The pandemic has forced consumers to reimagine their space outside and they're creating outdoor rooms for socialisation, work and relaxation.
Here are some of the different directions we're tracking:
After a year of living within the boundaries of their properties, along with ongoing homeworking and homeschooling, consumers are increasingly looking to the outside as an extension of the interior home space.
The consumer desire to upgrade outside spaces into fully liveable areas remains high. A survey by UK-based retailer Heal's revealed that 40% of customers feel outdoor spaces offer them a sense of escape. English garden design firm Jack Dunckley reports an expected uplift in seeds and plant sales this year after a massive increase in 2020, proving that last year's investment in gardening will continue in 2021.
Beyond simply 'indoor/outdoor' integration, lockdown has prompted a consumer desire for garden spaces that mimic interiors, with their own distinct living zones, relaxation spaces, areas for entertaining and even bathing and spa-like facilities. Decoratively speaking, people are seeking natural-look products that blend in with outdoor surroundings and also reflect current interior design trends, including materials such as rattan, wood and linen.
What does this mean for you: products that help customers spend more meaningful time outdoors are key; patios now double as hot desks, al fresco dining subs in for restaurants and secluded nooks are the new venue for date nights. The idea of Expanding Outdoors isn't going away, so build a strategy that makes sense for your brand.
With many consumers still unable to return to crowded bars and restaurants, outdoor spaces offer an alternative to going out and socialising without leaving home.
British retailer Habitat's press team reported outdoor entertaining as "growing in popularity", with its customers "now looking for ways to elevate their cocktail capabilities" with outdoor bars, such as its Ibiza-inspired faux-rattan tiki bar adding "a new dimension" to outdoor entertaining.
The humble barbecue is upgraded for a fully fitted exterior kitchen, bar areas are set up for budding mixologists and home cinemas are created with piles of cosy textiles and an outdoor projector. For chilly nights, a fire pit offers not just warmth but a shared social experience that can still be socially distanced.
How you can action this: show consumers easy ways they can bring this sense of outdoor living into their spaces without necessarily investing significant sums of money, with DIY alternatives or clever styling arrangements.
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Consumers are increasingly keen to make the most of their outdoor spaces, even if that's a small courtyard, balcony or just an outside wall.
The pandemic has heightened an already growing demand for private outdoor space, opening up the market for small-space furniture and accessories for those with minimal external square footage. Brands such as Habitat are launching multi-use outdoor furniture lines, such as its bistro table designed for use as a breakfast bar or impromptu outdoor workspace, while UK retailer Dunelm offers a half-moon fold-down table for two.
Vertical and transportable potted plants also make the most of limited floorspace, as well as offering flexibility.
How you can action this: design new outdoor furniture with an eye towards multifunction. Create pieces that are multi-use or easily transformable for small spaces, or contain seating that tucks away underneath tables when not in use.
Encompassing styles from boho to cottagecore with a touch of romance thrown in, rustic outdoor hideaways and spaces bring a cosy, lived-in look to gardens.
Naturally eclectic in style, furniture and textiles are mixed and matched for an organic aesthetic, typified by natural materials such as rattan, wood, stone and metal.
Romantic lounge elements such as hammocks and daybeds or casual floor cushions mirror the new boho styling trend identified in 2020, with a focus on muted, calming colours and understated prints.
How you can achieve this: create casual, layered outdoor looks complete with hammocks, outdoor beds and daybeds, and offer corresponding textiles to add to this rustic look.
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