The document is the 2010-2011 Habitat Trends Report produced by the Habitat Trends Observatory team. It provides an analysis of trends in the habitat sector in Spain, focusing on socio-cultural, aesthetic, and market factors. The report identifies several predominant trends and links them to socio-cultural and market "keys" to provide an overview of the habitat sector. It also revisits previous trends and identifies how certain trends have evolved or emerged as established trends.
3. In today’s society, the speed with which where necessary with prestigious external The first edition of this project met with
Prologue by the Honourable changes occur complicates the forecaster’s collaborators (from the areas of sociology, great acclaim and quickly became a ‘classic’
Regional Minister of Indus- task; however, prediction is essential in psychology, design, marketing, commu- for hundreds of professionals, not only in the
taking decisions, embarking on strategies or nication, etc.), has carried out an in-depth Autonomous Community of Valencia, but
try, Commerce and Innova-
deciding on major changes of direction for analysis of multiple habitat-related aspects, across the whole of Spain. This publication
tion and First Vice President the future development of societies, indus- with a particular focus on three determining also aspires to become a valuable support as
of the Generalitat Valencia- tries and individuals. factors: socio-cultural, aesthetic and market a day-to-day tool for Valencian companies
na It is my pleasure to present the second edi-
factors. These factors are understood to be in their endeavour to successfully achieve
complementary and, considered together, the conditions to improve and expand their
tion of the Habitat Trends Report produced
provide a broad picture of our habitat and competitive status to the full.
by the Habitat Trends Observatory® with
at the same time trace the movement and
support from the Department of Industry,
stimulus of trends in this field.
Trade and Innovation of the Generalitat
Valenciana through the Institute for Small This study by the Habitat Trends Observa-
and Medium-sized Industry (IMPIVA) and tory® therefore provides Valencian com-
the European Regional Development Fund panies with privileged information for the
FEDER. design and development of innovative pro-
ducts that will satisfy the needs of today’s
This project has been carried out jointly by
citizens. Having thoroughly sounded out the
a team of experts from different fields from
mood and lifestyle of the modern consumer,
the Furniture, Wood, Packaging and Related
it offers a multitude of tools with which to
Industries Technology Institute (AIDIMA),
generate innovation as a strategic competi-
the Textile Technology Institute (AITEX) and
tive weapon.
the Institute of Ceramic Technology (ITC), all
members of REDIT, the Institute of Techno- The Habitat Trends Report 10/11 identifies
logy Network in the Autonomous Communi- and describes several of the predominant
ty of Valencia. trends that are, in turn, linked to a series of
socio-cultural and market keys. It provides
This multidisciplinary team, in consultation
us with comprehensive information on how
trends identified in the previous study have
evolved; we learn how certain lifestyle
4 5
trends have transformed, or what were
then undefined, emerging trends have now
become firmly established. It offers a wide
range of examples, and refers closely to
the market and communication throughout, Vicente Rambla Momplet
placing the trends within their corresponding Honourable Regional Minister of Industry, Commerce
socio-cultural framework. and First Vice President of the Generalitat Valenciana.
4. A Chinese proverb says that at the heart of Although it is important to safeguard the Once again, every effort has been made to
Letter from the directors every crisis is hidden a great opportunity for day-to-day operations of the company, loo- produce a publication that companies can
of ITC, AIDIMA and AITEX those who know how to find it; to this we king toward to the future is imperative. The use as a tool, and for that reason it appears
should add another maxim, attributed to trends presented in this publication provide a in the form of a work manual. The Habitat
Albert Einstein, which states that we cannot current picture of the state of habitat-related Trends Report 10/11 revisits previous trends
change things by always doing the same. sectors in Spain today. In some cases this and updates them with a view to the coming
These two phrases point to the way out of may be a continuation, with slight varia- years. Similarly, this edition covers the pre-
the present crisis: opportunity, attitude and tions, of the trends identified in previous dominant trends of habitat-related sectors,
creativity. years, while in others these trends go off in trends that are reflected in mass consump-
strikingly new directions. In general, what tion but, as they are no longer emerging
Since mid 2007, the economic environment
is noteworthy throughout is the moment of trends, are not usually dealt with. In this
has transformed habitat-related sectors (in
enforced reflection in which the consumer way, we have attempted to present a com-
some cases leaving deep scars). The cons-
society is immersed: the need to combine prehensive overview of the habitat-related
truction bubble eventually burst, taking with
hedonistic and emotional consumption with milieu in Spain.
it all other sectors of production and almost
the efficient and rational use of resources
bringing about the collapse of the economic This publication would not have been
imposed by the present context. Compa-
principles on which our society operates. possible without the institutional support of
nies and consumers alike, everyone is now
What began as a financial crisis soon turned the Council of Industry, Trade and Innova-
subject to the same rules.
into a social crisis, with repercussions tion through various funding programmes
affecting the values and behaviours of coordinated by the IMPIVA. We hope this
citizen-inhabitants. Out of this competitive work will inspire future company projects,
and market environment the present Habitat based on an improved knowledge of the
Trends Report 10/11 was born, the leitmotif social reality, creation of new valuable pro-
of which is palpable throughout its pages: posals and inter-sector cooperation between
market opportunities exist if we are able to habitat related companies.
understand how the recession affects social
values and what repercussions it has on the
markets, and essentially, on what habitat-
related manufacturers are producing.
6 7
Mariano J. Pérez Campos Vicente Blanes Juliá Carlos Feliu Mingarro
Director of AIDIMA Director of AITEX Director of ITC-AICE
5. ITC AIDIMA AITEX
The Institute of Ceramic Technology (ITC) is AIDIMA, the Furniture, Wood, Packaging AIDIMA currently holds the presidency of AITEX, the Textile Technology Institute, is
Presentation a state-subsidised partnership constituted and Related Industries Technology Institute, INNOVAWOOD, the European Association a private non-profit association created in
of ITC, AIDIMA and AITEX through an agreement between the Ceramic is a private non-profit research associa- for R&D and Training in the Forestry, Wood- 1985 on the initiative of the textile industry
Industry Research Association (AICE) and tion with legal status as an Association of working and Furniture sectors. business community and the Generalitat
the Universitat Jaume I of Castellón, which Companies, operating both at home and Valenciana through the Institute of Small
AIDIMA has an established track record in
was set up to respond to the needs of com- abroad. Founded in 1984, it is recognised by and Medium-sized Industry, IMPIVA, and
following trends in furniture, market analysis
panies in the Spanish ceramic tile cluster. the Spanish Interministerial Commission of is a member of the Institute of Technology
and strategic planning, and research into
Throughout its 40-plus years of activity, it Science and Technology as a Research As- Network REDIT.
consumer patterns and distribution in the
has coordinated cooperation between the sociation and as a Centre for Innovation and
short, medium and long term through the AITEX’s main objective is to enhance
university and industry, the results of which Technology. AIDIMA’s mission is to boost
Furniture Competitive Intelligence System. competitiveness among textile companies
are reflected in the high levels of develo- the competitiveness of the Spanish furnitu-
AIDIMA has participated in the Habitat by promoting modernisation, stimulating
pment in the Spanish ceramic tile manu- re, wood and related industries sector, and
Trends Observatory® since it began in 2005. R&D&I, introducing new technologies, im-
facturing sector. The ITC provides support the packaging and goods transport sector,
proving quality and generating knowledge in
for companies through R&D&I and other in aspects related to quality, technological
the areas of design and the market.
activities designed to make the sector more innovation, training, information, safety,
competitive. environment and improved management, To achieve these aims, the Institute carries
particularly in the areas of design, produc- out technological research and development
Today the ITC is able to extend its scope of
tion and marketing and in consolidating activities, provides advanced technical servi-
activity to other processes and materials.
export activity. ces through specialised laboratories with the
Of particular note are its undertakings in the
highest national and international accredi-
sphere of energy efficiency, in reducing the AIDIMA is a member of REDIT and FEDIT
tations and recognition, and offers consul-
environmental impact of industrial activity, and forms part of the OTRI network. It
tation and dissemination in areas related to
in surface functionalisation and in develo- is a member of the Board of Directors of
design and the market.
ping new technical and aesthetic features in AENOR (Spanish Association for Standar-
products associated with the broad habitat- disation and Certification) and participates AITEX also designs tailor-made training
related sector, as well as other industries on various standards committees (UNE, services for companies and has its own sur-
such as high-technology tools, advanced CEN, ISO). In the field of packaging, it is a veillance and technological transfer tools.
ceramics, the car industry, petrochemical member of IAPRI (International Association
In summary, all the Institute’s programmes
sectors, etc. of Packaging Research Institutes) and of
and activities are designed to support the
EFPRO (European Fibre and Paper Research
The work of its Design and Architecture textile industry and respond to its technolo-
8 Organizations). AIDIMA is recognised by 9
Area (ALICER) focuses on various design gical needs.
the European Union as a Centre of Excellen-
related fields: products, ceramic systems,
ce for the wood, furniture, packaging and
design management, etc. Because its team
related industries sectors and participates in
is made up of professionals from a variety
European R&D and training projects and in
of areas (architecture, design, communica-
activities for the dissemination of innovative
tion, IT), it is able apply a multi-disciplinary
technologies.
approach to its projects.
6. The Habitat Trends Observatory® team AIDIMA (oth@aidima.es) The Habitat Trends Observatory® is an
The Habitat Trends consists of personnel from ITC, AIDIMA and Jesús Navarro Campos What is the Habitat Trends organisation for generating and dissemina-
Observatory® Team AITEX, a substantial group of experts from Director of Corporate Development, AIDIMA. Observatory®? ting knowledge on habitat-related trends.
different fields that, together, approaches the Director of the Dept. of Market Analysis and It has become an information tool to help
research from a multidisciplinary perspecti- Strategy, AIDIMA. companies take strategic decisions that in-
ve. This study has thus been carried out by a Vicente Sales Vivó fluence their activities (design, communica-
broad-based group working dynamically, and Analyst in the Dept. of Market Analysis and tion, marketing, business strategy, etc.), by
Strategy.
enriching the information through the syner- providing medium-term information for the
gies between the knowledge from the sectors J. Javier Iborra Casanova Habitat Competitive Intelligence System.
Analyst in the Dept. of Market Analysis and
in which they operate. Strategy.
Cristina Revert Carreres
Analyst in the Dept. of Market Analysis and
ITC (oth@itc.uji.es) Strategy.
David Gobert Teigeiro Carmen Biel Sanchis Competitive Intelligen-
Head of the Market Area and Lecturer in the Centre for Product Development. ce System
Area of Marketing at the Universidad Jaume I of Company
Castellón.
AITEX (oth@aitex.es)
Javier Mira Peidro
Head of the Design and Architecture Area, ALI- Vicente Cambra Sánchez Strategic Design solu-
CER. Sub-director of the R&D Area. HTO and product tions focused
innovation on user
Mila Payá Sáez Carmen Jover Espí Habitat
Head of Trend Department. Head of Training and Responsible for the Innovation, Trends
Fashion and Clothing Manufacture Research Group.
Silvia M. Rodríguez Vives Observatory® Business Make
Head of the Habitat Trends Observatory® at ITC. Raquel Gálvez Orejuela development profitable
Head of the Habitat Trends Observatory at Aitex
®
units
Pepa Casado D’Amato and Design Projects Specialist.
Researcher for the Habitat Trends Observatory .
®
Cristina Serrano García
Design Specialist.
Lola Macías Mañas
Market Observatory Specialist.
Observe and
10 generate strategic 11
EXTERNAL EXPERTS information on
habitat, market
Ismael Quintanilla and environment
Social psychologist, head of the Economic and
Consumer Psychology Research Unit (UIPEC) at
the University of Valencia.
Arantza Vilas
Textile designer and artist, and associate professor
at the University of the Arts London.
7. Analysis
Information Application
Knowledge Reliable, tested information: our resear- Trend application: trends must help firms
areas What do we understand chers come from various specialist areas, we and designers to come up with new propo-
by trends? consult external experts, we explore a range sals. By integrating information about trends
of international sources, we keep a close into management systems, companies
eye on what is happening on the web and obtain an overview of how society and indi-
we attend a broad spectrum of European viduals are evolving, and are able to antici-
trade fairs, congresses and events in order pate movements in the market, thus helping
to build up a comprehensive picture of all to define strategic courses of action that
trend-related issues. We have also develo- should be aligned with the organisation’s
Socio-cultural Habitat Communication ped our own methodology to analyse and other functions (design, marketing, produc-
summarise all the information we gather so tion, logistics, purchasing, etc). To this end,
context and Market as to offer exhaustive and useful knowledge the HTO runs workshops focusing on the
Culture Urbanism Coverings
Distribution and retailing to companies and designers. creative side of the innovation process that
Society Architecture Lighting aim to achieve innovative results based on
Communication Trend analysis: The HTO studies trends
information about trends.
Economy Interior design Home textiles from an in-depth perspective, by thoroughly
Marketing
Technology Furniture Home exploring their underlying motives and
automation Graphic design causes, revealing the concepts behind each
Demography and Ceramics one of the products proposed and finding out
family what needs it covers. In this way, the trends
Values we describe show how design can connect
with users’ lives, and thus avoid the rapid
obsolescence of trend analyses that follow
different approaches.
12 13
9. Net de Mark.
www.markproduct.com
The reasons behind the dramatic changes Emotional values are still important, but
Habitat: the general occurring in our habitat over recent years lie now they must go hand-in-hand with a
situation in a series of transformations in the socio- greater efficiency across the board: com-
cultural and economic context that have trig- panies must set appropriate prices for
gered different reactions among users and in their products, and public administrations
the markets. and citizen-consumers must tighten their
budgets. Consuming still requires a touch
In particular, the international financial
of emotion and products will continue to be
and economic recession has shaken many
more than just products so long as they are
consciences and is seen by some social
capable of representing universally recog-
agents as offering an opportunity to redress
nised symbols. The emotional component
excesses and return to a less ostentatious,
therefore remains important, but it cannot
more satisfying lifestyle. Ismael Quintanilla,
be divorced from the context of the crisis. In
an expert in social psychology consulted by
some cases it is even disguised behind an
the Observatory, highlights the shift in the
illusion of rationality in order to stay in line
value system towards greater rationality
with the sensitivity of the times.
and collective consciousness as one of the
effects of the financial and economic crisis Users have also modified the philosophy
on society. The recession has spawned an underlying their consumer patterns, and are
increased concern for values that affect the now looking for well-being without excesses
whole of society: concerns for the environ- in a move towards a more rational consump-
ment, well-being, anti-manipulation and tion. Consumers are attempting to avoid
a greater capacity for empathy for the pro- the superfluous in their purchases and this
blems of others. The alternative consumer is also reflected in how product information
has come onto the scene, a group which, is communicated. According to the study
according to Lipovetsky, now accounts for Understanding the Post-Recession Consu-
15% to 20% of all consumers. mer, published in the Harvard Business Re-
view, the trend for simplicity is accelerating
with the economic crisis and will continue to
grow in the long term as a result of changes
16 in consumers’ habits. 17
>>>
10. HK by Harri Hoskinen
for Alessi.
www.alessi.com
In recent years our living environments have natural, deliberate and reflective cycle. We
undergone modifications to become yet ano- are also exploring other channels that fill the
ther reflection of the changes occurring in desire for exclusivity and sophistication such
our socio-cultural context. These variations as the use of handcrafted articles or limited
are only to be expected given the circums- editions of decorative pieces. This change
tances of continual socio-economic shifts in direction can be seen in design for living
and turbulence. environments through a range of different
values such as:
As in all areas of consumption, moderation
and rationalisation have made a vigorous 1/ The assessment of a product in terms
comeback in habitat-related consumer acti- of its usefulness and long life, with lasting
vity, and this will be the main thread running aesthetics and quality.
through the definition of Habitat Trends 10/11.
2/ Increased transparency for consumers; in
This return to moderation, which at first
other words, the values transmitted by the
glance may appear negative for habitat-
company and its products are clear, coherent
related companies, can also be regarded
and credible at every stage of the process.
as a framework for new opportunities and
possibilities, since users are redefining their 3/ The demand for products and services
needs, preferences and desires for their that give the user more autonomy (mobility,
living environments, which more than ever change, personalisation …) through extreme
before obliges us to think about what these practicality, ease of use and comfort.
present and future demands are.
4/ The search for safe values, which remain
This means that as users, we stop and think stable and are considered as a good inves-
about our acquisitions or possessions; we tment, as key references in the world of
require them to have meaning for us and to design.
respond to a specific need or desire. Consu-
5/ Finally, the appreciation of products that
mers are seriously examining the real value
incorporate a distinctive component such
of objects, which represents a sea change
as singularity or representing something
in consumer behaviour that is particularly
unique, but always from a reasoned and
striking in the luxury goods markets. There
18 justified emotionality based on efficiency. 19
is now a widespread practice of launching
products with minimal risk; for example, the
ostentation of previous years has given way
to a habitat predominated by friendliness
and simplicity, and in which the product’s
capacity to provide a solution is also highly
valued. We talk about a return to a more
11. Current trends Trends 08/09 Trends 10/11
Historical classical New
CLASSICAL Classics
Excessive
Renewed classical
Objects
Sublime
Neo baroque by Hand
DIAGRAM OF TREND
EVOLUTION Rustic
The diagram traces areas of IDENTITIES
activity where companies can
Renewed rustic Sublime
evolve from their present position
(G)Local
towards the trends of 10/11, to
adapt to consumer demands.
by Hand
However, this does not mean
that companies might not move Ethnic
towards other areas of activity.
Everyday
Contemporary functional Press Start
FUNCTIONAL Solutions
Natural functional Home Sweet The
Home Essentials
Scandinavian design Home Sweet The
20th CENTURY Home Essentials
Minimalism
Manifesto Basik & Raw
Industrial
New
Classics
Everyday
Pop Press Start
Solutions
20
Connective Once upon 21
Space a Future
This evolution is more Green Mind
evident in textiles and
ceramics.
Balance the Green
12. TABLE SUMMARISING Current trends: Refers to current styles produced by most
companies and professionals in habitat-related sectors,
CURRENT TRENDS and that therefore users largely recognise and identify.
Introduction Manifestations Examples
Products with references to historical styles: Historical classical: Textual references to Comersan Antibes Event collec- Monteb
Classical Renaissance, Neoclassical, Baroque, etc. The styles from the past. collection. tion, designed
by the Amboan
by Azteca.
decorative elements typical of these styles are Renewed classical: Classical repertoire
either used explicitly, they are abstracted and team for
updated and synthesised.
stylised to give a more contemporary aesthetic, Amboan.
or they are reinterpreted in bolder, more creative Neo-baroque: Reinterpretation of Baro-
ways. que from a horror vacui and hyper-decora-
tion perspective.
Ambiances characterised by the use of craft Rustic: Reproduction of traditional products Crochet by Terracota Glass Duna by
Identities processes and natural materials or by imitations of with legacies from various crafts. Manuel Revert. by Cerámica
Decorativa.
Expormim.
their finishes. Renewed rustic: Updated by simplifying
This legacy dates back to past processes and traditional imagery.
resources from a wide range of origins (traditio- Ethnic: Style that refers to decorative
nal local crafts, colonial style, the Arts & Crafts aspects from a culture or ethnic group.
movement, etc.). These resources are preserved
intact; they may be updated or imported from
other cultures.
Items for the home with a very familiar, everyday Contemporary functional: Highly functio- Fiber by Tau Arbres, Milenio. Top 2008
Functional style that efficiently fulfil the function for which nal products that reinterpret styles such as Cerámica. Alta costura
de Piel S.A.
by BM200.
they were conceived. This style is based on a less functionalism to make them more familiar
rigorous reinterpretation of functionalism which and commonplace.
the user finds more familiar. Two dimensions are Natural functional: Incorporates figurative
apparent, one more practical and the other more elements, especially natural elements, in
decorative or figurative. functional products.
Objects typified by their reflection of the roots of Industrial: Style based on the maxim Geometric by Bruko duvet Dagon by Land
20th Century industrial design. They represent the principal ‘form follows function’, conceived to de- Vicent Martí-
nez for Punt
cover by
Atrivm.
Porcelánico.
movements and vanguards of the 20th century mocratise design.
such as the Industrial Style, Scandinavian De- Mobles.
Scandinavian design: Style based on
sign, Pop and Minimalism. beautiful, functional and democratic
design, with references to crafts.
Pop: Style of mass culture. Aesthetic
elements include rounded forms, acid
colours, optical illusions, etc.
22 Minimalism: Movement that pursues the 23
essence and conceptualisation of any area
related to art, architecture or design.
13. TABLE SUMMARISING TRENDS FOR 08/09 Trends 08/09: Review and evolution of trends identified
by the Habitat Trends Observatory in the Habitat Trends
Report 08/09.
What it consists of Manifestations Where the trend is now Examples
Excessive Excessive, expressive, passionate
and impulsive products. Their irrea-
Transreality Consolidated and oriented towards
markets with a predominant symbo-
Espacio Bisazza
in Barcelona.
Madam Rubens
by Frank Willems.
Flap by Fran-
cesco Binfarè
Rococo delirium
Objects lity and dreamlike nature affords lic consumption, mainly in Asian or for Edra with
them a provocative sensationalism. Eastern countries. The concept of luxury Swarovski.
The product creates identity. Eclec- has changed dramatically in European
tic and varied aesthetics. markets and Excessive Objects are being
replaced by New Classics and Sublime
by Hand.
Spaces aim to surprise through Retro collage Slow growing, since the creativity and hu- Flying Carpet by Wall Invader by Hotel Fox in
Press Start everyday entertainment. Users Fictional spaces mour of this trend are giving way to real Emiliana Design
Studio for Nani
Radi Designers. Copenhague.
participate by involving their own problem solving and the new practicality
creativity in the product. Play is Everyday creativity of Everyday Solutions. Marquina.
seen as a relationship strategy
among those sharing a living
environment.
Home Products that provide physical
and mental well-being. A habitat
Extrasoft Consolidated and with a long future
ahead. Complemented by The Essentials
Algues by Ronan &
Erwan Bouroullec for
Solid Poetry
by S. Happle &
Soft Wall
by Forsythe
Bucolic nature
Sweet Home designed to encourage social trend, based on similar principles, but Vitra. F. Molenschot. + Macallen
relationships. Placebo for nature. more neutral and with a focus on quality for Molo.
Environments are simple, easy and and durability.
intuitive in their relationship with
users.
Connective Trend proposing new ways of
living through technology with the
Supra-well-being An emerging trend with great scope.
Once Upon a Future takes a further
Z Island by Zaha
Hadid for Dupont.
Wireless speakers
by Inoda + Sveje
Interpolis by
Studio Jungen
Exploration
Space future in mind. It questions the way step in the search for the home of the Architecture/ Design Bey.
people live at all levels and in all future, where the user plays an even Studio for One Off.
ambiences. Pursues warm, intui- more important role, since the objects in
tive technology in its relationship the home learn and evolve alongside its
with the user. residents.
The object as an expression of a Cultural exploration Growing, particularly in aesthetic aspects. Made for China Bovist by Hella Ceramic latticework
(G)Local specific culture. Unique products Crafts revisited The resurgence of crafts has evolved by OPOS Designers. Jongerius for Vitra. by Alejandro Zaera
(Cerámica Decorati-
that establish an emotional rela- towards Sublime by Hand, where the
tionship with the user. Incorporates figure of the artisan-artist has gained va) for the Spanish
local into global. Revitalises crafts importance and local aspects become Pavilion at the Aichi
and cultural exchange. less relevant. Expo.
Questions habitat through provo- Imperfection Emerging. More accepted in independent Flowerchair Suited Hotel Básico by
Manifesto cation. Heterogeneous manifes- Protest markets. Basik & Raw represents a less by Mareike Gast. for Subversion by
Ralph Borland.
Design Hotels in
México.
tations. The object is viewed as a experimental evolution of this trend, clo-
transmitter of ideology, function Project: Utopia ser to the alternative consumer, offering a
takes second place. response to the socio-economic situation
and presenting more critical proposals as
alternatives to consumerism.
24 25
Green A significant ethical and social obli-
gation on the part of companies.
Sustainability Consolidated with a long-term outlook.
Another trend, Mind the Green, has
Seoul Communes
2026 by Mass
Ventilated facade
by Tau Cerámica.
Kleensex®
by Ana Mir,
Immediate nature
Balance Commitment to people and the emerged with the same aims, and repre- Studies. Emiliana Design
environment. Sustainable products Community sents a paradigm shift in the concept of Studio.
to improve the habitat in aspects of sustainability: it is no longer enough to
energy saving and bringing nature consume less or cause less damage to
into our homes and cities. society and the environment; we must
find another way of working, based on the
philosophy of benefitting the environment
and individuals.
