Design industry predictions for 2015 – part two

Retail

“My predictions for 2015 fall under different areas: Digital – there will be natural integration within environments and more use of order in store, as a progression of what is now a part of retailers’ daily lives and an expectation of consumers. Experiential – retailers and brands will develop more experiential environments for shopping physically as knowledge and connectivity grow – especially around the definition of service, in-store knowledge and one-to-one dialogue with customers. Definition of value – value isn’t, and can’t just be, price. The supermarket sector is set to hit a wall of new learning. Experimentation – we’ll see new retail formats emerging, which will leverage the equity and expertise of brands and translate them into new and experimental stores. These will be relevant to location, size and specifically targeted product selection. Agility – retailers will need to continue to keep retailing fresh and relevant, and stores will need to become more capable of change on a day-to-day basis. Availability – the customers’ expectations of finding what they want when they want will inevitably play a big part in the function of stores going forward – could it mean more small, localised stores? Shop in store, order in store, try in store, collect at a place of convenience – all will play a big part in future thinking.”

Jeff Kindleysides, founder, Checkland Kindleysides

Packaging

“The strongest brands have always found ways of building an emotional connection with their consumers. But in recent years that urge to create a sense of intimacy has been seized upon by the most mainstream of brands and reduced to a handful of design clichés. Whimsical illustrations, hand-drawn type and twee copy lines now dominate the supermarket shelves. So in 2015 it will be the job of packaging designers to find fresher, more engaging and more original ways to tell a brand’s story. In an environment dominated by faux honesty, the need for authenticity has never been stronger.”

Shaun Bowen, creative partner, B&B Studio

Interiors

“2015 is an exciting time to be an interior designer – our profession has never been more important. This year, the year of the sheep, will be game-changing. Sensorial poetic design will challenge the way spaces look, sound and function, and the way we use them to work, rest, learn and travel. We will see design appear in unexpected locations, designing around the occupancy experience – it’s not about style but super-function in its broadest sense. The new magnificently inventive Second Home by SelgasCano is a fine example, while Barber & Osgerby’s new designs for Crossrail will revolutionise the experience of travel. The Maggie’s Centre in St Bart’s Hospital by Stephan Holl will create an empowering and radical space for patients.” 

Ab Rogers, founder, Ab Rogers Design

Furniture

“The next year could go in a number of directions as the world economy is so unstable – somehow, the economic flux mirrors a cultural one in terms of design. There is more diversity, more choice, more progress, more experimentation and more activity than we have potentially ever seen. There is a viral activity that has even started to influence the biggest companies. From Kickstarter to Hacking from global sourcing to a rebirth in local craft networks, everything is ultimately on the table.”

Luke Pearson, director, PearsonLloyd

Exhibition

“It’s going to be tough. The government cuts haven’t really got going yet and local authorities are already struggling. As most of our work is in the public sector, we will inevitably be affected. We will have to continue to find new ways of working – to do more for even less; but the bit that suffers is the time set aside to cook ideas, to change ideas, to have better ideas. In the end, it is the quality of the project that we have to protect, and that’s going to be tough.”

Dinah Casson, founder, Casson-Mann

Editorial

“2015 will continue to be an exciting time for editorial design: the ups and downs of the business offer creative opportunities. Large publishers with deep pockets will pour budget into their magazines (New York Times Magazine, US Wired) and the braver independents will continue to innovate on peanuts (The Gourmand, Delayed Gratification, Flaneur). Those stuck between these two extremes will struggle to keep up. Print and digital will cosy up ever closer –expect further editorial design developments online and more digital businesses launching print mags. But unless someone cracks it soon, the magazine iPad app will be forgotten as a creative option.”

Jeremy Leslie, creative director, magCulture