The value of Collaboration

Even as the Cooper Hewitt looses its way, Murray Moss in Soho takes design seriously. He even makes you want to take home an Italian sofa. (That profusion of boxy styles that has not changed since the 50's never held much appeal to the American market - trust me when I say the boxes are not revival but have simply remained the same year after year) In a new space at 146 Greens St., the Italian manufacturer Moroso has joined with domestic fabric house Maharam to stunning effect. Patricia Urquoila's sofa in a Maharam fabric dazzles, but what is most important is that you can actually imagine it in an American interior. Never, however, mistake collaboration for "design by committee." This masterpiece of design merchandising has the Moss vision written all over it.

Leadership matters

The Cooper-Hewitt used to be on my required list for every New York trip. It could be counted on to be interesting, instructive and focused on matters of design. Design matters more than ever today, but the museum has lost its way. The current exhibit "Design Life Now" is unfocused and confusing to a designer - just exactly what should the general public gain from a visit to this exhibit? Design is about making things clear, understandable, usable as well as attractive. The current show meets not a single of these criteria. In my humble estimation, what is missing is the leadership of Diane Pilgrim,under whose guidance the museum had its best years. The shows were beautiful, well conceived, and several of the seminars that I attended were excellent. And what is it with those flowers on the facade of the building. It was a bad idea when one of the decorating reality shows stuck cheap silk flowers to a bathroom wall and it is a travesty on the facade of this Beaux-Arts mansion. Is this an attempt to make the building and its contents intellectually accessible?

Brand APPLE in the BIG APPLE

It has been entirely too long since I have posted, both busy and uninspired by what I have seen around. The world, however is moving along at record pace - I finally saw the APPLE store on 5th Avenue, but rather than report what I saw, here is an article that will share the wisdom of these marvelous stores. The article shares how APPLE stores generate more than $4000/sf compared to Neiman Marcus' $600/sf.

Yes, New York in the springtime inspires. So much to see! Soho teaches us how Italian modern can comfortably take on American sensibilities and the Ed Hardy store in the gritty Meat Packing District how street style becomes not just mainstream - but luxe. Printed tattoo designs on t-shirts with a gold signature by the artist take the concept to an entirely different place than engraving the skin for life.

I was particularly impressed with the sales person in a clothing store that could make his nose piercing disappear when I expressed the slightest bit of dismay. Isn't it a wonderfull time to be alive!

Lessons from Oscar's Red Carpet

Interest in "who wore what" is rivaling interest in "who won what" at the awards ceremonies these days. The biggest lesson for marketers from the recent Oscar's is the "memorability" factor. Who will remember Helen Mirren's gorgeous dress several weeks from now? Who can forget the hideous thing that Jennifer Hudson wore over her dress or the Nicole Kidman's entrance in that stunning red sheath?

Yes, subtle still sells, and bad design is especially memorable. Jennifer Hudson's talent will outshine her outfit, but a badly designed product doesn't have that advantage. So, if you want to stand out from the crowd, if you want your products or interiors to be noticed and remembered, go for contrast!
(If you want to refresh your memory, E Online will probably show those gowns longer than any other link.)

Houses both Simple and Small

Urban Europeans have a tradition of "garden houses" that gradually expanded from tool sheds. These sheds have been formalized and can now be purchased as this Waldon inspired and named model from Moormann in Germany. (On display in Cologne at Design Week.) Sleeping space is in the loft space with a skylight to the stars.

The New York Times "thinks small" with a story with great information about the mini-house movement in the US. (Don't know how long the link will be good.) The traditional style Katrina Cottage, built by Cusato Cottages LLC and offered by Lowe's, is generating interest beyond just the New Orleans area. For fabulous contemporary mini's, weeHouses offers a versatile collection of "shoebox" stacking units.

Forget timeshares! For an instant vacation house, drive one of these units up to your own piece of Waldon, no matter where it is, and simply hook it up to utilities.

US style leader in finishes

Just when we have everything figured out, things change. The trends from Europe that influenced the American market were on a predictable schedule, what would translate was also predictable. Judging by the recent Cologne Design week, we are starting to strongly influence European style. It had to happen, Hollywood is, after all, the pervasive entertainment for the Western World. Clodagh and Fu-Tung Cheng were the first to bring us concrete as a luxury interior finish. Europe has embraced concrete as a refined interior finish with "concrete look" poured monolithic floors, thin concrete paneling ,countertops and furniture - fabulous looks all! Note the concrete look wall in a retail showroom in Cologne - also note the horizontal use of cherry veneer.Vertical wood grain is starting to almost look "dated" in Europe. This look should translate well to the American market.

In the face of technology – a universal yearning for an analog world

The "Farm Project" presented by Dornbracht was by far the most visceral and far-reaching design statement presented in Cologne during design week this winter. It is appropriate that it was part of Passagen, as opposed to the official fair. It speaks to our current fascination with the iconic. Created by Mike Meiré, you can hear his fascinating interviews 1, 2, 3. about the project. Yes, our sleek, shiny monolithic technological objects cry out for a reaction, and this is a most interesting reaction. When we design our homes we forget that our lives at home are more than the sum of our building materials and machines. It is amazing that we need to be reminded that after the design stage that homes teem with life, just like the "Farm Project" and offer us warmth, protection and refuge. It is the design process that makes comfort possible, but much of today's designs look downright foreboding, hence the success of this presentation.

Favorite Superbowl Ad

Yes, I am one of those people that watch the Superbowl for the ads - and animals ruled the day. By far the most memorable 1 minute narrative was the "Dalmatian." Budweiser managed to engage every demographic with their series of ads - Impressive! As of this post,the mutt is still being voted "best of" the 2nd quarter at AOL Sports.

Udder-ly Memorable - Passagen 2007 Cologne

Just returned from this year's Cologne International Furniture Fair. Passagen is Germany's biggest design event and runs in parallel with the fair. This kitchen is a prototype seen in the Valcucine space to showcase their glass fronts and countertops. More from the show coming in later posts.(Is this the pink that everyone is talking about?)

2007 - The Year of Iconic Design

What is the next design icon?

• Palladian windows have enjoyed a huge success in the last two decades. The windows are the icon that have come to signify "upscale home."
• Audrey Hepburn's Givenchy "little black dress" from Breakfast at Tiffany's recently sold for $807,000. Its iconic value drove the price up 8x over the expectation.
  
• Phillipe Starck's popular "Louis Ghost" chair is a updated version of an iconic design.

An icon is an important and enduring symbol that enjoys universal familiarity within a group. Icons will continue to supply the motifs and styles to our homes. Familiarity in the midst of so many choices (which often becomes clutter) will renew interest in the iconic. The new fascination with simplicty will govern the icons selected. Think: a white strand of pearls, pencil post beds, greek key borders - all exqusitely executed and just like the little black dress, you will never go wrong.

Top 10 Lists

The Usual Suspects

Its that time of year - Resolutions, Predictions and Top Ten lists. (Has the FBI ever been given credit for coming up with this idea?)
10 Most Popular Words or concepts that show up on Home Furnishings predictions for 2007:

1. WOW factor
2. sustainability
3. comfort
   
4. nature-inspired
5. natural wood grain prominent
6. celebrating imperfections
   
7. retro
8. masculine looks
9. cottage style
10. individual, personal
    

There was wide consensus on only 7 color families with a wide range of predictions within each family:

1. Botanical greens
2. Water blues
3. Natural neutrals
4. Brown
   
5. Metallic
6. Mineral
7. Pink (ugh! my comment)
   

Color Inspiration

Georgia O'Keefe would swoon over this stone. Nature inspires today's interior finishes. Make sure to look at the real thing, not just the picture before making color selections.

Frazier and Niles on carpet choices...priceless

Niles: What color is the new carpet?

Frasier: I'm going up a shade... to "Harvest Wheat."

Niles: I thought the next shade up was "Buff."

Frasier: It used to be, but they've discovered a whole new color in between.

Niles: So now it's "Tofu, Putty, Oatmeal"...

Both: "Almond, Harvest Wheat"...

Frasier: "and Buff."

Simplicity is not overrated

Over 50 million iPods have been sold and those who pride themselves on "being in the know" are saying that "one of the most over-speculated and questionable trends today" http://www.psfk.com/2007/01/the_simplecompl.html .

I humbly disagree and here is why:

In 1995 I led a team at a Color Marketing Group conference. We were doing design influences that day and created a poster from our session that looked much like today's iPod. Few outside our team got it, but we know the story of the iPod today - the consumer "gets" it. (That was my last Color Marketing Group conference. The speakers were the best part and I no longer need to go to hear the speakers - fabulous speakers are now available on podcasts.)

On toasters I have owned -
* One with an elevator - failed in short order.
* One spit out toast to the floor (won some design award)
BACK TO THE SIMPLEST TOASTER THAT MONEY CAN BUY - WILL THROW IT AWAY WHEN IT BURNS OUT. I WILL HAVE GOTTEN MY MONEY'S WORTH.
I had exactly the same experience with several expensive, multi-functional microwaves. I was once a glutton for punishment, but no longer - I now have a basic, simple microwave for short bucks. I could have bought a new simple one every 6 months for what I paid for the complex one given how long they lasted. What does one really need to heat up left-overs? (I even repaired the locking mechanism myself once, despite the warnings not to open the box)

And don't even get me going on the washing machine. In short - I am a boomer, there are lots of us, and we now have LOTS of experience in the marketplace. Manufacturers disregard our experiences at their own peril. (Yes, boomers are buying iPods)

Who has time for the learning curve for all that day-to-day stuff! I would rather spend the time to learn how to use my D80 well. Now that complexity gets me charged up, but not complex appliances. It is so refreshing to just push one button!

The same holds true for the finishes in a house - keep them simple and easy to maintain. No fancy maintenance instructions. Boomers have better things to do.

Are there too many Choices?

It may not be as frightening as a head-spinning horror movie, but today's proliferation of consumer choices in the home furnishings arena can bring one to mind. If your showroom is bursting at the seams, if each additional product you add brings diminishing returns, then you probably offer too many choices. If you can't afford to hire therapists with design degrees for your showroom - how do you help consumers navigate the many product choices that you offer? Therein lies the opportunity.

If you want to end the chaos, complexity and confusion over product selection for your customers – it is time to focus your product offering with a rigorous editing process that is as individual as your business. High-end boutiques in every category have always relied on editing. Pottery Barn and Crate and Barrel have done it successfully. (Watch as these stores get into bathroom furnishings) Trader Joe’s combines the editing process with great service. The iPod is the ultimate “edited” product and research shows that editing works!

Thousands of stores, hundreds of catalogs,
hundreds of thousands of choices and not a thing to wear!
Whether it is fashion or finishes, the problem is the same-
too many choices.

1. The Research: Stanford Business School

Consumer research shows that the American consumer is suffering from choice fatigue. A Stanford Business School Study found too many choices exasperated shoppers. In the research Consumer were offered either 30 choices or 6 choicesof jam and then given coupons to purchase what they sampled. Of those that had the opportunity to sample 30 only 3% made a purchase, while of those given 6 choices ten times as many or 30% made a purchase. Harvard Business School followed up with a study that showed that a grocery retailer increased their revenues by 11 percent simply by reducing their assortment in various categories anywhere from 20 percent to as much as 80 percent.

To really understand how consumers react in the face of too many choices listen to this podcast: http://www.ted.com/tedtalks/tedtalksplayer.cfm
Barry Schwartz is a sociology professor at Swarthmore College and author of The Paradox of Choice. In this talk, he persuasively explains how and why the abundance of choice in modern society is actually making us miserable. While I disagree with his solutions, (being from Swarthmore, he espouses redistribution of wealth) it points out clearly the opportunities for a variety of businesses.

2. Shaping Factors:

In this time of both rapid and constant change, creating the perfect product mix requires more consideration than just bringing in the latest offerings from your suppliers. A variety of cultural, demographic and psychographic, as well as aesthetic trends affect what your customer will choose for their homes:

• The overriding trend that affects consumers’ choices in their homes is the paradigm shift from the Industrial and Information ages to the Biological age. Natural materials are now the most important drivers of the aesthetics of the entire built environment. We can no longer agree on a color derived from a pigment box like “hunter green” or “burgundy,” but get our color inspiration from a wide range of natural stones.
• Homes and home furnishings have moved from being needs based to desire driven products.
• The income curve is flattening creating a new mass affluent market that can afford exactly what they want.
• Boomers are still driving the home market and will continue to do so as they build and furnish their retirement homes.
• The “new” always engages and technology continuously creates new aesthetics that intrigue the desire driven consumer.

3. The Solution:

There is no magic pill or potion to cure the choice fatigue of today’s consumers –it is essential to take a holistic approach. Edit products for:

• “best of”
• most compelling new
  
• the greatest benefit to your customers

4. Edit your way to success in 2007:
Design trends that create interior finish aesthetics:

* Play of light is the new color and pattern. Light bounces off interesting textures, shimmery materials and frosted metallics.
* The “limestone” palette remains important because limestone it fits today’s lifestyles. Created by evolution’s first mobile home- the shell, it is a true natural material and the light, soft and soothing color range is an antidote to our over stimulated lives.
* With our concern for the environment, nature greens remain in the palette.
* Fun and decoration are returning to interiors, driven by Tord Bontje’s inspired decorative motifs and bright colors for a contemporary market.
* Consumers expect products that can be customized. (The iPod is the ultimate example)
* The “local” remains important.

For further reading:

The Paradox of Choice: Why More is Less By BarrySchwartz; Ecco

Trading Up: The New American Luxury
By Michael J. Silverstein and Neil Fiske; Portfolio

The Substance of Style: How the rise of aesthetic value is remaking commerce, culture and consciousness By Virginia Postrel; Harper Collins