New visual trends for '09 : Personalization

The trend in all areas of life is personalization. Technology has permitted us to order custom sized jeans, custom car interiors even custom showers made to perfectly fit our bodies.
Your home is your most personal possession! How can you personalize your space and put your individual imprint on it? Personalizing your space is the only way to really feel at home in your home! Giving a home authenticity is the most important ingredient. There is only one YOU and your home needs to reflect who you are. What are your interests? Do you travel? Gather your favorite travel photos and create a gallery wall. Printing your photos in black and white or sepia tones unites the wall and makes the subject matter more important and artistic. Do you collect? Display your collections! Designate a bookcase or install a shelf above a doorway or line a room in shelves and carefully group your collectibles. Be sure your treasures can be seen.

Fantasy as Fuel

Fantasy will propel us forward... successfully into the future. A recent study by Harvard University determined that our minds need to wander because daydreaming is actually the brains' normal state, rather than a pointless distraction. Daydreaming and fantasy are the fuel for imagination and imagination is what differentiates us and makes us human. Our fast lives are forcing us to redefine our personal and collective tempos, so fantasy – spontaneity, creativity and daydreaming – is becoming an antidote to technology. The ability to imagine and liberate our creativity leads to optimism (vs. apathy). In the long term, fantasy and imaginational wanderings will lead to new discoveries and collective problem solving. Fantasy will ultimately be the cornerstone to a restored economy as new businesses are imagined, then developed that enable us to live non-toxically well into the future.

Optimism and Vitality: From 2D to 3D

We have spent a decade staring at computer screens, bent over our Blackberries, wired to a headset, and just generally being over-scheduled. Initially making us want to Escape, we now aspire to Engage... in real, genuine, three-dimensional experiences versus the two-dimensional, flatness of our virtual lives. Charisma cannot be experienced online; someone's personal vitality can only be experienced in the 'real' world. It transcends momentary experiences and manifests as a desire for memorable, life affirming, life enhancing experiences...

to live 'full-out' with vitality!

Authenticity

This trend has been the socio-cultural driver for the past five years and shows no sign of abating. It intersects several aspects of the culture – from the 'local' food movement, to human craftsmanship and 'real guyness' (no more marketer generated metrosexuals), to heritage brands that have stood the test of time – 'authenticity' reflects our collective desire for 'realness', no hype, no spin, no marketing 'gimmicks'. Particularly when money is tight, people want to believe in the integrity of the brands they buy, even if they pay more for quality and buy less "stuff".This means that heritage brands are hailed by all generations of consumers as authentic because they have stood the test of time. Leveraging this historical pedigree in a modern, relevant context will be key in the next year. For example:

1. Coca-Cola Designer Series: Leveraging the visual equities of this classic brand in a new context to capture a new audience.

    Only distributed at select clubs/lounges throughout the globe; iconic bottle shape used as a 'canvas' for contemporary artists

2. Burberry: Leverages iconic Burberry plaid and logo across a rejuvenated, relevant product line.

3. Levi's/Damien Hirst: Leveraging the equities of this iconic, heritage brand in tandem with a controversial, real artist for a limited line of Damien Hirst inspired T's and jeans.