There is a popular Facebook page ironically named “Staying IN is the new going OUT”, which has around 70,000 followers and is the mouthpiece for a well-accepted feature of the contemporary lifestyle. Today’s home is a comfortable and welcoming ecosystem infinitely preferable to the outside world. No matter how sophisticated the range of public places on offer – cinemas, bars, restaurants etc. – nothing can compete with the comfort of one’s own sofa.
In contemporary society, spending time in and actually living in our houses is not an isolationist urge but a choice dictated by a conscious search for quality of life and sensory gratification. There’s nothing you can’t do at home these days, from shopping to culinary and entertaining experiences, relaxing and socialising, with the added value of maximum ease and intimacy – that no public place, conceived in the spirit of “one size fits all”, can ever manage to recreate in full – and maximum personalisation. Two values that impact powerfully on people’s choices as individuals and as consumers.
Just one example is the way in which phenomena such as Netflix have rejigged the rules of domestic television entertainment.
Homes become access portals to a more varied offering than a cinema, for example, but above all tailored to the needs, the preferences and the habits of individuals.