The DreamHouzz Pop Up Experience Taps into Key Social Trends

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When Houzz UK opened the doors to its DreamHouzz pop-up retail experience in September, it was clear that the online platform for home renovation and design had tapped into some key social trends.

After surveying its community to assess what a ‘dream home’ really means to homeowners and renters, it gathered responses from 2,560 users, and then worked with nine interior design studios to create eight roomsets in a warehouse in Bermondsey.

When @houzzuk opened the doors to its DreamHouzz pop-up retail experience in September, it was clear that the online platform for home renovation and design had tapped into some key social trends. Click To Tweet

We take a look at the four roomsets that we think best show how our households are changing

The Renters Sanctuary

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Dreamhouzz Renter’s Sanctuary

According to Office of National Statistics, there are 7.7million one-person households in the UK, with more female single households in older generations.  This roomset was designed by Sacha Berger of Honey Bee Interiors with a single forty-something woman in mind.

Berger says she had a clear vision of her ‘client’ – “She’s a journalist and loves nights in and enjoying her space,” she explained – and chose a muted palette to create a relaxed space to socialise in, to reflect how a professional woman might prefer to spend her spare time.

As it’s a room in a rented property, Berger selected freestanding pieces that can easily be packed up and moved from place to place. Trend-Monitor’s research confirms that today’s consumers have more transient lifestyles, and are choosing to rent rather than buy in order to maintain financial and social freedom.

The Millennial Flatshare

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Dreamhouzz Millennial Flatshare

According to research by M&S Bank, a fifth of millennials do not believe they will ever be in a position to own their own home, and 60% of those aged 18 to 35 said they would consider taking out a mortgage as a group in order to get onto the property ladder.    The Millennial Flatshare space reflects this trend.  Created by Simone Gordon and Sophie van Winden of Owl Design, the space is designed for two friends in their thirties with a busy schedule.

The designers chose a colour scheme of burnt oranges, soft greens and pale pinks, along with long-lasting items of furniture made using traditional craft techniques. Recent research by AXA Insurance revealed that sustainability is increasingly a concern to people when it comes to creating living environments.

The Modern Family Pad 

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Dreamhouzz Modern Family Pad

Research by the Royal Institute of British Architects has revealed that in the UK we are now living in the smallest houses in Western Europe. This small space accommodating a couple in their forties with a five-year-old child and family pet needed to be multi-functional and have as much storage as possible.

To add to the challenge, the ‘clients’ are said to enjoy cycling and yoga in their spare time. “We had to think of creative ways to optimise it without it feeling cluttered,” explained the designers from At Home with Hostmaker. “We’ve used the wall for bike storage and other gym equipment, and we’ve added in a space-saving shoe rack and shelving.” A designated play area gives the room extra flexibility.

The Dog Lovers’ Creative Quarters

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Dreamhouzz Dog Lovers Creative Quarters

Trend-Monitor has established that as UK birth rates are falling, pet ownership is going up – consequently we now spend more on our pets than we do on our children.  This space reflects this trend; designed by Jordan Cluroe and Russell Whitehead of 2LG Studio for a couple who love travel and fashion, and let their mini dachshund sleep on their bed. “The owners spend a lot of time in front of computer screens or on the phone, so it’s important their bedroom is a sanctuary,” said the designers. “Our favourite thing in the space is the wallpaper – a witty nod to the owners’ beloved animal companion,” they added. 

Source:  www.dreamhouzz.co.uk

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