Salone del Mobile Milano

Trend research: Customized Home -
Bespoke Living

Consumers want more choice, and in this world everybody is a designer, everybody is sharing their favourite creations on Instagram and on Pinterest and Facebook. (Jason Goldberg, founder of the Hem brand)

These days most people update their Facebook or Tumblr pages, their Instagram or Flickr galleries, their Spotify playlists, choosing, putting together and reworking files, images, suggestions, information and creating original content with a zeal that could be defined as “curatorial”. 


By their very nature, homes are one of the main platforms for self-expression, where people “stage” their own personal and unique narrative and lives. The domestic walls have always been a gallery in progress of the tastes, styles, gestures, habits and personal and relational attitudes through which people build their own social identities and communicate them to the outside world.

Today, the growing importance that the personalisation of spaces, objects and furnishings have taken on in people’s imaginations and desires is a factor to which designers and interior designers are responding with increasingly compelling products.

Italian designer Luca Nichetto’s Alphabeta lamp for the Swedish Hem brand is not simply a lighting device but an actual system that works like an alphabet. Eight finely crafted pieces which – when combined – generate an infinite number of configurations. Anyone can put together their own lamp, varying not just in shape but also in lighting quality and strength.


Furniture and furnishings are not the only components that lend themselves to personalisation. Dutch architect Janjaap Ruijssenaars, founder of the Universe Architecture practice, designed Tetris House, a prototype for a “modular” habitation, inspired by the interlocking bricks featured in the famous videogame.

The prefabricated “blocks” can be laid on top of each other and rotated according to the specific space required by the inhabitants, with an option to add balconies and windows where needed. Building one’s own home thus becomes “child’s play”. 


This macro-trend takes two different forms, represented by the following micro-trends: Do it Your Way and FutureCraft Design.