How to Catch a Trend Before it Trends
How does one find inspiration as a designer? How does the brain function creatively when it comes to design?
It's quite immense how influenced we are by what we see, both consciously and unconsciously. The way our senses perceive and pick up even the smallest things is something that cannot simply be learned or educated. That's why design - and especially retail experiences - have such impact. Because how does it affect people when they are exposed to staging?
We met creative director and partner, Angelina Josefsen, at Trends & Traditions, the most prominent furniture 'meet & greet' in Scandinavia, for a discussion about inspiration, staging, trends, and her work as a designer.
Verpan, Trends & Traditions
KIND: The Magazine
Nice to see you here at Trends & Traditions, Angelina. I know you've been eager to see the various approaches to sustainability in design. Is there anything worth discussing here?
Angelina Josefsen
Likewise! I've particularly noticed a:gain. What's interesting about them is that they manage to design and execute pretty and aesthetic things that people actually want to use. They use materials like plastic, old windows, clothing, insulation, and I admire that they go all in on designing something that's so stylish yet has a sustainable agenda. That’s groundbreaking to me.
GUBI, designed by Pierre Paulin. Pacha Chair, 1975
KIND: The Magazine
That sounds like a really cool brand! But what about trends in general — what do you think we'll be seeing a lot of in 2024/25?
Angelina Josefsen
There are some beautiful trends emerging, but my overall verdict is that I miss courage. There's a lot of the same instead of more brands standing out.
On the other hand, I have to highlight Gubi - they're really trying to push against this large quantity of basic furniture with their patchwork patterns. They're skilled at using colors and patterns to create a different look than the traditional, and I think patchwork, patterns, and bold colors are also very trending this year and next. I will also be keeping an eye on a brand like Sacho, which has some beautiful prints. Both large prints of flowers and animal prints.
KIND: The Magazine
Yes, animal prints are everywhere right now. It's funny how some trends resurface after a few years. How can those trends be relevant to us as a design agency, and how do you incorporate them into your work at KIND?
Angelina Josefsen
As a designer, I believe it's important to be open to small trends. Often at these kinds of fairs as Trends & Traditions, it's mostly what you already know that people are interested in. You often have to spot something before it becomes a trend. It's important to be open to all the little things you see and catch onto, which you can create something new and groundbreaking with. But when it comes to our work at KIND Design Agency, I missed the international aspect and the courage. Everything becomes a bit plain.
Holmris B8, Trends & Traditions
KIND: The Magazine
It sounds like inspiration sometimes isn't guaranteed at a fair like Trends & Traditions but rather something that comes more spontaneously. Where do you find inspiration as a designer?
Angelina Josefsen
For me, inspiration is like a huge window of all sorts of things going on inside my head - I find and get inspired by everything that surrounds me. Everything can be inspiration. But I believe you have to be open to it and able to connect it to the right expression.
For me, capturing inspiration is something that happens without sometimes even noticing it. Sensing and seeing colors, shapes, and moods based on something I see in nature or hear in a conversation is such a big part of me, my upbringing, and who I am today. Both personally and in my work as a creative director.
KIND: The Magazine
Thank you for sharing and for meeting us here at Trends & Traditions, Angelina! We’ll catch up at the office.
Angelina Josefsen
Always a pleasure.
