ROXANA GAVRILUT JANNE MAARSSEN SHAYRA BOSVELD
GABRIELA PETKOVIĆ KELLY VAN GEMERT SITA BAKKER
TREND
REPORT
COMMISIONED BY MARIE-GON
TREND REPORT COMMISIONED BY MARIE-GON CREATED BY STUDENTS OF FONTYS ACADEMY FOR CREATIVE INDUSTRIES INTERNATIONAL LIFESTYLE STUDIES TREND RESEARCH AND CONCEPT CREATION IN LIFESTYLE
JUNE 2020
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TABLE OF
CONTENTS
PG. 6 MEET THE TEAM PG. 9 INTRODUCTION PG. 10 TARGET GROUP PG. 18 MARIE-GON PG. 22 LIVING SECTOR
PG. 32 TREND I: SURBANSTAINABLE PG. 40 TREND II: TRY DIY PG. 50 TREND III: DYNAMIC DEN PG. 58 INSPIRATION PG. 64 CONCLUSION
PG. 68 BIBLIOGRAPHY 5
TREND REPORT FOR MARIE-GON
PG. 67 A LOOK INTO THE FUTURE
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Meet the team Shayra Bosveld
CHAIRWOMAN + GRAPHIC DESIGN Hey there! I am Shayra Bosveld. Throughout the years my interests in art and design have grown, I am a graduated graphic designer and spent one year studying product design before starting this new journey at ILS. When the opportunity came by to create a trend book for Marie-Gon, an interior designer, I knew I had to go for it! In this team I fulfilled the role of chairwoman and head of visuals, I kept and overview of the project and teams, did interviews myself and created the style and visuals for the trends. I really enjoyed working on the visualization of our research and hope to inspire the reader on our findings!
Gabriela Petković PLANNER + RESEARCHER
Hi! I’m Gabriela Petković and this is how I ended up here. My whole life I have been curious, about literally anything. This is why I started travelling at the age of nineteen, I travelled from South America to Asia, back and forth. What I loved so much about travelling is that it is never the same. Places will change and develop. I love seeing how other cultures work and it inspires me in so many ways. This is also why I picked this project. Now that I’m at home, I am more aware and grateful for the things that I have and to me it’s so interesting to see what other think of their home. I was curious to see how this pandemic influenced the way people think and if their dreamhouse would still be their dreamhouse after spending so much time at home.
Kelly van Gemert
COMMUNICATOR + EDITOR IN CHIEF Hi, my name is Kelly van Gemert. I have lived and visited ecovillages across Europe and photographed them which I enjoyed very much. It was very nice to see all the unique building structures and the community-based mindset I experienced there. I felt very peaceful living closer to nature and I would love to bring this balance to the busy lives of our modern cities. I am still very interested in developments and innovations regarding sustainable living and self-sufficient living which is why I really enjoyed being part of this project since I see there is increasing popularity in these topics.
Janne Maarssen HEAD OF TRENDS
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Curious eyes, a wide interest and a dose of creative energy. That’s me. Sitting still isn’t my thing, I like to create and discover. Discover what is going to happen in the future, cultures and my surroundings. And if it’s possible, share that with a team, to create the most interesting concept’s and ideas. One of my bigger interest is interior and design, so when I heard of this project I immediately signed up! What fascinates me about interior is that just like people, every design is different and has something special. Why that is special and the feeling of a true interior with the right atmosphere. I worked with a lot of enthusiasm and am thankful for this opportunity!
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Sita Bakker
HEAD OF RESEARCH My name is Sita Bakker, I am an 18 year old student from the Netherlands. I was the head of research this project. I was in charge of developing the research plan, organising the research, checking sources of research and putting together all research. I liked working on this project very much, because it was interesting to see how trends and signals develop in combination with a global pandemic.
Roxana Gavrilut
NOTETAKER + TREND RESEARCH I am Roxana Gavrilut, first year ILS student. I aspire to gain more knowledge into the world of interior design and the sector of living in general, learning about people’s preferences, the relationship with their surroundings and why they choose a specific piece of furniture of a certain colour in their favourite store. I have been responsible of different tasks. I am the notetaker, I have collected insights within the living sector by scanning the environment in order to find socio-cultural and technological developments that might be useful to our research. I am part of the trend team, building up the trend Dynamic Den, which is the shift in values and needs of people choosing to live in an adjustable space that still offers all facilities.
Introduction How will COVID-19 change our life and way of living? Due to the COVID-19 pandemic there is a lot to wonder about the future. During this current situation there are a lot of new signals and trends developing, which could help us create a clear view of what the future of living will bring us. We focused on the target group of adolescents from the age of 20 to 35 years. They are halfway through their studies or freshly graduated, educated and primed to climb the corporate ladder. They are in the phase of their lives that they are also starting to
question where they want to settle down and start a family, ready for the housing market. This group of young people, millennials and generation Z-ers have unique perspectives on life and the way they would like to live. They are opinionated on subjects like climate change and mental health, they grew up with parents that were baby boomers, teaching their children that they could be anything they want to be. But will this still be the case now that COVID-19 has hit us?
TREND REPORT FOR MARIE-GON
What will be the effect of the current lockdown in the future living situations of starters on the house market aged 20 to 35, both short term and long term?
When creating this trend book we searched for the most interesting signals and trends in the living sector. Our target group spends most of their time at home right now and they are bombarded with news flashes about COVID-19 and the prospected aftermath all day. How are they feeling right now? And what do they value now and in the near future? How does this world of insecurity and uncertainty affect them? In this book you can also find multiple interviews that we used to create different personas that will give a visual representation of the target group and an analysis on the sector (DESTEP) and organization (SWOT). We are hoping to inspire you and show you the threats and opportunities COVID-19 brings us.
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Target group To get a better idea of what our target group was thinking about their current living situation, we decided to conduct interviews and have a survey. With the survey we were able to collect a lot of data with the simpler current needs, with the interviews we were able to get more in depth answers.
SURVEY POLLS
One of the survey question was if people are happy with their current living situation, and 74.6%* answered with yes. The people who answered no gave us a reason as to why they aren’t happy with their current living situation. Most common answers were: • Noise disturbance from in-/outside the house • Missing certain things in their house, such as a work / study room • Not enough space The survey however, was conducted national and international. This gave us a good inside in what the group aged between 20-35 would want when there is a more strict lockdown and convenient stores are not open anymore. Another example of the survey is, that we showed different styles of interior designs. We showed photos of different interiors, with very specific different designs. As one of the “complains” earlier was that that they didn’t have enough space, we saw in the visually part that 84.75%* prefers a would indeed pick the photo that showed more space.
GOING IN-DEPTH: INTERVIEWS
After doing the surveys we conducted interviews and a result of that was that we found that most interviewees are quite content with the way they are currently living. This is also because most things that they are potentially missing, can still be bought, either online or in the stores (which the internationals from the survey results were missing). What the target group struggles with * the exact numbers can be found in the appendix
most is a decent work / study room: they have realised during this pandemic how important it is to have a separate room where they can work / study without being disturbed. The need to stay active is also something that many noticed now. As they are travelling less (to work – school – friends) it’s obvious that personal movement is missing. Besides a home office, a home gym or at least more workout equipment is also on the wish list. Not being able to see as many social contacts was at first not really an issue, but how longer this pandemic is lasting, the more they are “in need” to see some people other than their family / housemates. Slowly they are meeting more of their friends, but continue to follow the social distance guidelines. A craving for spending more time outside their house has risen too, they want to be closer to nature and prefer to have a place with a garden. Boredom strikes too, and many wished that they had a real hobby or something to keep them busy. Over all the interviewees don´t think that they are in the worst case scenario but they do realise how important it is to have enough space, to be able to do different things in different environments. And that it is important to really have a homey feeling but not making the rooms too full as you don’t want to spend too much time in a cramped room. The interviewees are looking for light, bright and happy colours. To have
the feeling as if the sun is shining inside´ is how one of the interviewees described it. Not only do they want happiness inside their homes, a lot experience a feeling of gratitude and realise how lucky they are and always have been. This goes together with the compassion they feel regarding local businesses that are struggling. Most of the interviewees started to buy more locally and are planning to continue doing that.
INTERIOR CHOICES
What was interesting to see is that many interviewees picked a similar colour scheme, they prefer basic colours, white – grey - black – soft earthy tones ( beige, light brown, ..) with accents of colour, either a very popping colour or pastel to continue the light colour scheme.
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WHAT IS IMPORTANT
Movement and enough space are things that kept on popping up, more than anything else.
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12 Most named colours: • White • Warm toned colours ( brown / beige / wood ) • Grey / black • Light / pastel colours • Popping colours • Earthy tones (mustard / green) Basic yet warm colours are more in interest, however the interviewees do want to have more colour in their life and therefore would like to have coloured accents to brighten up the place. Of course being in the same space all the time, results into thinking what could be different. They mostly want: • a separate study / work room • a work out area • their house to be close to / surrounded by nature • to have a patio • to be close enough to the shops • a lot of light inside their home • a relaxing area
THE ULTIMATE HOUSE
For most interviewees (and survey participants) their vision of their dreamhouse has changed, they got more realistic and the current COVID-19 pandemic had a little part in that as well. As our interviewees spend way more time at home now, they noticed how important
it is to have enough space, like an extra room that can be transformed in an office or just less unnecessary stuff laying around. They also got more aware of hygiene and personal space, many would like to have a patio now, so that they can invite people over without having to let them go inside their house. People also realised that they want to have more room / space for entertainment, this could be a separate cinema room or just a good music installation. As said before, the need to stay active is also something that comes back in their dream house (location), they want to have more home gym / work out equipment and want to be close to nature for walks and for example fresh air.
WHAT THEY WANT
As a conclusion, the interviewees are generally happy with their current housing situation, however, they noticed that when you spend a lot of time in the same environment, it needs to be a good one. You need to have the good equipment (like a proper desk, chair,…) and it shouldn’t feel as if you’re trapped in there. They also realised how much they enjoy going outside, for various reasons. This again is connected with having enough space. Space indoors is important, but also their outside area should be big enough and multifunctional so that they can stay active and have people come over without worrying about the distance. Besides seeing the value in having more space, they also want their house to be in light colours, the create more space, calmness and simply something to blighting up the inside of their homes.
THE PERSONA
A persona is a summary of the conducted interviews. It creates a more tangible shape because the information derived from the interviews becomes alive. It is the personification of all the interesting finds. The target group’s age (20-35) is set in a time where there are many possibilities and lifestyles: some may have started a family already; some may still be studying. There were quiet a lot of different housing situations (living in a student house, living by them-
Nadia Kiala
GAINS • • • • • •
Sober thinking Likes to be active Is motivated to study Is empathic Likes being in nature Doesn’t miss her friends
PAINS • • • • •
Always busy in the house Doesn’t have any hobbies Lives in a city Gets distracted easily Currently has no job
Wants to have light colours, white and beige with wooden and pastel accents. Preferably some gold accessories
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Nadia is 22 years old. Lived in a student house but half-way through the lockdown she moved back to her parents’ place so that she would have more space. She likes to be active and regularly goes for runs, but wished she could do that in nature. Even though her home is quieter, she still gets distracted by her family or other things in the house. She knows how important it is to support local businesses but because of her part time job (working in a restaurant) she currently doesn’t have a lot of money and can’t support them as much as she would like. During this current lockdown she also realises that she is more introvert than she first thought at first.
selves, moved around) we decided to make 3 different personas as it would give the most accurate information. Within the persona you’ll find a little introduction about the person(s), which includes their current housing situation and what they are currently doing. Their pains and gains are also being showed. This means that you will find the thing that thrives them but also will learn about the things that hold them back.
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Timothy Eppings Timothy is 27 years old, lives in his own apartment. He realises that social distancing is important so he follows the rules, however he does miss his social contacts. During this pandemic he started working from home and therefore created his own home office, but he would like it to be bigger and have better equipment like a good desk and chair. He enjoys being active and thinks about ordering gym equipment. He misses a place to relax outside so when he will buy a house in the future he will make sure that there is a garden. Besides working he doesn’t really have anything to do, so he is pretty bored the whole time.
GAINS • • • • •
Has a positive attitude Likes to be active Knows his priorities Created his own home office Appreciates small businesses
PAINS • • • •
Not really seeing people Not enough space Doesn’t have a garden Doesn’t have any hobbies
Wants to have mainly greys and white, and some colours that really pop, that would match with different accessories in the house maybe orange or mustard.
Simon & Luana Opaal GAINS
• Are organised • Have a good family dynamic • Have an outdoor space • Are positive minded
PAINS
• Not a good workspace • House is too small for everyone to always be home • Missing friends • Not going out (in nature/ walks in the city ) as much • Very small garden
There current house is mainly white and light grey, with some brickwork details. Now having spend so much time at home, they would like to add some colours to make it more homey and maybe add some more greens to create an outdoor feeling.
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Married couple 29-31 that have two small children (6 and 1), live on the outskirts of a city. They are currently working from home and have to home school their children in the meantime. Having the kids at home so often, they realise how important it is to have (more) space and to have more things (e.g. a trampoline) to keep the kids entertained. They also would like to have a bigger home office and be able to go out more as they are really socialites. Currently they are thinking of making a home cinema and some DIY playground equipment which the kids can play on. Simon is afraid he will lose his job because of the crisis and therefore they don’t want to spend too much money.
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“I THINK IT’S VERY SAD TO SEE SMALL BUSINESSES SUFFER BECAUSE IT’S SOMETHING COMPLETELY OUT OF THEIR POWER, THEY HAD NO INFLUENCE IN THE VIRUS AS WELL AS THE RULES THAT THE GOVERNMENT SET DOWN.”
“AT ONE POINT SITTING AT HOME ALL THE TIME DID START TO FEEL A BIT HOPELESS AND BORING, EVERY DAY WOULD BE THE SAME AND THERE’S LITTLE IMPULSES IN YOUR DAY. SOMETIMES THERE WOULD BE DAYS THAT I ALMOST DIDN’T SPEAK TO ANYONE.”
“I THINK BECAUSE WE ARE SPENDING MORE TIME AT HOME NOW, WE ARE BONDING WITH THE SPACE MORE, WE’RE CREATING MORE MOMENTS IN THIS HOUSE SO IT IS STARTING TO FEEL MORE LIKE A HOME.”
* full interviews on which the personas are based can be found in the appendix
CONCLUSION
The personas should have given a good idea about what the general people of our target group are thinking. To make sure make sure that the values and needs are clear, they are listed underneath here.
VALUES
• Having a social life • Being fit, or having the possibility to move around • Empathetic (especially towards local businesses) • Privacy • Having a calm living space (light colours, not overflooded with stuff )
NEEDS • • • •
More indoor space Social contacts Getting back to nature Peaceful surroundings
“I would like to live closer to nature so there is something to do even when facilities are closed.” 17
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All with all, our personas that are based on real persons, are quiet content with the way they are currently living. However due to Covid-19 and having to be inside a lot, they know have a clearer view of what they do and don’t want in their future dreamhouse.
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Marie-Gon To get a better image of the commissioning party, we conducted an organization analysis. We researched the social media strategy, the website and tried to pinpoint down the general atmosphere and brand identity the commissioning party has. We also created a SWOT analysis.
MARIE-GON ANALYSIS
Marie-Gon is an enthusiastic individual, that let herself be a part of the Universe of Uncertainty. She built a career where she experiences new insights every day. She is open, friendly and very passionate about her work. Currently she lives part-time in India. Sustainability, human rights, family, freedom and going with the flow are some important keywords that describe Marie-Gon exactly. She is focused on buying local/locally produced foods
and drinks. She sees simplicity as a powerful tool. What she does is gain most inspiration on the streets, especially in new places where she experiences unfamiliar sounds, unfamiliar smells and things she has never seen before. For Marie-Gon feelings are seen as an intense source of inspiration. Marie-Gon is perfectly conscious of her powers and uses them in order to make herself and other people happy. The openness to unknown, to different societies give her the chance of translating anything into vibrant design: design that allows people to identify with it, to share a similar personality. Mostly seen is white combined with pastels, patterns in flashy colours and greens or other nature inspired colours. Her favourite colour is green (all the different shades of green). Marie-Gon plays with colours and opportunities her surroundings offer. She also gives colour workshops/masterclasses. Marie-Gon her interests lie by fabrics, high fashion, interior designs, DIY’s, eastern inspired patters, Indian culture and flowers or nature.
• likes to show real life, no filters • uses many colours • loves flowers • shows her life (streets of India) • shows what inspires her (food, colour combinations that are randomly found) • gives a warm and welcome feeling
“The only routine with me is no routine at all.” - JACKIE KENNEDY WEBSITE
• starts every project fresh, no set rules about how she works • loves playing around with colours and different shapes • inspired by strong, energetic women (fictional and non-fictional like Pippi Langkous and Jackie Kennedy • shows her honesty, tells stories about her as a child and all the lessons she has learned about bravery and creativity
CONCLUSION
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Marie-Gon is a very openminded and enthusiastic entrepreneur who is very passionate about her work and life in India. She values sustainability, gratitude and experiencing freedom, being with family and going with the flow. She obtains inspiration from the streets and her inner self. Marie-Gon shows her interest in pastels and colours that remind her of nature like green and brown with the occasional flashy colour as an accent.
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SWOT-ANALYSIS
With this SWOT analysis we analyse the strengths, weaknesses, opportunities and threats of the company. If we can get rid of the weaknesses and threats then we could create a strong concept using the strengths and opportunities.
STRENGTHS • Worldly-wise designer (15 years of experience in interior design sector); • In-depth cross-cultural knowledge; • Good observer/absorbs all the external stimuli through her senses which she uses further in her creations; Self-motivated and enthusiastic; Good communication skills (verbally andvisually); • Feelings as intense source of inspiration; • Design as a form of identification with oneself; • Desires to be inspiration to herself and her clients; • Flexibility; • Risk-taker and exploration of alternatives; • Delivers original personalized products; • Easy adaptable, big changes like COVID-19 will not disturb her work.
WEAKNESSES • Not very engaging on social media; • Not always able to physically meet the clients (as she lives in 2 countries); • Limited connections with younger target group;
OPPORTUNITIES
THREATS • Other interior designers; • The distance between her projects (in km); • Current COVID-19 pandemic which causes uncertainty
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• Customer-centered approach (in-depth analysis of the target group in order to deliver best service/product; • Expend expertise, get broader knowledge about architecture combined with interior; • Combine your normal work with new technological tools; • Could improve awareness and use of trends and current developments; • Work together with real estate agencies.
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Living sector To answer the main research question ‘What will be the effect of the current lockdown in the future living situations of starters on the house market aged 20 to 35, both short term and long term?’ and find the most inspiring trends that match the interest of the target group as well as the interests of the commissioning party, we conducted a DESTEP analysis.
WHAT IS A DESTEP ANALYSIS?
A DESTEP analysis is a tool to research a certain lifestyle sector. With the question focusing on the effect of the COVID-19 on the living choices of the target group, we focused on important developments surrounding that sector only. The DESTEP analysis allows us to create a fully detailed research on every aspect of the sector.
The DESTEP analysis allows us to create a fully detailed research on every aspect of the sector.
Every letter of the word DESTEP stands for a factor which has been researched for developments, news and interesting discoveries: demographical, economical, social and cultural, technological, ecological and political. The developments, newsflashes and discoveries can help argument certain existences of trends or explain the origin of people’s interest. We worked out every letter of the DESTEP which shows what is happening right now within the sector living, and the consequences the COVID-19 pandemic may bring upon the target group.
Demographical LOWER BIRTH RATES IN TIMES OF UNCERTAINTY
the University of Amsterdam. Although it is not waterproof that the shortage on the housing market and the high house prices in The Netherlands are the (only) cause for the fact that women have fewer children. But: ‘the trends are not separate from each other,’ (RTLnieuws, 2018). So, for starters that don’t start on having children, there will be a change of needs within the house they live in. For example, there will be more space left.
SOCIAL DISTANCING
Social distancing became one of the most important words of past months. In principle people stay at home and limit physical social contacts as much as possible. Group meetings of more than a hundred people were banned. And anyone who would go outside - to the supermarket, to work that cannot be done at home, to take a walk - had to keep a meter and a half distance from others. This means that more
* tables with exact numbers can be found in the appendix
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According to population expert Dr Liz Allen of the Australian National University (ANU) “Research shows people are less likely to have children in a period of uncertainty and scarcity,” Dr Allen said (Dr. Allen, March 26, 2020)1. A baby boom will probably not happen, for a lot of people the world feels more frightening and the idea of bringing a new live in an unstable world is for most people an important reason to let go of the idea of having children. In fact, the past years the number of birth reduced significantly. Comparing the birth numbers of The Netherlands, in the year 2000 the number of birth counted 207.000 babies but this reduced to 170.000 babies in the year 2015 (NU. November 18th, 2015)8. Although there could be multiple reasons for the number to drop, there has been found a connection between the high house prices and the drop of birth. ‘Statistically rising house prices coincide with falling children’s numbers for the late twenties’ Writes Latten, professor of social demography at
People are less likely to have children in a period of uncertainty.
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24 people are feeling lonely because there are no social activities anymore and for a lot of elderly not even activities outside their houses. Luckily during the pandemic, there has been a lot more attention to lonely elderly and other people, but it still remains a difficult subject that can be hard to fight. Even though it might not in every aspect be positive, it got a lot of people creative and active. This led to solutions or ways we could deal with the social distancing, for example the ‘distancing circles’ that were created in varies parks, distanced sleeping areas on parking lots for homeless people or the use of stuffed animals on chairs in between people in restaurants.
Economical
The economical part of this DESTEP shows financial developments and signals in the living sector that are relevant for the target group. The COVID-19 crisis brings lots of uncertainty and debates to the table, but also new opportunities. • 33% of the adults experiencing an immediate decline in income are adolescents in the age category of 18-25 during the COVID-19 crisis • Uncertainty about the house market and starter behavior • Tiny-home builders report new interest since COVID-19 hit
LESS INCOME, MORE INSECURITY
NIBUD conducted research on the COVID-19 situation and how it has hit Dutch households and their income. They found out that 18% of Dutch adults have experienced an immediate decline in income since the COVID-19 crisis hit. 33% of the respondents where young adults in the age category of 18-25. 1 Adolescents often have flex jobs and temp jobs due to their full-time studies and/or lack of experience. This makes them vulnerable to the economic changes the COVID-19 crisis will most certainly cause
18% of Dutch adults have experienced an immediate decline in income since the COVID-19 crisis hit. and leads to feelings of uncertainty and anxiety towards the near future. 45% of the respondents told they spend less money on almost everything (luxury products, vacations, visits to museums/ cinemas/etc.) except of groceries.
which offers opportunities for starters that finally have a chance to obtain themselves a house because they can finally afford it, but at the same time there are also threats of unemployment and less job security in general. We are living history and we will have to experience it patiently.
Geldchecker.nl published a special ‘corona’ edition to their website where especially young adults can find tips and tricks on saving money and to reduce financial stress. They also warn starters about the risks of borrowing money and ‘buy now – pay later’ possibilities on webshops.
HOUSE MARKET UNCERTAIN, INFORMATION YET TO COME
NEW INTEREST IN ALTERNATIVE WAYS OF LIVING
Tiny-home builders are reporting that there is new interest in the building of tiny homes. 2 This could come from the feelings of uncertainty again since tiny homes are a lot more affordable to build and are also customizable to everyone’s liking.
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At this moment the viewing of houses are restricted due to the measures to restrict the virus. There are opportunities in online house-viewings that multiple realtors are already offering to their customers. The modern Dutch society has never experience a pandemic on this scale, so it is hard to offer evidence of future prospects: we are living in a time of uncertainty and vague insights. The crisis creates uncertainty on the target groups’ jobs and income so it is plausible that starters become more reticent to buying a house. The internet offers a variety of prognoses and debates both neutral as negative. A dropping in house prices is very plausible
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Distrust in the government can lead to a need to be more selfsufficient and wanting to be more decisive on one’s own choices. There is also a decrease in trust of the government: at the first metering 78% of respondents had trust in the government, two weeks later it has decreased to only 65% and the COVID-19 situation has no end in sight yet.3 This distrust can lead to a need to be more self-sufficient and wanting to be more decisive on one’s own choices. And townships respond to this need. There are more and more townships interested in placing tiny houses in their towns and cities, offering affordable and unique housing to both youth as the elderly. There are tiny houses recently built in Zutphen for example, for adolescents with a variety of (financial) problems.4 Ankeveen and ‘s-Gravenland have also shown interest in the realizing of tiny house projects.5
Social and cultural
The socio-cultural factors of the DESTEP analysis refers to characteristics of consumers; their behaviour, lifestyle choices, feelings they experience and how they deal with them. • Due to COVID-19 situation, everyone has experienced a global lockdown that affected a lot of areas of life. • 65 percent of the 365 people report anxiety or stress symptoms. • Social isolation can lead to loneliness, and lack of purpose. If not dealt with in time, this can lead to depression or PTSD.
SOCIAL ISOLATION AND MENTAL HEALTH
Social isolation can lead to loneliness and lack of purpose Technological
The technological factors cover a large area within innovation, such as automation, research and development activity and awareness; what and how technology is going to influence companies. • Internet of things is changing the way people interact with their homes and their surroundings. • Augmented reality improves the experience of customers, less time consuming and helpful in buying behaviour. • More and more marketers are using neuroscience to explore the human mind and its way of behaving towards products and services.
INTERNET OF THINGS
Internet of things is the global network that connects devices, vehicles and buildings with technology, software and the Wi-Fi network, in order for them to work as one while exchanging date (DCHARLAND, April 25,
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In order to control the spread of the COVID-19, all public events had to suspend their activities. A global generation reached the conclusion that gathering information and experience by physically visiting places is not possible anymore (anonymous, March 4, 2020)12. Measures in each domain had been undertaken, each individual learning to cope to certain ways with the situation. We humans are social beings, feature that makes social distancing a challenge for many individuals. Limiting the physical contact influences both the mental, and the physical health. The entire Dutch population’s life is turned upside down and a lot of people perceive the other as a possible way of contamination. Gijs Coppens, psychiatrist from Amsterdam, said that 65 percent of the people he questioned (365 in total), reported experiencing attacks of anxiety and stress related to the COVID-19 situation (anonymous, April 28, 2020)13. . For a social animal, who enters relationships with others for living a life, (Aristotle) a normal approach of dealing with issuesis by sharing them. Due to the COVID-19, this natural innate characteristic is disturbed and can cause great damage.
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28 2016)14. ‘loT’ will impact the way people interact with their surroundings (Hanna M, August 18, 2016)15; great changes take place in their houses.
“The internet is like a wave; either you learn to swim on it, or you go down.” - BILL GATES
One example of IoT is smart homes, which are defined by their use of technologies connected to internet in order to enable them to be managed remotely. One of their biggest advantages is their customizability. Door locks... who would have thought about the possibility of locking your door with the help of your smartphone one century ago? Nobody, certainly. But as technology advanced, development made all these changes possible. Crimes and burglary happen anywhere but with smarter devices, individuals stay and feel safer. In order to do it, as a customer, you need an IoT device, a good WIFI connection and you are provided with a higher level of control over your house (Anonymous, 2018). Keywords: online intelligence; home systems; control; security.
AUGMENTED REALITY
This is an interactive experience of a real-world environment influenced by perceptual information (on different levels such as visual, auditory, touching and olfactory enhanced with the help of a computer). It is a process that combines elements of both real and virtual worlds that interact int real-time (anonymous, n.d.)16. Regarding interior design, it is the technology that influences the customer’s way of purchasing furniture/housing items. It facilitates the consumer’s approach of deciding what to buy by seeing a certain product in a chosen area. Retailers are providing
more and more such tools that improve the shopping experience making it easier, less time consuming and more satisfying (Kovach N, n.d.)17. Keywords: Try before you buy, personalization
NEUROMARKETING AND CONSUMER NEUROSCIENCE
Everything we produce, from our feelings to our daily actions to what kind of desert we buy, consciously or unconsciously is the result of our brain activity; what parts from the human brain light up when interacting with external stimuli? The field of neuromarketing tries to anticipate the human decision, making and purchasing behavior in a way that can be used in the advantage of brands and companies (Harrel E, January 23, 2019)18. The data that is collected is more and more reliable as technology advances and more neuroimaging tools are becoming
available. Examples could be fMRI, EEG and eye-tacking devices. A concrete example is IKEA’s self-build furniture. The principle says that by doing it ourselves, we feel more competent and associate ourselves more with the product as people invest more time and effort in it (Verbiest L, August 14, 2019)19
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Neuromarketing tries to anticipate the human decision, making and purchasing behavior in a way that can be used in the advantage of brands and companies
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Ecological
nature and gives opportunity for debate. The COVID-19 pandemic keeps our minds occupied, but worries about climate change are increasing. 71% of Dutch respondents seem to feel worries towards negative climate change, but not so long ago, before COVID-19 hit, it was only 65%10. This shift in cons-
INCREASING WORRIES ABOUT OUR CLIMATE
ciousness gives enormous opportunity to create more sustainable living situations, to offer products from sustainable sources and to challenge people in thinking more consciously.
• 71% of Dutch residents worry about negative climate change • Restoring economy comes first, caring for climate second
During the COVID-19 situation, news headliners were popping up about the improvement of air cleanliness in huge cities like Wuhan and New Delhi which makes us even more conscious about the way we treat our planet. After three months of lockdown, there were reductions of deadly particulate matter by up to 60% from the year before.9 Even though these numbers will probably increase again when lockdown is over, it does gives us strict evidence about our collective impact on our cities and
REBUILDING THE WORLD FROM COVID-19
From the Dutch residents that are worrying about our planet, 8 out of 10 believe the economy should be restored first.11 Climate change comes second, but still is massively important to many. They still want the climate issues to be high on the political agenda, even though we are in the midst of a pandemic. Our society needs to be rebuilt and this could be the right time to do so.
Political FINANCIAL AND MENTAL WELLBEING
There is a lot of uncertainty and doubt in the world where people are more distrusting and worry. Young people don’t know yet what will happen with the house market and they have no idea if they will be employed in the near future. This can bring some threats to the living sector, because when in doubt, people tend to spend less. But throughout this pandemic, people also learned to value their homes better, to create a safe and nice and inspiring environment that they can share with their loved ones. Adolescents are more aware of their surroundings and want to be more active in buying locally and in fighting against climate change. Because we can’t go outside now, we value what we can’t have: a close bond with nature. This distrust in society, but interest in caring for the world and the climate can emerge in a major interest in off-grid living, being more sustainable and re-using stuff. And all in the comforts of our own homes. Home has never been more important than now and on that can be anticipated.
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At this moment politics mostly revolve around the COVID-19 situation and this will for sure continue for a longer amount of time. There is a lot of uncertainty about the measurements, which school will open and when, whether our national financial resources will be enough to help out all of the countless businesses in need and who will keep their jobs and who will be fired. At this moment the debates focus on the wellbeing of the Dutch citizens like ER-capacity and the containment of the virus without infecting too many people. When infection numbers are decreasing there will be more time for politics to focus on topics like financial aid. There is not a lot of speculation about the mental well-being of Dutch citizens, even though there is an increase of depression and anxiety cases, mainly due to the COVID-19 situation. Mental health is something that is a popular topic among the target group but is easily overlooked by older generations so it is interesting to take this into account since the target group will take these feelings of loneliness and sadness with them while they age.
CONCLUSION
TREND I
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SURBAN
STAINABLE
Trend I: Surbanstainable The planet is hurting and news surrounding all the awful things happening to it are already widely known and widely spread. Oceans are robbed of its fish while massive oil stains and harmful numbers of plastic are left, clothing is produced and sold unethically, icecaps are melting and so much more. These topics are not new for us: we are luckily bombarded with it on social media and television. And being conscious about your choices isn’t only for old hippies any more, young people are standing up for their futures and the futures of their unborn children. Youngsters were marching on the streets for the climate, being made popular and known by Greta Thunberg. Whether people like her or not, she created a wave of angry, young millennials and generation Z-ers that are demanding change in society. What has happened with this popular movement now a pandemic hit us?
A GREENER FUTURE
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The COVID-19 pandemic has definitely visualized what would happen with our planet if humanity would take some steps back. Air traffic has drastically decreased, people are working from homes so car and public transportations emissions reduced and cities weren’t overcrowded anymore, which resulted in various sightings of unusual animals in our cities. Images of these findings are all over social media and it could be a wake-up call that humanity needed. Just before the COVID-19 situ-
ation started, BNN conducted interviews with young adults about the existence of so-called ‘climate depression’ (BNN VARA, 2020) and according to the respondents, it is a real thing where lots of youngsters suffer from. Seeing a visualization of the impact that humans have on our planet due to the pandemic, might give these adolescents hope that a better future is near – if we anticipate on it.
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34 CONSCIOUS LIVING
Our interviews show that young people have big interest in a greener way of living, they want to be surrounded with plants and nature which connects very well with the ecological developments in the living sector. 1 out of 5 Dutch citizens would like to live in a tiny house (Forschelen-Janssen, 2020) and it was mostly popular under people under 35. And 71% of the Dutch
citizins worry about climate change and want this high on the list on the political agenda (Schröder, 2020). But life in quarantine also pointed out that having space can be very nice and that the dividing of rooms is desirable. And we are still thriving in the digital age. Various designers and architects are playing with ideas of building self-sufficient apartments and houses or with furniture or gadgets that still have their digital functions millennials have gotten use to, but also point them out to be more conscious about their decisions and their ecological footprint.
Farmshelf Home
ANDREW SHEARER | 2020
Farmshelf is an indoor farming business from Brooklyn that offers plug & play minifarms that don’t require soil, or even natural lightning. Started as a business for chefs to use in their restaurants, an at home version is now ready to pre-order. Farmshelf doesn’t require a green thumb at all: just an electricity outlet and a Wi-Fi connection. The system will provide the rest. It even generates LED-lightning so plants can grow in darker environments as well, which makes Farmshelf very usable for offices or small apartments.
Vertical Forest City
STEFANO BOERI ARCHITETTI | 2017
A green urban apartment complex in the city of Huanggang in China. The building is 4.45 hectare and has five towers. They are supposed to be sustainable residential buildings but it will also house some hotels and office spaces. Two of the five towers are residential only and their balconies of the apartments are placed irregularly, which allows plants and trees to grow in full liberty so they can become and integrated part of the structure. The other three towers will have commercial purpose. This building is an answer to the heavy polluted air in China and offers a more sustainable and environmental freely way of living.
CASA
CASA | 2020 TREND REPORT FOR MARIE-GON
An answer for the shortage of social housing in The Netherlands, CASA will be a comfortable, sustainable and affordable apartment. It will be built in the end of summer 2020 in the Brainport Smart District in Helmond and its main purpose is to motivate housing corporations and landowners that there are affordable solutions for both the consumers as the company. Innovating is that this house doesn’t use batteries for their solar panels, but saves energy in a water reserve.
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Lochten
URBAN PLATFORM | 2019 Lochten is a sustainable neighborhood project in Belgium, offering apartments and two large collective spaces with green areas that are used to collect rainwater. Everything intertwines with each other with gardens and paths and challenges social diversity and communication. The structure is modern and feasible to build in a variety of cities.
Mijn Waterfabriek MIJN WATERFABRIEK
Mijn Waterfabriek is a company that installs sustainable water systems in alternative but also normal houses. They focus on re-using water because they see threats of fresh water shortages in the near future. They use systems that are circular and are resistant against climate change. Their main focus is to re-use rainwater and ‘grey’ and ‘black’ water. Grey water isn’t water from rain, grey water is wastewater from showering and washing. This water is just slightly polluted and can easily be used again for flushing toilets or the washing machine. With a greywater system one can filter the water and use it again. They advise municipalities, give workshops and trainings, engineer water systems and deliver these systems as well. They deliver different products like rainwater filtering systems. These systems aren’t only for alternative homes like tiny houses or ecovillages, they can also be installed in more traditional modern homes and even whole neighbourhoods.
TREND REPORT FOR MARIE-GON
Seeing a visualization of the impact that humans have on our planet due to the pandemic, might give these adolescents hope that a better future is near.
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going green in a digital age
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TREND II
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TRY DIY
Trend II: Try DIY Living in a consumption society there is the availability to buy almost everything you want. Furniture is easy to find in stores or the internet. If you want, they will be delivered at your doorstep, and they’re immediately useable. Even though ordering fully assembled interior pieces is really easy and attractive – because with all these full-time jobs we have all the time of the world right... – it seems that people not always choose or value the easy way.
DO IT YOURSELF
UNIQUELY YOURS
In a consumption society, self-made or put together furniture is very unique, as these days almost everyone just orders his/her/their furniture. In earlier times the option to order your furniture wasn’t available, so it was more ordinary to make/ put together your own. Nowadays, this is not the case, and if we take a look around almost all of the furniture in most interiors isn’t self-made but ordered or bought from consumption companies. So, when we make our own furniture, we feel more special, and that feeling is need of human beings. We want to know that we matter to others; we want to be seen.
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Within this mass-producing society almost all of our furniture exists of easy and quick designs which stop and consider the creative process behind a single piece; the conceptualization, sketching, experimenting with shapes, finishes and material. So much goes into the development of a product before it even becomes an option in a showroom. And only from there, your own preferences come into play. The beauty of designer, handcrafted furniture is that the abundance of finishes is in your hands, giving you the ability to make your table, console or lamp, your own. (Amanda, February 6, 2014)1. By building our own furniture, we feel more competent. These positive associations are then reflected on the product and the accompanied brand. self-made products have the ability to signal the builder’s competency to the rest of the world. Additionally, by investing both time and effort, people incorporate this
feeling of competency in their identities, leaving them with positive associations with the product. (Verbiest, L, August 14, 2019)2. This provides self-handcrafted or self-put together furniture a lot more value to its owners. Although handcrafted furniture has already had his popular peak, the COVID-19 brought it back into its spotlight, only with a different twist.
TREND REPORT FOR MARIE-GON
42 We strive to achieve some special status in the eyes of others; how we are viewed by others matters to us (Dreyfus E. September 3th, 2010)3. This could be a reason for handcrafted furniture to remain interesting and important even after COVID-19 for interior design. Another change that re-started the interest in handcrafted furniture, is that it’s much better for the Job market, it’s more sustainable, it supports craftmanship and will in most cases last longer (Mentalfloss, 2018)4 and (Edmonds M. July 7, 2008)5. The importance around the environment and sustainability is growing and becoming for many people a very important factor in their lives and is probably going to stay important for a longer time. So, for people that va-
lue the environment, and want to participate on a cleaner and healthier nature, handcrafted furniture will be very interesting, and will be adapted. The capability to choose this environmental friendlier and sustainable way of creating an interior, which also boosts their competent feeling and the positive association with the self-crafted product or garden they maintained, improves the quality of life because of the satisfaction of their values.
LET’S CREATE
People value personalization, being able to see something of their own in their interior, something that feels special and feels like home. A big value of the target group is space and flexibility in their homes that can be narrowed down to convenience. They value creativity, and empowerment, which they can express in their own made interior’s, gardens and furniture. Making furniture themselves or keep up their own gardens ensures the ability to show their outcomes and be proud of what they’ve created which gives an empowered feeling. It makes people grow within creativity because they can create whatever they want, in their own style using their own needs, colors and materials and they don’t have to choose between standard models or design plans. And sitting home, being bored, stimulated that creativity and got a lot of people active creating their own gardens, building their own closets and painting their own walls. Wholesalers order extra materials because of the big amounts of orders and costumers they have had past weeks. couples walk in and out of the store with carts full of handy items and Carpenters, plumbers and other craftsmen
have been hoarding in recent days (Hardeman J. March 20, 2020)6. Some of the wholesalers even closed their doors as a cause of the amounts of customers, to provide the staff some time to relax. But despite all the extra arrangements and measures, thrift shops, garden centers and hardware stores are crowded and work a lot of overtime. (Tieleman Y. April 25, 2020)7.
WHAT DOES THIS MEAN?
A new light brought from corona is the flexibility that became more important and has been reflected by the ‘IsoKing’. The convenience of its own placement and the ability to build up, and take down the desk within minutes, matches the needed situation during COVID-19. All of these signals are interior based, and all of these signals share their empowerment, even though every signal has its own purpose. And that is where the trend name stands for: Empowerment, creativity, personalization and convenience. A micro trend that is about handcrafted furniture, people’s own put together furniture. The movement to create something of their own aiming to design something special, something meaningful. Turning their houses even more into a home by personalizing their interior and form the atmosphere of their desire. All, by doing it themselves.
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The signals supporting this trend show the value of flexibility, personalization and convenience if it comes down to creating own furniture or personalize home décor. But an important note aside from the signals is that this trend its main signals that prove the trend’s existence are the crowded garden and hardware centers as well as the almost vacant wholesalers. These news items show that the interest of self-gardening and odd jobs has grown, combined with signals and an observation with a futuristic perspective will tell that this micro trend has formed itself into existence. Every trend, micro or mega has its beginning and origin. This micro trend, as already said, has found its place within society back again after being away for some time, but hits the market a bit different than it did in the earlier days. Bringing in the signals, we can see that the interest in self handcrafted furniture and more do it yourself chores at home had already started before the COVID-19. Taking a look at the signals ‘PLAY’ and ‘Greenframe’ we can observe that personalization, sustainability and convenience are important keywords that can be linked to both of the signals. And following the timeline, the ‘solar lamps’ and ‘carboard robot’s’ share some of these main keywords as well, sustainability and personalization.
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PLAY
STEPHEN JOHNSON | 2018 The inspiration of PLAY came from the colorful Play-Doh, clay that is kid friendly and which entertains them in their creative own worlds being able to create whatever they want. PLAY is made of synthetic dough, that is designed in such a way that it looks like children’s clay Play -Doh. It replaces glue strong enough to hold furniture parts together. This colorful clay can be used for different materials from wood, glass, marble to metal. Johnson’s vision is to design that can be both emotional and functional. People can create their own furniture, in their own style, size and with any kind of material they want. With PLAY people won’t need any large descriptions and hours of work with a hammer and nail, but just bend the clay and place it in between two objects. It makes furniture much more of its own and will match every need of the client as he/she/their wants it can design it all themselves.
Cutbored
VMPDE DESIGNS | 2020
Without professional machinery or tools at home, children could make out of cardboard their own spaceship and robot without any help – only the description - to play in afterwards. It’s creates more time for parents and pastime for children, as well as it stimulates creativity and insight. Rather than just buying playground equipment, the carboard robot provides a lot more customization and can easily be taken down. The materials to build with are also harmless for children and recycle proof so the only thing after ordering the set is to find some space to begin building!
The Solar Project
MOISÉS HERNÁNDEZ | 2020
The Solar Project, is led by Moisés Hernández and executed by six students from the Instituto Tecnológico de Monterry in Mexico. It is inspired by the Little Sun Project by Olafur Eliasson done in 2012, a small solar-powered lantern designed to show how art can participate in creating world change. With use of Mexican waste materials like adobe, coconut, beans, wicker, collagen and agave, several lamps were designed that use solar cells and LED technology. The result is a collection of sustainable lighting objects created with biomaterials, with a low manufacturing price and a minimum carbon footprint, with the focus on a large amount of Mexicans living in rural areas without electricity. The lights are with these few materials easy to create and available for every budget. They don’t take a lot of space and are customizable in the style the client wants.
IsoKing
STAGEKINGS | 2020
TREND REPORT FOR MARIE-GON
The IsoKing desk is both beautiful to look at and easy to set up and take down at the end of the day if required. The IsoKing desk is delivered to your door (contact free) and comes in 4 pieces that you can slot together in about 30 seconds. A big plus is that for every desk, 10 dollars will be donated to music workers impacted by the corona virus. This means that it creates a flexible office wherever you want and you don’t have to have a special office room in your home because the Isoking can be places everywhere. The IsoKing is one of the flexible furniture pieces in a serie of 27 different pieces. Each is different and can be put togheter and build down every day within a couple of minutes.
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Greenframe
KAUPPI & KAUPPI | 2018 ‘Greenframe is a floor screen and divider for potted plants with integrated lighting.’ On 3 wooden platforms you can place plants that are framed by a wooden frame with LED lights. ‘GreenFrame’ allows plants to play a prominent role in interiors, even where daylight may not be enough. A 100% recycled wood furniture, with the purpose to contribute to better indoor climate, nicer workplaces and happier plants. The aim is to create peaceful and pleasant atmospheres in workspaces, offices, lounges and other public furnishings and contexts. The construction provides the plants to grow easily and for people to do the gardening themselves because the lack of attention it needs. Herbs or fruits could be cultivated and don’t have to be bought in stores, which will stimulate health, the environment and upgrade interior.
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People value personalization, being able to see something of their own in their interior, something that feels special and feels like home.
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flexibility, personalization and convenience
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TREND III
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DYNAMIC
DEN
Trend III: Dynamic Den It is crucial for individuals to have a home, as shelter is one of our primal needs. This translated to the living and construction sectors being the greatest ones worldwide, yet at the same time the most unproductive ones as houses are not built for the amount of people that live in there (Tran J, 2020). As people stay single for longer than before and have children later in life, there is a certain shift within the housing sector that points towards smaller, more minimalistic adaptable ways of living that fulfil their current values and needs (MKCA Project Team, 2020).
FLEXIBLE AND FUNCTIONAL
aware of this nascent urgency of owning spaces able to perform multiple functions (Bahadursingh N, 2020; Gray K, 2020).
ADJUSTING TO THE LIFE AT HOME
Flexible spaces will define the future, they will be designed to support different uses, creating areas that are rearrangeable depending on the needs of the user and the time of the day (Gray K, 2020). COVID-19 has created a revolution in how we perceive home and housing, how our needs have shifted towards the new normal that directs to more and more
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During the COVID-19 situation the world had to build up and adapt to a new lifestyle where home is the site of each side of life ranging from rest to work to even entertainment (Bahadursingh N, 2020). Different companies started developing models in response to COVID-19 isolation that allow individuals to have a proper structured working space at home, as well as separating it from other areas while keeping it suitable for all activities. The inventive modular systems accommodate all activities at home if they are separated the right way. COVID-19 or not, such systems address the growing flexibility of individuals and their desire in establishing where they live, work, cook and entertain themselves and this was one of the biggest lessons individuals have learned from the lockdown: being more
TREND REPORT FOR MARIE-GON
52 people needing a more permanent and flexible design. Giving a room different uses can be done with bespoke joinery, which is customized furniture that fit individual requirements by making use of all the space allocated within a living space (Kirkman Joinery, 2017). This kind of furniture is smart, flexible and most importantly effective; it improves the living and the aesthetic look of homes (Watkins S, 2020). The same direction has been perceived from our mentality group as well. The COVID-19 made them realise that their homes are not suitable for such a drastic change. Most people do not have an office incorporated in their houses as they have never had wor-
ked remotely. They have become aware of the importance of having a place that can be easily turned into something else.
WHAT DOES THIS MEAN?
When talking about quality of life, what it is most obvious is that individuals make use of the space around them in a smarter way. Cities get overly populated as urbanisation keeps developing. More and more people live in cities and most of the time the space does not satisfy the requirements. With modular homes, values such as adaptability, freedom, comfort, accessibility and control are reinforced. This trend can be spotted all around us, as the whole world is dealing with COVID-19 now. It is important to observe how people adapt to these changes and whether they see opportunities in designable housing.
BoxLife
YORGO LYKOURIA | 2020
BoxLife is a flowing modular furniture collection that is fully adaptable to its users for micro living, meaning that the interior of the home can be switched from one use to another at different times (Lykouria Y, 2020). The concept behind it is to create a smart way of living that responds to a variety of settings and which occupies a lot less space. It resembles a smartphone, that organises your living space in time, when necessary (Lykouria Y, 2020).
Gate
ZAKHARCHENKO-HALYTSKYI | 2019
The Gate shelving system is a structure of modular wooden shelves that can either lie against the wall or act as a usable surface (Griffiths A, 2019 August 9). Each blade can be individually folded down to build functional surfaces. Thanks to the variable configuration, the arrangement can be used as wardrobe, as well as storages for kitchens and living rooms. It is a simple flexible product, yet powerful and aesthetical that is suitable for all people no matter their abilities and skills (Zakharchenko-Halytskyi A, 2019).
Bumblebee Spaces
SANKARSHAN MURTHY | 2018 TREND REPORT FOR MARIE-GON
The robotic furniture is controlled by Artificial Intelligence and is designed to retract into the ceiling or come down when needed with the purpose of creating a multifunctional area that can become a living room, bedroom, study place or wardrobe (Murthy S, 2018). The system scans each belonging in its place unit by tracking the location of each item as well as foreseeing the needs of the user. The modular furniture can be added into most houses as they require maximum 35 centimetres of ceiling height (Murthy S, 2018).
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DV350-Refuge DVO | 2019
DV350-Refuge is a system of sound-absorbing panels used to delimitate areas of different sizes. The set of furniture (armchairs, soft poufs) and the screens offer the possibility of creating an environment built on privacy, acoustic comfort and flexibility.
AD-APT
WOODS BAGOT | 2020 AD-APT is a series of adjustable walls and screens used to divide an open apartment into smaller spaces depending on activity such as home office, entertainment area, bedrooms etc. It supports different modes, which means that it matches any type of person/family.
TREND REPORT FOR MARIE-GON
With modular homes, values such as adaptability, freedom, comfort, accessibility and control are reinforced.
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freedom, comfort and control
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Inspiration INTERESTING...
During clustering sessions and research to find the most interesting trends and developments we chose the best ones to describe and define as trends that fit the commission. Still, we came across interesting signals or featured developments that might also have an impact on the interiors of the target group and remain interesting the upcoming years. Because we were so interested and enthusiastic about these small developments, we still wanted to mention them, and share our thoughts and discoveries.
Atmosphome
The rules are clear: 1 and a half meter apart from everyone except your household, coffee places and restaurants are closed, at least they were for a long time, well, almost everything was closed. There wasn’t another public space than the streets that was allowed to go to. Of course, this was a big change for the whole society. But even though for most people this was a negative consequence of the COVID-19, a lot of them got really creative. Because the places such as the cinema, restaurant or sauna couldn’t be visited, people found ways to interpreted into their homes. Observing this situation, there could be a link with people aiming to older times. People inspiring their interiors, clothes and designs on times before the year 2000 creating a nostal-
enough provisions, it gets much more interesting to create the atmosphere of the outside, in your home. The joy that people draw from it could improve the quality of life of people above the age 18. So, creating this nostalgic atmosphere of extern places inside people’s homes could develop itself in a trend and could be a factor to create interior with. People crave nostalgic feelings, and creating atmosphere, which makes this a very interesting subject.
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gic atmosphere into their lifestyle. This nostalgic atmosphere is in some ways common with the idea to create the same atmosphere as public places at home. Signals as ‘scents of normality’, ‘the sound of collegues’ and ‘homesweethome’ are all about creating an atmosphere that can’t be found in your home, still can be interpreted. But why the interest? Nostalgic feelings make people over all happier and more positive as well as it provides us a level of confidence and it inspires hope (Haltiwanger J. April 3th 2015)1. And with a growing population, the future will be overcrowded and without change of the environment, there will be a polluted world. Knowing that every year 12.000 people pass away because of polluted air, only in the Netherlands (Longfonds. January 15, 2017)2 ; an assumption is that in an overcrowded or polluted world, in which it isn’t responsible to go outside or there aren’t simply
Nostalgia makes people over all happier and more positive as well as it provides us a level of confidence and it inspires hope.
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SCENTS OF NORMALITY
EARL OF EAST & UNCOMMON CREATIVE STUDIO | 2020
An exclusive candle collection that smells like the places we miss the most during lockdown. This limited series comes in three evocative scents, reflecting some of the nation’s favourite hangouts.
KEYWORDS: EXPERIENCE, ATMOSPHERE, DISTANCING
THE SOUND OF COLLEAGUES RED PIPE STUDIOS & FAMILIJEN | 2020
Because of the working at home situation a lot of people have to deal with, they try to create the same atmosphere at home. By choosing their own office background noises, they still get back a bit of the office feeling.
KEYWORDS: EXPERIENCE, ATMOSPHERE, SOUND, DISTANCING, WORK
HOMESWEETHOME
FELIX BURGHARDT & DAVID KIJLSTRA | 2020
The ‘HomeSuiteHome’ initiative brings the hotel to you through a complete on-and-offline experience. They’ve partnered with local entrepreneurs, restaurants, and artists to create an experience for its customers. From a virtual check-in to a curated locally sourced welcome box, live online entertainment and even a concierge, it’s a next level home vacation. KEYWORDS: LEISURE, DISTANCING, TECHNICAL, SPATIALLY, ATMOSPHERE
TREND REPORT FOR MARIE-GON
Creating this nostalgic atmosphere of external places inside people’s homes could develop itself into a trend and could be a factor to create interior with.
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Hygienic Alertness
COVID-19 situation is a reality. Responses from governments, from healthcare systems are expected to be as clear and valid as possible, as individuals are overwhelmed by its intensity, feel confused and alarmed and the perceived risks they are not fully accustomed to (Witchalls C, 2020). A crucial aspect that needs to be taken into consideration is how people behave towards COVID-19, how they are influenced and how they adapt to all these changing conditions (Witchalls C, 2020). Hygiene has always been a topic widely discussed, as it defines who we are. The last couple of months have been of big difficulty for everyone; strict rules that needed to be followed in order to stay safe, owning extra items to avoid getting infected, changes of behaviour.
Cleanliness, health, awareness and safety.
A few signals that drew our attention pointed towards hygiene, as it was already expected. The essential factor here is to look closer and see how individuals change their relation with hygiene, how they report to it. Washing hands is nonetheless everyone’s daily mantra. It offers a dose of optimism and assurance that it protects. More and more people are incorporating self-cleaning systems in their houses that automatically clean the air of pollutants, that have antimicrobial surfaces and that reduce indoor bacteria. The values these signals are build upon are cleanliness, health, awareness, creativity, safety.
CREATING CURES FRANK CHOU | 2020
It is placed ideally at the entrance of the house. It contains an UV light and a tray. Items (mobile phone, keys etc) can be put on the tray and for 60 seconds the body lowers in order to cover the objects. After this time the objects will be sterilised. KEYWORDS: AWARENESS, CLEAN, HEALTH, STERILISATION;
ITAIR
CHECK-UP | 2019
ItAir is a system built in pieces of furniture that naturally purifies the air. It allows it to regenerate without having to open the windows. It can be controlled with a smartphone that allows you to check on the quality of the air. KEYWORDS: CLEAN, PURIFYING, AIR;
TREND REPORT FOR MARIE-GON
OZONE POWER
CARLO RATTI ASSOCIATI | 2020
Ozone power is a battery-powered wardrobe that purifies the clothes of the user. It is a case that can be placed in the hallway or inside a wardrobe to remove bacteria and viruses within an hour.
KEYWORDS: SANITATION, CLEANLINESS, HYGIENE;
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Conclusion In this document we researched what the effect will be of the current lockdown in the future living situations of starters on the house market aged 20 to 35, both short term and long term.
LIFESTYLE
The lifestyle analysis existed out of interviews, Instagram polls and three persona’s. The interviews showed us that most people are content with their current way of living. What is missed most is a home office and home gym or workout equipment. People are longing for more time outside in nature. The small amount of space people had was a real issue now everybody spends their time in their houses. The Instagram polls also show that people are missing a quiet place to work. The biggest two annoyances are having to clean more often and noise disturbance from in- and around the house. When giving people the option to choose between two spaces they mainly chose the biggest and the most calm looking room. Most important values of our persona’s are: Having a social life, being fit, empathetic, privacy, having a calm living space. The needs are: more indoor space, social contacts, getting back to nature, peaceful surroundings.
People are longing for more time outside in nature.
SECTOR
ORGANISATION
Marie-Gon is open and friendly, seems passionate about her work and life. She values sustainability, human rights and freedom, family time and going with the flow. Nature is of great importance and that is shown in her favourite colour: green. Her interest also lies with pastel and flashy colours.
One of the trends we researched pointed out towards a more dynamic flexible way of living that allows people of reorganising their our space as they need when it is necessary (Dynamic Den). Consumers choose to build their own furniture as they feel more competent and it results in a better bonding with the product itself, a way of positive identification. It adds more value to the user and offers feelings of self-suf-
ficiency and desire of personalization (Try DIY). The last trend we have focused on is related to urban sustainability and how people are bringing more nature in their lives, result of sustainable awareness. People worry about the climate change and want to contribute to a better world for everyone.
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TRENDS
The most interesting developments within the living sector revolve around the economical aspect, as people become more and more interested in alternative ways of living (tiny homes, micro apartments, and flexible houses), people become more insecure as a result of decline in income. Ecological aspects gave a good overview as well, particularly because of COVID-19 situation, individuals have an increased interest about the negative changes of climate. The situation caused a lot of uncertainty and doubt, but at the same time it built a better connection with themselves, in which they have learned the great value of their homes, of their loved ones and particularly the environment.
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FINAL CONCLUSION
The effect of the current lockdown in the future living situations of starters on the house market aged 20 to 35, both short term and long term will be that on a short term base more people will be buying home office equipment, sport equipment and will be bringing nature and peaceful colours inside their homes. A long term change would be that in the future people will be looking for houses that provide more flexibility and are surrounded by nature, have enough space for the amount of people living in it and a small work space would be created.
A LOOK INTO It is the 15th of June 2030 and your workday is done. You open the ‘MoveIt’ app on your phone and choose the ‘entertainment mood’ option. Suddenly your walls start shifting and your desk moves upwards to the ceiling. You now find yourself in a relaxed living room where slow music is playing. After taking your time for half an hour you decide to make dinner. While the children are playing in the playful area, which is designed especially for their energetic activities, you open one of the drawers that leads to your kitchen. On your left side there is your self made box that looks like a fridge, behind the door is your indoor farm. In here you grow your own crops for consumption. As you are cooking your fresh crops, next to you your partner is installing the new watering system for your plants. The system is controlled by artificial intelligence that knows when the plants need water. After a few minutes dinner is ready and it takes only a few seconds to turn the entertainment area into a dining room. Now it’s time to enjoy your meal with your family. TREND REPORT FOR MARIE-GON
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Bibliography Target group PERSONA IMAGES
Stephanie Cook on Unsplash Leon Ell’ on Unsplash https://weatheranchormama.com/2015/06/01/ my-lifes-journey-docummented-in-a-podcast-with-comedian-alex-barnett/
Marie-Gon http://marie-gon.com/ https://www.instagram. com/mariegon/ https://woonstijl.nl/ binnenkijkers/stijlvol-binnenkijkers/binnenkijken-bij-marie-gon-vos_50/
Living sector IMAGES
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TEXT
Dr Allen. (March 26, 2020) ‘Corona crisis “Likely to reduce birth”’ Retrieved: https://www.anu.edu.au/news/ all-news/coronavirus-crisis-‘likely-to-reduce-birth-rate’ S. & Uffelen van X. (March 31, 2020) ‘waarom telt nederland relatief veel doden door het corona virus?’ Retrieved: https://www.volkskrant.nl/ nieuws-achtergrond/waarom-telt-nederland-relatief-veel-doden-door-het-coronavirus~b9dc728f/ Reitzema I. Brandsma R. (March 16, 2020) ‘Drukte bij bouwmarkt en houthandel: Lekker klussen dankzij corona.’Retrieved: https://www.dvhn. nl/groningen/Nergens-zo-veilig-als-ineigen-tuin-25467119.html?harvest_referrer=https%3A%2F%2Fwww.ecosia. org%2F Schmitt J. (April 28, 2020) ‘Bizar: honderden mensen in de wachtrij voor heropening IKEA’ Retrieved: https:// indebuurt.nl/amersfoort/gezondheid/ corona/bizar-honderden-mensen-in-dewachtrij-voor-her-opende-ikea~94730/ Nagtzaam P. (March 20, 2020) ‘Nederlandse economie ligt op z’n gat, maar wat gebeurt er nu?’ Retrieved: https://www.rtlz.nl/algemeen/ economie/artikel/5062961/economie-schok-vraag-aanbod-corona-covid19 RTV-Utrecht (May 20, 2020) ’07.01 uur 160.000 mensen verloren hun baan in April’ Retrieved: https://www. rtvutrecht.nl/nieuws/2054238/160-mensen-verloren-hun-baan-in-april-en-gemengde-reacties-op-versoepeling.html NU (April 7, 2020) ‘Huizenprijzen
pdf https://www.nibud.nl https://www.geldchecker.nl/special/cover/ Martin, M. (2020, May 16). Coronavirus pandemic sees spike in demand for tiny homes as industry moves to make them more accessible. Retrieved from ABC NEWS: https://www.abc.net. au/news/2020-05-16/coronavirus-sees-new-demand-fortiny-homes/12248392 Hoogkamer, S. (2020, May 15). Onderzoek: jongeren minder vertrouwen in overheid. Retrieved from MarketingTribune: https:// www.marketingtribune.nl/ algemeen/nieuws/2020/05/ onderzoek-jongeren-minder-vertrouwen-in-overheid/ index.xml Omroep Gelderland (Film fragment). (2020). Tiny houses voor Zutphense jongeren die er zelf even niet meer uitkomen https://www. youtube.com/watch?v=Pyxv9agj8Sc Keken, H. v. (2020, May 18). Tiny houses ook in Ankeveen en ’s-Graveland. Retrieved from NoordHollands Dagblad: https://www. noordhollandsdagblad.nl/ cnt/dmf20200518_8659231/ tiny-houses-ook-in-ankeveen-en-s-graveland?utm_ source=google&utm_medium=organic
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dalen volgend jaar door gevolgen corona crisis’ Retrieved: https://www.nu.nl/ economie/6043111/abn-amro-huizenprijzen-dalen-volgend-jaar-door-gevolgen-coronacrisis.html NU (November 18th, 2015) ‘Nederlanders krijgen steeds minder kinderen. Het jaar 2015 kan zelfs het naoorlogse laagterecord van 1983 breken.’ Retrieved: https://www.nu.nl/gezondheid/4167117/steeds-minder-kinderen-geboren-in-nederland.html RTLnieuws (November 9th, 2018) ‘‘Laag geboortecijfer in Nederland kan komen door hoge huizenprijzen’ Retrieved: https://www.rtlnieuws.nl/lifestyle/ gezin/artikel/4480146/laag-geboortecijfer-nederland-kan-komen-door-hoge-huizenprijzen IMF World Economic Outlook (April 2020) ‘Economic forecast downgraded for 2020’ Retrieved: https://www.belegger.nl/Column/498340/ De-economische-impact-van-corona-in-7-grafieken.aspx World Trade Organisation forecasts (April 2020) ‘Expected decline in global merchandize trade’ Retrieved: https://www.belegger.nl/ Column/498340/De-economische-impact-van-corona-in-7-grafieken.aspx RaboResearch (Februari 19th, 2020) ‘Prices continue to rise due to limited supply’ Retrieved: https://economics.rabobank.com/publications/2020/ february/house-prices-rising-in-2020and-2021/ NIBUD. (2020). Coronacrisis: financiële gevolgen voor huishoudens. Opgehaald van NIBUD: https://www.nibud.nl/wp-content/uploads/Nibud-rapportage-eerste-coronapeiling-2020.
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70 Regan, H. (2020, April 23). Air pollution falls by unprecedented levels in major global cities during coronavirus lockdowns. Retrieved from CNN: https://edition. cnn.com/2020/04/22/world/ air-pollution-reduction-cities-coronavirus-intl-hnk/index.html Schröder, T. (06, April 2020). Peiling: bestrijding van het coronavirus kan hand in hand met verduurzaming van de economie. Retrieved from Duurzaam Bedrijfsleven: https://www. duurzaambedrijfsleven.nl/ corona/33609/klimaat-corona RTL Nieuws/ANP. (2020, May 26). ‘Minder vliegen, minder autorijden: klimaat voor meer mensen belangrijk door corona’. Retrieved from RTL Nieuws: https://www.rtlnieuws.nl/ nieuws/nederland/artikel/5133331/klimaat-milieu-coronacrisis-coronavirus-covid-19-immuniteit Verbiest L, August 14, 2019 Dr Allen. (March 26, 2020) ‘Corona crisis “Likely to reduce birth”’ Retrieved: https://www.anu.edu. au/news/all-news/coronavirus-crisis-‘likely-to-reduce-birth-rate’ Frijters S. & Uffelen van X. (March 31, 2020) ‘waarom telt nederland relatief veel doden door het corona virus?’ Retrieved: https://www. volkskrant.nl/nieuws-achtergrond/waarom-telt-neder-
land-relatief-veel-doden-door-het-coronavirus~b9dc728f/ NIBUD. (2020). Coronacrisis: financiële gevolgen voor huishoudens. Retrieved from NIBUD: https://www.nibud.nl/wp-content/uploads/Nibud-rapportage-eerste-coronapeiling-2020.pdf Geldchecker.nl. (2020). Wat Kost Die Crisis Jou Eigenlijk? Retrieved from Geldchecker.nl: https://www.geldchecker.nl/special/cover/ N. Vrieselaar, L. Spiegelaar & C. de Groot (2020, April 01). De coronacrisis en de huizenmarkt: vraag en antwoord. Retrieved from Rabobank: https://economie.rabobank.com/ publicaties/2020/april/de-coronacrisis-en-de-huizenmarkt-vraag-en-antwoord/ Het Parool. (2020, May 03). Retrieved from Wat brengt de economische crisis na het coronavirus?: https://www. parool.nl/wereld/wat-brengt-de-economische-crisis-na-het-coronavirus~b64b6c11/?referer=https%3A%2F%2Fwww.google.com%2F ING. (n.d.). Nowcast: Corona en het effect op de economie. Retrieved from ING: https://www.ing.nl/zakelijk/ kennis-over-de-economie/onze-economie/de-nederlandse-economie/publicaties/nowcast-impact-van-coronavirus-op-de-economie.html Hoogkamer, S. (2020, May 15). Onderzoek: jongeren minder vertrouwen in overheid. Retrieved from MarketingTribune: https://www.marketingtribune.nl/algemeen/nieuws/2020/05/ onderzoek-jongeren-minder-vertrouwen-in-overheid/index.xml Omroep Gelderland (Film fragment). (2020). Tiny houses voor Zutphense jongeren die er zelf even niet meer uitkomen https://www.youtube. com/watch?v=Pyxv9agj8Sc Keken, H. v. (2020, May 18). Tiny
houses ook in Ankeveen en ’s-Graveland. Retrieved from NoordHollands Dagblad: https://www.noordhollandsdagblad.nl/cnt/dmf20200518_8659231/ tiny-houses-ook-in-ankeveen-en-s-graveland?utm_source=google&utm_medium=organic Martin, M. (2020, May 16). Coronavirus pandemic sees spike in demand for tiny homes as industry moves to make them more accessible. Retrieved from ABC NEWS: https:// www.abc.net.au/news/2020-05-16/coronavirus-sees-new-demand-for-tinyhomes/12248392
Trends SURBANSTAINABLE
TRY DIY
Amanda (Februari 6th, 2014) ‘The Human Element: Examining the Value of Handcrafted Furniture’ Retrieved: http://idcstl. com/2014/02/06/human-element-examining-value-handcrafted-furniture/ Verbiest L. (2019, August 14) ‘IKEA effect: Why We Appreciate Self-Build Furniture.’ Retrieved: https:// www.newneuromarketing. com/ikea-effect-why-we-appreciate-self-build-furniture Drefus E. (September 3th, 2010) ‘The need to feel special’ Retrieved: https:// www.edwarddreyfusbooks. com/psychologically-speaking/the-need-to-feel-special/ Mentalfloss (2018) ’11 benefits of buying handcrafted products’ Retrieved: https://www.mentalfloss. com/article/59045/11-benefits-buying-handcrafted-products Edmonds M. (July 7th, 2008) ‘What’s more sustainable, mass-produced or handcrafted furniture’ Retrieved: https://home.howstuffworks. com/green-living/mass-produced-vs-handcrafted-furniture.htm
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BNN VARA. (2020, February 11). Dreigen jongeren onderdoor te gaan aan klimaatangst? Opgehaald van BNN VARA: https://www.bnnvara.nl/artikelen/wat-is-een-klimaatdepressie Forschelen-Janssen, V. (2020, May 25). 1 OP DE 5 NEDERLANDERS WIL IN TINY HOUSE WONEN. Opgehaald van USP Marketing Consultancy: https:// www.usp-mc.nl/nl/artikel/900/1-op-de5-nederlanders-wil-in-tiny-house-wonen/ Schröder, T. (2020, April 06). Peiling: bestrijding van het coronavirus kan hand in hand met verduurzaming van de economie. Opgehaald van Duurzaam Bedrijfsleven: https://www.duurzaambedrijfsleven.nl/corona/33609/ klimaat-corona Mijn Waterfabriek. Mijn.Waterfabriek.nl Initiative: Lochten Retrieved from: https://www.archdaily. com/941184/lochten-sustainable-micro-neighbourhood-urban-platform CASA Retrieved from: https:// innovationorigins.com/nl/duurzaam-en-
betaalbaar-wonen-het-kan/ Stefano Boeri Architetti Retrieved from: www.designboom.com Andrew Shearer Retrieved from: www.farmshelf. com
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72 Hardeman J. (March 20, 2020) ‘Drukte in bouwmarkten door coronacrisis: ‘Je kunt weinig anders dan klussen op dit moment’ Retrieved: https://www. ad.nl/amersfoort/drukte-in-bouwmarkten-door-coronacrisis-je-kunt-weinig-anders-dan-klussen-op-dit-moment~aa0c12e7/?referrer=https://www.google.nl/ Tieleman Y. (April 25, 2020) ‘Opnieuw topdrukte in stadscentra, bouwmarkten en tuincentra: ‘Blijf zoveel mogelijk thuis!’ Retrieved: https://www.ad.nl/binnenland/ opnieuw-topdrukte-in-stadscentra-bouwmarkten-en-tuincentra-blijf-zoveel-mogelijk-thuis~a95bdb46/?referrer=https://www.ecosia.org/ Stephen Johnson (2018) https://www.spottingthecool.com/play Kauppi & Kauppi (2018) https://www.kauppikauppi.se/greenframe Moisés Hernández (2020) https://www.designboom.com/design/solar-project-lamps-waste-material-06-03-2020/ Tab, Mick, Jemery Fleming (2020) https://www. stagekings.com.au
DYNAMIC DEN
Tran, J., (2020, June 2), ’’Modular Homes: The Future of Real Estate.’’ Retrieved from: https://hksar. org/modular-homes-the-future-of-real-estate MKCA Project Team,
(2020). ’’Hafele Micro Living’’. Retrieved from: http://mkca.com/projects/hafele-micro-living/ Bahadursingh, N., (n.d.). ’’The New Normal? AD-APT Modifies Your Apartment for Any Activity.’’ Retrieved from: https://architizer.com/blog/inspiration/stories/ad-apt-woods-bagot/ Gray, K., (2020, June 2). ’’Flexible spaces: how the COVID-19 lockdown will affect the design of our future homes.’’ Retrieved from: https://www. homesandproperty.co.uk/home-garden/ interiors/covid19-impact-interior-design-future-homes-a138601.html Kirkman Joinery, (2017, November 17). ’’What is bespoke joinery?’’ Retrieved from: https://www.kirkmanjoinery.co.uk/what-is-bespoke-joinery/ Calum, L., (2020, March 28). ’’Scavolini’s BoxLife is a fully adaptable concept for micro living.’’ Retrieved from: https://www.dezeen.com/2020/05/28/ scavolini-boxlife-vdf-video/ Lykouria, Y., (n.d.). ’’BoxLife x Scavolini’’. Retrieved from: https://www. rainlightstudio.com/project/scavolini-boxlife/ Griffiths A., (2019, August 9). ’’Gate furniture system comprises flipdown shelves that are easy to reconfigure’’. Retrieved from: https://www. dezeen.com/2019/08/09/gate-furniture-shelves-flip-down-design/ Zakharchenko-Halytskyi A., (n.d.) ’’Gate shelves collection.’’ Retrieved from: https://www.zakharchitects.com/ portfolio/gate-shelves-collection-2/ Anonymous, (2018, October 10). ‘’AI controlled robotic ceiling furniture creates extra space for tiny homes.’’ Retrieved from: https://teslasonly.com/ ai-controlled-robotic-ceiling-furniture-creates-extra-space-for-tiny-homes/ Anonymous (n.d.). ‘’DV350 Refuge.’’ Retrieved from: https://www.style-
park.com/en/dvo/dv350-refuge Klein, K., (2020, April 13). ’’Woods Bagot’s modular AD-APT modifies apartments from working from home’’. Retrieved from: https://www.dezeen. com/2020/04/13/woods-bagots-modular-ad-apt-apartments-working-fromhome/
Inspiration ATMOSPHOME
com/2020/03/09/coronavirus-protection-products/ Lucla, C. (2019, May 13). ’’A smart vase that cleans the air and integrates with furniture’’. Retrieved from: https://www.domusweb.it/en/product-news/ gallery/2019/05/13/smartvase-that-cleans-the-air-andintegrates-with-furniture. html
Haltiwanger J. (April 3th, 2015) ‘People Who Are Nostalgic Are Happier, Bigger-Hearted And More Optimistic’ Retrieved: https://www.elitedaily.com/ life/nostalgic-people-happier/988526 Longfonds (January 15, 2017) ‘Jaarlijks 12.000 doden door ongezonde lucht.’ Retrieved: https://www. longfonds.nl/buitenlucht-en-je-longen/ ongezonde-lucht Homesuithome, ( 2020) https:// homesuitehome.co Red Pipe Studios & Familijen (2020) https://soundofcolleagues. com/# Earl of East & Uncommon creative studio (2020) https://www.earlofeast. com/blogs/journal/scents-of-normality
HYGIENIC ALERTNESS
TREND REPORT FOR MARIE-GON
Witchalls, C., (2020, March 26). ’’Coronavirus: why changing human behaviour is the best defence in tackling the virus.’’ Retrieved from: https://theconversation.com/ coronavirus-why-changing-human-behaviour-is-the-best-defence-in-tackling-the-virus-134500 Hitti, N. (2020, March 9). ’’Chinese designers devise products for protection against coronavirus’’. Retrieved from: https://www.dezeen.
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JUNE 2020 TREND REPORT COMMISIONED BY MARIE-GON CREATED BY STUDENTS OF FONTYS ACADEMY FOR CREATIVE INDUSTRIES INTERNATIONAL LIFESTYLE STUDIES TREND RESEARCH AND CONCEPT CREATION IN LIFESTYLE