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2 0 1 0 Vo l . 3bydesign

trend forecast: 2011

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cover story

For this issue of by design, we went on assignment to find

out what designers and manufacturers are seeing in the

marketplace with the goal of uncovering the pulse of where

design and color are headed. This article is a collaborative

piece based on research and industry opinion drawn from a

host of expert contributors.

Simply stated, the classics have a stronghold in design—we

look to the future and see little to no dramatic change in color

or design. History is our foundation and we draw from today’s

newest technologies to refresh our style. Sound dismal? It

shouldn’t—we’re comfortable in our homes and find strength

in design solutions that have been celebrated for decades.

CONSUMER BUYING TRENDS

In the current state of economic flux, consumers are recognizing

that quality may be preferable to quantity when they consider

the long-term costs of disposable décor. Dependable, timeless

design is experiencing a renaissance.

People are being more conscientious of price and the items

upon which they choose to spend money. So, a splash of

luxury or performance upholstery goes a long way. Comfort

in the home is always in style, and the aspiration of aging in

place with the home as the center of activities makes lounge

chairs, sofas and sectionals the more functional choice versus

the stylistic. And, yes the future is bright! We see projects that

were put on hold two years ago picking back up.

GENERAL AESTHETICS

Surrealist Perception

This trend lends itself to the days of rebellion and freedom

launched in the 1960s—a tribute to psychedelic art techniques,

expression in music, and quality of life. In design, we begin to

see bright punches of sharp, neon colors mixed in with earth

and neutral tones—vivid chartreuse, fuchsia, cobalt, orange

and mustard. Bold color is personal, vibrant and invigorating,

just like the movement. Even traditional patterns will be shown

in more dramatic color ways, expanding on their geometry and

2D treatment.

Influences: Optical Art, earthworks and monumentalism

of the late 60s, 70s and 80s. It’s as if those influential art

movements are now affirmed as they become consumer goods

for the home. The surrealist aesthetic that started in the formal

fine art world has slipped smoothly into our own collections.

Accessories and fixtures that either have sparkle, matte earth

or an unorthodox blend of both, like rock crystal chandeliers,

will be prevalent. Ikat and other tribal patterns are getting

updated into non-traditional color ways. Supporting rugs

should be soon to follow. Use of non-traditional rug materials

like hair-on-hide laser cut rugs pull the modern Boheme

together.

This blend of history, avant and home seems to feel like

NOW.

by Sara Jane Coe and Lauren Henley

Photos from left to right, courtesy of: Dedar. Private collector’s rare fossils and stones. Kyle Bunting. Fuse Lighting.

trend forecast: 2011

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Contemporary and Traditional Design Styles

We will continue to see a blend of contemporary architecture

and traditional furniture. This is certainly not a new trend; it’s

been practiced for years. However, purely traditional doesn’t

do it for the norm unless it’s done up with this harmonizing

blend. Transitional is a funny term and contemporary certainly

isn’t everyone’s home. So, we are left admiring both. A sense

of being a collector of pieces, art and fabrics will humanize

and bring personality to contemporary time and space. Where

would we be without expression?

FORM AND SHAPE

Clean, detailed and tailored. An update of the contemporary

European look. A tribute to New York art gallery aesthetics—

warm industrial. No longer are the days of chrome and black

leather. Mica, semi-precious stones and bronze blackened steel

finished by an artisan’s hand take precedence.

Woods

Mahogany and cherry are gone. Ebonized and espresso almost

are. Oak is making a strong approach. It’s so lovely and has

such an approachable history. It looks that way, has a hand

that’s warm, comfortable and strong, the grain even evokes

this. Cerused and oak tannic angled color finishes are more

in vogue than the rich deep warm black brown-red. Brown-

red tints are pretty non-existent. It’s the green-brown tint

that oaks and walnuts have. Aged and unique finishes like

sand blasting will be used to reveal wood grain and naturally

occurring pattern. Reclaimed, organic one-of-a-kind pieces are

strong selling points for consumers.

Finishes

Lacquer is coming back in with a clean, crisp and shiny

handshake—appearing architectural and carved in form.

Renewed interest in brass and warm bronze also return with

a focus on finishes that age or show history. Brass and copper

alloys are biostatic and show the mark of hand finishing.

Polished chrome and nickel will continue to be specified as is,

but not with the predictability of a few years ago.

FABRICS

Luxury

Influences: Colors, luxury, unique constructions and surface

treatment. Flocking. Bright geometric patterns. Pop-color

tribal interpretations. Pop-color wall treatments. Interesting

wools. Felt feel, baby blues, pinks, bright sharp pastels. Pattern

on flat wool. Extra long mohair.

Performance

Influences: Technical green. Smart performance materials.

Silver and steel. Aluminum and steel-backed fabric.

Conservation measures, for use on controlling light, UV and

heat in residential and commercial applications.

INDUSTRY INSIGHTS 2011

Curious about what other designers are seeing out there? We

connected with leading manufactures and designers from

all across the country to ask for their 2011 design industry

forecast—what’s in, what’s out, what’s hot, what’s not—and

here’s what they shared with us.

I am continuing to hear clients ask for comfort, cozy and

warmth in their living spaces, so I am designing furniture,

fabrics, lighting, art and accessories with this in mind! I

have always been a fan of over-scaled pieces, and doing deep

velvet tufted sofas and generously proportioned side chairs in

rich textures with comfortable ottomans will be key. Also,

clients are still spending, but following my advice to invest

in signature pieces such as a fabulous sofa or a spectacular

chandelier. Color palettes will always vary per project and

clients tastes, but one thing is for certain; animal prints will

remain a strong trend, especially in accessories!

—Barclay Butera, principal Barclay Butera

One general trend we are seeing in the industry is there seems

to be a surge in soft turquoise and blues in residential and

hospitality. While both corporate and hospitality customers

continued on next page

Photos from left to right, courtesy of: Chista. Dennis Miller. Jiun Ho. Concrete Lace taken by Jeroen van der Wielen.

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calendar

seem to be interested in grey, silver and platinum right now. As

always, neutrals remain a safe popular color choice. In regards

to the Northwest specifically, this region is very environmentally

and/or green focused. Therefore, they are particularly interested in

the green fabrics we have to offer. Fabric orders ranged from 100

percent polyester drapery to rayon/cotton mixes, rayon/cotton/poly

mixes, and green fabrics.

—Marin Heller, PR and marketing coordinator for Brentano

For 2011, I predict a stronger interest in hand-crafted, luxury

items—things that look relatively simple, but are made in an

ingenious way with interesting materials. Also, I think interiors are

going to continue to feel more organic and eclectic in a way that

really reflects clients and/or designers’ personalities.

—Shawn Henderson, Shawn Henderson Interior Design

I would say the biggest trend we’re seeing all over the country,

including the Pacific Northwest, is the lightening up of the color

palette in general. Not completely gone is the dark chocolate brown

wood, but it has decreased quite a bit in this past year. There

seems to be a return to natural woods (without dark brown stain),

especially figured mahogany, and we’ve seen a big increase in sales

in the lighter woods. Taupe seems to be the word du jour. People

are not looking for little office items for a corner of a room. They

are looking for big installations of furniture so they can get their

jobs done. Perhaps there has been a big return to working from

home! Finally, with the decreased budgets of today, we’re seeing

I t ’s a l l on l i ne : v i s i t | s e at t l e d e s i g n ce n t e r. com | t w i t t e r. co m/s e at t l e _ d e s i g n | f ace b o o k . com/se at t l e . de s i g n

fewer pieces being ordered to make a big splash in the room. For

instance, the dining table and chairs might be ordered from a big

retailer, but the buffet with all the bells and whistles in an exotic

wood are being ordered from us to make a splash in the room.

—Marc Desplaines, Antoine Proulx, LLC

Global traveler à la Thai silks, African woven textiles, etc.

Unexpectedly found objects from vacation travels. Debauched

preppy: Lily Pulitzer prints and Palm Beach color (gone wild).

Faux- bohemian (Faux-hemian): a la Marrakesh souk on Upper

East Side. Pattern and technology combined, including precision

laser-cut furniture and rug detailing. Organic, almost blob-like

forms in lighting, furniture and rugs. Much less geometric pattern

and texture. The end of taxidermy as ironic design statement!

—John Willey, Willey Design LLC

Colors in 2011 are soothing greys, from concrete tones to wool

greys and charcoal for more punctuation, accented with soft creams

and taupe’s or hits of brights such as fuchsia or yellow. It’s all about

lace. From concrete lace used as a room divider for wall art, to lace

patterned tiles, or the softer fabric lace versions we already know.

Not your traditional granny lace, but more chic. Solid fabric with

cut-outs creating the lacey appeal. Adding accessories: such as

shells/ organic teak tables (cube shape) into rooms will give them a

natural twist. Touches of clear acrylic elements, such as a table or

accent chair, keep the room a bit playful. And little hits (groupings

of lamps) of Swarovski lights!

—Monika Siebert D.I.D. NKBA, IIDA, Monika Inc.

trend forecast continued

THANKSGIVING HOURSWednesday, November 24:

Optional close at noon/SDC closes at 3:00 p.m.

Thursday-Friday, November 25-26: Closed

DECEMBER 10Second Annual Publici-Tea™ and Book Publishing Summit

with Nancy Juetten and Patrick Snow

SDC Conference Center, Plaza Suite 370

9:30 a.m.-12:00 p.m.

HOLIDAY HOURSFriday, December 24: Closed

Monday-Thursday, December 27-30: Optional open

Friday, December 31: Closed

Monday, January 3, 2011: Resume regular business hours

FEBRUARY 17Northwest Design Awards Gala

JA N UA RY 20 | S U SA N E R S H L E R

Reaching New Heights: Everest and Beyond

SDC Conference Center | Plaza Suite 370

10:30 a.m. – 12:00 p.m.

F E B RUA RY 1 7 | RO B B I N B LO C K

Your Website Traffic: Making It All Better

SDC Conference Center | Plaza Suite 370

10:30 a.m. – 12:00 p.m.

Seatt le Des ign Center i s exc ited to present a

dynamic Third Thursday ser ies that focuses on

des ign inspirat ion and the bus iness of des ign .

Ut i l ize these oppor tunit ie s to network with

showrooms and des ign peers , learn f rom industr y

and bus iness leaders , and discover product s and

serv ices to su it your projec t s .