Are we on the cusp of a new design aesthetic driven by the need to get fit yet get noticed in the current hyper combative post-recession climate? If so, this climate may be turning architect Ludwig Mies van der Rohe’s mantra ‘less is more’ ever so slightly on its head as the budgets of governments, business and people demand ‘more for less’. But what form might this new aesthetic take over the coming years?

As 2010 comes to an end, a mini-download from a recent future trends conference.

Every November in Miami brings 3 full days of “What if..?” thinking by experts that specialize in industries that run the gamut from space exploration to sneaker design. It’s the best way for me to get out of my own mind. So I thought I’d let you in on the download that I shared with the studio here at Flood.

Innovation. It’s what every client is talking about at the moment.  Why?  Because, as a result of recession-induced budget cuts, the past couple of years have seen an extended period of innovation inactivity for brands.  Instead of investing in NPD, brands have been under continued pressure to massively discount to entice short term sales—but at the same time, by entering a price war they have commoditised their offer and lost the brand essence which justified consumers buying their product over cheaper branded or own label products.  

Listening to Radio 5 Live’s breakfast show the other week I heard for the first time the sober thoughts of Mervyn King, Governor of the Bank of England. Apparently the next decade will not be ‘nice’ (non-inflationary consistent expansion) and that after years of binging it’s now time for us all to sober up (savings, orderly budgets, and equitable rebalancing). It was of course refreshing to hear something other than the Wayne Rooney, ‘is he, isn’t he’ staying at Man U soap opera Mervyn doesn’t exactly inspire you to throw the duvet off and rush into work!