The aim of this tool is to observe and decrypt the big trends in the creation of decoration currently: who creates it, who sells it and what people are doing with it. And above all to give sense to the worldwide creative abundance using a simple and referential grid which helps bring together all the decoration trends.

1. HOME TRENDS
TREND BOOK
EDITION #1
DECRYPTION OF THE HOME DESIGN TRENDS
EXCLUSIVE ICONOCLAST / EXPRESS ROULARTA SERVICES STUDY
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

2. CONTENTS
1 Methodology 5 Full utility
RETURN TO MINIMALISM
2 The functions of the home MODULAR SNAPSHOT
EASY MOBILE
3 The idyllic refuge SPACE SAVING
COMPACT CUBE
NESTING REFUGE
INVISIBLE TECH
SOFT FURNISHING
WHITE SERENITY
ZEN WELLNESS
OUTSIDE INSIDE
6 Statuary ostentation
NATURE CLONING MYTHICAL TOTEM
GREEN SIMPLICITY NEW LUXURIANCE
TOY AND JOY GLOSS FURNISHING
COUNTRY LIFE D MESURE
4 The dream-like experience
7 Resources
INTENSE SENSATION
EROTIC STORY
FUN DEATH
SURREALISM SENSE
ART GALLERY
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

3. OBJECTIVES
Boasting 5 large decoration brands (Maison Française, Maisons Côté Sud, Maisons Côté Ouest, Maisons Côté
Est, Vivre Côté Paris, Maison Magazine, IDEAT and cotemaison.fr), throughout the year Groupe Express
Roularta explores the area of decoration. Offering dreams, inspiration, decryption and advice, Groupe Express
Roularta’s media brands are involved in the defining and spread of design trends, allowing readers to
understand and experiment with them. A role which allows Groupe Express Roularta to be an unmissable place
for analysis, decryption, conversation and dialogue about decoration and design.
decryption,
A veritable expert on decoration and design, Express Roularta wanted to enrich this dialogue by publishing its
first trend book in 2010: HOME TRENDS. The aim of this tool is to observe and decrypt the big trends in the
creation of decoration currently: who creates it, who sells it and what people are doing with it And above all to
currently: it.
give sense to the worldwide creative abundance using a simple and referential grid which helps bring together
all the decoration trends.
HOME TRENDS brings together trends that are both new and well-established, minimalist or ostentatious,
colourful or virginal… A vertiable observatory of the work of designers. A snapshot of an era which is all at once
green, modest, playful, in crisis, digitalised, epic, singular, collective.
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

4. METHODOLOGY
STUDY CARRIED OUT BY
1 TRACK THE TRENDS IN FRANCE AND ON AN INTERNATIONAL LEVEL
DISCOVERING TRENDS AT SPECIALISED TRADE FAIRS AND THOSE FOR PROFESSIONALS AND THE
PUBLIC AT LARGE, CATALOGUE OF MANUFACTURERS, COMMERCIAL SPACES, SHOWROOMS,
WEBSITES, BLOGS …
2 GIVE SENSE TO DECORATION TRENDS
PLACE CURRENT DECORATION TRENDS ON THE TIMELESS ANTHROPOLOGICAL GRID (Claude Lévi-
Strauss, Peter Sloterdijk) IN ORDER TO BETTER UNDERSTANND THEM
3 CORROBORATE OPINIONS
COMPARE THE VIEWS OF DECORATION EXPERTS FROM DIFFERENT DISCIPLINES,
CATHERINE SALES, Editor in Chief of Maison Magazine,
MARTINE DUTEIL, Editor in Chief of Vivre Côté Paris,
STEPHANE HUGON, Sociologist, Head of research at CEAQ, Centre d’Etudes sur l’Actuel et le Quotidien,
4 MOBILISE THE EXPERTISE OF THE TITLES OF GROUPE EXPRESS ROULARTA
ILLUSTRATE THE TRENDS
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

5. HOME TRENDS PRINCIPAL SOURCES
SOURCES
TRADE FAIRS CATALOGUES
MAISON&OBJET IKEA
NOW AMPM
SCENES D’INTERIEUR HABITAT
100% DESIGN FLY
SALON INTERNATIONAL DE LA MAISON DE MILAN … LIGNE ROSET
ROCHE BOBOIS
CONRAN SHOP …
REVIEWS, MAGAZINES
L’OFFICIEL SPECIAL DESIGN 2009/2010 SITES, BLOGS
CAHIERS D’INSPIRATIONS MAISON&OBJET N°14 / N°15
MIX LEBLOGDECO.FR
DOMOSVISION 2009/2014, VIA COTEMAISON.FR
WALLPAPER MARIECLAIREMAISON.COM
AD ELLE.FR
IDEAT DEKIO.FR
MAISON FRANCAISE DECO.PLURIELLE.FR
MAISONS COTE SUD MATERIALISTE.COM
MAISONS COTE OUEST AUFEMININ.COM/MAISON
MAISONS COTE EST LAGO.IT
VIVRE COTE PARIS MATERIALISTE.COM
MAISON MAGAZINE CYBERFANNY.COM/DECORATION
L’EXPRESS STYLES DECO-DESIGN.BIZ
… INHABITAT.COM
ZAINTERIORE.NET
MYTENDANCE.COM
DECOMAG.COM
DECORMAG.COM
NELLYRODY LAB …

6. HOME TRENDS
THE HABITAT, SNAPSHOT OF AN ERA
STRONG CONSUMPTION TRENDS
BIRTH OF A ‘NEW MODESTY’
« THIS WHOLE CRISIS, IT’S LIKE A BIG SPRING CLEAN – AS MUCH IN TERMS OF MORALS AS PHYSICALLY. IT’S THE END
OF BLING BLING AND STARS COVERED IN FAKE DIAMONDS ON THE RED CARPET. I CALL IT THE NEW MODESTY », KARL
MODESTY.
LAGERFELD, JANUARY 2009
« THE RUSH TO THE NEW UNIQLO STORE PROVED THE DESIRE TO SPEND WISELY » LES ECHOS, JANUARY 2010
WISELY.
SUCCESS OF ONLINE SHOPPING IN 2009 : ONLINE PURCHASES HAVE GROWN BY +26% [25 BILLION EUROS, FEVAD]
RETURN TO NATURE
SUCCESS OF GREEN PARTY IN 2009 EUROPEAN ELECTIONS
SUCCES DE LA DIFFUSION DE HOME SUR FRANCE 2 [8 MILLIONS DE TELESPECTATEURS, 33% D’AUDIENCE]
$20 BILLION FOR RENEWABLE ENERGY IN THE AMERICAN PLAN FOR REJUVENATION
85% OF FRENCH HOUSEHOLDS HAVE BOUGHT AT LEAST ONE ORGANIC GREEN OR FAIR TRADE PRODUCT IN 2009
ORGANIC,
[1M MORE THAN IN 2008, SOURCE EURO RSCG+HARRIS INTERACTIVE STUDY]
61% WOULD BE WILLING TO PAY 5% MORE FOR ETHICAL GOODS [VS 52% IN 2002, CREDOC]
DEVELOPMENT OF THE CO-HABITAT
80% OF FRENCH PEOPLE LIVE IN URBAN AREAS
15 MILLION SINGLE PEOPLE IN FRANCE, THAT’S 1 IN 3 ADULTS, +30% IN 10 YEARS
1,8 MILLION SINGLE PARENT FAMILIES, THAT’S 1 FAMILY IN 5
ANOTHER WAY OF VIEWING LIFE : GROWTH OF HOUSE SHARING RECREATE CLOSE FAMILIES, FIND A FORM OF COMMUNITY.
SHARING,
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

7. HOME TRENDS
THE HABITAT, SNAPSHOP OF AN ERA
STRONG CONSUMPTION TRENDS
THE KIDS ARE BACK
HAPPINESS,
HAPPINESS ‘JOYOUS CAPRICES IN A MISERABLE ERA’, L’EXPRESS, NOVEMBER 2009
MOTHER-DAUGHTER CAMPAIGN FROM COMPTOIR DES COTONNIERS, DEVELOPMENT OF CHILDREN’S COLLECTIONS
EXPLOSION OF SALES OF LEGO (20% INCREASE IN SALES DURING THE 1ST SEMESTER OF 2009, +13% DURING THE
CHRISTMAS PERIOD)
LIVING TOGETHER
THE EXPLOSION OF SOCIAL NETWORKS
400 MILLION MEMBERS ON FACEBOOK IN FEBRUARY 2008
AN AUDIENCE WHICH HAS DOUBLED SINCE APRIL 2009
120 MILLION VIDEOS ON YOUTUBE
200 000 NEW VIDEOS POSTED ON YOUTUBE EVERY DAY
IN SEARCH OF AN EXPERIENCE
THE GREAT RETURN OF THE SUPER HEROS
RELEASE OF X-MEN ORIGINS IN APRIL 2009: WOLVERINE AND DRAGON BALL Z. SUMMER 2010 RELEASE OF IRON MAN 2.
SUPERWOMAN DRESS BY JEAN-CHARLES DE CASTELBAJAC
TARZAN EXHIBITION AT THE QUAI BRANLY MUSEUM
ZORRO AT THE FOLIES BERGERES
BLURRING OF THE LINE BETWEEN REAL AND IMAGINARY
AVATAR, JAMES CAMERON
CLONES, JONATHAN MOSTOW,
SUCCESS OF THE EXHIBITION ‘L’ART SURREALISTE’ AT THE GEORGES POMPIDOU CENTRE
THE RULE OF ‘SWITCHING’, OF MIXING TO MAKE THINGS DIFFERENT
SWITCHING’
SUCCESS OF GORY TV SERIES [DEXTER]
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

8. HOME TRENDS
HOME TRENDS
4 large creative areas were identified in 2009 for the home. However
there is a latency period of 5 to 10 years for up and coming trends in design to
filter down to the mainstream market.
In addition to this, all the identified areas do not have the same dynamism and
are not at the same stage of maturity. Some are just taking off and have very
promising futures, others are introducing new technology or will soon become
obsolete.

9. HOME TRENDS
THE FUNCTIONS OF THE HOME
SPACE FOR PLEASURE
SENSATIONS
AGORA REFUGE
THE HABITAT IS A PLACE FOR ORIGINAL THE HABITAT FILLS THE ROLE
EXPRESSION. OF A PROTECTIVE COCOON.
THE SPACE ALLOWS ONE TO SHARE EMOTIONS A SPACE WHICH ALLOWS ONE TO WITHDRAW
AND TO LIVE INTENSE MOMENTS. FROM THIER SOCIAL LIFE AND RECHARGE
THEIR BATTERIES.
COLLECTIVE SPACE PRIVATE SPACE
SOCIAL CONNECTIONS PERSONAL WITHDRAWAL
DISPLAY CABINET SHELTER
ERGONOMICS ARE IMPORTANT.
YOUR HOME REPRESENTS YOU SOCIALLY.
THE SPACE CALLS UPON
TECHNICAL COMPETENCIES TO MAKE IT
THE SPACE IS A DEMONSTRATION OF YOUR
MORE FUNCTIONAL AND MORE HABITABLE.
FINANCIAL AND SOCIAL STATUS.
EVERYDAY SPACE
OBLIGATIONS
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

10. HOME TRENDS
THE FUNCTIONS OF THE HOME
SPACE FOR PLEASURE
SENSATIONS
AGORA REFUGE
THE TREND = THE DREAM-LIKE EXPERIENCE THE TREND = THE IDYLLIC REFUGE
THE BENEFITS = THE BENEFITS =
THE NEED FOR A FUN EXPERIENCE AND A NEED FOR HUMILITY AND ETHICS
DRAMATIZATION OF THE SELF, TO ESCAPE TO ESCAPE A THREATENING, POLLUTED WORLD
A TRIVIAL, UNIFORM, DISENCHANTED AND
RATIONAL WORLD THE CREATIVE EXPRESSIONS =
THE CREATIVE EXPRESSIONS= THE GREEN, RECYCLING, THE SACRED,
THE EMOTIONAL OTHER, POLYSENSORIAL CAMOUFLAGE, THE IDEOLOGY OF THE CABIN,
IMMERSION, VIRTUAL EXPLORATION, ARTISTIC REGRESSION TO CHILDHOOD
BOLDNESS
COLLECTIVE SPACE PRIVATE SPACE
SOCIAL CONNECTIONS PERSONAL WITHDRAWAL
DISPLAY CABINET SHELTER
THE TREND = STATUARY OSTENTATION THE TREND = FULL UTILITY
THE BENEFITS = THE BENEFITS =
THE DESIRE TO BE ADMIRED TO ESCAPE A FLUIDITY IN THE DOMESTIC SPHERE,
ANONYMITY, A DROP IN SOCIAL STATUS TO ESCAPE AN UNPREDICTABLE WORLD
AND THE FINANCIAL CRISIS THE CREATIVE EXPRESSIONS =
THE CREATIVE EXPRESSIONS= THE MODIFIABLE, THE MOBILE, LIGHTNESS,
CONTEMPORARY REVISITATION OF THE GREAT COMFORTABLE ASYMMETRY, THE MULTI-USE
STYLES, HYBRIDISATION OF THE BASICS,
SUMPTUOUS GIGANTISM, UPDATING THE
REFERENTIAL EVERYDAY SPACE
OBLIGATIONS
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

11. HOME TRENDS
4 BIG DESIGN AREAS
RANK REGISTERS
THE IDYLLIC REFUGE
1
Green, recycling, sacred totems, camouflage, the ideology of the
cabin, soft techology, regression to childhood, chic countryside… + + +
Towards a strong and diversified creative promise which + + +
registered a veritable quantative explosion in 2009: towards a
mature industrial market on the horizon for 2015? + + +
THE DREAM-LIKE EXPERIENCE
DREAM-
2
The emotional ‘other’, polysensorial immersion, virtual exploration,
artistic daring, l’iconoclaste énergisant…
A daring niche but with the potential for an ‘arty’ high end future
+ + +
market? + +
FULL UTILITY
3
The modifiable, the mobile, the light, the multi-use, clever
simplicity, …
Towards the industrial maturation of an ancient design trend, but + + +
which has now become accessible and for a wide audience.
+ + +
STATUARY OSTENTATION
The contemporary revisitation of great historic styles, hybridisation
4
of the basics, sumptuous gigantism, bringing up to date of
referential pieces… + +
A creative territory that people are losing interest in after the ‘bling
bling’ years or evolution towards the Great Mix. + +
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

12. HOME TRENDS
RANK REGISTERS
1 + + +
+ + +
+ + +
THE IDYLLIC REFUGE
THE PRINCIPAL
FIND YOURSELF AGAIN, RECHARGE YOUR BATTERIES FAR FROM
THE TUMULT OF THE SOCIO-PROFESSIONAL SPHERE AND THE
RESPONSABILTIES OF ADULT LIFE. TOWARDS SELF-INDULGENCE
SELF-INDULGENCE.
REGRESS TO THE ORIGINAL, NURTURING EDENS (GROTTO, CABIN,
CHILDHOOD WORLD).
FURNISH A SPACE OF PURITY, SOBRIETY, INNOCUOUSNESS AS MUCH
FOR THE WELL BEING OF THE BODY AS FOR SPIRITUAL CONTEMPLATION.
CONSTRUCT AN INTERIOR USING SOFT TECHNOLOGIES.
RETURN TO MORE HUMBLE, MORE MODEST ATMOSPHERES.
TOWARDS A RETURN TO THE ESSENTIEL, TO SLOW DESIGN.
TOMORROW’S KEY ISSUES
THE OCCUPANT WISHES TO HAVE AUTHORITY OVER THEIR OWN PRIVATE
SPACE AS THEY CANNOT HAVE CONTROL OVER THE WORLD.
THE MICRO AND THE LOCAL BECOME A PERSONAL ISSUE, DUE TO THE
IMPOTENCE OF THE INDIVIDUAL IN THE FACE OF GLOBALISATION AND
DEREGULATION OF ORDINARY CHANNELS.
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

13. HOME TRENDS
THE IDYLLIC REFUGE
NESTING SOFT WHITE ZEN
REFUGE FURNISHING SERENITY WELLNESS
OUTSIDE MIMICKING OF NATURE NATURAL TOY COUNTRY
INSIDE SIMPLICITY AND LIFE
JOY

14. HOME TRENDS
THE IDYLLIC REFUGE
Nesting refuge
The fantasy of the cabin and the grotto
A space in the form of a cabin or grotto allows one to
take charge of the body in a symbiotic manner.
Stand Philips at Maison&Objet 2009
Matali Crasset
Silken Hotel. Hotel Puerta America,
Madrid The Office Pod
Restaurant
Yellow Tree House
The Chamber Music Hall
Zaha Hadid Architects Living tomorrow
Bruxelles

15. HOME TRENDS
THE IDYLLIC REFUGE
nesting refuge
the fantasy of the cabin and the grotto
GREEN WELCOMES
COLOUR
MAISONS COTE EST
March 2009
LIFE IN THE TREES
MAISONS COTE SUD SPECIAL
ISSUE
April 2007
DECORATION ITEM
IDEAT
February 2009

16. HOME TRENDS
THE IDYLLIC REFUGE
nesting refuge
the fantasy of the cabin and the grotto
FAREWELL TO THE FIELDS
MAISONS COTE EST
March 2009

17. HOME TRENDS
THE IDYLLIC REFUGE
Phat Knits soft furnishing
Bauke Knottnerus slacking, sprawling, letting go,
rocking, asymmetry which liberates the body
Pieces of furniture and walls become ‘protective soft
cocoons’: pouffés, foam shapes which embrace us,
sound proof walls, big cushions/pillows, textures of soft
Ice lounge for Mövenpick fur…
Claudio Colucci The floor once again becomes a place to invest in
for household activities. But on the condition that you
can flop down in an elegant way.
Flying Carpet
Nani Marquina
Sofa « Cushionized Sofa »
Christiane Högner
Float Fatboy

18. HOME TRENDS
THE IDYLLIC REFUGE
soft furnishing
slacking, sprawling, letting go
rocking, asymmetry which liberates the body
Best of 2010
L’Express Styles
January 2010
Sack sofa, in polyurethane and cotton,
Design Marc Sadler, ed. Skitsch,

19. HOME TRENDS
THE IDYLLIC REFUGE
white serenity
soothing purity
Light colours make surfaces serene, make objects seem light and create an impression of
airiness, creating a peacefulness which allows you to reconnect with yourself.
Shu Uemura store
Kossi Aguessy
THEWHITEHOTEL
Brussels AMPM
Martin Margiela

20. HOME TRENDS
THE IDYLLIC REFUGE
white serenity
soothing purity
SCANDINAVIAN DESIGN IN
THE SPOTLIGHT
MAISON FRANCAISE
February 2009
[…]All the walls are white in the
spirit of minimalism.
MASSERIA BELLA
MAISONS COTE SUD
August 2009
DECOROOM
IDEAT
May 2009

21. HOME TRENDS
LE REFUGE IDYLLIQUE
white serenity
soothing purity
DECO IDEAD AT MARTIN
MARGIELA’S HOUSE
VIVRE COTE PARIS
March 2009

22. HOME TRENDS
THE IDYLLIC REFUGE
zen wellness
the mutated bathroom
The idea of WELLNESS was very present in 2009
and responded to our need to slow down: we
take care of ourselves at home.
The bathroom has seen big changes. It has
become a veritable living space which allows us to
reconnect with ourselves, a soothing space for
purification:
Intimate boudoir or connected bedroom and
bathroom, even both in the same room [towards the
idea of an intimate master suite],
Opening of bathrooms to the outside,
Development of fixtures with features to improve
well-being [balneotherapy, sauna, hammam, jets,
foot massaging floor coverings],
The Virgin // Bathtub Development of fixtures that can comfortably
Kossi Aguessy accommodate 2 people.
Peace Hotel
Paola Navone

23. HOME TRENDS
THE IDYLLIC REFUGE
zen wellness
the mutated bathroom
Christophe Pillet

24. HOME TRENDS
LE REFUGE IDYLLIQUE
zen wellness
the mutated bathroom
04 ESSENTIAL BATHS
VIVRE COTE PARIS
JUNE 2009

25. HOME TRENDS
THE IDYLLIC REFUGE
outside inside
the break down of barriers
The borders between the outside and inside become
fluid:
Outdoor furniture in the living room [towards the idea of
an improvised, relaxed picnic),
Foliage wall coverings [logs, pine cones, moss,
representation of trees and plants, flowers],
Carpet which gives the impression of a meadow, lamp in
the form of a shrub…
When the ‘outdoor’ comes ‘indoors’ it’s a new way to
treat your living space:
Bringing nature into your home is a way to take back a
slower pace of life, the natural cycle of maturation and the
seasons.
Oasis interior The mastery of cultivated nature, a personal space which
Makoto Tanijiri soothes the feeling of impotence, passivity and
anonymousness.
The ‘green’ is a real way to regenerate yourself, a boost
to make you feel alive and to rediscover our profound
nature, our essence.
Casa Blair Road
Ong&Ong, Singapour

26. HOME TRENDS
THE IDYLLIC REFUGE
outside inside
the break down of barriers
Walls become a nourishing home for plants.
Nguyen La Chanh
Milan trade fair 2009
Mathieu Jacobs,
Tableau végétal DIVA

27. HOME TRENDS
THE IDYLLIC REFUGE
outside inside
the break down of barriers
The floor becomes a nourishing home for
plants.
Tokyo Fiber Sensware
(Milan trade fair 2009)
Moss carpet
Nguyen La Chanh

28. HOME TRENDS
THE IDYLLIC REFUGE
outside inside
the break down of barriers
CAMOUFLAGE
MAISON FRANCAISE SPECIAL
ISSUE
November 2009
LA VIE EN NAGE LIBRE
MAISONS COTE SUD
June 2009

29. HOME TRENDS
THE IDYLLIC REFUGE
nature cloning
imitation of plants
Valentina Gonzalez
Cabbage chair Wohlers
Nendo @ Designersblock 2009
Imitation using trompe l’œil Vegetable chair
SDA DECORATION Ronan & Erwan Bouroullec

30. HOME TRENDS
THE IDYLLIC REFUGE
Storage furniture or chairs in the shape of animals
nature cloning
animal totemism
The presence of animal totemism translates as
decoration objects representing animals in
gigantic proportions, cult objects, or mascot
animal trophies.
Towards ‘companion’ furniture in the
context of an explosion in people living
alone.
Resin Whippet Bench Spider Phoebe
Radi designer Zuoguang Wu
Benoit Convers Bau
Fabio Guaricci

31. HOME TRENDS
THE IDYLLIC REFUGE
nature cloning
imitation of mineral
substances
Possible Meridienne
Studio Robert Stadler
Felt Rocks
Molo set
Diamond chair Gaetano Pesce
Nendo Meritalia

32. HOME TRENDS
THE IDYLLIC REFUGE
nature cloning
the cosmic ‘other’
A strong presence of globes, balls, planispheres,
spherical lines and cosmomorphics : conjuring up the
idea of a new start, the search for a utopian purity, the
search for the intact perfection of the far away
galaxies.
Roots Luminous, twinkling and iridescent: stones lit from inside,
Nick Foley phosphorescent, bouquets of fibre optics erupting like
shooting stars
The floating of objects in space: stones suspended from
the ceiling, as if they were weightless, a bed which seems
to ‘float’
Objects designed for contemplation, peaceful
universes to soften the deafening racket and the
Pear Light violence of the crisis.
Nick Foley
Precipitous
Nick Foley

33. HOME TRENDS
THE IDYLLIC REFUGE
nature cloning
the cosmic ‘other’
Lights in the form of UFOs or marble
meteorites
Table ronde
Alain Ellouz

34. HOME TRENDS
THE IDYLLIC REFUGE
nature cloning
abysmal depths
Towards generation by the nurturing sea
(shellfish, crustacean, air bubbles)
Materialise MGX
Ether
Patrick Jouin for Murano Due
Lampe Quin
Materialise MGX

35. HOME TRENDS
THE IDYLLIC REFUGE
nature cloning
Imitation of plants, animal totemism,
imitation of mineral substances,
the cosmic ‘other’
L’HOTEL CRISTAL,
UN ECLAT MINERAL
MAISON FRANCAISE
December 2009
AU COIN DU FEU
MAISON FRANCAISE
December 2009

36. HOME TRENDS
THE IDYLLIC REFUGE
nature cloning
Imitation of plants, animal
totemism, imitation of mineral
substances, the cosmic ‘other’
GRAPHICOLOR
VIVRE COTE PARIS GRAPHICOLOR
September 2009 IDEAT
December-January 2010
A dreamlike vision is given out by this
room where the colours, the materials
and the objects take us to a very stylish
Neverland. Cloud Lamp, made from
polyester designed by Franck Gehry.

37. HOME TRENDS
THE IDYLLIC REFUGE
nature simplicity
a new modesty
The designers are going back to basics. In the
current climate, simplicity is reassuring
because of its quality of endurance.
The search for modest, even minimal, solutions.
Tome Lamp Objects become simple with pure forms and long-
Atelier Oi lasting materials.
Resorting to the genious technique of nature: the
objet is barely altered by man: a section of tree
trunk becomes an office table, a large, polished
stone becomes a chair, a creeping plant serves the
purpose of a room divider.
Brave new world Lamp
Fresh West
Boutique Voos furniture
NEW YORK
Bog Oak Stool
Nick Thompson

38. HOME TRENDS
THE IDYLLIC REFUGE
nature simplicity
a new modesty
Julian Mayor
Jérôme Abel

39. HOME TRENDS
THE IDYLLIC REFUGE
nature simplicity
a new modesty
Cartonstyl
Domingos Totora
Build Up FlexibleLove
Philippe Nigro

40. HOME TRENDS
THE IDYLLIC REFUGE
nature simplicity
a new modesty
AM.PM. Catalogue

41. HOME TRENDS
THE IDYLLIC REFUGE
toy and joy
assumed childhood codes
Childhood remains the best refuge against adversity
and fear of the future. We note the strong presence
of regressive atmospheres: escape a world that is too
hard and oppressive, create a relaxed atmospere,
rediscover a certain carefree conviviality.
Claytable Art toy lumineux Infantile atmospheres are created through:
Erwins Zwiers Designer Lab 81 a strong presence of endearing characters which act
as transitional objects, emotional crutches
a « barnum » spirit in happy colours, with uplifting,
multicoloured patchworks
basic, simple and childish games: cube, funfair, Lego
a pop design with playful lines, le plastique jubilatoire,
furniture like sweets,
influence of manga style, cartoons, children’s drawings,
prints featuring large patterns
‘Alice in wonderland’ mirror sticker
wonderland’ Beach Ball Lamp Shade
Matali Crasset TOBYhouse
Google Ogilvy & Mather
Zurich Guangzhou

42. HOME TRENDS
THE IDYLLIC REFUGE
toy and joy
assumed childhood codes

43. HOME TRENDS
THE IDYLLIC REFUGE
toy and joy
assumed childhood codes
Cipria Sofa
Fernando et Humberto Campana

44. HOME TRENDS
THE IDYLLIC REFUGE
toy and joy
childhood codes
DECORATION IS CHILD’S
PLAY
MAISON FRANCAISE
September 2009
At the home of the graphic artists
Simon Pillard and Philippe Rossetti
in Paris, the furniture is made out of
lego. The idea ? Child-like.
It would have taken approximately
20 000 Lego bricks to create the
kitchen island/desk. Thats 53 boxes
of 375 pieces, 7 days of careful
assembling (and close to €1000).

45. HOME TRENDS
THE IDYLLIC REFUGE
family life
the nostalgia of living well
The ‘family home’ trend is far from new. However
it is still alive and well in 2009.
It calls upon passed-down artisanal
knowledge, resistance to wear and tear: an
atmosphere of family memories, valuing the land,
rediscovery of the beauty of the world of
agriculture, polished objects with traces of use,
a second life for converted objects, ‘hand made’
artisanal objects.
That which has stood the test of time seems to be
Flamant valued and respected. It inspires a new modesty,
in the face of unbridled consumerism.
The ‘family life’ trend has not escaped the
trend for adding a ‘twist’. It’s about making
alterations, repairing, converting, and
reinterpreting that which already exists.
It’s not about making exact replicas of our
grandmothers houses but about introducing a
similar style.
Roche Bobois

46. HOME TRENDS
THE IDYLLIC REFUGE
family life
the nostalgia of living well
NOTHING IS WASTED
MAISON FRANCAISE
November 2009

47. HOME TRENDS
RANG REGISTRES
2 + + +
+ +
THE DREAM-LIKE EXPERIENCE
DREAM-
THE PRINCIPAL
RELIVE AN INTENSE MOMENT, AN INVIGORATING EXCITEMENT.
TOPWARDS INVIGORATING SENSATIONS IN A NEURONAL AND DIGITAL
WORLD
SHARE FESTIVE OR UNUSUAL EMOTIONS WITH YOUR GROUP OF
FRIENDS/FAMILY. TOWARDS KINSHIP IN REACTION TO AN
ENVIRONMENT WORSENED BY LIVING ALONE
LET YOUR INTERIOR TAKE YOU AWAY TO IMAGINARY WORLDS
WHERE WE LOSE OUR NORMAL BENCHMARKS.
PROVOKE A CHANGE IN YOURSELF, YOUR MOOD, FEELING IMMERSED
IN A DIFFERENT WORLD. IN THE SEARCH OF A DRAMATIZATION OF
YOURSELF
EXPRESS YOUR OWN UNIQUENESS
TOMORROW’S KEY ISSUES
THE NEED FOR A STRONG EXPERIENCE, A DESIRE TO ESCAPE THE
EVERYDAY, TRIVIAL, UNIFORM, DISENCHANTED END RATIONAL WORLD.
IN 2009, THIS AREA WAS VERY RICH. IT SEEMS TO HAVE MOVED INTO
HOUSEHOLDS, AFTER HAVING HEAVILY INVESTED IN COMMERCIAL
SPACES IN THE NOUGHTIES.
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

48. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
INTENSE EROTIC FUN SUREALISM ART
SENSATION STORY DEATH SENSE GALLERY

49. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
Intense sensation
mutant shapes, surprising materials
Atmospheres which make us lose our familiar
benchmarks of space and time. Polysensorial
stimulation is a powerful tool to disorientate us and
plunge us into strange worlds. It’s about experimenting
in commercial spaces with a new conception of the
space.
Le Conga Room
New materials, textures and shapes, which come
Belzberg Architects
from industrial research and create unexpected
sensations.
Banq restaurant
Office d’A
Corian ® super-surfaces
Amanda Levete Architects
Tea table
Daniel Dendra

50. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
Intense sensation
mutant shapes, surprising materials
THE HOUSE OF THE FUTURE
RETAINING ELEMENTS
FROM THE PAST
MAISON FRANCAISE SPECIAL
ISSUE
November 2009

51. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
intense sensation
stimulating colours
Strange and saturated colours (challenging pigments,
colours which change according to the angle from which
they are viewed and the light, chromotherapeutic
stimulation …)
Fauchon
Christian Biecher
Switch Restaurant, Dubai,
Karim Rashid
Electronic dreams design

52. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
intense sensation
stimulating colours
Sting chair
Fredrik Matson
Luisilight cascading tap
Luisina
Restaurant Por AmandaAbreu, Rio de Janeiro
Matali Crasset

53. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
intense sensation
graphic immersion
Visual and textual enigmas able to catch your eye,
stop you in your tracks and provoke.
Kasa Digitalia, Milan
Karim Rashid
Switch Restaurant, Dubai,
Karim Rashid
Saint Honoré Wallcoverings

54. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
erotic story
sexy reenchantment
The stimulation of the sexual side of oneself by
eroticism, the seedy atmosphere of the brothel
• The sexy and naughty mixed with the refined
and elegant
• Erotic fantasy puts the excitement back into the
bedroom : towards stimulation of rediscovered
senses
Wallpaper Covering
July 2009
Parisian appartment
Studio Katz SCIS

55. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
erotic story
sexy reenchantment
THE CRAZIEST HOTELS
IDEAT
May 2009

56. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
fun death
with influences from film and TV
Irony and humour are used to evoke death.
Designers play with morbidity, but with a touch
of humour and irony.
Towards a fictional ‘other’ as if we were IN a
film at the cinema.
The Road kill carpet At the home of Jonathan Adler and
Ooms Simon Doonan

57. HOME TRENDS
fun death THE DREAM-LIKE EXPERIENCE
with influences from cinema and TV
STORM IN THE SKULL
IDEAT
July 2009

58. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
surrealism sense
Cloning of objects
The influence of surrealism had a strong
presence in 2009.
One of the best illustrations of this design trend
was the ‘Body sense’ exhibition, during the
Maison et Objet trade fair in September 2009,
created by François Bernard from the agency
Wood Human from dressers Croisements: anthropomorphic furniture, objects
Peter Rolfe shaped like organs, as if they’ve been cloned,
human textures (hair, tattooed skin…)
This creative trend applies to the house
Pharrel Williams where mutated bodies are staged in a
generally virtualised environment.
Daniel Loves
Eyes cloning, lamp Pretty Pretty Barstool
5.5 Designers Dejana Kabiljo

59. HOME TRENDS
THE DREAM-LIKE EXPERIENCE
art gallery
a cabinet of curiousities
The home is also seen as ‘art gallery’ where we
ourselves are the curators.
Our homes become experiential places allowing
for boldness and personal development.
The quest for contemporary design, limited
editions, artistic rarity, capable of expressing
individual uniqueness
A taste for transgression, the iconoclastic
marriage of styles and materials
‘Gallery design’: often experimental, it favours a
very personal creative leaning, where the individual is
deeply engaged, without concession

60. HOME TRENDS
RANG REGISTRES
3 + + +
+ + +
FULL UTILITY
THE PRINCIPAL
OPTIMISE THE FLUIDITY OF THE DOMESTIC AREA TO ESCAPE THE
CHAOTIC OUTSIDE WORLD
INCREASE YOUR LIVING SPACE BY MAKING THE MOST OF UNUSABLE
SPACE USING CLEVER TRICKS
PROFIT FROM THE LATEST INDUSTRIAL DISCOVERIES TO MAKE YOUR
HABITAT ERGONOMIC AND HIGH-PERFORMING
OWN FURNITURE WHICH CAN ADAPT TO THE MORPHOLOGICAL
EVOLUTION OF INDIVIDUALS
HAVE A MODIFIABLE INTERIOR WHICH CAN BE ADAPTED FOR THE
PRESENT MOMENT ACCORDING TO WHAT IT IS BEING USED FOR AND
THE PEOPLE WHO ARE THERE
TOMORROW’S KEY ISSUES
ULTRA-
THE SEARCH FOR THE ULTRA-FUNCTIONAL, CAPABLE OF ADAPTING IN
REAL TIME TO THE BODY, SPACE CONSTRAINTS AND CHANGING USES.
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

61. HOME TRENDS
FULL UTILITY
BACK TO MODULAR EASY
MINIMALISM SNAPSHOT MOBILE
SPACE COMPACT INVISIBLE
SAVING CUBE TECHNOLOGY

62. HOME TRENDS
FULL UTILITY
back to minimalism
bare functionality
Minimalist, ultra-functional objets feature no
decorative or statuary pretensions. This trend
goes back to what is essential and allows for
functional elegance.
Z tolix
Moredesign

63. HOME TRENDS
FULL UTILITY
modular snapshot
variable shape and size depending
on the use
Modularity was a very popular trend in 2009.
Furniture adapts to the rythmns of life and to
the present moment in the blink of an eye:
habiting is moving, changing, living, growing,
sharing, se retrouver avec soi…
Christophe Pillet
• Adapting solutions to individuals: several
dimensions possible, several options for depth,
height, incline, foundations and backs
• Responding to the needs of families with
varying compositions, families with step children,
Stack households whose sizes vary according to the time,
pour Established & Sons cohabitation of several different generations: we
should be able to preserve autonomy and personal
Modi space whilst living together
Moredesign
• Get past space constraints: forgotten corners,
multi-use furniture, storage is becoming taller
Living wood
Matali Crasset

64. HOME TRENDS
FULL UTILITY
easy mobile
nomad furniture
Rooms no longer have a sole
purpose: kitchen AND dining room,
balcony AND living space, bedroom
AND office, living room AND space
for rest and relaxation, bathroom and
space for revitalisation…
The habitat should be able to be
adapted to the people present and
the current activity.
Softwall Light furniture on wheels able to
Stéphanie Forsythe et Todd MacAllen adapt to one room or another,
flexibleroom dividers that are easy
to fold away.
Monobloc kitchen
Boffi
Globus workstation
Michiel van der Kley

65. HOME TRENDS
FULL UTILITY
space saving
intelligent objects and furniture
Saving money and space with a maximum
number of combined uses:
• several functions
• several uses
• minimum cost and use of space
La K workstation
My work bureau G Misosoup design
Adam créa
Bifoliate
Toma Brundzaite Book shelves with a bench
Stanislav Kratz

66. HOME TRENDS
FULL UTILITY
space saving
intelligent objects and furniture
SPACE SAVING
MAISON FRANCAISE
February 2009
Pile up, change shape, fold:
3 ways to gain space.

67. HOME TRENDS
FULL UTILITY
compact cube
an entire room enclosed in cube
Small cubic spaces, but with high
functionality. The parts contained fit into each
other and unfold, serving several different
purposes at the same time…
Towards complex simplicity.
Studio Oda
Studio Makkink &Bey

68. HOME TRENDS
FULL UTILITY
compact cube
an entire room enclosed in a cube
UNE MALLE CABANE
MAISONS COTE EST
June 2009

69. HOME TRENDS
FULL UTILITY
compact cube
an entire room enclosed in a
cube
Trompe l’œil kitchens which can
disappear in the blink of an eye.
Kitchen unit « Oma´s Rache »
Lago Ilja Oelschlägel

70. HOME TRENDS
FULL UTILITY
compact cube
an entire room enclosed in a cube
THE HOUSE OF THE FUTURE
RETAINING ELEMENTS FROM
THE PAST
MAISON FRANCAISE SPECIAL
ISSUE
November 2009

71. HOME TRENDS
FULL UTILITY
invisible technology
camouflaging of technology
Technological innovations cannot be
seen, allowing for more intuitive and
tactile interfaces:
Kitchens/bathrooms where all the
technology is built-in and invisible:
Home automation fittings which offer
more tactile and echoing interfaces: towards
intuitive recognition with sound, voice and
movements
Bathroom collections
US together Functions that are easy to use: towards
the end of the need for instructions
Towards a softer, more affectionate, less
stressful and less intimidating
relationship between man and machine
Kitchen
Bulthaup

72. HOME TRENDS
FULL UTILITY
Invisible tech
Camouflaging of technology
TROMPE-L’ŒIL CUPBOARDS
MAISON FRANCAISE
February 2009
[…] The shrewd architect has concealed
the kitchen and plasma screen behind
these painted panels, a way of gaining
space in this living room with a panoramic
view of Paris. He wanted to created a big
room where it would be possible to
entertain freely.

73. HOME TRENDS
FULL UTILITY
Invisible tech
Camouflaging of technology
NO WIRES BUT COOL
MAISON FRANCAISE
SPECIAL ISSUE NOVEMBER 2009

74. HOME TRENDS
RANG REGISTRES
4 + +
+ +
STATUARY OSTENTATION
THE PRINCIPAL
AFFIRM YOUR EXISTENCE AS A ‘SOCIAL BEING’, A CONFIDENCE
IN YOURSELF, A NARCISSISTIC REASSURANCE THROUGH THE VIEWS
OF OTHERS. DECORATION SHOWS YOUR FINANCIAL AND CULTURAL
COMPETENCES AND YOUR SOCIAL STATUS
BELONG TO AN ELITE SOCIAL GROUP: UPGRADE YOUR CURRENT
STATUS, ESCAPE ANONYMITY
WARD OFF THE CRISIS AND RESIST THE TEMPTATION OF AUSTERITY
BY ESCAPING THROUGH EXTREME CONSUMERISM
TOMORROW’S KEY ISSUES
ESCAPE THE REALITY OF THE CRISIS WITH AN INTENSIFICATION OF
AFTER-
MATERIALISTIC OSTENTATION: TOWARDS A SIMPLE AFTER-CRISIS CYCLE?
HOME TRENDS 2009/2010 - EXPRESS ROULARTA SERVICES

75. HOME TRENDS
STATUARY OSTENTATION
MYTHICAL NEW
TOTEM LUXURIANCE
GLOSS D MESURE
FURNISHING

76. HOME TRENDS
STATUARY OSTENTATION
mythical totem
the reassurance of certain values
Over time, design has become ‘classic’. It has
gained recognition, and has begun to be diffused
on a wider basis largely within the first circle of
‘avant garde’ amateurs. The home has become a
‘show room’ for the display of cultural and financial
prowess.
We’ve seen a real ‘boom’ in desgin involving the
pieces based on referential works. Manufacturers
continue to produce certain very well known
models which had an effect upon the first
generation of design: Le Corbusier, Verner
Panton, Pierre Paulin, Jean Prouvé…
We can also see a strong development of design
among more contemporary famous names.
Towards a more commercial interpretation of
what the editors create with famous designers:
Kartell, Magis, Alessi, Swedese…

77. HOME TRENDS
STATUARY OSTENTATION
mythical totem
the reassurance of certain sure values
THE INSIDER’S
WORKSHOP
THE CINEMA VILLA
VIVRE COTE PARIS
MAISON FRANCAISE
December 2009
April 2009
‘Little tulip’ chairs by Paulin.

78. HOME TRENDS
STATUARY OSTENTATION
new luxuriance
classics revisited
The great classics have been given
a ‘twist’ with more contemporary
influences.
A good compromise between referential
Guadarte attachment to the past,and a desire to be
part of the current time.
Baccarat
Philippe Starck
Studio Katz
The Bergère NEW York armchair
Maurice Renoma

79. HOME TRENDS
STATUARY OSTENTATION
new luxuriance
the classics revisited
THE HOUSE OF THE FUTURE
RETAINING ELEMENTS OF
THE PAST
MAISON FRANCAISE SPECIAL
ISSUE
November 2009
DELICIOUSLY BAROQUE
IDEAT
February 2009
Dare to try this surprising furniture,
which reconciles with humour the
taste of classic shapes and the
modernity of our time.

80. HOME TRENDS
STATUARY OSTENTATION
gloss furnishing
customised homes
Furniture becomes glossy, shiny,
covered in sparkling precious
materials: gold, silver, glitter, mother
of pearl, mirrors…
A new way of making things
interesting again to help us forget
the crisis.
The new Baccarat house
Philippe Starck
Bici stools Miraggio mirror
Arik Ben Simhon Fernando and Humberto Campana
The Stone One
Aquamass

81. HOME TRENDS
STATUARY OSTENTATION
gloss furnishing
customised homes
WHAT’S IN
MAISON FRANCAISE
October 2009
A pop object and design icon in the 60s,
the ‘Up’ series by italian designer Gaetano
Pesce celebrates its 40th birthday.
ALICE IN WONDERLAND
IDEAT
July 2009

82. HOME TRENDS
STATUARY OSTENTATION
D mesure
The XXL trend
Furniture on steroids: sofas, armchairs,
beds, chandeliers, wardrobes and even
‘King size’ highchairs…
A way to give yourself importance et
de valoriser le rayonnement de son
statut: big furniture for someone
important and powerful
Bambino
Ethan Allen Arik Ben Simhon
Los Muebles Amorosos Mondrian South Beach Hotel Residences
Moroso Marcel Wanders

83. HOME TRENDS
STATUARY OSTENTATION
D mesure
The XXL trend
GRAPHICOLOR
IDEAT
December - January 2010
ALICE IN
A magic and chic
WONDERLAND environment with the
IDEAT atmosphere of a design
July 2009 version of Alice in
Wonderland. Maximum
dimensions for this Victor e
Victoria lamp designed by
Stefano Traverso.

84. HOME TRENDS
SPACE FOR PLEASURE
SENSATIONS
THE DREAM-LIKE EXPERIENCE THE IDYLLIC REFUGE
THE EMOTIONAL ‘OTHER’, POLYSENSORIAL THE GREEN, RECYCLING,
IMMERSION, VIRTUAL EXPLORATION, ARTISTIC THE SACRED, CAMOUFLAGE,
BOLDNESS THE IDEOLOGY OF THE CABIN,
REGRESSION TO CHILDHOOD
5 CREATIVE REGISTERS
9 CREATIVE REGISTERS
A DEMANSING AREA FOR A
NICHE MARKET A VERY RICH AREA
TO FOLLOW CLOSELY FROM 2010
THE COLLECTIVE SPACE PRIVATE SPACE
SOCIAL CONNECTIONS PERSONAL WITHDRAWAL
STATUARY OSTENTATION FULL UTILITY
CONTEMPORARY REVISITATION OF THE THE MODIFIABLE, THE MOBILE, THE LIGHTWEIGHT,
GREAT STYLES, HYBRIDISATION OF THE COMFORTABLE ASYMMETRY, MULTI-USE
BASICS, SUMPTUOUS GIGANTISM, BRINGING
UP TO DATE OF REFERENTIAL PIECES
6 CREATIVE REGISTERS
4 CREATIVE REGISTERS SUSTAINABLLE INDUSTRIAL MATURATION
A POST CRISIS EROSION
EVERYDAY SPACE
OBLIGATIONS

85. HOME TRENDS, TREND BOOK
Groupe Express Roularta publishes 5 referential brands in the decoration sector in France: Maison Française, Maison Côté
Sud/Ouest/Est, Vivre Côté Paris, IDEAT, Maison Magazine, Cotemaison.fr. The richness and diversity of its editorial offer allows
Groupe Express Roularta to accompany its reader, throughout the year, in their decoration moments: dream, discover, get
inspired, understand the trends, decrypt the work of designers, share desires, discover new objects, products or influences,
metamorphose your home, change perspective, decorate your haven... Influential in every decoration moment the Groupe
moment,
Express Roularta media brands are sensitive, reactive, creative, proscribers and always have the trends in mind, making them
reactive, creative, mind,
public.
acessible to the public
Our readers, 4,3 million fans at each publication understand this well. Advertisers also: Groupe Express Roularta is the most
publication,
invested in group in terms of advertising in the French market.
4,3 MILLION FANS
1st IN ADVERTISING SHARE OF
MARKET

86. HOME TRENDS 2009/2010
CAHIER DE TENDANCE
DECRYPTAGE DES COURANTS
DE CREATION DE L’HABITAT
EDITION #1