Blending soul and purpose

Autumn is a busy time for the interior and built environment calendar with many industry events to attend, culminating in the unmissable Decorex. This year, Bluesoup managed to get along to most of them and, in addition to the impressive line-up of NPD, we took away some valuable insights.

The learnings followed three key themes…

Human-centred solutions are about more than inclusion

It’s about creating spaces, and the products within them, that work for everyone.

Throughout the day at Grand Designs Live exhibition, the seminars - including a really useful one called ‘Design with Dignity’ - highlighted how an increasing number of solutions are being developed for living today as well as being future-proof for life as we age. The main takeaway from these sessions was a universal agreement that inclusive and accessible design is actually just good design.

At the start of October, the annual KBSA conference gave us reason to be cheerful about the KBB world, despite all the negative talk that reverberates around the media. During his morning 'fireside chat' at the conference, architectural TV presenter George Clarke reminded us that we all have a strong emotional connection to our homes. He suggested that’s probably what makes the industry so special. George urged us to ask each other to share stories of childhood bathrooms – for an indication of how much those memories are fondly held and heart felt

Also at Grand Designs Live the Smeg spokesman confirmed the brand’s position on technology having purpose, not just presence. A sentiment echoed by Kevin McCloud in a session entitled ‘On-the-Go Kitchens’. Like many, he has reached his personal app limit.

All reinforcing the notion that people NOT things must be at the centre of any spatial planning. Interiors driven by tech alone will fail to deliver meaningful experiences. So experts (like the Occupational Therapists employed by Stannah) should be enlisted so that proper consideration is given to us and our physical needs, and to ensure that the relationship between body and abode is maintained.

Forget retail competition and embrace community

Whilst there was a sense of peer pressure in the air at the glamorous KBSA award ceremony, this was quickly exchanged for friendly rivalry as the winning designers of the stunning nominated kitchen, bathroom and bedroom projects went on stage to collect their trophies. Everyone in the room was encouraged by the quality of work on display; whether one of their own projects or by a neighbouring showroom.

During the rest of the KBSA event at The Belfry, the assembled retailers, manufacturers and service providers were the true embodiment of togetherness. Sometimes this is a hollow word written into straplines, but not played out.

When it comes to the inevitable process of “kissing a few frogs” before finding the right fit with a designer, homeowners might want the reassurance of a trade body overseeing standards. The most visionary and far-sighted businesses understand that their individual actions can define an entire sector. They also believe in the power of corporate action – being independent but never alone.

Don’t just exhibit – brand activate with authenticity

Throughout September and October, Bluesoup met lots of brands that operate in the kitchen and interiors space, besides our own clients. People like Turnstyle, who were giving away small gifts, handmade from leather on the stand at Decorex, by visitors themselves.

An example of how something simple works and resonates with an audience when its intention is genuine. Being different will get you noticed but being true to one’s DNA ensures another level of recall. A brand that is effortlessly unique tells a more compelling story. The whisper is heard louder than the shout.

One of the great joys of working on brand creation for a client is seeing it come to fruition. Our team had been crafting and carefully refining the conference theme, animated graphics and all branded touchpoints for KBSA since the start of the year. When it hit the big screen and encompassed every aspect of the event it felt authentic, appeared to respect the values of the gathered membership and communicate its purpose.

Activation at an event can be risky, but it does provide tangible interactions and build awareness if done right. Part of getting it right is delivering a deeper emotional connection.

As true to developing marketing strategies for the sector as it is to architectural design itself, we should leave the last word to Kevin McCloud: “In designing and building our homes, don't forget the soul.”

If you believe, like we do, that great design is built on community, collaboration and purpose, let’s continue the conversation.

Connect with our team to discover how we can support your next project, activation or brand ambition.