Flügger gets off of the trend-wheel

When we talk about decor, there is a great focus on seasonal colours and materials. But now, Flügger will focus on long-term solutions

The glittery magazines change colours, styles and trends with the season. At Flügger, professional colour technicians are often asked about tomorrow's hottest colours.

Now, the company takes a stand against the changing fashions and concepts like "Colour of the year". In the colour lab at Flügger, instead, work is done with the classical craftsmanship in pigments and tone composition. A colour should not only look good on the current colour chart, but rather work for years and on a larger scale.

- We could just sell turquoise trend-colours to our customers, and three months later sell them five liters of white paint they can use to paint over the turquoise colour. But instead of working on fast trends, we worry about creating durable colours that have quality and depth, which are independent of the times that change over and over again. We are getting off of the treadmill, explains communication consultant Lone Bjørslev Kisbye.

According to Statistics Denmark, Danes spend an average of 16,000 DKK a year on their homes. That figure is dropping, and it may indicate that we have become more critical of how we decorate. According to a trend expert, the history of furniture, trinkets or the colour on the walls is of great importance.

- I totally agree that signature colors are a smart gimmick to increase focus on color options. But basically, the Danes do not go out and change their furniture because of a fashion color. The talk of sustainability has moved into our interior design, explains trend-expert and journalist Susanne Holte.

Danes want the narrative
For the past 30 years, she has been working with trends in decorn and design, and according to her, the future of Danish manufacturers lies in creating durable, timeless classics who can survive the whims of fashion.

- We are increasingly demanding when it comes to our homes, and especially the story that comes with products is important. There are factors such as durability, the possibility of recycling and production methods that will play a very big part in the future, explains Susanne Holte.

In recent years we have seen relaunches of furniture classics. Most recently, Flügger, in collaboration with Getama, has relaunched two of Wegner's classics in original colours, developed on the basis of thorough research. And the popularity of design classics is far from becoming less.

- The Danes have become extremely quality conscious. It's about quality, design and an environmental perspective. Many want the furniture to have eternal life where they can be put to use and withstand generations. The design classics have been created for just that, says furniture retailer Per Vestergaard from Vestergaard Møbler.

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