London-based Studioilse has transformed a VitraHuas showroom (designed by Herzog & de Meuron) into a loft space for a fictitious couple. The design firm, lead by Ilse Crawford, used furniture by Vitra and Artek.
The designers imagined that Harri (a Finnish musician) and Astrid (a German set designer) lived in the space, choosing to fill it with objects that "tell the story of their lives." As a result, the finished space looks more like a home than a traditional showroom, encompassing a cozy, intimate and ultimately, lived-in vibe.
Crawford explains, "We wanted to think beyond the furniture and lighting and beyond the bland commercialization of design, to convey real life in all its layers and eccentricities." To achieve this believability, the designers littered space with books, photographs and artistic materials.
Why This Trend Is Growing
- Home Installations
- Home design and furnishing companies can innovate by creating immersive, personalized installations that simulate real-life environments.
- Fictional Storytelling
- Designers can use fictional narratives to create authentic and relatable spaces that resonate with customers on a deeper level.
- Beyond Commercialization
- There is an opportunity for designers to move beyond solely selling products and instead focus on creating experiences that incorporate storytelling and personalization.
Industries Being Reshaped
- Home Design
- The home design industry can adapt by incorporating storytelling and immersive installations to create more personalized and engaging experiences for customers.
- Furniture
- Furniture companies can explore the use of fictional narratives and immersive installations to showcase their products in a more relatable and aspirational context.
- Retail
- Retailers can create unique in-store experiences by transforming showrooms into immersive environments that tell a story and resonate with customers on an emotional level.
