MANILA, Philippines - This being my first time to Ambiente, arguably the world’s largest and most important consumer goods fair, which drew more than 4,000 exhibitors to Messe Frankfurt in February this year, I kept my eyes peeled for the designs of the times, the future lifestyle trends. Indeed, I got an eyeful, nay, a sensory overload. It was like going to the most lavish buffet in town, where a thousand and one dishes vie for your gustatory attention or should I say, stimulation. The sheer number of dishes overwhelms me so oftentimes, I end up not eating much. Thus, when I first stepped into one of the humongous halls of Messe, I knew I would end up with visual indigestion. But it was a happy kind of indigestion.
But surprise, surprise! As journalists from around the world take in the sights — and the sounds — of Ambiente 2011 during an exclusive design tour of Messe, Hansjerg Maier-Aichen, professor for product design at the Design University in Karlsruhe, tells us, “Less is more. The challenge for a designer is to come up with a quality product rather than those that have no claim to quality or functionality.”
Vis-à-vis worldwide overproduction, companies in the consumer goods sector are challenged to heed the call of the times: “The return to quality and sustainability, and the development of products based on careful, in-depth research.”
Here’s more (more or less): Survey says 90 percent of Germans want a little more — a little more quality, a little more design, and a little more sustainability. And for all this, they’re willing to pay even a lot more.
Detlef Braun, member of the board of management of Messe Frankfurt, asserts, “The Ambiente exhibitors confirm that consumers are no longer reluctant to spend, and that more and more of them are purchasing high-quality articles. For us, this leaves no doubt that consumption is on the upswing again.”
In addition, the survey says that alongside quality, Germans look for good design when they buy products.
But these days, quality and excellent design do not a product make. Goods must also be produced along sustainable lines. A majority of the Germans surveyed say they’re more than willing to part with their money and even pay more for a product if it has been made using resource-friendly methods. “This reflects people’s greater awareness of sustainable goods,” notes Braun. “Anyone who ignores this change in customer needs will have difficulty in selling even high-quality goods in the future.”
So, what’s the next big thing — or the next big trends in design? The four buzzwords are: Cute, raw, refined, and mash.
It’s back to the 1950s with “Cute.” Nostalgic designs and traditional materials take on a modern look to celebrate femininity. Cute, isn’t it?
“Refined” means “relaxed modernity.” The stress is on less rigid design with a feel-good character over architectural rigidity.
“Raw” focuses on industrial design using rough, natural materials. Think miners’ lamps, miners, car mechanics, workshops, and garages.
“Mash” is a happy assortment of everything that is colorful, jolly, and highly expressive. Unusual combinations, diverse ethnic influences, and unique designs appeal to the whole family.
Here’s looking at the future — and young designers who are determined to carve a niche in design. At this year’s Ambiente, 34 bright young talents from different countries, brimming with innovative and creative ideas, put their best foot — and designs — forward in the Talents area.
“For us, it has always been extremely important to build a bridge between the industry and the talent of tomorrow,” declares Nicolette Naumann, vice president of Ambiente.
For instance, there’s Marion Fortat of Copenhagen who gives us a glimpse of her “Look Closer” collection, where she beautifully combines functionality and design. What looks like an ordinary water tumbler becomes a magnifier (there’s a magnifying glass at the base).
Beauty and bath found a new home at Ambiente. For the first time, the Giving area housed beauty accessories, fragrances, skincare and wellness products, jewellery, arts and crafts. Giving gifts — or receiving them — has never been this exciting!
And then there were the fun and whimsical designs that warm the heart amid the cold Frankfurt weather. Certainly adding spice to the kitchen stuff at Ambiente were Casa e Cucina’s smiling salt and pepper shakers. And say hello to Hello Kitty’s new line of cookware. Hello kitchen!
Clearly, Ambiente is designed to dazzle the senses!