Creative Insights Spring/Summer 2021 227581545 Design Resources Table of Contents Trend Insights 04 Dreaming of Spring 06 Family Circle 08 Back in Action 10 Living Alfresco 187391888 Curated Collections Design Resources 12 Spring 17 Seasonal Colour Palettes 13 Spring/Summer 15 Summer 344959407 317949331 2 Introduction Spring/Summer Revival With limited social interactions, stay-at-home orders and colder weather keeping people indoors, the world at the end of 2020 was seemingly at a standstill. As we approach 2021 with seasonal change in the air, a collective curiosity and renewed energy are inspiring consumers and communities to hit refresh physically, creatively and emotionally. Whether these changes are big or small, this drive to alter course during the spring and summer will inspire consumers to reimagine the world we live in through our collective creation. On a micro-scale, consumers will look towards their daily rituals and schedules – reclaiming their habits and activities, and transforming them into something they can actually control. On a larger scale, they are reconstructing their networks and communities to forge ahead with a stronger sense of accessibility and representation. The renaissance that is spring/summer 2021 will inspire people to move creative trends towards the space of renewal, positive transformation and progress – building a better reality by coming together as a community. 288197597 385159270 272525445 3 Trend Insights Dreaming of Spring 375016607 309894904 Consumers are looking towards escapism in an attempt to find balance. Economic hardship, COVID-19 restrictions, eco-anxiety and political Visual Thought Starters strife have pushed audiences to promote their mental health, using Slow Living their abilities to create or fantasise a different reality as a coping tool. Cottagecore Come springtime, the romanticised lifestyle of cottage core will be Celebrate Your Pod at its height with people able to venture outdoors. The idea of the Creative Outdoors “outdoorsy” person has changed too, with new products, experiences and services catering to this deepened desire to be outside. Camping, hiking, motorhoming, cycling and fishing are breaking records in sales, proving that this trend isn’t slowing down anytime soon. 262207228 369163434 4 Trend Insights: Dreaming of Spring A According to Tumblr, from early March to early April 2020, the cottagecore hashtag jumped 153%, while likes on cottagecore posts were up 541%. 294700517 B Pinterest saw an 80% increase in cottagecore searches and TikTok garnered 4.8 billion views on the cottagecore hashtag. C According to Airbnb, shepherd’s huts have nearly doubled in inclusions in July compared to last year, with others showing similar growth: barns (up 60%), cabins (up 40%) and cottages (up 30%). 369646949 “ Like harvest time and daffodils, country living trends come round every year. But cottagecore, the latest spin on rustic reverie, is a global phenomenon, uniting young and old, fashion icons and smallholders, social media influencers and those who just want to wander off-grid in a forest.” Isabel Slone, The New York Times 5 394125708 Trend Insights Family Circle 281097443 194519650 Adults and college-aged kids are returning to their childhood homes to hold out until COVID-19 quarantines are lifted. By July 2020, 52% of young adults resided with one, or both, of their parents, up from 47% in February that same year.D For these Millenial and older Gen Z audiences, this means that their family relationships and surroundings may revert back to earlier times. For parents of those returning, mostly Baby Boomers, their roles as heads of the household will extend past the typical timeline, and they will try to find ways to balance responsibilities as parents along with the desired freedom to be empty nesters. Non-traditional family units are also taking shape, especially for younger consumers who are choosing to redefine relationships on their own terms. As its name suggests, “non-traditional” takes on a variety of forms: multi-generational, blended, adopted and unmarried. The added element of choice means that some see family as relationships they create rather than ones they are born into. The rise of pod living gives them a chance to grow their own sense of community and dream up their ideal living situation. Visual Thought Starters Reframing Relationships Rise of Chosen Families Intergenerational Bonds 402681378 6 333014106 Trend Insights: Family Circle “ Multigenerational living is here to stay, whether the bump up it gets during the pandemic is temporary or not.” D’Vera Cohn, Senior Writer and Editor at Pew Research Center 380573900 E A record 64 million Americans live in multigenerational households according to a 2018 Pew Research survey highlighting a shift in families living together rather than separately as they age. F Dutch architecture firm BETA designed a Three-Generation House for growing families and parents who want to move in and be closer. Essentially a mini apartment building, it can be adapted over time to suit the needs of the family. G According to the Airbnb 2021 travel trends, 85% of survey participants favour relocating permanently or temporarily to live close to family. 380710086 H Xiaomi’s e-commerce platform Xiaomi Youpin launched a new Caring for Parents (关爱⽗⽗⺟母) section which stocks smart blood pressure monitors and Moxa Self Care Kits. 290718540 7 Trend Insights Back in Action 374313148 195212581 2020’s closures of gyms, group classes and competitive sports put typical physical activities on pause. Now, as spring turns the corner, many of us will be looking to get back in action, turning our attention towards creative, socially distanced activities. The past year saw a rise in solo fitness activities like walking, cycling and running. As the excitement for these solo ventures wane, audiences are looking towards the joy and collective spirit of sports and group exercise. Along with court sports, nostalgic backyard activities are on the rise and satiate the socially-distant creative methods consumers are clamouring for. Torch tag, kick the can and garden twister amp up the traditional experience, creating new ways to get outside and move. Visual Thought Starters Court Sports Revival Garden Game Roller Revival Heritage Sports 8 377186764 8 344982324 Trend Insights: Back in Action Roll On COVID-19 measures and social distancing have sparked new ways to create community while still being safe. Skateboards and roller skates have found a resurgence in the empty streets of shutdown cities. These pedestrian-friendly activities will continue to find popularity with consumers as cities reopen and the weather gets warmer. 382507623 “ It can be many things to many people, however to most, it will involve taking a long walk out in nature; enjoying a meal outdoors in the fresh air; or an open-air run, swim or cycle – either alone or with friends or loved ones.” Niels Eék, Psychologist and Co-Founder of wellbeing app Remente 387089260 I Rollerskating routines have become status-worthy with #rollerskating garnering 3.7 billion views on Tiktok. J According to Skateboard England, in a report released by Sandy Town Council, female skateboarding grew 24% over the past year and people searching for their closest skatepark increased yearly by 104%. 9 277734183 Trend Insights Living Alfresco 244226189 380098975 Summer 2021 will be big for audiences who are looking to use celebration as a way to find a sense of normalcy. An increase in outdoor dining and entertainment in safe environments will take consumers to their garden for birthdays, barbeques and dinner parties. On-the-road lifestyles will also embrace the grill, bringing it to van life, road trips and camping. Consumers will also explore new cuisines, celebrations and culinary experiments on their backyard grills. This may include more vegetarian options with kabobs, courgette boats and cauliflower steaks. Others may participate in growing celebrations like Juneteenth with charcoal grilled meats and red food as a symbol of strength. The rise of more flexitarian options, better meats and other alternatives to grilled items will cater to the comforts of consumers looking to explore taste and visual pairings to wow their palettes. Visual Thought Starters Rise of Outdoor Dining Grill Masters Grilling Alternatives 371018627 10 271868842 Trend Insights: Living Alfresco Soak Up the Sun Since most public pools closed in 2020, the demand for a refreshing summertime splash led to consumers getting creative by pivoting from community centres to classic, homegrown methods of playing in the water. Water games may also be integrated into summer learning initiatives where water balloons, squirt guns and buckets double as educational tools. Destination Dressing When summer hits, consumers will begin to explore new activities and destinations. Their style will also go along for the ride, changing with the environment or activity along the way. Stay-at-home orders have shifted a lot of consumers’ mindsets to treasure simple outings like heading to the farmer’s market, local hiking trails or the beach – savouring the unique experiences of each. 374882176 “ This is the power of gathering: it inspires us, delightfully, to be more hopeful, more joyful, more thoughtful: in a word, more alive.” Alice Waters, Chef and Author 366150958 K The “Airbnb for pools”, Swimply has expanded in the US and Australia, following a 4,000% growth spurt during COVID-19 quarantines. L The National Open Water Coaching Association NOWCA(