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The new space age John Lewis has three key trends for SS21
‘Spring always brings possibility and excitement with it as a new season begins and this feeling of optimism is even more welcome this year,’ says Philippa Prinsloo, John Lewis head of product design, home. ‘The design and buying teams have worked at pace to turn around new ideas and products that will help our customers navigate new ways of working and living. Our homes continue to fulfil multiple functions and flexible living remains a key trend, with home offices and gyms becoming the new normal. ‘Now we have worked out how our homes can work for us functionally and how best to utilise the spaces we have, as we enter SS21 we can refocus and explore design and style in our interiors like never before. ‘Sustainability, ethics and accessibility are at the core of our business and we are continually improving our practices. We continue to seek out suppliers and
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Interiors Monthly February 2021
craftspeople creating and making products in the UK. The commitment to bringing customers the highest quality products with uncompromised value season after season has never been stronger. We believe that style should have no limits and budget should not be a barrier when it comes to good design. ‘Our rent and reuse initiatives are continuing into SS21. After the huge success of our first furniture rental trial where we saw 86% of products rented out in the first 24 hours, we are looking to continue this rental service in the spring. ‘Over the past 12 months we’ve seen an increased interest in interior design from our customers, measured in part by the huge success of our virtual home design appointments which launched in April. The living room came out top as the most requested space customers needed help with, whilst colour, soft furnishings and flooring were all popular topics. We are rolling out our 3D visualisation tool
to stylists in all of our shops to allow this virtual experience to be used in every appointment to elevate the service for our customers. ‘Each of our new season trends has its own story and distinct style, bursting with ideas to help our customers reimagine their spaces,’ says Pinsloo. ‘We’ve delved into our archives to uncover designs of the past which we have reworked to bring into the present. From wallpaper to cushions, pattern and colour are prominent throughout Heritage Revival and echo the way our customers are shopping as they embrace bolder design choices. As we transition into spring the prospect of spending more time outside the home is on the horizon. Modern Mediterranean captures that feeling of relaxed indoor/outdoor holiday-style living with tactile natural materials and the sun-drenched shades that we are all longing for.’ Visit: www.johnlewis.com
