumers and trade
for more than a decade. And, we can help you tap
into the unique desires of today’s homeowners.
4. We believe that
a brand that ignites
the imagination
is a brand elevated.
That’s how we solve
business problems—
by using design as a
powerful tool to find
a spark and connect
with your customers.
9. Jado
Environment Design
Collateral
Branding
work
Fashion Faucets
Establish
CHALLENGE
JadO uSa 6615 West Boston Street Chandler, aZ 85226 P 800 227
INTROduCINg The Featuring the artistic vision
JeaN NOuVeL SeRIeS of renowned architect and designer,
FOR JadO
Jean Nouvel. Now, when it comes to
aesthetics and convenience, there’s
no need to compromise.
2734 www.jadousa.com
10. Jado
Environment Design
Collateral
Branding
work
Fashion Faucets
Establish
CHALLENGE
glance™
Seize your creative potential and deSign an
environment that liveS up to your impeccable
aeStheticS. thiS minimaliSt collection enSureS
nothing getS in your way. perfect form matched
with flawleSS function to inSpire you to greater
heightS of imagination.
19. Diamond
Web
Collateral
Branding
work
Organized Kitchen
Own The
CHALLENGE
Cabinets
30 M APLE
Carlisle Maple Selena Maple
Shown in Cider Shown in
Toasted Almond
20. Diamond
Web
Collateral
Branding
work
Organized Kitchen
Own The
CHALLENGE
Cabinets
Measure & Sketch TURN TO SECTION 3: PROJECT PLANNING FOR MORE DETAILS
A PLACE FOR
EVERYTHING… MEASURE YOUR KITCHEN BASED ON THE GUIDLELINES BELOW AND RECORD YOUR
USE THIS GRID TO MAKE A ROUGH SKETCH OF YOUR KITCHEN. MEASUREMENTS HERE.
1) Measure the height and width of all walls and record each NORTH FLAT WALL
measurement in the space to the right. Height: ■■■■ inches
Width: ■■■■ inches
2) Now take detailed width measurements:
s Start at one corner and measure to the edge of the nearest opening SOUTH FLAT WALL
(not including any trim). Height: ■■■■ inches
s Measure across the inside of the opening. Width: ■■■■ inches
trim off
s Measure from the second side of the openeing to the next opening
or wall corner. NORTH WALL WITH SOFFIT
s Repeat across the entire wall. Add up the measurements and make Height: ■■■■ inches
sure they agree with the overall wall width. Width: ■■■■ inches
3) Next take detailed height measurements: SOUTH WALL WITH SOFFIT
s Measure from floor to the bottom of each window or the top of each Height: ■■■■ inches
door. Width: ■■■■ inches
s Measure from the bottom to the top of each window.
s Measure from the top of the window or door to the ceiling. EAST FLAT WALL
■■■■ inches
CABINET SOLUTIONS
s Repeat until all the opening heights are recorded. Height:
The Elements of Organization 1
s Make sure each set of measurements agrees with the overall
2 Base Cabinets
Width: ■■■■ inches
wall height.
Organization. A great word 16 Corner Cabinets WEST FLAT WALL
that inspires so much.
And it’s all possible with
4) Use your measurements Wall Cabinets sketch of your room on the
20 to make a rough Height: ■■■■ inches
Logix,™ the innovative line
grid to the right.
24 Tall Cabinets
Width: ■■■■ inches
of cabinets from Diamond
26 Drawers
5) Indicate the locations of heat ducts, plumbing, gas lines, electrical EAST WALL WITH SOFFIT
that truly reinvents kitchen
organization. Unique,
outlets and switches on your sketch. Also note the clearance required Height: ■■■■ inches
well-planned designs allow
for door swings. Width: ■■■■ inches
you to have a place for
6) Begin sketching your ideas for placement of cabinetry and major WEST WALL WITH SOFFIT
everything and everything
in its place. At last.
appliances. Height: ■■■■ inches
Width: ■■■■ inches
tefold open (round 5) The icons below stand for
these important qualities and
you’ll see them throughout
72
1 inch = 1
these pages to emphasize
the organizational strengths
of each cabinet.
Hardware
ACCES S I B I LI T Y
Designed to put things you need
within easy reach.
1: Prescott Black, H03 1: Ultra Brushed Nickel, H32 1: Nickel Antique High
2: Prescott Black, H05 2: Ultra Brush Nickel, H30 2: Copper Antique Hig
3: Shell Black, H07 3: Ultra Bruch Nickel, H 29 3: Biscayne Antique, H
4: Red Rust Antique, H19 4: Prescott Black, H04 4: Biscayne Antique, H
5: Windsor Antique, H
VI S I B I LI T Y
Designed to put items front
and center, easy to see.
CAPACI T Y
Unique system makes better use of
space so you can put more inside.
FLEXI B I LI T Y
Allows you to move shelves and
racks to suit your needs.
30 MA P LE
Carlisle Maple
Shown in Cider
GALLERY
30 maple
37 character maple
2
38 cherry
42 hickory
44 oak
46 thermofoil
ORGANIZED AND BEAUTIFUL.
WHY WOULD YOU WANT ANYTHING LESS?
1 C A B I N E T SO L U T I O NS G A L LE RY 2
trim off
3 PR O J E CT PL A NN I NG S T Y LE S & F I N I S H E S 4
