The new trend in interior design publishing it relates to the emotions.
The interior design has become like fashion the first way to represent its own style and personality.
Of course, it always has been in some way, but in the past decade there have been profound changes in society which have pushed up in vogue, reaching peaks of following that were previously unthinkable and this mainly due to the significantly increased size achieved by its target audience.
Incredibly we owe this to the economic crisis and the slow recovery though, that they put the emphasis on certain trends that can be found worldwide, mainly in Western capitalist countries.
These trends are: the rediscovery of the family nest as real pleasure of life, the ability to recover objects from the past to decorate and give warmth to home, the increased desire to know and put in the house objects of different cultures, the revaluation of the low cost design that has left the other hand a greater chance of expenditure for the personalization of the houses through the design objects.
In fact in all the houses considered “the best decorated” on the various interior design magazines you notice more and more, a great mixture of styles, of which the balance of the whimsical furnishings becomes the true value of the interior design.
That said, the interiors are no longer so distinguishable by geographical region as it once was, but it is only based on the personality of those who live in the dwelling.
If it still until the 90’s and early ’00s you could easily recognize a home in Madrid by one in Sao Paulo, one in Chicago from one in London,well, today is more complicated if we do not put your nose out the window.
We can say that once the house was a matter of social status, while today it is more a matter of personal status. Clearly the economic level can still be felt, but has become less important than the level of customization and creativity that you can put into decorating your own home.
We can say that we went from having to prove the social class we belong to proving that we belong to no class, declaring only our free creativity.
In this way, not more only people very wealthy strive to decorate home, but they are added virtually every part of the middleclass of society and even those who lives below the middleclass but that has an outstanding creativity for the decoration .
From this massification of interest about the interior design, a sector that has grasped the opportunities for economic development, has been that one tied to the media and publishing in particular.
Speaking of the media in general, you may notice a proliferation of Instagram account linked to furnishing or architecture.
There are those focused on the majestic villas, those on new high-tech building generation, there are those to give inspiration for the decor of the own house, each ones with its own style, there are those more romantics in warm and pastels tones, more contemporary ones, those that help the imagination to matching different styles, those more pop and those sought after, there are profiles of design companies and those of architectural studies, everybody that showing their works and give good suggestions.
In publishing, this explosion of interest for interior design, already predicted by the cult film “Fight Club” in which the protagonist called this “furniture-mania”, could be collected in two different ways, both valid, with very different findings.
The magazines that deal with design or interior design, with some off-piste towards architecture are divided, summing up to the bone, into two types: those rigorous and loyal to the dictates of the disciplines of design and architecture and those that are more linked to the trend of the moment and prefer the pure hedonism than the often icy diktat of the modern masters of design and architecture.
The firsts resemble what do the scientific journals in their field, they publish projects worthy of attention for their innovation from a teaching standpoint, the latter instead … the latter are the ones we are dealing with now, because they are a bit ‘ the novelty we are talking about.
This new generation of magazine is following a trend in which the interior design does not worry most of the conceptual quality that lies behind the study of the project, but it is focalized purely on the human emotions that can arouse. So, romantic pieces, although not authentic, of no value to the advancement of the discipline of design, are welcome, indeed, often are the masters.
But even more pop is the tendency to visit the homes of celebrities to see how they have decorated, so that hordes of fans can take a look in the private more private of their idols, almost a gossip planned, pop that more pop you can’t. Adorable.
Even from this type of editorials we find significant differences between the two types of magazines: onto the firsts usually they do interviews with designers, who, very often are people earnest also in designing the playfulness how their role wants, hence leaving declarations ‘intent not only on the aesthetic and the references, but also on production methods, market segments, possible applications etc … while onto the seconds, the interviews are, as we said, made at celebrities of the entertainment world, to whom probably house has been decorated by an interior designer and not even know what materials it is made a piece of design and certainly do not know the design difficulties, but what is of interest to the reader of this magazine is to know the relationship that the person has with that type of style of furniture, what reminds to him/her certain objects, like him / her feel a certain room and why.
In short, these two types of magazine show through the design the famous debate between ration and feeling.
What we need to emphasize today, however, is the participation of some publishing brands at this renewed sentimentality of the design, which brings them closer to a whole new target, very large, more interested at the pleasantness of the architecture and the design, more lovers of a lifestyle which it refers, rather than the design concepts that are behind it.
As for the brand identity and brand awareness, one might have thought until a few years ago, that open so much, for a sector as elitist as is the design, especially that of European origin, to the broad masses of the public could bring down the perception the value of brands, both those of the producers of design pieces that occupy the pages of the magazine, as well as those of the magazine itself.
In light of the era of Instagram for disclosure of images, in all fields, but especially in that of lifestyle moods, friend of snacks of the interior design, the problem no longer exists, indeed the massification is no longer a variable to manage, but only a constant to be consolidate even more if possible.
Certainly we must always maintain high quality, of furniture, images, photography, editorials and your brand reputation will be super safeguarded and the brand awareness will enjoy it.