In line with current thinking, we have been seeing overall a very pared down and streamlined approach to design. Somewhat inevitable perhaps in an increasingly cluttered and competitive marketplace as a way of disrupting and creating difference through stylish simplicity.

Are you living a lifestyle – or your life? In general, and even in just the past 3-4 years, there has been a massive shift in our aspirations and, ergo, brands are now having to re-think their offer. Lifestyle branding is no longer prescribing (as previously) lifestyle on a mass scale but is rather moving to a new evolution of — and design of — what we are terming ‘living brands’ with a re-focus of aspiration around ‘real life’ lifestyles.