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Saturday, 6 August 2005 | Levent OZLER
Living Trends at Macef in September 2005
Living Trends at Macef in september 2005
They're named: Hyperceptive, Storytelling, Transaffective, Hyperrelational
Between 2nd and 5th September in Milan it will be possible to learn about Living Trends, to survey the new products of companies. All of this will be possible within an area where the new products will be interpreted and explained.
Organized in partnership with Future Concept Lab, Living Trends is a constantly evolving laboratory that identifies trends and displays and interprets the most innovative ideas on show at Macef. This year, Living Trends will be located in the Piazzale Italia, at the heart of the exhibition centre and next to the Palazzo CISI. In a new departure, the display will no longer be static, rather the products will rotate and it will take on a different appearance on each of the show's four days.
Every morning and afternoon, a team of skilled window dressers will arrange the display, providing a live demonstration to visitors and exhibitors of how it is possible to use, read and interpret trends in a point of sale display. The team will work under the direction of Future Concept Lab, the research institute that has spent over fifteen years observing changes in life styles and their evolution. The set design will also play a major role and web cams will be used to project the live performances on to giant screens, alternating them with images of the windows of the world's most prestigious shops for household and decorative products.
The Living Trends project will be divided into four display areas that offer four different views of the world of design. Hyperceptive will focus on bodily experience, with objects and accessories that invite the consumer to make direct contact and that stimulate physical sensations. Storytelling will bring back memories of the past, drawing on elements from the natural world or exploiting natural or retro settings. In Transaffective everyday objects will be juxtaposed with unusual and original products in order to provide unexpected interpretations of the surrounding world. Finally, Hyperrelational will be devoted to products associated with social pleasures and relationships, exploiting multi-functional objects and technologies to simplify domestic life.
Through this initiative Macef will become a vehicle for the expression of the creativity and vitality of its exhibitors.
On detail the main features of the trends:
Hyperceptive
The search for harmony with one's own domestic environment and hedonism in daily life are expressed through new ideas for the home which display all the characteristics of a new luxury. The new products in the 'Hyperceptive' space promote this sensual experience, offering 'contiguous perceptions', with the focus on bodily sensations that intensify perception of the surrounding space.
Storytelling
The vital memory of the past and the desire to recover objects and memories of a bygone age feature ever more prominently in the domestic environment, whilst the meeting with different, alien cultures often inspires new products with codes and languages drawn from other peoples. New products and rooms that 'tell' their story become the key players in the Storytelling space.
Transaffective
In the TransAffective space the simple but unusual pairing of common and unique objects or ones from very different contexts reveals the strong desire for an 'unexpected' interpretation of the world that surrounds us, following the strand of feeling and effect, as well as the wish to express one's own passions in relation to the domestic environment. Today, the home, treated in an original way, can become a place of experimentation with new and 'unexpected' objects and forms.
Hyperrelational
In recent years interpersonal relationships have undergone significant transformation, leading to profound changes in the domestic environment. The Hyperrelational space favours unusual or previously non-existent rituals, associated with social pleasures and relations, that provide an original response to the 'extended' family, optimizing new technological possibilities.
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