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HOMI: AN EVENT THAT VALUES ITALIAN’NESS
The Lifestyle Trade Fair brings together the most interesting trends proposed by the latest WGSN research and spotlights them in the HOMI Trends area.
Italian’ness is understood not only as ‘Made in Italy’, i.e. as the place of origin of the materials and place of production, but as a mix of styles, tastes and values that Italian tradition masterfully imparts into each and every creation: a fundamental principal that explains why all that is made in Italy is appreciated the world over and can help to enable operators to meet the preferences of tomorrow’s global consumer.
This principal has given rise to a survey focusing on new trends conducted by HOMI, the Lifestyle Trade Fair with the collaboration of WGSN, the leading international company in market research and analysis, forecasts and studies on trends within the design and fashion industries.
Italian’ness is therefore a world within a world, with unique characteristics that increasingly satisfy the end user and that are just waiting to be discovered.
The first of these characteristics is the so-called ‘Slow Balance’ that embodies the Italian tradition and lifestyle: in a frenetic and changeable world, we are always more inclined to appreciate that which owes it excellence to nature, the preserver and storyteller. In this way, after slow food (designed to oppose the frenetic ‘fast food’ culture) and the new ‘zero kilometre’ product proposals, the trend of returning to a more rhythmic pace has also caught on in the object and furnishings sectors: a new-found return to nature, the creator of richly evocative materials, with earthy colours, objects made from cork, wood, brass, terracotta and with sandy, rough and irregular textures that create a direct tie with their material of origin.
Yet, in a world that revolves around electronics, the push towards nature is not the only suggestion. The fascination for virtual worlds and the promises of wonder provided by augmented reality change our lives, which are now reflected in our smartphones and always suspended somewhere between the real and the virtual. This pursuit of wonder generates a new trend known as the Phygital Drama, i.e. the combined physical and digital experience of our everyday lives.
Object design is therefore oriented towards theatrics and opulence, intended to re-awaken our senses to the real world. ‘Tech’ style prevails in product design with plastic translucencies, transparencies in coloured glass and reflections that divide shiny surfaces; metallic and iridescent colours catch the eye, while synthetic resins and processed metals become the raw material of this wondrous dimension, a blend of the contemporary and the futurist.
This being said, there is a third expression of Italian’ness, which puts the Italian culture in direct contact with that of the rest of the world. Typical of the metropolis, this fusion sees the creation of a new tradition that is both cosmopolitan and ‘loud’, open to new experiences, welcoming and extraordinarily imaginative.
It is an Urban Fusion, a new type of cultural alliance that takes place in large cities and that is narrated by composite objects with strong personalities, inspired by different cultures that comprise respect and mindfulness of the consequences of progress. Recycled and reclaimed materials, teemed with printed plastics and assembled alongside unrefined materials will be on display. The production techniques are cost-effective and quick and include the opportunities now provided by 3D printing.
Material weaves and juxtapositions, versatility, modularity and multi-use proposals characterise these objects, which are often personalisable and designed for and by millennials, the young people at the heart of the shift in terms of the new global style agenda.
All of this is HOMI TRENDS (welcome area Hall 18), a unique opportunity to discover and familiarise yourself with the trends that are changing the homeware and accessories sector and that is illustrated through suggestive staging, enriched by objects identified amidst the many new developments presented by the exhibitors at HOMI.
The WGSN research study will also be presented to the operators over five meetings - TrendTalks - that will take place on Friday 15 and Saturday 16 September in the HOMI Trends space, providing a useful guide to understanding and anticipating consumer trends with increasingly targeted proposals.
READ THE FOLLOWING TEXT: HOMI FASHION&JEWELS: Style that is worn, elegance that is expressed