Tyler Brûlé. The world’s most influential publicist. His magazines – Wallpaper, Line and Spruce – have changed the way we view trends in design, architecture, interior design, fashion and sport.
Future trends according to Tyler Brûlé
- Butchers, bakers and candlestick-makers. Small scale is the thing of the future. Consumers want a degree of diversity.
- Super-regional brands. Tyler cited Svenskt Tenn as an example. Best on the local market, but with a global influence.
- Design studios moving out. Companies are moving their design departments out of the cities and offer a lifestyle you cannot get in Manhattan.
- Fast-burn brands. Brands with a short life cycle, backed by large companies. “Grab it while it’s there and move on to the next thing.”
- Luxury becomes limitless. Investors are looking for luxury for the world market. Some good examples, according to Tyler, are Orrefors, Höganäs and Artek.
- Convenience stores become king. More convenience stores of 100–150 m2 with everything for everyone will reinvent the high-street look.
- The rise of subhubs. Smaller towns with good infrastructure are becoming the new centres. Commit the following to memory: Chur in Switzerland,
- Ghent in Belgium and Ashville in North Carolina.
- New type of suburb. Only thirty minutes from a small city apartment you will be sharing a house in the country with friends – safe, close and pleasant.
- Constant nomads. Never in one place more than two days. A growing number of people live in hotels, without having a traditional address.
- Nations become brands. Selling what the country is good at. Switzerland does railways, the Netherlands deals with infrastructure.
- Traffic backlash. Redirection of traffic. The return of cars brings life to dead city centres and reduces crime.
- No more Piz Buin. Solariums and bronzing on the beach are now passé.
- Europe goes south. We all want a place in the sun. A growing number of
people are moving to, and working from, Malta, Cadiz and Santa Cruz.
- Bigger barriers. Back to roots and traditions. French-style cultural and language protectionism on the increase.
- USA v. Europe. Widening gulf between the US and Europe. The US is too mass-market focused. Europe will come to represent diversity and quality.