Trend Book by Elisabeth-Charlotte Bohn

Trend Book

by Elisabeth-ÂŠharlotte Bohn

+ Amsterdam GrafďŹ ti+`

•OverView•

+ Introduction_5 +Uncluttered Formats_6-7 +Uniting Units_8-9 +Fresh Green Components _10-11 +Conclusion_12 +Source List_13

+Hamburger Bahnhof Museum in Berlin, student in The White Room: Designed by the Japanese composer and visual artist Ryoji Ikeda, within this white space in the white room you can listen to a pure sound wave that comes out of a loudspeaker: The project is a composition in which time and space are shaped through the most minimal use of sound, light and visual elements.

+Minimal Art in the Hamburger Bahnhof Museum, Berlin.

Introduction Within this Trend Book you find a possible collection of future trends based on trend-spotting findings in Berlin and Amsterdam: Generally, a trend is connected to the time-spirit in which ‘the Zeitgeist’ refers to the dominant political, artistic and social trends of a given era.” (Nick Lewandowski) To be more precise, happenings on a culture, intellectual and political level influence the human state of mind which in turn has an impact on peoples believes in what they think they need. To sum up, a trend originates from the human state of mind and is therefore emotionally linked. From the broader social trends to seasonal collections and themes, trendwatching plays a vital role within today’s fashion industry, because “the research of social and cultural trends is a very efficient manner to study the future as a way of minimizing risks related to the unknown time.” (Amanda Queiroz Campos) Therefore, this Trend Book serves as an possible inspiration for a concept developer in order to develop each of those trends further into a unique branding concept that is at the pulse of time. The trend research has been conducted in two ways: First of all, photographs have been taken in Amsterdam and whilst the studytrip in Berlin among areas with a high cultural affinity. Berlin in particular has a range of exciting stores that are interesting to visit, apart from street style observations and museum visits. Comparing, analyzing and with a trust in own instincts, finally I made connections between those two places. Overall, this Trend Book discusses the following three trends: Uncluttered Formats deals with simplicity, Uniting Units with all-around lifestyle concepts and Fresh Green Components with the new sustainable material trends. 5

Uncluttered Formats

The ‘Graphical white’ (British Vogue) has been featured within various catwalk collections such as Celine, Diane Von Furstenberg, Jil Sander, Roberto Torretta and Stella McCartney in spring Graphical shapes combined with minimalistic reductiveness creates a 2012 who “favoured precisionsimplistic look that puts on a futuristic cut tailoring for a cool, clinical twist. Generally spoken, the need for brilliance.” (Lucy Hutchings, Br. Vogue). simplicity evolves out of the wish of Other influences come from within living an uncomplicated life: “The the graphic design scene with digital revolution is supposed to have made our lives easier, but stud- a preference for pure lines.: For ies have shown that’s not the case..” example, simplified typography has been a recent celebrated (Philips) trend on packaging design. From a fashion point of view, this trend is also supported by the lately Pointing to the classical apcelebrated New minimalism (Vogue pearance, Uncluttered formats is considered to be a long-term termina): trend. 2.

1. Black and white squared cocktail dress, Pennyblack dress, Amsterdam shows a graphical appearance. 2. Folding paper robot, The Early Bird Hype, Berlin. 3. Pillow from Mazooka, Berlin : The store is owned by three graphic design students: What does stand out is a clear and crisp design line within their whole collection. 6

4. The Early Bird Hype with a robotic logo typeface, Berlin. 5. Fashion Store Interior Design, Flagshipstore, Berlin: The triangle shape of the silver sticker states the word “New” to point at the newest colllection: It picks up on the simplified graphical construction which can be found as a major theme within the store’s fashion. In fact, Format (6) is one of those brands that has been carefully picked for the store collection: A clean T-shirt look with a square on top.

Uniting Units

Second, it provides convenience: Due to risen demands, nowadays people see a solution in multitasking, Within store conceptualisation the which means that various things are idea of small businesses offering an performed at once: The chance of “all-in-one solution” seems to be on the buying several products in one place rise: This creation of little units is been or merging atelier and shop together done by literally merging different secis a response to that need of doing tors with each other. things quickly. Touching upon todays Firstly, from an ethical perspective its a key values, Uniting can be interpreted response to the todays “connectivity as a long-term trend. need”: Those units create communities “which is about belonging and demonstrating shared values and attitudes.” ( Mega-trends, staff reporter) As a result, it creates a sense of home in which the people feel within their comfort zone.

1. Kochbuch, Berlin Fresh food ingredients can be bought for the provided recipes and additionally you can buy the required cooking equipment. Moreover, several times a week cooking lessons take place within the store which can be attended.

5. 2. Kauf Dich GlĂźcklich, Berlin Additionally to fashion collections, you can enjoy ice with waffles in the cafe (3.), buy furniture, books, toys and also music cdâ&#x20AC;&#x2122;s: Hospitality, fashion and lifestyle as united. 4.Options! Contemporary Department store, Amsterdam Not just that Options offers a special design product mix, but its also part of a special branding concept, as merged together with The Stock cafe and The Exchange hotel, also known as The Exchange Stock. The store started recently in december 2011 and has since then integrated successfully.

5. O3 shop, Berlin Atelier and workplace/store are merged with each other. The atelier within the store is visible and open to the public which creates homely atmosphere.

Fresh Green Components With an “continued interest in organic and sustainable textiles through 2012” (2012 trends in textiles) we gonna come across new material sources within everyday items: “Being green in the home was a big trend last year and will continue to stay popular in 2012.” (Betz) As a long-term trend sustainability origins from the need of “being in harmony with nature and humanity.” (cognis) This environmental-friendly awareness has been put to another level by the urge of finding the best creative solutions possible: The new material sources are efficient and well conceived in order to make sustainability even more approachable, exciting and contemporary.

products. “(Fine magazine) Also, from a fashion point of view “Bamboo could be the world’s biggest fashion export in 2012 and as an environmentally friendly material that is good news for our fragile earth.” (designerbase)

Finally, Tyvek once used for protection, security and safety in a wide variety of industries., the entrepreneur Steven Weinreb was the first to use the materials properties for sneakers, the foodwear label, Civic Duty.

1. Edition of ‘Hey chair, be a bookshelf’. Option!, Amsterdam. Everyday items are used for upcycling: This bookshelf is made out of discarded skateboards, laptops and push-carts.

First of all, the use of treasure/rests (Nr. 1+5) forms a new kind of second-hand experience in which the old is used to create smth. new. Regarding the future “it won’t be surprising if we see actual upcycled items in large stores.” (trendpeek) Second, according to home trend 2012, cork is listed to be “the next big thing.” Thirdly, “Bamboo is quickly become one 10 of the most popular source materials for

2. The Cork Tray, Option !, Amsterdam. Cork is a 100 percent natural product that reproduces itself. It is sustainable crop, since cork is extracted every nine years.

3. The bamboo bike with bamboo bicycle rack, Option! , Amsterdam. Bamboo is a renewable resource. 4. Recycled Paperbag made out of Tyvek, Droog, Amsterdam. Tyvek is a synthetic type of paper which is made out of recycled paper and glass fibres. Additionally, it is a waterproof material, super light weight and durable. 5. Upcycling by Not A Wooden Spoon, Berlin Michael Ferguson designs furniture out of recycled old Berlin floorboard from living spaces and apartments. All materials used are discarded. 4.

6. The chair as an furniture example which has been made out of rest material by Not A Wooden Spoon, Berlin.

In conclusion… Trend 1 Literally, a brand concept

developer can apply the simplified silhouette as a look for a store concept: To make it short, its a look that can be used for a brander when it comes to design decisions. However, from a conceptual point of view, a brand developer needs to be aware of the overall need within society to make things simplified, clear and easy to understand visually. Referring to coats, its the clean and crispy-shaped look that’s gonna stay in fashion in combination with graphical prints.

Trend 2 As a brander this trend can be

seen as an inspiration when it comes to the design of a store concept: Businesses can be merged with each other and it is possible to think about different product combinations. Generally, it is much more important to understand that there is the need to be close to people in order to get a sense of security: Shops have to create or present an extra space between home and work as a place to relax, socialize and where people feel free and encouraged to be themselves.

Trend 3 Developing a brand concept

for example, the interior design concept of a store can be based on upcycling. Also, the other materials suggested can be used within store design concepts. However, it is generally important to be aware that sustainability becomes increasingly accessible and therefore part of peoples lifes. Tyvek would be an interesting material to work with for a new coat design. Bamboo and cork could be used only ‘to create coat similar sculptures’.

+On the right: The Berlin wall with Graffiti art.

_Kochhaus lich k c e u l G h c i d _Kauf eum s u M f o h n h a rB _ Hamburge Spoon den _Not A Woo pe y H d r i B y l r a _The E ore t s p i h s g a l F _ _O3 shop _Option! _Droog