Utopian Dreamstate
Katie Smallwood, Justine Spencer, Imogen Bennett, Katie Lynch and Hollie Daws.
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Prateek Vatash, ‘Space Escape’, 2019.
Utopian Dreamstate 2021
Contents Intro 3-4 Consumer 5-8 Art 9-11 Fashion 12-15 Beauty 15-18 Music + Film 19-21 Architecture + Interiors 22-24 Trend in Action: Activewear 25-27 Trend in Action: Wholesale and International Growth 28-32
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Utopian Dreamstate 2021
Introduction
Hakanii, 2018.
A focus on the growing multi faceted world of dreams. Whether that involves interpreting our dreams and belief in astrology to understand hidden desires, or manifesting waking dreams to make personal Utopia’s a reality. People are moving beyond normality into dreamscapes that can both reveal and realize.
2017. Björk: The Gate.
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Prateek Vatash, Isolation Dreams, 2021.
Colour Palette Utopian Dreamstate 2021
MOON MIRROR BALL
GALACTIC QUARTZ SHIMMERING LAGOON
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Amethyst Galaxy
celestial storm
Utopian Dreamstate 2021
Good Housekeeping, 2021.
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CONSUMER Pandemic Dreams
Intense subconscious narratives. Over-active imaginations. Intimacey based dreams more frequent. #COVIDdreams
Utopian Dreamstate 2021
Google.com, 2021.
Google Constellation
2020 sees a growth in interest surronding these themes. Own illustration, 2021.
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Google.com, 2021.
Google.com, 2021.
Own illustration, 2021.
Own illustration, 2021.
Utopian Dreamstate 2021
The Millennial search
Growing interest in the relationship between astrology and personality/actions.
Spotify X Chani Collab, 2021.
Own illustration, 2021.
Google.com, 2021.
Collaboration of worlds
Brands are beginning to shift due to relevance of zodiac signs and the popularity of personalisation.
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Utopian Dreamstate 2021
Trending: The Galactic
Rise in new products designed to help consumers create their own Utopia. Notion of escapism.
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Galaxy Projector, 2021.
Utopian Dreamstate 2021 Prateek Vatash, Isolation Dreams, 2021.
Art
caileyhartshorndesigns, Instagram, January 2021
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Metmuseum.org, 2021. Utopian Dreamstate 2021
‘Dream Together’
Pandemic impact has ignited a growing ability to blur the lines between reality and imagination.
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“When we dream together, we create a new reality. ” - Yoko Ono, 2020.
Prateek Vatash, ‘Space Escape’, 2019. Utopian Dreamstate 2021
‘Isolation dreams’
“Explore alternate realities, dreams and confessions.” - Prateek Vatash
‘Space escape’
The idea of home is so prevalent in today’s circumstances. People’s dreams now have a focus on escapism and moving into a type of “dreamworld”.
Personal escapism
The trend Utopian Dreamstate offers people this exit from normality and to realise their own ‘Space Escape’.
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caileyhar
tshornd
tagram, esigns, Ins
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Januar y 2
Utopian Dreamstate 2021
2021. D&G - Vogue Runway. Look 104.
FASHION
2021. D&G - Vogue Runway. Look 42.
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Utopian Dreamstate 2021 Chanel.com, 2021
Chanel ss21 Chanel.com, 2021
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“Caharlotte Casiraghi has a mysterious quality, a push pull duality that emphasises our play on the merging of dream and reality.” - Inez and Vinoodh
Utopian Dreamstate 2021 2021. D&G - Vogue Runway. Look 2.
2021. D&G - Vogue Runway. Look 69
Iridescent amethyst CLEAR DAY BLUE
Saffron sunrise
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RADIENT CHERRY
Utopian Dreamstate 2021
Futuristic Focus
2020. Look 1 ‘Versacepolis’ – Voir Fashion.
2021. D&G - Vogue Runway. Look 32.
Models wore clear visor glasses: the world forever seen through a filter. Notion of amplifying filters in order to create a Utopian world.
Colour Focus
2018. Vogue - Street Style From Tokyo Fashion Week.
Gabbana states “We’ve tried to do experimental things. Maybe it’s not okay immediately for now; maybe it’ll be okay in two or three years’ time. But it’s our reflection on today.” Brights, holographics and curved silhouettes take centre stage.
Versacepolis
Versace’s emphasis on empowerment, strength and beauty will be key when developing the commercial Utopian world. Versace’s collection exemplifies the closing gap between imagination and reality.
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Elena Cruz, @ecruz_n, Instagram, June 2020 2021. D&G - Vogue Runway. Look 34.
Utopian Dreamstate 2021
Superdrug, 2020. Rhinestones and Fierce Eyeliner.
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BEAUTY
Utopian Dreamstate 2021 2021. Euphoria TikTok Trend.
Euphoria, HBO, 2019.
Enter EuphoriA
Popular culture and tik tok combine to form the newest beauty trend.
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Starry eyes Dreamy and mesmerising.
Iridescent, galactic, cool toned beauty themes.
Utopian Dreamstate 2021 NYX, 2021.
UltraViolet
Urban Decay, 2020.
Futuristic, lucid & focuses on the future of beauty.
Reality v Imagination Moving towards the mystical, magical and fantastical.
Allure, 2020.
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Urban Decay, 2021.
Utopian Dreamstate 2021
Josh Munsee, (2020) ,Powering the Dreams of Gamers with Xbox, Xbox.News
Music + film 19
Utopian Dreamstate 2021
Bas Jenson, (2020), Artificial world.
Nature + tech Re-imagining the future.
Promoting environmental awareness. Positive impacts of technology. Xbox Series X – Lucid Odyssey by Taika Waititi. 2021.
X BOX
Bringing gamers dreams to life through new revolutionary technology. Impact of virtual reality on imagination.
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Utopian Dreamstate 2021 travisscott, Instagram, July 2020
utopia in pop culture Musical trend setter’s upcoming release for 2021 based around a re-imagined future.
Galactic colour palette and holographic accents, as seen in runway.
2017. Björk: The Gate.
Early adopter
Initiating a narrative of an underwater Utopia. As seen in Versache SS21 “An Underwater Utopia”. Depicting a future where technology and nature live in harmony. “An opium-like trance in a Utopian garden” - Bjork
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Yalcinkaya, G, Dezeen, 2021.
Utopian Dreamstate 2021
Architecture + interiors
Purple Portal
Tranquillity and optimism.
Curvature and Iridescence. “I wanted to make the space dreamy, as the purpose of the project was to take the audience to a specific state of mind, a place where emotions are a priority” - Andrés Reisinger
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Andrés Reisinger, Levy, N., Dezeen, 2021.
Utopian Dreamstate 2021
Kefan Weng, Futuristic Archtitect
“I often plagiarise scenes I see in my dreams. I believe that reality is your perception. I don’t want to give too much input to ruin the aduiences imagination.” - Kefan Weng
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Weng, Kefan, Levy, N, Dezeen, 2021.
Utopian Dreamstate 2021
Test the limits
Henninglarsen.com. 2021.
“These utopian and fictional spaces feed into people’s imaginations and appetite for a change of scenery.” - Charlotte Taylor.
Futuristic reality Fantasy Apartment.
Reappearing colour palette. Metallic/sheen/plush fabrics. Gen Z and Millennial focused.
‘Wonder Galaxy’ “Futuristic Childhood Revival”
charlottetaylr, Instagram, October 2020. Patricia Bustos Studios, Dezeen. 2019.
Questioning the banishment of nostalgic fantasies.
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Patricia Bustos Studios, Dezeen. 2021.
Utopian Dreamstate 2021
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How can Brands respond...
Wonder Galaxy’s futuristic journey, Design Hunger, 2021.
Utopian Dreamstate 2021
Earth + ‘Bolt Threads’
Block, I, Dezeen, 2021.
Own Illustration, 2021.
Elemental Collection
Horoscopes Genuine approach to sustainability Creating our Utopia Comfort over performance
Key Trend Drivers:
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Stella McCartney X Adidas Biodegradable dress Lab Grown Silk
Buzasi, C. (2019), Creating Tomorrow: get onboard with sustainable travel choices, WGSN.
Utopian Dreamstate 2021
marine green
Key Trend Drivers: ‘The Breath’ fabric Kloters
Benefits
Harmful gas absorption Revolutionary technology
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“3,625 petrol cars saved.” The Breath, 2021
cobalt eclipse Heather haze
air + The Breath Forbes, 2018.
Utopian Dreamstate 2021
Globuzzer. 2021.
Norway and Sustainability
Norway’s authentic approach to sustainability. Climate neutrality by 2030.
Hope, unity and a clear sense of optimism for a cleaner and balanced future.
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Global Location Utopian Dreamstate 2021
Why Eger, Oslo?
Galactic palette ties to Scandinavian “Aurora” Bohemian Free Spirited Growing Norwegian retail market
Eger Oslo. 2021.
“The Norwegian retail transaction volume is still high with close to 30 retail property transactions with a volume of approximately £768 million in 2019, which is about 20% of the total transaction market.” - Akershus Eiendom, 2019.
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Eger Oslo. 2021.
Utopian Dreamstate 2021
Glossier.com. 2021.
Wholesale and VM Key Trend Driver: Glossier
In Action:
Transportive atmosphere Curvature Elevated lighting
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Architectural Digest. 2021.
Lam, T. and Lam, T., 2021.
VM Experience Utopian Dreamstate 2021
Trend In Action:
Sense of escapism into a galactic Utopia Consumer endorsed features Curved architectural design Mood and UV lighting Minimalist stock design
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VIOLET VENUS
LUMINOUS AQUA
Taylor, Charlotte, Finney, A, IGNANT, 2021.
PULSING PURPLE
Utopian Dreamstate 2021
Prateek Vatash, ‘Space Escape’, 2019.
“Given the global situation, the desire for escapism is at an all time high.” 32
- Charlotte Taylor 2021.