The term “raw” identifies an object that remains in an unfinished, unaltered and often beautifully flawed state — whether it’s a rough-cut piece of wood or an ancient, rusty metal object.
While this term has been thrown around here and there for the better part of two years now, it has finally hit main street and main stream with full force. This trend is an offshoot of the three “Rs” and, depending on what industry you’re in, can mean many different things: reduce, reuse, recycle; reclaim, reuse, recycle; reclaimed, renewed, reborn — you get my drift. Any way you identify it, raw is clearly creating a buzz. And while in many cases it’s the raw object’s reclamation or rebirth that’s showcased, the other side of the trend is a reveling in the beauty of decay, an appreciation for the physical characteristics of unrefined materials, and an admiration for the effortless pattern of organic materials.
Together, these trends are working toward solving a core human tension: our need to bring a little outside in — while keeping the outside out!
High Point
While traversing the many blocks, buildings and showrooms at High Point, I was struck by the prevalence of this design aesthetic. This is not to say the tried-and-true, the elegant and expensive, the highly polished, and the well-appointed were absent by any stretch, but I was very happy to see a significant unpretentious note in the air, an appreciation for flaws and an overall enthusiasm for the unrefined.The raw design trend validates our colormix™ 2010 forecast, in which our “treasured palette” highlighted such elements as bleached and weathered woods; oxidized metal; and aging, distressed textures. To read the full story, click here. To learn more about what influenced and inspired the team in putting together the forecast, click here.
NeoCon
Far top image and top image: 3form Varia Ecoresin™ panels; middle image: oi modular seating; bottom image: la casa deco wall tiles.
Moving on to NeoCon, two trends stood out for me this year. One was the identifiable “capture” of natural elements in translucent materials, such as panels and screens; the other was a design aesthetic centered around cocooning. Together, these trends are working toward solving a core human tension: our need to bring a little outside in — while keeping the outside out!
The wall tiles and panels I saw from la casa deco offer unique possibilities. This company specializes in manufacturing modular wall panels and tiles that showcase materials harvested from nature — including shells and mother of pearl. The panels create stop-in-your-tracks luster and translucency that can give a space natural opulence. The company’s Pearlflex product is actually flexible and moldable, which opens up even more creative possibilities.
Another example of this trend is the Varia Ecoresin®line of panels from 3form. Manufactured with 40 percent recycled resin, these panels create wonderfully soft and textured effects. I loved 3form’s Organics panels, which “suspend” natural materials — from thinly sliced bamboo to beargrass to larkspur — inside a translucent resin. You can even work with 3form to create customized translucent resin panels for your next project. They’re gorgeous. To read a past story we ran about 3form, click here.
The other big trend at NeoCon was cocooning, and this was most visible in the privacy-seating modular “meeting pods” offered by manufacturers such as Steelcase and Herman Miller.
Privacy screens and workplace seating are becoming increasingly integrated. Check out Steelcase’s Campfire Collection, for example. The newer conference-seating systems are portable and modular, with three-quarter-height walls angling over the top of each seat, increasing privacy and workplace focus. The effect was like sitting inside a mini soccer stadium — it would be impossible not to focus on the task at hand!
As for color, pink and turquoise were everywhere — colors we’re featuring in our Sherwin-Williams colormix™ 2011 trend forecast. I was thrilled to see a turquoise very similar to Synergy (SW 6938) in 3form’s panels, and furniture manufacturer Haworth was making generous use of a pink similar to our Exuberant Pink (SW 6840).
If you haven’t had a chance to explore our Sherwin-Williams color trend forecast, be sure and stop by our Facebook page, where we’ve created a special tab for you to do so.
What’s your take on raw, captured and cocooning? Do these trends have legs, or are they here today, gone tomorrow?
Post your reply below.
Jackie Jordan is the director of color marketing at Sherwin-Williams and has more than 25 years of experience in design, specification consulting and color marketing. Jackie oversees the development of Sherwin-Williams color collateral, tools and systems to ensure the company meets the color and service needs of all customers. She is also responsible for developing and presenting the latest color trends and resources for do-it-yourself consumers and trade professionals. She received a Bachelor of Arts degree in interior design from Kent State University, is a member and chair holder of the Color Marketing Group (CMG), and is an industry member of ASID and IIDA.
You may also enjoy:
- Jackie’s Notebook: NeoCon 2011
- Jackie’s Notebook: Maison & Objet 2011
The whole new concept of “raw” as an aesthetic is interesting to me. I’ve been studying the ancient Japanese aesthetic of Wabi-Sabi for the last couple of years and it’s the same concept in a different era. Everything old is new again!
I’m happy to see that your article supports my enthusiasm for “raw-type” materials. In my case, its’ my collection of Undyed natural fibers that I’m using in the “Simply Natural” collection of Tibetan rugs from Silk Road Weaves. I have a few designs at this time but more are in the works. It’s a look I love, and of course has a real innate appeal in the Green/Undyed mode.
http://www.integralcolor.com/silk-road-weaves/the-collections/simply-natural-collection/
Jackie, we met back in 2006 when NuCedar was still a concept. Well, we appear to have made it through the Great Recession and are well on our way now to achieving the kind of growth that we had been antipating before the bottom fell out of the building industry.
I thought that you might find it interesting to hear that our RoughSawn(TM)texture and the weathered look that we are achieving with our Polane(R) coating process are the fasting growing segment of our offering.
From shingles to clapboard; ship-lap to cornerboards; the natural look, and the imperfections created by the milling process are creating a lot of chatter in the cladding industry. More importantly, the chatter is turning into significant growth in the business!
I think that your observations from Necon are totally consistent with what we are seeing in the custom home niche that we are focused on. Architects and homeowners also love the fact that our materials include at least 20% re-cycled content and are recylable forever. The green theme is, hopefully, here to stay.
Best regards,
Tom
Hi Tom, Glad to hear you weathered the storm and your natural products are doing what you anticipated!!
Jackie
As the earth’s population is growing exponentially, and natural resources don’t, look for the reduce, reuse and recycle motto to affect everything from now on! Already consignment and thrift stores can frequently produce items of quality superior to what can be found in many new stores. As the population grows we continue to lower our quality standards.
In the flooring industry, we get many requests for natural products or natural looking products. The trend is more towards layering textures and colors. … I grew up in the Northwest where natural products were used both indoors & out. Exciting to see a movement back to the raw, textured & outdoor simplicity. These elements soothe the soul.
I’m not sure that any of these trends are new…they’re just recycled from the past. Perhaps I’m just old enough to remember the old incarnations. True, they have evolved in a more elegant fashion, just as my bellbottoms & puka shell beads have. What they are, in my view, is classic rather than inventive. “Raw” has been my personal style since I was a little girl traversing the rocks of Old Man’s Cave in the Hocking Hills of Ohio, so I relate most to this “trend”, & happily celebrate others discovering my secret to happiness.
Hi Paula,
I agree, there is a certain evolution that occurs when trends are introduced, drawing inspiration from the past in many instances but presented in fresh ways to make theme worthy of cosideration for current and future design projects. Thanks for the comments!! Jackie
I love the ecoresin products, so versatile!
Hi Jackie,
I enjoyed reading your article on “raw” and “Cocooning.”
I think that this look is here to stay, particularly in some regions of the country.
I am from “hot”, 100′s degrees, in the Okla. summer. I entertained recently with a ocean theme, trying to cool us down, using bamboo, shell motifs, and cool colors. This helped to cool all the guests down, which they loved.
Keeping things simple and wrapped in nature with the shells did just that. The same could apply to more permanent office panels and residential spaces.
Jackie, we would love to have you speak at VISION ’11: Intl Window Covering Expo in Las Vegas next April. Would you please contact me if you are available? Grace