The stands at EuroCucina are always amazing and it’s great to see what the designers do with the space and how they make it an engaging and enticing experience for visitors. This year there was an explosion of nature as almost every major manufacturer included greenery on their stand.
There are a couple of reasons I think they’ve gone this way. First, we know that people with busy lives find pleasure and relaxation when engaging with nature – we’ve seen this in a big way in bathroom design over the past few years. We’ve been using natural textures and neutral colours for some time now as a way to make people feel warm and welcomed.
I think the use of greenery – trees, plants in pots, walls of leaves – is a way for the manufacturers to try to engage with visitors. We know psychologically we have an emotional connection with nature so the use of so much greenery on the stands acts as an invitation to engage with the stand and create a deeper emotional connection with the brand as well.
In a flooded market, it makes sense to try to find unique or interesting ways to engage with your consumer base and in this instance I can understand the intentions of the manufacturers to create that higher level of engagement – to create brand loyalty and create a visual representation of the brand.
The second reason is to create a visual representation of the sustainability and environmentally friendly focus we’ve had on kitchens and bathrooms in the last few years. The amount of greenery on the stands indicates a higher level of importance of eco-sustainability and shows the manufacturers are taking it seriously. It makes it front and centre of what they do, rather than an afterthought which creates another level on which to engage with clients.
The end result was a fabulous explosion of nature indoors and our bet is this greenery will find its way into our homes in more and more ways in the future.
