Maison & Objet 2020: Highlights from France's September Fair
This year's trends help us navigate Covid-19 and environmental crises, and find some joy along the way
Agnès Carpentier
26 September 2020
The September 2020 edition of the Maison & Objet trade fair, which usually takes place in Paris, France, was transformed into a digital conference (the Digital Fair, from 4 to 8 September 2020), hosted on its year-round digital platform, Maison & Objet and More (MOM). Through online seminars, podcasts and product picks, the fair pinned down trends for the coming year with the help of experts in style, architecture, design and lifestyle. The meeting explored the consumption patterns of the younger generations, the new needs created by Covid-19, the movement towards a more ethical and sustainable lifestyle, and the future of production and the places where we spend our time.
Ports table by Bene. Photo by Wolfgang Zlodej
New consumers in the era of the internet and smart phones
On Maison & Objet’s 25th anniversary, trend forecaster Vincent Grégoire, director of consumer trends and insights at the NellyRodi agency, chose not to look backwards, but placed the conference under the motto ‘(Re) Generation!’
In this year’s January edition of the fair, he had stressed the activism of generations Y and Z. In the September 2020 edition, he invited us to analyse millennials’ hyperconnected lifestyle, fed on the internet and smart phones from a young age. He reminds us that by 2025 generations Y (1980 to 1995) and Z (1996 to 2010) will represent 75 percent of the world’s workforce.
New consumers in the era of the internet and smart phones
On Maison & Objet’s 25th anniversary, trend forecaster Vincent Grégoire, director of consumer trends and insights at the NellyRodi agency, chose not to look backwards, but placed the conference under the motto ‘(Re) Generation!’
In this year’s January edition of the fair, he had stressed the activism of generations Y and Z. In the September 2020 edition, he invited us to analyse millennials’ hyperconnected lifestyle, fed on the internet and smart phones from a young age. He reminds us that by 2025 generations Y (1980 to 1995) and Z (1996 to 2010) will represent 75 percent of the world’s workforce.
Toucan Paradise wallpaper by La Touche Originale
The portrait Grégoire paints of millennials, who grew up in the digital era, is that of “an augmented generation, enamoured of screens, gaming, pixels and fluorescents”. They turn to social networks to spot trends, and don’t hesitate to boycott brands and hold them accountable. It is also a generation that is more invested in wellness, swift to reshape the world from their beds, “a down jacket and comforter generation,” he says.
With the advent of co-working and co-living, these young people have reinvented mix-and-match. Their decor favours eclecticism and flexible furniture. Technology is everywhere. Grégoire suggests this is the foundational element of their universe, “a facilitator that makes everything fluid,” for these generations. Millennials redefine the world and their environments through four new rules that have to be taken into account: more digital, more wellness, more mixes and more technology.
The portrait Grégoire paints of millennials, who grew up in the digital era, is that of “an augmented generation, enamoured of screens, gaming, pixels and fluorescents”. They turn to social networks to spot trends, and don’t hesitate to boycott brands and hold them accountable. It is also a generation that is more invested in wellness, swift to reshape the world from their beds, “a down jacket and comforter generation,” he says.
With the advent of co-working and co-living, these young people have reinvented mix-and-match. Their decor favours eclecticism and flexible furniture. Technology is everywhere. Grégoire suggests this is the foundational element of their universe, “a facilitator that makes everything fluid,” for these generations. Millennials redefine the world and their environments through four new rules that have to be taken into account: more digital, more wellness, more mixes and more technology.
Desk, mirror and stool from Resistub
New needs in interiors after the pandemic
The seminar ‘Information & Intuition: Anticipating the New Needs of Consumers after COVID-19,’ proved particularly interesting. Jaye Anna Mize, vice-president of home interiors at Fashion Snoops, and Carrera Kurnik, editor-in-chief of consumer culture and strategy at the same trends agency, identified four emotions that have been particularly developed over the past months: anxiety, isolation, fear and confusion.
These are paired with more positive impulses – gratitude, inspiration, empathy and clarity – that are likewise reflected in our collective responses to the pandemic. These emotional needs translate into the decor of the home, particularly in ways that create barriers to these negative emotions and help prepare us for the hard blows in life.
Modularity: Consumers will favour a more modular interior, where it will be possible to carry out all of the tasks of life such as working, eating or playing. “This pandemic has really caused consumers to look deep at their needs … and with that we’ve really prioritised items that are more adaptable for all situations,” says Mize.
Need to redesign your interior to cater to your lifestyle? Find a local interior designer on Houzz who can help
New needs in interiors after the pandemic
The seminar ‘Information & Intuition: Anticipating the New Needs of Consumers after COVID-19,’ proved particularly interesting. Jaye Anna Mize, vice-president of home interiors at Fashion Snoops, and Carrera Kurnik, editor-in-chief of consumer culture and strategy at the same trends agency, identified four emotions that have been particularly developed over the past months: anxiety, isolation, fear and confusion.
These are paired with more positive impulses – gratitude, inspiration, empathy and clarity – that are likewise reflected in our collective responses to the pandemic. These emotional needs translate into the decor of the home, particularly in ways that create barriers to these negative emotions and help prepare us for the hard blows in life.
Modularity: Consumers will favour a more modular interior, where it will be possible to carry out all of the tasks of life such as working, eating or playing. “This pandemic has really caused consumers to look deep at their needs … and with that we’ve really prioritised items that are more adaptable for all situations,” says Mize.
Need to redesign your interior to cater to your lifestyle? Find a local interior designer on Houzz who can help
Porcini vase by ChiCura Copenhagen
Healing and comforting interiors: Increasingly, we expect interiors to also take care of our health, with renewed attention on solutions for air and water purification or antibacterial work surfaces. “Ikea, right when the pandemic hit … came out with protective, purifying curtains that actually purify your home like a filtration system,” says Mize.
This includes home fitness, with suitable materials and furniture that is adapted to indoor exercise.
Interiors have turned into a refuge, and we are investing heavily in the capacity to protect ourselves from the world outside with better sound insulation and an emphasis on sleep and the decor of the bedroom and living room. “We are in no doubt in a comfort movement,” says Mize.
Healing and comforting interiors: Increasingly, we expect interiors to also take care of our health, with renewed attention on solutions for air and water purification or antibacterial work surfaces. “Ikea, right when the pandemic hit … came out with protective, purifying curtains that actually purify your home like a filtration system,” says Mize.
This includes home fitness, with suitable materials and furniture that is adapted to indoor exercise.
Interiors have turned into a refuge, and we are investing heavily in the capacity to protect ourselves from the world outside with better sound insulation and an emphasis on sleep and the decor of the bedroom and living room. “We are in no doubt in a comfort movement,” says Mize.
Ginkgo Pop poster by Common Modern
Reliable, stable, durable, local: The stressful climate we live in reinforces our need for resilience and durable products. “People are home all the time, using their home products a lot more, so this resilience is really key,” says Mize.
Beyond the pandemic, we are conscious of living in an environmental crisis. We are anxious to preserve our planet with lasting solutions, with little (or no) environmental impact, notably by putting new value on the local.
More humour: The health crisis and life in lockdown have created a new need for little uplifting touches in our homes. “Consumers will be tightening their belts on spending, but they will find … value in these little colourful pieces [of] joy that they can bring home with them,” says Kurnik.
Reliable, stable, durable, local: The stressful climate we live in reinforces our need for resilience and durable products. “People are home all the time, using their home products a lot more, so this resilience is really key,” says Mize.
Beyond the pandemic, we are conscious of living in an environmental crisis. We are anxious to preserve our planet with lasting solutions, with little (or no) environmental impact, notably by putting new value on the local.
More humour: The health crisis and life in lockdown have created a new need for little uplifting touches in our homes. “Consumers will be tightening their belts on spending, but they will find … value in these little colourful pieces [of] joy that they can bring home with them,” says Kurnik.
Neva Lounge Trimmed chair, Cloud Sideboard from Artisan
Conscientious consumption
Pillars of Maison & Objet – trend forecasters Elizabeth Leriche, François Bernard and François Delclaux – have once again presented their interpretations of exhibited objects, in this case for the Digital Fair on the MOM platform. They emphasised the advent of more simple and ethical pieces, imprinted with art and spirituality. These new creations will speak to engaged and conscientious consumers who distance themselves from the mass-production of products made to be disposed of in the near future.
Browse more contemporary living spaces on Houzz
Conscientious consumption
Pillars of Maison & Objet – trend forecasters Elizabeth Leriche, François Bernard and François Delclaux – have once again presented their interpretations of exhibited objects, in this case for the Digital Fair on the MOM platform. They emphasised the advent of more simple and ethical pieces, imprinted with art and spirituality. These new creations will speak to engaged and conscientious consumers who distance themselves from the mass-production of products made to be disposed of in the near future.
Browse more contemporary living spaces on Houzz
Zig Zag & Tam Tam stools, Sherbet vases from Pols Potten
If Bernard sees an aspiration to simplify or even spiritually elevate our possessions in this post-industrial epoch – a trend which he calls ‘Modernastic’ – Delclaux accentuates a new focus on the local. He speaks of the ‘New Traditional’, of a “creation, which establishes new traditions by searching for a proximity of production at a hyper-local scale, which respects an environmental ethic”.
Finally, Leriche sees an artistic breeze blowing through the lifestyle sector, with a powerful expressivity of form and graphics. She presents examples of new objects that are “flattened or in totemic forms à la [sculptor Constantin] Brancusi, stripes à la [artist Daniel] Buren, drips à la [painter Jackson] Pollock, cubic faces à la [artist Pablo] Picasso and reassuring organic forms”. This season’s trends negotiate the boundary between art and craft.
If Bernard sees an aspiration to simplify or even spiritually elevate our possessions in this post-industrial epoch – a trend which he calls ‘Modernastic’ – Delclaux accentuates a new focus on the local. He speaks of the ‘New Traditional’, of a “creation, which establishes new traditions by searching for a proximity of production at a hyper-local scale, which respects an environmental ethic”.
Finally, Leriche sees an artistic breeze blowing through the lifestyle sector, with a powerful expressivity of form and graphics. She presents examples of new objects that are “flattened or in totemic forms à la [sculptor Constantin] Brancusi, stripes à la [artist Daniel] Buren, drips à la [painter Jackson] Pollock, cubic faces à la [artist Pablo] Picasso and reassuring organic forms”. This season’s trends negotiate the boundary between art and craft.
Siena paint from the Terre Lointaine collection from Atelier Germain
Colours and materials: a return to raw and natural
Earthy palettes: In the “context of the return to simplicity, to nature,” evoked by the trend forecasters, the colours favoured in our interiors remain largely inspired by the earth, vegetation and the sky, in “a monochrome motif of muted shades picked up by stronger accents – citrus, fennel or Black Krim tomato,” says Bernard. He also points out the “whiteness, the diaphanous paleness,” of the materials, for example alabaster, which for him signifies the quest for the spirituality of creation.
Delclaux emphasises “a mineral and woody spectrum composed of light woods, pebble greys, the colours of the earth – ochre, brown, terracotta – and the colours of glazes: celadon [green], porcelain blue or Prussian blue”.
As for Leriche, she defines the spectrum of colours of the year as “warming and muted,” where warm tones (saffron, terracotta, garnet) are contrasted by forest colours (sage, pine and turquoise) and punctuated by neutrals (chalk and slate grey).
Colours and materials: a return to raw and natural
Earthy palettes: In the “context of the return to simplicity, to nature,” evoked by the trend forecasters, the colours favoured in our interiors remain largely inspired by the earth, vegetation and the sky, in “a monochrome motif of muted shades picked up by stronger accents – citrus, fennel or Black Krim tomato,” says Bernard. He also points out the “whiteness, the diaphanous paleness,” of the materials, for example alabaster, which for him signifies the quest for the spirituality of creation.
Delclaux emphasises “a mineral and woody spectrum composed of light woods, pebble greys, the colours of the earth – ochre, brown, terracotta – and the colours of glazes: celadon [green], porcelain blue or Prussian blue”.
As for Leriche, she defines the spectrum of colours of the year as “warming and muted,” where warm tones (saffron, terracotta, garnet) are contrasted by forest colours (sage, pine and turquoise) and punctuated by neutrals (chalk and slate grey).
Swatches from Libeco Home
Natural and raw materials: In the movement towards more simplicity – indeed rusticity – it is no surprise that the most natural and raw materials possible are chosen. For Bernard, this season’s winners are light woods and woven materials (straw, webbing and cane).
On the textile side, we give pride of place to linen, wool, rattan, seagrass and sisal. Stripes appear in graphic interplays of strong contrasts, while the trend forecaster equally highlights the appeal of patched or fringed materials, a raw but sophisticated and authentic treatment of fabric with imperfect edges, as though “fallen from the loom and crudely cut”.
Leriche notes the importance of wool and piled fabric in creating comfortable and enveloping textures. Moreover, she emphasises the enduring the appeal of ceramics (terracotta, grès stoneware, paper-clay ceramics, terre mêlée marbled finishes), stone (travertine), natural wood, blackened metal or coloured glass.
Natural and raw materials: In the movement towards more simplicity – indeed rusticity – it is no surprise that the most natural and raw materials possible are chosen. For Bernard, this season’s winners are light woods and woven materials (straw, webbing and cane).
On the textile side, we give pride of place to linen, wool, rattan, seagrass and sisal. Stripes appear in graphic interplays of strong contrasts, while the trend forecaster equally highlights the appeal of patched or fringed materials, a raw but sophisticated and authentic treatment of fabric with imperfect edges, as though “fallen from the loom and crudely cut”.
Leriche notes the importance of wool and piled fabric in creating comfortable and enveloping textures. Moreover, she emphasises the enduring the appeal of ceramics (terracotta, grès stoneware, paper-clay ceramics, terre mêlée marbled finishes), stone (travertine), natural wood, blackened metal or coloured glass.
USVA napkin design by Anu Leinonen for Lapuan Kankurit
More ethical, more durable, more wellness
Other ethical values discussed in digital talks – Caring, Durability, Recycling – likewise attracted our attention.
Care: In a talk titled ‘Caring Architecture’, Antoine Fenoglio from Les Sismo, Marilyne Goulard of Tarkett, and Eric de Thoisy from SCAU Architecture discussed the power of architecture to do good and the manner in which we can face the present crises. “The point of ‘Care’ is not to overdramatise, but to approach our interiors by tackling the problem of vulnerability head on,” says de Thoisy.
Durability and recycling: Virginie Corbasson, Carlin’s director of European development, and Virginie Mourouvin, style expert at Carlin, explored the trend of ‘Neo-Vintage and Second-Hand Goods’ as new growth opportunities for brands. “Amidst economic troubles and a lack of meaning, active consumers have been sharpening their pragmatic approach during this health crisis. Going forward, they will be focusing on products whose design and aesthetic are top-quality and are recyclable or can even take on a new life second-hand,” they say.
More ethical, more durable, more wellness
Other ethical values discussed in digital talks – Caring, Durability, Recycling – likewise attracted our attention.
Care: In a talk titled ‘Caring Architecture’, Antoine Fenoglio from Les Sismo, Marilyne Goulard of Tarkett, and Eric de Thoisy from SCAU Architecture discussed the power of architecture to do good and the manner in which we can face the present crises. “The point of ‘Care’ is not to overdramatise, but to approach our interiors by tackling the problem of vulnerability head on,” says de Thoisy.
Durability and recycling: Virginie Corbasson, Carlin’s director of European development, and Virginie Mourouvin, style expert at Carlin, explored the trend of ‘Neo-Vintage and Second-Hand Goods’ as new growth opportunities for brands. “Amidst economic troubles and a lack of meaning, active consumers have been sharpening their pragmatic approach during this health crisis. Going forward, they will be focusing on products whose design and aesthetic are top-quality and are recyclable or can even take on a new life second-hand,” they say.
Chameleon Inge natural home from Marta
Finally, in a talk entitled ‘Sustainable Interiors and Materials: The Quandary’, architect Marie Deroudilhe and Quentin Hirsinger, president of matériO’ analysed the fact that choices of construction materials often come down to a more complex equation than just their pure durability. “There are no good materials or bad materials, it’s all about using them well,” says Hirsinger.
Deroudilhe, imagining each project as a durable entity, says “reuse and vintage pieces could easily represent 60 percent of a project, against 40 percent new things”. To make this work, it is vital to preserve that which is already extant, and to not fear mixing modern and old in purposeful anachronisms.
Finally, in a talk entitled ‘Sustainable Interiors and Materials: The Quandary’, architect Marie Deroudilhe and Quentin Hirsinger, president of matériO’ analysed the fact that choices of construction materials often come down to a more complex equation than just their pure durability. “There are no good materials or bad materials, it’s all about using them well,” says Hirsinger.
Deroudilhe, imagining each project as a durable entity, says “reuse and vintage pieces could easily represent 60 percent of a project, against 40 percent new things”. To make this work, it is vital to preserve that which is already extant, and to not fear mixing modern and old in purposeful anachronisms.
Digital Talks: ‘Design and… Action!’ Designer Ramy Fischler, founder of RF Studio, and Philippe Brocart, managing director of Maison & Objet
Design reinvents itself to imagine the world of tomorrow
In an interview with Philippe Brocart, managing director of Maison & Objet, designer Ramy Fischler evoked the renewal of design and the new ways of producing tomorrow. “We are forced to think about the world after in a hurry,” he says.
‘Design Fiction’ is the solution proposed by RF Studio, the agency Fischler founded in 2011, which now numbers around 20 collaborators. By Design Fiction, he refers to a school of thought that has existed for a decade. Instead of approaching the creation of new products through classic industrial steps such as plans and scale models, it occurs through fiction – storytelling – and video.
Design reinvents itself to imagine the world of tomorrow
In an interview with Philippe Brocart, managing director of Maison & Objet, designer Ramy Fischler evoked the renewal of design and the new ways of producing tomorrow. “We are forced to think about the world after in a hurry,” he says.
‘Design Fiction’ is the solution proposed by RF Studio, the agency Fischler founded in 2011, which now numbers around 20 collaborators. By Design Fiction, he refers to a school of thought that has existed for a decade. Instead of approaching the creation of new products through classic industrial steps such as plans and scale models, it occurs through fiction – storytelling – and video.
Sens-Fiction exhibition in Lille, France, conceived by RF Studio. Photo by MEL-Anouk Desury-Light Motiv
Fischler communicates with millennials by using one of the most popular forms of media: TV series. Four episodes have already been produced, on pieces in the kitchen (in an episode entitled ‘Eco and Living Kitchen’), the place of new technologies in our interiors (Smart and Friendly Home), trends introduced through co-living and co-working (‘Coliving and Work’) and, finally, fun and wellbeing in the home (‘Play and Care’).
“My subject is less in the creation of objects as of ecosystems. If you want to build the city of tomorrow, for example to reinvent the greater Paris area or the pedagogy in a school, you can’t do that in a PowerPoint [document] or a model,” he says.
Design fiction is therefore a direction for the future, for imagining the future that speaks to those who have grown up in the post-industrial era, strongly digitalised since the 2000s.
The series produced by the designer can be found on his social networks and the Maison & Objet website, and is in the Sens Fiction exhibit in Lille, France from 16 September to 15 November 2020 (pictured).
Your turn
Which of these directions in design sparks your interest? Tell us in the Comments below, like this story, save the images, and join the conversation.
More
Keen to explore other news from international trade fairs? Catch up here with 4 Trends From Heimtextil 2021: Is There Such a Thing as ‘New’?
Fischler communicates with millennials by using one of the most popular forms of media: TV series. Four episodes have already been produced, on pieces in the kitchen (in an episode entitled ‘Eco and Living Kitchen’), the place of new technologies in our interiors (Smart and Friendly Home), trends introduced through co-living and co-working (‘Coliving and Work’) and, finally, fun and wellbeing in the home (‘Play and Care’).
“My subject is less in the creation of objects as of ecosystems. If you want to build the city of tomorrow, for example to reinvent the greater Paris area or the pedagogy in a school, you can’t do that in a PowerPoint [document] or a model,” he says.
Design fiction is therefore a direction for the future, for imagining the future that speaks to those who have grown up in the post-industrial era, strongly digitalised since the 2000s.
The series produced by the designer can be found on his social networks and the Maison & Objet website, and is in the Sens Fiction exhibit in Lille, France from 16 September to 15 November 2020 (pictured).
Your turn
Which of these directions in design sparks your interest? Tell us in the Comments below, like this story, save the images, and join the conversation.
More
Keen to explore other news from international trade fairs? Catch up here with 4 Trends From Heimtextil 2021: Is There Such a Thing as ‘New’?
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Love the natural wood & fabrics. The wood minimalist furniture reads”mid-century modern” to me. One of my favorite design styles!
So interesting. How the world has changed in such a short space of time!! Good to hear Gen Y is likely to accent re-useable and lasting products. We live in a digital world, which will remain, but a more relaxed and meaningful approach to home/working life can only be a plus!
Love some of the ideas posted - but don't see any of the traditional styles - ie Ralph Lauren furniture/design which was at the Milan event too. Love their throw cusions and objects for decoration.