DOMOTEX INTERVIEW
a trend, my part of the industry is saying that we are now more and more physically taking nature inside, not mimicking: a tree trunk as a coff ee table or a huge stone as the front desk of a hotel, for example. In Milan you could absolutely see how a brand like CC Tapis, for
instance, made rugs that really looked like grass. And at the Biennale of Arts in Venice you could see several installations with people not just fi nding rest in nature - but energy. To me, it is interesting to see how we see a shift from resting in nature to, perhaps, play in nature. I like that.
DOMOTEX WORLD: You’ve been doing this for quite a while now. How hard is it to fi nd new phenomena in interiors? STEFAN NILSSON: Oh my God, such a diffi cult question. To me, trends are values, and they constantly shift. Sometimes, we make reference to a TV show like Sex and the City, sometimes it’s the Naked Chef - or the angry one - and sometimes we just watch Game of Thrones. And values in interiors? At home, the living room is obviously always a living room, and the kitchen is always a kitchen. But we see changes all the time. Sustainability is a value, for instance. What is status today, compared to ten years ago? It’s about having time to refl ect, to spend time with your family, and having time to go out for a meal. Status is not an expensive handbag or fl ying to St Tropez - you can even go there by train. The home of 2023 is still very much a home, even though we might work there as well. So, of course, it’s important to build a home that fi ts your taste, lifestyle and history. I personally wish we would dare to show something more of ourselves in the home and not try to copy a picture in a magazine.
DOMOTEX WORLD: Most people would be fascinated by the concept of being a trend hunter. How does a typical month work for you? STEFAN NILSSON: So. today I attended a press launch for a chain in Sweden. After that, I sat down and had coff ee with a woman who founded a fairly large international company. After lunch, I did research
COMING BACK. THEY’RE SUPER EFFICIENT AND I BELIEVE IN
Stefan Nilsson | Trendstefan
TRADE FAIRS ARE SLOWLY DOMOTEX WORLD: You’re noted STEFAN NILSSON: I really don’t
THEM. AT A DESIGN WEEK I GET fun. I aim to be clear so sometimes
TO SEE MAYBE EIGHT BRANDS IN A DAY. AT A FAIR, I SEE 40-50
BACK TO CONTENTS DOMOTEX MAGAZINE
QU TE
I exaggerate. But that is to inspire.
take myself seriously. Trends can be important but we’re here for the
for about an hour. Right now, I’m struggling with the colour report for 2024, asking how will the likes of neon pink, bright yellow and “kelly green” fi t into the growing trends. I ask: do they represent youth and Barbie? Or is it folk art? Or psychedelic mushrooms?
for your vibrant speeches; where does that drive come from?
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