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Protopia: Key home directions for SS24

06 Feb 2023
Responsible Retail Stage

Protopia, a realist’s idea of progression, is central to strategic and creative thinking for spring summer 2024. BDA London’s Trendhub research reveals how this hopeful but realistic view filters through to home and interiors, identifying the key commercial messages across colour, materials and form:

  • Craft and the artist’s touch help people celebrate their individuality and build long-lasting stories through their homes
  • The drive for sustainability should be seen as an opportunity for ingenuity, combining technology, innovation and creativity
  • Technology moves seamlessly into art, nature, design and living, creating newways to experience our world
Gwyneth Holland, Futures Strategist - BDA London

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