Blue, yellow, red: this is what the traffic light of trends looks like, which will regulate the life of design during 2020. After all, it was in such life-affirming colors that the January salon of Maison&Objet was painted - the anniversary, the 25th. Despite the Paris strikes, which already seem to have turned into a national tradition with its own charm, the salon this year was visited by more than 80 guests. A large audience, mostly consisting of industry professionals from around the world.
The understated classic style emphasizes the status of each item
The blue color played into the hands of Ukrainian design: the stand of Ukrainian Design Brands, which in particular presented a new collection of furniture by Kateryna Sokolova, designer of the NOOM brand, was decorated in this shade. Bright images built on a combination of geometric shapes fully correspond to the general modernist style of the brand and, as it turned out, the main expectations of world design. So, our stand was selected by the curators of the salon as one of the brightest and most relevant! Note that more than 2 exhibitors participated in the event this year.
However, these colors of joy were diluted with natural pastel, which was traditionally demonstrated by the thin and sensitive, like a silver antenna, Elizabeth Lerich in a separate lecture at one of the trend zones. Each time they become a separate event of Maison&Objet, they declare a view that is aimed not only at the future consumption of material products as such, but also into the consciousness of future generations.
The blue color played into the hands of domestic design: the Ukrainian stand was selected by the curators of the salon as one of the most relevant
These human socio-aesthetic generations, classified as Generations Y and Z, obviously have high hopes, much higher than design. Generations that grew up in a rather complex era of paradigm shifts, in turn, are capable of changing consciousness. And this is the subject of research by the NellyRodi trend agency today. The results at each salon are clearly demonstrated in the form of utilitarian objects of the material world in three What's New trend zones, curated by Elizabeth Leriche, François Bernard and François Delclos, and several special projects.
The new generations are conscious consumers who return "to the forest first", that is, they strive to be closer to nature - they respect it, use ecological materials, applying them in the design of their own home.
This year, the trend zones resembled the treasures collected in travels. Great attention was paid to printed prints and handmade accessories. Handicrafts, natural textures, textures, colors, folds and cracks on surfaces - all entered into serious competition with serial perfection.
Bet on color: the Gropius chair from the new furniture collection from NOOM
The color palette of burnt ocher, rust and tobacco, stone and ash, balanced by "not quite white", with shades of turquoise and blue colors... This is "undressed" natural luxury. And a new look at beauty, where humble materials take center stage. Curators of trend zones believe that such trends can lead to a new way of life not for individual "conscious" people, but for entire social formations. And this topic will be continued at the September salon.
The return to objects made by the manufacturing method is also in the hands of Ukrainian design, which in a certain way and under certain circumstances develops in this way. With this in mind, the organizers of Ukrainian Design Brands plan to show a collection of Ukrainian interior ceramics for the first time within the salon.
Artistic and accent: poufs created by designer Olga Fradina for Atelier Lilu
Note:
Maison&Objet is one of the largest design events in Europe. The exhibition has been in existence for a quarter of a century and is held twice a year (in January and September) at the Nord Villepinte Exhibition Center in Paris. The January session of Maisone&Objet 2020 was attended by more than 80 people. 2 brands from 891 countries presented their products. Every time, the organizers determine the central theme of the exhibition, which focuses attention on a certain trend in the development of not only design, but also society in general. This year it was the lexical construction (RE)Generation!
The Ukrainian Design Brands project was organized by the MAINO Design Ukraine agency in 2018. Anastasia Biletska and Sana Shevchenko set the goal of presenting the works of Ukrainian design brands (meaning the entire range of interior products — lamps, home textiles, decor and interior accessories ) at the Maison&Objet Paris exhibition. The European Bank for Reconstruction and Development supported the project within the EU4Business initiative of the European Union. Thanks to this, the participants paid only a part of the organizational costs, and the other part was covered by grant support.
Every six months, the international jury selected five project participants. The jury included Vincent Romeo, the founder of the most influential French blog about design, French gallerist and blogger Yo Yana, founders of the New York Wanted Design exhibition Odile Hainault and Claire Pijulia, president of the European Federation of Interior Decorators and Architects Didier Marguerite, French designer, founder of Studio Isabelle Daëron Isabelle Daëron, famous Danish designer of Ukrainian origin Oleksiy Iskos, founder of Ukrainian retail store DAVIS CASA Faina Ehrenburg and editor-in-chief of PRAGMATIKA.MEDIA Kostyantyn Kovshevatsky.
In this format, the Ukrainian Design Brands project lasted two years, so it ended in January 2020. The organizers plan to continue their work and present Ukrainian brands at Maison&Objet.
The Brandt coffee table is another novelty from NOOM
NOOM
The brand presented limited models of vases and lamps from the Supremat collection in new colors, as well as a set of ORB candlesticks. The bright premiere of the exhibition was the furniture collection. The items correspond to the typical NOOM aesthetic - a combination of geometric shapes, thoughtful design, carefully calculated ergonomics, metal surfaces with effects and a bet on color. All things are named after prominent figures of this iconic German school: the Gropius chair, the Brandt coffee tables and the Gerrit chest of drawers.
If the company has international ambitions, you cannot save on such a resource as professionals
Art & Design by Kristina Gaidamaka
"Islands" is a collection of round bright carpets with author's pixel graphics by Khrystyna Haydamaka. It is handmade in the tufting technique, natural wool, thick and elastic pile. The idea of the collection is to use the carpet to create a circle of home comfort, a kind of carefree island where the closest people gather.
Limited models of vases from the Supremat collection in new colors, NOOM
Atelier Lilu
The company specializes in children's furniture in a classic style, but in Paris it presented atypical items. Designer Olga Fradina created two artistic poufs for the brand. Down-to-earth, upholstered in eco-leather with asymmetric faux fur elements, these are accent pieces that draw attention and invite interaction.
Innazimina
The brand presented the Sofi boudoir table at the Paris salon. This is an exclusive thing that combines an exquisite design and embodies several functions at once. The mirror system makes the make-up process as convenient as possible, and the music playing from the built-in speaker system helps you tune in and sets the mood.
Exclusive boudoir table Sofi by innazimin. Attractive like a Dior dress
Confirmation
A young brand that has chosen the premium segment for itself. The furniture and light collection presented at Maison&Objet combines noble woods, precious metals and marble. Designer Valeria Vari focuses on quality and exquisite design. The understated classic style emphasizes the status of each item.
Anastasia Biletska and Sana Shevchenko
Organizers of the Ukrainian Design Brands project
Anastasia Biletska and Sana Shevchenko, organizers of the Ukrainian Design Brands project
PRAGMATIKA.MEDIA: What has changed during two years and four projects of Ukrainian Design Brands?
Sana Shevchenko: Our understanding of processes has changed, because one or two attempts are not enough to gain a full-fledged experience. Only now, after four projects at Maison&Objet and two Ukrainian expositions at Paris Design Week, we have mastered the tools provided by a large international exhibition.
Anastasia Biletska: Our participants have also changed, they have become much more aware. They go to Maison&Objet not just out of curiosity, but they know exactly what they want. They prepare carefully, because they are aware of the prospects and importance of this chance for the development of their business.
For four exhibitions, the Ukrainian Design Brands project has become a brand itself. We "grown" it in order to enhance the synergy effect and emphasize the country of origin
P. M.: What do you mean when you talk about preparation for the exhibition? What does it consist of?
A.B.: Brands that present their own products at major exhibitions seek international recognition and sales abroad. For this, it is not enough to simply show products, no matter how high-quality and original in terms of design they are. It is necessary to carefully calculate their value for a foreign consumer, take into account a discount for designers and architects in the price, keep at the same time the margin required by European buyers and representatives of retail chains, take care of the correct packaging. Prepare press releases, catalogs, think through answers to all questions that a potential partner or client may ask.
The NOOM brand at the Maison&Objet exhibition
P. M.: What are the typical mistakes Ukrainian companies make when they take their first steps at the international level?
A.B.: The strategic point is team formation. It happens that in a small company one person combines many functions. It is extremely difficult and does not work at a distance. If the company has international ambitions, in no case can you save on such a resource as professionals who are competent in a certain area. There must be a person responsible for the "numbers", as well as a specialist who conducts communications. This is a separate direction, it requires not only knowledge of a foreign language (or several), but also a systematic approach and negotiation skills. If all this is taken care of by one employee or the owner of the company, the result suffers.
P. M.: What depends on success at an international exhibition?
S. Sh.: The chances that the product will be noticed, appreciated and offered cooperation from the first time are slim, but they do exist. The cumulative effect works here, and the reputation of the Ukrainian Design Brands project can also be summed up. The manufacturer should think strategically, make a plan for several exhibitions at once. The first time you can be noticed, at the second exhibition they can come to meet you, and only at the third time they can talk about cooperation.
Stability is important for European partners. They value their time and want to spend efforts only on proven companies that will not disappear tomorrow and will not suddenly stop responding to emails. It is important to think through the set of steps that the company takes before, during and after the exhibition. It is necessary to systematize and process all contacts, thank those who were at the stand and left a business card. Remind about yourself and the product presented by the company. It is worth appreciating and maintaining every contact you make at the exhibition, because there are no random people there. Sooner or later it will work.
It is important to work with the media, to send materials to journalists of all publications where you would like to see your product.
Important point: the effect of the presentation at the exhibition may be delayed. Yes, our participants were often approached about cooperation six months or even a year after the first contact at the exhibition. For example, your product interested the designer, he was included in the project, the implementation of which was delayed. This often happens.
Bright, talented and beautiful: Kateryna Sokolova, Valeriya Vari, Inna Zimina, Khrystyna Haydamaka
P. M.: How interesting is Ukrainian design at Maison&Objet? What trends does it fall into and what makes it stand out?
S. Sh.: The Parisian public is fastidious and educated on the best artistic examples, here they appreciate beauty and demand quality. Ukrainian design arouses interest as an artistic product. The things we presented at Maison&Objet mostly gravitate towards the collectible segment. They have an original design. Often these are limited series, manual (craft) production. The price of such items is higher than the market average, as is the quality. These are "objects of desire" that you can fall in love with, that you want to decorate your home with. Often they have a certain intellectual component — an unexpected story and/or a deep idea.
P. M.: Among the companies that you represented this time were experienced exhibitors - NOOM and Atelier Lilu, as well as very young brands. What ideas did they convey?
S. Sh.: In January, we had a cool team of female designers and brand owners, talented and very beautiful. Colleagues even joked about it. The NOOM brand is on Maison&Objet for the second time. In Paris, they are appreciated - items from the supremacist NOOM collection can be seen in the oldest local department store, Le Bon Marché. This time, Kateryna Sokolova presented something completely new — a collection of furniture dedicated to the 100th anniversary of the founding of the Bauhaus school.
The most striking object of our stand was a carpet from the Art & Design by Kristina Gaidamaka brand. Khrystyna is an artist, she has been in design for a relatively short time. She started with art panels, created home textiles and carpets. And at Maison&Objet, she presented a carpet from the "Islands" collection. The carpet that was on the stand attracted the attention of visitors, they approached it, took pictures against its background - it is really very photogenic! After all, the work was bought directly from the exhibition by the owners of the architectural office, which is a good sign and always adds confidence to the participant.
The Parisian public is picky, they value beauty and demand quality
A.B.: Another novelty of the salon are ottomans from Atelier Lilu and Olga Fradina, bright accent items to which the public responded favorably. They are notable not only for their extravagant design, but also for an interesting combination of textures — lacquered eco-leather and shaggy artificial fur.
The innazimina and Conferma brands, although quite young, are in Paris for the second time. Six months ago, Inna Zimina and Valery Vary participated in the Ukrainian project within the framework of Paris Design Week. At Maison&Objet, Conferma presented its debut furniture line, which included a table and lamps. These are natural materials, the aesthetics of restrained classics and almost jewelry work. The boudoir table Sofi by innazimina is also an exclusive item. Such an item can be presented at a collection design fair.
P. M.: What are you planning next?
S. Sh.: In no case can you stop. We have already gained experience, a decent circle of acquaintances and contacts. We understand how to promote Ukrainian subject design on the international market. We will soon present a new format and continue our work in this direction. We are convinced that the Ukrainian product has prospects in the foreign market. They already know about him today, it remains to form the habit and trust of customers, and this is a matter of years.
"Islands" — a collection of round bright carpets with author's pixel graphics by Khrystyna Haydamaka
A.B.: For four exhibitions, our Ukrainian Design Brands project has become a brand itself. We "cultivated" it in order to increase the effect of synergy with the brands of the participants. It's like giving a head start to upstart brands with a strong but non-competing "neutral" brand that speaks to the brand's country of origin and status. And it gave results! Designers who visit the exhibition every year and colleagues from other companies already know that bright products of Ukrainian production will be presented in pavilion 6.
Every time we invite cool designers and journalists to our stand, introduce them to the participants. Such contacts are becoming more and more, Ukrainian design is gaining supporters. We tell project participants that participation in international exhibitions is a marathon. Therefore, you need to be patient and strategically plan everything. The same applies to us as organizers. We overcame the first part of the marathon with good results and there is no stopping us!
