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Interior Trends for 2011 and beyond: A consumer report and 4 Themes for inspiration Laura Katriina Pollard Consultancy for Creative Business

Photo: Graphic Design by Matt W. Moore


Laura Katriina Pollard

Consultancy for Creative Business

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

Contents

Introduction

3

Interior Design + Trends

4

A successful forecast?

5

Design THEMES for 2011 and beyond

6

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

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

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

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

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INFLUENCES

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What in store for the future?

Appendix and credits

Laura Katriina Pollard

Consultancy for Creative Business

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


Laura Katriina Pollard

Consultancy for Creative Business

Introduction Taking an objective view of trends, let alone design, is almost impossible, but an overview of current and future themes could be a starting point? This was the overriding attitude I wanted to keep in mind throughout the analyses and evaluations contained within this Trend Report. Avoiding the overuse of flighty adjectives bandied about when describing design aesthetics, this report aims to give you real ideas, examples and a rounded view of trend developments within the interior design industry, focusing on decorative elements and influences from a wider creative environment. The references, evidence and opinions throughout this document have come from visits to UK and European trade shows, design industry seminars and discussions, interviews with designers and artists, marketers, exporters and retail buyers, consultants and public bodies. A list of these is contained in the Appendix.

Tektura Ltd, Selected wallcoverings, Detail photos Interiors 2011, NEC Birmingham

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Interior Design + Trends It is commonly observed that the evolution of design trends in Interiors, impact at a slower pace to Fashion; and fashion seems to be where many developments within interiors originate. Measured from seed to saturation point; identifying and predicting a trend’s success is the forecasters job. Forecasting how an industry will develop; where designers should be looking for ideas and what should be referenced, requires a analytical eye, a professional business approach and creative mind. Certainly making an impact were the efforts of Heimtextil fair in Frankfurt, Europe’s largest textile fair for home and contract interiors. A team of trend forecasters and publishers, came together around a ‘Trendtable’ to develop and present key themes developing within interior furnishings and fabrics. The exhibit and seminar series aims were to made the manufacturer, supplier and designer think better and smarter.

Reference points are global, wide-reaching and socio-economic. Trends are gathered from an analysis of consumer behaviour patterns, influences and even political movements, with equal influence from developments in technology education and innovation.

Reconnect - trend exhibit at Heimtextil, Frankfurt 2011

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

A successful forecast? The Trends exhibition ‘Reconnect’ at Heimtextil this year, was led by LSN:Global and online consumer news network, a division of Future Laboratory; presented and curated surprising themes, slick graphics and contemporary attention to details, the overall ‘show’ making even simple fabrics used look cutting-edge. Styling was the key, pungent ropes were used to segregate areas of display, linked the themes together. LSN:Global co-ordination included producting printed materials and visual/video presentations, led by Caroline Till and Kate Franklin of FranklinTill.com

Running throughout presented concepts, were what Till identified as Macro Trends; those themes that continue through season to season, not simply in design, but through global economics, retail and consumer behaviour. Macro Trends for 2011 and beyond are drivers for seasonal trends; sustainability, promotion of green credentials and reductionism. These can be seen in each theme that follows.

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

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Design THEMES for 2011 and beyond There are a number of emerging themes in interiors, that can be summed up into conceptual themes; 1 : S o b e r l u x u r y - a return to the original, luxury items should implement sustainability, making use of existing ideas but in a technologically up-to-date way. 2 : M i x e d u p - a culture club of technology and craft, a mix of modern exoticism, Orientalism and folklore references. Colour, vibrancy and a clash of cultural references. Synthetic materials are mixed with re-used plastics. 3 : H o m e l i f e - a focus on habitat leads to design that encourages the user to create their own interior design; the homemaker becomes their own architect. Products are simple solutions to modern living. 4 : U t i l i t y r e v i v a l - similar to sober luxury, this theme references honesty and simplicity in design, use of materials are influenced by the effect of global disasters on human behaviour, there is a revived concern for sustainability and nature.

驶Reconnect始 Trend Exhibit, Heimtextil - themes are separated into distinct interior displays.

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Reconnect, Trends Exhibit, Heimtextil, Frankfurt 2011

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Theme 1: Sober Luxury [Good design that doesn’t show off] Description: craftsmanship and timelessness, a classic contemporary approach that promotes longevity, ‘form follows emotion and function’. This is a warm minimalism. It is a reinterpretation of a high contemporary theme. Iconic + ironic: products are a combination of materials and colour tones.

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

TEXTURE The luxury aspect concerns elements of refracted brocade, wood and ivory, remade classics. Precious materials that don't show off, used in a minimal way. Classic lace is still used, with a contemporary interpretation of ornaments demonstrating an expensive kitsch for nouveau rich. Natural, wood grain, soft and smoothed, combined with leather and suedes. Influenced by craftmakers, we see Tromp l’Oile Knits, Tweeds, Brushstrokes as prints. Herringbone and Dogtooth, oversized weaves.

PRODUCT New English ceramics; are solid but refined, traditional items given a new edgy finish. Lighthouse lamp by Bouroullec brothers for Established and Sons, made from mouth-blown Venetian glass, marble and aluminum. A vintage beaded chair from 1970s, the decade of the moment for fashion.

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Caroline Till of Future Laboratory referenced the ‘Ash’ Kitchen Chair by Jon Harrison, made with Beech wood and Corian. This feels like a reinterpretation of modern 20th century design.

PLACE

Ash Chair by Jon Harrison

1. Ilse Crawford - welsh blankets upholster her restaurant seating design for ‘The Olde Bell Inn’, near Henley on Thames. 2. Rabih Hage - a copper bath shines in a bathroome at ‘Rough Luxe’ Hotel, London.

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Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Theme 2: Mixed up [The transcendence of cultures] Here we witness a mix up of elements of design, art, music, film from South America, the indigenous populations of far away exotic lands, American Indian, Maori. Upon a closer look - you see a calculated element, the influence of electronic or Op art. This is ‘Glocal’ [Global yet Local]. It reflects the diversity and global activities of local life, the hyper-local blogger is the local media outlet. Also influencing the design is the Kitsch and unexpected. Although this trend will have roots in the past, details are effected by innovative concepts of Futurism and Bionics; dynamic, elastic design. A concept’s identity should exist to show it’s authenticity, diverse patterns and warmness of colour. A celebration of freedom and optimism: the consumer becomes an experimental investor. COLOUR Intense colour, street influence, entertainment aspect. Neon installations are highlights, Room decor has a 1970’s influence. Rich violet, peacock, fashion colours, matt and shine, touch of gold, blue indigo bedding. Caribbean blue, rubber beige Identity shows authenticity, diverse patterns, warm ethnic colours. TEXTURE and PRINT Ikat prints and weaves are popular again. Colour blocking - vibrant, exotic florals. American Indian feathers, Bazaars, from Turkmenistan, embroidered ikats, recycled saris made into rugs. This is a ‘modern ethnic’ design, indonesian, reinterpreted graphical patchwork, knit and crotchet, Fashion by Medham Kirchhoff a/w 10. Bright dyed lace, laser cut patterns continue to develop in fabrics; pattens are historically based, telling a folkloric story, but with a future twist, executed by digital design technologies.

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

PRODUCT Rodrigo Almedia’s Chairs encased in rope in wild colour combinations are special pieces. Nick Cave, US textile artist’s costume based pieces are crazy embellished artworks. This theme is about having a mix and match attitude, using recycled waste materials to produce new products, materials, fabrics, wall-coverings.

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

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

John Cave - Textile artist

PLACE Media: Telenovelas of Brazil are said to be the New Bollywood. Kitsch and romantic. The flower market barcelona by Willy Mueller Architects is an industrial commercial space, treated with a modern colourful approach. Jean Paul Gaultier for Roche Bobois

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Theme: Homelife [Become the architect of your own home, invent your own interior] Home is your playground. A disjointed family life means the home needs to be a haven, a restful, multi-functionary place, where the new family unit can interact and sustainably coexist as individuals. Items tell a story about a persons interests. Sustainability, a key important trend, perhaps not yet fully engaged by the industry to the degree that the trend implies. It could still be Work in progress? Access to this can be through embracing the rural world, wilderness, holistic retreats, willow weaving, milling, foraging. A new eco-luxury. COLOUR Here colours reflect those found in nature: Terracotta, burnished orange, Yellow ochre, Clay greys and browns. Offset by porcelain cream and dark bronze.

TEXTURE Natural linens, wool, felt, woven and imperfect organic patterns. Wools and furs. Raw wood grain, unfinished. Oil, sea water and salt as treatments. Ceramics are basic, robustly made home accessories that show irregularity and imperfection.

Nina Tolstrup - open source crater palette chair

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

PRODUCT Items are interactive, nature-based and demonstrate craft. Jorjawilkinson’s cushions and prints are colourful, storybook patterns displaying crafts-woman-ship. Waste woods become side tables, Israeli design ‘Studio Ubiquo’ recycles discarded hardwood pieces to create new furniture. Jorjawilkinson Designs - hand screen printed cushions

PLACE ‘555 Kubic’ by www.urbanscreen.com - ‘How would it be if your house was dreaming?’ This is a digital intervention of architecture, a public art and media show by an organization that brings art and urban communications together. See the video at http://vimeo.com/5595869

555 Kubic - by Urban Screen

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Theme 4: Utility Revival [Temporary structures, re-used and collected vintage. Buying fewer, but better] This theme is a reaction to a global information overload, and a concern for the environment. Retailers and businesses are seen to be swopping aggressive marketing for simpler, more understated approach - an antidote to consumers having too much choice. This trend can be easily taken into the home, home-office or commercial interior. Results are modular flexible design solutions. Consumers are embracing reductionism. Stripping back to utilitarianism; Hiking and fishing are in fashion.

COLOUR

Masterpiece Rucksack - japanese luxury utility apparel

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

TEXTURE Wood flannel. Over-scale knit weaving. Felts, flannels. Denim, dark and strong. Stitch and binding is in the details. Close-weave fabrics, mixed materials, synthetic and natural mixes that offer better durability. Netting and ribbing, parachute silks, Quilting. Walls are bare, if not sparsely decorated.

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

PRODUCT Fashion and accessories produce good examples of this trend; Master Piece Bags, japanese design. Dipped rubber - bag by Oscar Diaz, combines simple canvas straps with rubber to make a strong shopping carrier. Lighting; the Bell light by Sebastian Herkner, a talented young product designer.

PLACE A pop-up Hotel and Conference facility - ‘Motel out of the Blue’, by Maartje Dros and Francois Lombarts. A temporary interior, using construction materials like scaffolding to create beds and furniture, part of a symposium debating Instant Urbanism and Hospitality in Amsterdam. Grand Cafe Usine, Eindhoven by BearandBunny design agency, a brilliant industrial conversion, is located in former Phillips lightbulb factory.

Grand Cafe Usine by BearandBunny

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

INFLUENCES Collaborations again. Along with the running theme of sustainability, there is a need to demonstrate the value of involving the designer in a collaboration, in terms of finish, detail and longevity. Whereas in the past, ‘Star-chitects’ or high-profile designers have been involved with brands at a stage in order to polish up an existing product line, or added kudos to a brand’s image, we now see involvement from the beginnings of a project. Luxury items are continuing as a ‘macro’ trend, though now having easy access, with value for money for your purchase are added to the deal. A products effect on the environment, or the development of ‘luxe’ elements that consumer is willing to pay for, are considerations for product developers. Textiles reflect this in wool blend applications, using silk, alpaca, cashmere, linen mixes. The value of investment is demonstrated in finishes that elongate the life of the garment. In furniture, we see designers striving to produce ‘future-ready’ product, collectors pieces of the 22nd century. Anne Marie Commandeur offered Patricia Urquiola’s ‘Silver Lake’ Chair for Moroso, and the successful partnership between Italian designer Paola Navone and Porcelain producer Reichenbach, as examples of such future-classic products. The ‘Taste’ collection; a blue colour has been applied to sculpted edges in a soft painterly way, onto dishes that seem to reference antique silverware in shape. Taste Blue collection by Paola Navone for Reichenbach

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

The importance of valued luxury is possibly a signal that businesses as well as consumers want value for investment, but also, a sign that a designers involvement from seeding through to merchandising, will help produce a better rounded product? As for interiors, fully embracing a collaborative collective effort with a designer, this is yet to happen. Commandeur believes a drop in quality over recent times needs to be addressed by the fabric, furniture or lighting producer. 1 Competition can no longer be fought out through price, but through generation of a story and customer experience through manufacture, materials, design. Critical success is to be achieved by identifying your product as a ‘nice to have’ or ‘must have’ items, those design purchases that are not necessarily ‘needed’ but are powerful and emotionally stirring, and tailoring your communications and branding around this. 2 What in store for the future? The economic challenges of 2009-2010 are abating to reveal a renewed optimism in design; and by adding value to concepts, products and communications, businesses are seeing an uptake in activity. “Success is to be found by creating a new profile that shows innovation and daring creativity.” Anne Marie Commandeur. 3 A strong advocate of collaborations and collections, Commandeur feels it is an exciting time for consumers and an open minded and externally looking approach should be adopted by businesses to stimulate growth.

1 ,3 2

Iris Van Herpen, Autumn Winter 2010 collection, intricate leather is cut and shaped to form futuristic supple fashion.

Anne Marie Commandeur, Stijlinstituut, Amsterdam (Seminar at Heimtextil 2011, Frankfurt)

Peter Cross - Yellowdoor Agency (Seminar at Interiors 2011, Birmingham)

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Design businesses that acknowledge the challenges to be faced, can learn from successful brands that are aware that the universal shopper or client has gone through fundamental changes. Peter Cross of Yellowdoor agency, a retail development consultancy working with brands such as Louis Vuitton, Swarovski, says that the retail consumer’s mindset is different as a result of global, economic and digital changes. She will shop on the High Street, the Farmers Market, the designer Boutique, the online Specialist and Independent label. To conclude, the design industry needs to address how their products reach out to their new consumers, providing them with a sense of empowerment through purchase, value and story.

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

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

Laura Katriina Pollard

Consultancy for Creative Business

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Laura Katriina Pollard

Consultancy for Creative Business

Appendix and credits Seminars attended: Heimtextil 2011, Frankfurt Caroline Till and Kate Franklin, Future Laboratory - LSN Global www.thefuturelaboratory.com Mayouri Sengchanh - Exalis GmbH, Carlin International www.carlin-international.com Anne Marie Commandeur - Stijlinstituut, Amsterdam www.stijlinstituut.nl Gottfried Pank, Mode...Information GmbH www.modeinfo.com Jennifer Castoldi, Trendease www.trendease.com Milou Ket www.milouket.com Interiors 2011 Peter Cross, YellowDoor Agency www.yellow-door.com Interviews: Angela Patterson, Marketing Director - Tektura Wallcoverings www.tektura.com Justyna Zadykowicz, Export Manager - Vescom B.V. Georgia Wilkinson - Jorjawilkinson designs PatternLab - Aalto University, Textile Design Department initiative www.patternlab.fi Credits Photo Credits page 3 - Tektura Wallcoverings, EcoFeeling, Shadows on the Wall, Detail shots from BCU student, Tektura and Mix Publications Stand, Interiors 2011, NEC Birmingham from CW Photography www.tektura.com page 4 - Reconnect Trend Exhibit,, Heimtextil 2011, Laura Pollard page 5 - Reconnect Trend Exhibit, Heimtextil 2011, Laura Pollard page 7 - Reconnect Trend Exhibit, Heimtextil 2011, Laura Pollard page 9 - Ash Chair, Jon Harrison, photo Jon Sneddon page 9 - Ilse Crawford, The Olde Bell Inn, http://www.theoldebell.co.uk page 10 - Rough Luxe Hotel, http://www.roughluxe.co.uk/ page 11 - John Cave, Textile Artist, http://www.ameliasmagazine.com/fashion/triple-threat-textiles-by-nick-cave/ 2009/12/01/ page 11 - Jean Paul Gaultier Roche Bobois Wardrobe, http://dailyfix.interiordesign.net/products/1055/jean-paul-gaultiergoes-glam-for-roche-bobois page 12 - Nina Tolstrup, Crater Palette Chair, Photo: Stine Raarup page 13 - Jorjawilkinson Designs, Cushions, Photo: Georgia Wilkinson page 13 - 555Kubic by urban screen, http://vimeo.com/5595869 page 14 - Masterpiece Rucksack, http://www.master-piece.co.jp/ page 15 - Grand Cafe Usine, Bear and Bunny, www.bearandbunny.com page 16 - Taste Blue by Reichenbach, www.tabulatua.com page 17 - Iris Van Herpen, www.ftape.com page 18 Himmeli Light, Paul Loebach, New York Local by Designboom, May 09, http://mocoloco.com/

Laura Katriina Pollard

Consultancy for Creative Business

Page 19 Email: enquiries@laurakatri.com Phone: +44 (0)7803607637 Web: www.laurakatri.com


Laura Katriina Pollard

Consultancy for Creative Business

Theme 1: Sober Luxury Colours: RAL reference system, Predictions from Reconnect, Heimtextil Texture: Knot Garden, colour Peat, Melyn Tregwynt, Photo: Melyn Tregwynt Contact: www.melintregwynt.co.uk Place: Schaffer Residence, Architect John Lautner, Photographer: unknown Place: The Olde Bell Inn, near Henley on Thames. Design by Ilse Crawford, Photo: www.theoldebell.co.uk Texture: Rope details, photo from Heimtextil, Photographer: L Pollard Product: Lighthouse Lamp, Bouroullec for Established and Sons, Photo: Bouroullec Product: Vix Plate, from Lepidoptera Range, by the New English, Photo: The New English. Contact: Paul Bishop www.thenewenglish.co.uk Theme 2: Mixed Up Colours: RAL reference system, Predictions from Reconnect, Heimtextil Texture: ‘Crystals and Lasers’ graphic design by Matt W. Moore – MWM Graphics Contact: http://mwmgraphics.blogspot.com http://mwmgraphics.com Texture: ‘Luce’ fabric in Hot Pink, Madeline Weinrib Atelier. Photo and Contact: www.madelineweinrib.com Texture: Autumn Winter 2010 collection by Meadham Kirchhoff Photo: www.fashioneditoratlarge.blogspot.com Contact: http://www.meadhamkirchhoff.com Product: Knitted Stool, Claire-ann O’Brian Photo and Contact: www.claireanneobrien.com Product: ‘Oxum’ Chair, Rodrigo Almeida, Photo: Marcos Cimardi Contact: www.rodrigoalmeidadesign.com Place: Flower Market, Barcelona, Willy Mueller Architects, Photo: www.thecoolhunter.co.uk Contact: www.willy-muller.com Theme 3: Homelife Colours: RAL reference system, Predictions from Reconnect, Heimtextil Texture: ‘Wilderness’ at ‘Reconnect’ Heimtextil 2011, Frankfurt, Photo: Laura Pollard, Contact: www.laurakatri.com Texture: ‘Sobriety’ at ‘Reconnect’ Heimtextil 2011, Frankfurt, Photo: Laura Pollard, Contact: www.laurakatri.com Product: ‘Plumen’ by Hulger, Photo: Tom Mannion, Contact: http://www.hulger.com/ Product: ‘Vaeterverk’ Teapot by Maaike Roozenburg for Moooi, Photo: unknown Contact: www.moooi.com Product: ‘Stump’ Stool by Ubiquo Studio, Photo: Sahar Tamir Contact: http://www.studioubico.com/ Product: MT masking tape, Kamoi Kakoshi Co Ltd, Photo: Laura Pollard, Contact: http://www.masking-tape.jp/en/ Theme 4: Utility Revival Colours: RAL reference system, Predictions from Reconnect, Heimtextil Texture: Vescom upholstery fabrics, Vescom BV, Photo: Laura Pollard, Contact: www.vescom.com Product: ‘Bell’ pendent lights, Sebastian Herkner, Photo and Contact: www.sebastianherkner.com Product: Parachute Jacket, Christopher Raeburn, Photo and Contact: www.christopherraeburn.co.uk Product: ‘Silver Lake’ Chair, Patricia Uriquiola for Moroso, Photo and Contact: www.moroso.it Product: ‘Wireframe’ shopping Bag, Oscar Diaz, Photo and Contact: www.oscar-diaz.net Place: ‘Out of the Blue’ Motel, Maartje Dros and Francois Lombarts, Photo and Contact: unknown.

Laura Katriina Pollard

Consultancy for Creative Business

Page 20 Email: enquiries@laurakatri.com Phone: +44 (0)7803607637 Web: www.laurakatri.com

Trend Report for Luxury Interiors  

A consumer report for luxury interiors and inspirational trend themes for 2011 and beyond

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