Our 2020 Art in Architecture Trend Forecast
Back in 2017, I became frustrated with clients and designers using the austere design of Apple Stores as their inspo to lure Millennials. Everybody had to have a genius bar, minimalism, a mid-century feel, and little art. So we did some research and predicted what is now called the Granny Chic trend.
A classic landscape painting mixes with modern and antique furnishings. Dubbed Granny Chic, traditional design that is comfortable, tells a story, and feels like a new old soul will continue to find its way into all commercial sectors in 2020 and beyond. In art, look for hand crafted wallpaper, lush colors, decorative elements on ceilings, curtains, shades, pillows and rugs, pattern, pattern, pattern and a resurgence of more traditional paintings- narrative, landscape and figurative. Image From style by Emily henderson blog post | design by brandon schubert | photo by paul massey | from article in house and garden
The theory was Millennials wanted anything that looked like an Apple Store. Because, well…because they like Apple Iphones, I guess. We knew differently. When we pitched artwork for millennial targeted projects back in 2017/18/19, we tried to pitch what we knew they would love — classic landscapes painted in a traditional style and lots of smaller groupings of art. But we were shot down as not being “modern.”
You see, we had actually done focus groups and research. By talking with Millennials, we discovered that what designers thought was modern was very different from what they wanted. Our research found, hands-down, maximal-ism, fluffy comfort and things with a story was what the young’ns were longing for. As one said “what is old to you, is new to us.” We also discovered that every aspect of the Apple store design had a business initiative behind it. Genius bars? It was to sell product by playing with it (note Apple stores have no traditional check out counter). And that shiny, art-free, minimalist interior? It was to reflect the design of the Iphone with it’s sleek, simple colors and sexy, perfectly rounded corners. Nothing was to take away from a customer’s experience of simply playing with Apple’s merchandise. There was a reason. However, it became the go-to design for everyone whether hospitality, healthcare, or corporate.
So I wrote a blog post called What Millennials Want in hopes that it would build a fire, but….crickets.
Well now Granny Chic is all the rage. Check out these recent articles to learn more. And I can’t help but say, told ya so:)
Style by (our own) Emily Henderson Blog
Granny Chic is traditional design that is comfortable, tells a story, and feels like a new old soul.
This trend will continue to grow and spread further into commercial design.
As for art trends coming? Well, I actually am predicting a Renaissance! Yep. Like the Gothic age, which preceded the Renaissance of past, we have been through a period of great migration, technological advances, extraordinary changes to city life and commerce, and though I hate to say this, plagues. A high touch, high feel, high art world followed. And we are about to do it again. Art in architecture will explode, experiential design and experiences will dominate. Artworks depicting nature will flourish in every medium. More decorative elements such as art and design on ceilings and layered interior architecture pattern will thrive. Look no further than Spain, Morocco and Italy for your inspiration!
Look for watercolor to be hip again especially as large-scale installations. Traditional paintings in landscape, narrative and figurative will surge ahead of head-scratching contemporary art. Hand painted scenic wallpapers in luscious colors will grace walls. And must I say it again, the ceiling will be the new tabula rasa.
More to come on this in another blog post.
Psst, just a little bug in your ear, invest in antiques now. They will rise dramatically in price in the next few years.