Is it finally time for the jewel box house?

"The built environment accounts for up to half the world's energy use, material consumption and toxic emissions." Bill Valentine, HOK

I have been waiting in vain for my demographic cohort, the boomers, to start building their promised "jewel box" homes. What I saw instead for the newly empty nests was a rush to McMansions - the bigger, the better. With the recent emphasis on building green, maybe the time has finally arrived. I recently discovered Bill Valentine's article on the Greener Building website: Voluntary Simplicity: Making Smaller Better, he asks that we "invest money into quality instead of size." As chairman of the large architectural firm HOK, he states the case succinctly and as a design architect, he knows that "innovative solutions have emerged from being forced to plan smaller, tighter, less expensive buildings."

Now, if all the NIMBY's of the world will only allow that to happen...

What is real?

What is authentic in today's tricked out world? Getting past faux-ness in the world to the real thing is an age-old dilemma - but more so today than ever. I was reminded recently how wonderful a truly authentic experience can be at the mineral springs at Ojo Caliente in the New Mexico desert about an hour from Santa Fe.

Deemed sacred by indigenous Native Americans of Northern New Mexico, Ojo Caliente Mineral Springs has been a gathering place and a source of healing for hundreds, even thousands of years. Ojo Caliente is the only hot springs in the world with a remarkable combination of four different types of mineral water: lithium, iron, soda and arsenic. For the spa aficionado this is an experience not to be missed. While there are no rusty wheelchairs or weathered crutches littering the landscape like at the Santuario de Chimayo, despite the "quiet" signs in all the tubs, the stories of regeneration from those who frequent the springs were inspirational. Warning: This is not to be confused with a luxury spa, rather it is an entirely authentic mineral springs experience.

For marketers it is critical to remember what is authentic. We too often get caught up in the stories that we tell about our products , and who is there to call our bs. The only way we find out is if the consumer doesn't buy it and our products.

Trends gone awry

I am a trend analyst for materials that go into the built environment, not a trend forecaster. For those of you who want to see trend "forecasts" from the past century gone awry visit the Paleo-Future blog. It is great fun!

Back to the Future

On a recent trip to the New Mexico desert, I realized that my original blog posting contains all the seeds of success for selling materials for the built environment both interior and exterior. The houses that are "one" with the desert floor make for stunning architecture. And...the graffiti strewn landscape seen throughout the area is not art! Why make your customers slog through hundreds of product choices when a much smaller selection may be appropriate for your marketplace. Remember that manufacturers create products to satisfy the entire marketplace, which is now often global in scope. For your local palette- go out and get your hands dirty, scoop up the local soil and vegetation before creating your marketing materials. Benjamin Moore paints has offered a collection called America's Colors for years. This palette will help you find your regional colors without even getting your hands dirty.

• Continue to look to nature for inspiration.
  
• Edit choices in a customer-centric manner.
• Make it local!

Top Five Trend Watching Tips

I couldn't have said it better: Top Five Trend Watching Tips tell you everything you need to know to be on your way to watching the trends that are important to you. When I have a minute, I will distill this interesting but lengthy piece.

Inspiration for Kitchens and Baths

It used to be said that "a picture is worth a thousand words." How quickly the internet has changed that. We used to be happy with those pictures in the shelter magazines or what Tom Wolf called "plutography." Now still pictures are not enough, we have come to expect to see the world in video - and here it is, my favorite bath in video format - "Clodagh talks about baths." Kohler has a wonderful set of short videos of interior spaces in every imaginable style on their website. I've always loved the pictures I've seen of this bath, but the designer, Clodaugh narrating this video makes it so much more real. If you love minimalism take a look at the Dwell magazine video of a Harlem brownstone renovation on the Kohler site - simply fabulous!

Sicis in New York: An Italian touch... a showroom of colors.

Consumers actually watch this Valspar Ad

What a mesmerizing ad for the colors of an interior finish! According to Business Week people with Tivo are actually choosing to watch some ads, and this Valspar ad is one of them. What various pundits have said is true - "make ads interesting and they will watch." Maybe it is because I am in the business, but I took special note of what product the ad was promoting the first time I saw it because it so intrigued me. Such a simple concept -so well done! (Even the music is uplifting.)

The Laws of Physics

For every action there is an equal and opposite reaction, globalization had to bring back the local. We are afraid the eat seafood from Asia, and if you have ever tried to eat California peaches in New England, you know that fruit picked before it is ripe in California often isn't even edible once it reaches East Coast stores. The local is returning in home furnishings as well, and it it about more than "carbon neutrality."

For example, we are no longer excited about centuries old bucolic toiles. Today we buy local - seafood, fruit, and toiles. Studio Printworks offers a delightful collection of scenes like the South Beach Toile by Given Campbell and the Harlem Toile de Jouy by Sheila Bridges for those of you for whom these scenes are local or even hold fond memories. Why? Because, like eating a ripe peach, it is a much more satisfying experience.

So many choices...So many decisions

It has been fascinating to follow the blog of the couple building a house in Florida in the New York Times. The couple has just begun to think about the selection process and are already overwhelmed before they even begin. "As soon as I saw the Kraftmaid cabinet display my confusion got worse. Several years ago I renovated a kitchen, but I don’t remember having to make so many choices." The Internet gives us insight into the mind of the consumer, as never before possible.

If you involved with home furnishing finishes - whether for a starter home, a luxury upgrade or anywhere in between, read the initial posting in this blog as a reminder of how important it is to edit your product offering for the particular market segment to which you are appealing. Keep in mind that consumers will long remember the buying experience - it becomes a part of every product - it becomes a story to be shared over and over - just as the story in the New York Times blog will be shared.

Happy 4th of July

Tide's ad for bleach alternative is spot on. (if you will pardon the pun) This reminds us what advertising at its best looks like - Tide's spot is a timely valentine to our culture that is highly relevant to the product. Too much of today's ads seem to be self-referential odes to the agencies and their employees - yes, agencies can create little gems and still serve their clients. Take a look at "Our Colors" - it's a great piece of advertising!

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.