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To celebrate its 25th birthday, Maison et Objet 2020 has decided to fix its eyes firmly on the future and explore the new trends in consumer behaviour being driven by generations Y and Z. The self-evident theme, “(Re)Generation”, will run throughout 2020. January’s edition will decipher the desires and expectations of an “engaged generation” that has grown up in a world of crises affecting the economy, the environment, identities and migration; whilst the September fair will turn the spotlight on what the “augmented generation” wants – a generation raised on a diet of social media and the Internet. Guided by international style and innovation consulting firm NellyRodi, Maison et Objet 2020 is consequently set to scrutinise all the elements expected to spark change over the course of the next 25 years. CovetED brings you all about this amazing theme.
An Engaged Generation
“Faced with multiple global crises, today’s twenty- and thirty-somethings are keen to pull together to change the world and, spurred on by the likes of Greta Thunberg, they don’t hesitate to become actively engaged” explains Vincent Grégoire, trend hunter at NellyRodi. “It is a generation that is deeply concerned about making a meaningful difference, which is in itself injecting new values into everyone’s way of living.” These well-informed consumers dream of getting back to nature, adopting vegan materials, bringing the outdoors in. Led by their ethics, they advocate fair, responsible and virtuous trade.
In a similar vein, these community-minded individuals champion small regional productions – the made in Biarritz, in Brittany or in Auvergne… – and a return to handcrafted wares that are underpinned by solid social and human foundations. With sustainability another factor that tops their priority list, this engaged generation also flies the flag for exchanging items and buying second hand, turning to upcycle into a veritable lifestyle. “In their eyes, everything can be turned into something beautiful”, adds Grégoire.
An Augmented Generation
“Hooked up to the internet on a drip-feed, what this Wi-Fi generation also wants is a smoother and easier relationship with consumption. They want to try things out, voice their opinions and use the web as a source of inspiration”, comments Grégoire to describe these continually connected Millennials. Constantly primed to spot new talent on Instagram and always receptive to the latest high-tech gadget, the tastes they develop are measured against the yardstick of digital aesthetics, which sees gaudy colours emphasized by retro-lit screens and comic book imagery reign supreme.
Their mantra? Being cool, an attitude that goes hand-in-hand with a quest for well-being, This point of view embraces the charm of soft beds and squishy sofas as the ultimate cocoons for a spot of cosy surfing. Aficionados of all the customisation options the World Wide Web brings, they go wild for the feel-good messages that are splashed across cushions, household textiles and other everyday objects, and their avid passion for viewing or creating tutorials of every kind elevates them to the realms of DIY enthusiasts. “Who are today’s design talents? They are!” concludes Vincent Grégoire, with a smile.
At Maison et Objet 2020
Designer Ramy Fischler, who has always been one step ahead of his time, will be creating an XL installation at Maison et Objet 2020 to illustrate these new trends in consumer behaviour. The theme will also be presented in the What’s New exhibition areas with a selection of new products curated by Elizabeth Leriche, François Bernard et François Delclaux.
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