It’s no coincidence that Pantone’s Colour of the Year for 2017 is Greenery. Talk to anyone and you’ll soon discover a general, societal craving for comfort. And who can blame us? With the world becoming more unsettling on a daily basis and social media dominating our headspace at every waking moment, it’s only natural to feel the need to retreat.
And it’s not necessarily a physical movement either, but more creating a feeling that’s rooted in a simpler and more natural place. Look around and you’ll notice the botanically inspired trend is more prevalent than ever, from home interiors and clothing, to restaurant, café and bar décor.
Last year, the Danish word Hygge dominated our media. Finally, it felt like we could accurately describe the feeling we were all yearning for. With no English language translation, we instead embraced its principles, which have proceeded the seemingly faddy trend – 2016 saw over 1.5 million posts on Instagram branded with the hashtag #hygge – to become a cornerstone of contemporary culture – it was later announced as the Oxford Dictionary’s word of the year.
In 2017, we’re embracing a more all-encompassing version of this sentiment, opting for fine craftsmanship over throwaway products, eco-friendly over irresponsible design and contemplation over constant bombardment.
Our client Johnson Tiles – the UK’s leading tile manufacturer – has responded to this trend with its latest ranges, tying into both the natural and man-made world around us. From tiles inspired by stone and concrete, to wood-effect products, the company’s eco-friendly process creates ecologically conscious options for both residential and commercial interiors.
In an ongoing series of mood boards by Creative Director, Darren Clanford, and photographer Tim Ainsworth, featured exclusively on the company’s Instagram account, the new collections are set in trend-led schemes – many of which are inspired by nature.
The increasing popularity of the botanical trend is one that has also been noted by catering design company, Restaurant Design Associates. Having recently worked with a variety of restaurants and café bars looking to inject some greenery into their space, many owners are keen to match their décor to the fresh food offering, underpinned by locally sourced produce.
It’s also transferred to our Creative Boom community, who are keen to seek advice on how to switch off and become inspired again.
Is your company celebrating this trend? Get in touch today to find out how we can help with trend-led content development and activation.