Aug 01, 2021 | By WGSN Insider
Big data meets consumer insights, Experience WGSN.
Vintage and antique interior sales have been rising for some time, primarily fuelled by Gen Z and Millennials who want to show their individual style while minimising their environmental impact. The inherent sustainability behind vintage pieces provides not only an answer to throwaway fast furniture, but allows consumers to buy into sentimental, pre-loved narratives. Old pieces can also possess the appeal of holding or potentially accruing value over time, making them a more desirable investment for consumers.
While these products offer a nostalgic reassurance, there is also an aspirational, and cool approach made popular by brands such as Maison Matisse, which interprets heritage works with a contemporary eye, especially with its retro-tinted collection from Italian designer Cristina Celestino. In hospitality, this direction is also proving appealing: designer Luke Edward Hall‘s first hotel project, Les Deux Gares in Paris, provides visitors with a spectacle of antiques, artworks, clashing prints and floral wallpapers; and Palm Heights in Grand Cayman really play on evoking a 1970s resort chic vibe.
Lockdown has spurred growth in vintage and antique purchases throughout 2020 and beyond, with auctioneers reporting that auctions have achieved record-breaking results during this time and web traffic doubling as transactions have moved almost exclusively online. Alongside engaging younger audiences who are used to purchasing at click of a button, this has also facilitated a rise in a new generation of highly relatable online antiquarians, easily accessible through social platforms such as @luandlufinds, @velvet.road, and @aries_vintage. In Australia, Curated Spaces is a marketplace that also taps into this growing appeal for vintage furniture, restyled in fresh mixes and restored where necessary.
Social media throughout 2020 saw a significant rise, with a 12% monthly increase in antique-related Instagram posts, with more specific searches across social media such as “vintage florals” building momentum with an increase of 53.4% YoY. This rising interest in eclectic antiques has been accelerated by the pandemic, with consumers now spending more time within their homes and looking to elevate settings with an unexpected addition of historical reference, featuring vintage motifs and nostalgic hues. Throughout 2021 and beyond, consumers will be looking to strike a balance between revisited antiques and contemporary looks. So, here’s to more vintage years ahead.
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