<h2>Music in Marketing</h2>
With the annual BBC Proms now underway, it’s had us thinking about what music has in our lives, and how marketers can harness that power to help bring stories to life. Music is one of the most powerful and evocative tools that we have at our disposal to drive emotional connections to our messages, but it’s important to ensure that we use it wisely and responsibly. 
<blockquote>Music is the shorthand of emotion. 
&#8211; Leo Tolstoy</blockquote>
The psychology behind music is fascinating &#8211; particularly around how music mimics, stirs, and echoes our own internal emotions. 
<h2>Nostalgia</h2>
In speaking to the American Psychological Association, Professor Krystine Batcho <a href="https://www.apa.org/news/podcasts/speaking-of-psychology/nostalgia">discussed</a> the function of nostalgia:
“[Nostalgia] helps to unite our sense of who we are, our self, our identity over time. Because over time we change constantly we change in incredible ways. We&#8217;re not anywhere near the same as we were when we were three years old, for example. Nostalgia by motivating us to remember the past in our own life helps to unite us to that authentic self and remind us of who we have been and then compare that to who we feel we are today. That gives us a sense of who we want to be down the road in the future. 
It also connects us to other people. It does that in so many beautiful ways. In the beginning, when we&#8217;re very young, it&#8217;s part of what bonds us to the most important people in our life, our parents, our siblings, our friends. As we go through life, it can broaden out and extend to a wider sphere of the people we interact with. It&#8217;s a social connectedness phenomenon and nostalgia is in that sense a very healthy pro-social emotion.”
Utilising sounds and music that have a connection with significant life events, especially when shared with a wider community, can be highly effective in marketing. Even if it’s not the song itself, but a certain sound or style of song (just look at the resurgence of everything 80s thanks to Stranger Things), it can trigger an emotional connection between what is being marketed and the consumer.
<h2>Emotional Mimicry</h2>
When Tolstoy wrote how music was the shorthand of emotion, in many ways, he was entirely accurate. It’s often said that art imitates life, and particularly when it comes to music, and the structure of music, that we see this clearly. Every piece, especially in the western pop tradition, follows a prescribed structure: opening, verses and choruses that provide both variation and familiarity, the build towards a climax, and an eventual ending or fading out. Songs themselves are the perfect metaphor for our lived experiences, and any way that brands can harness that familiarity to something people are intimately familiar with is incredibly useful.
Arguably one of the most recognisable pieces of advertising music in recent years came as part of Lloyds TSB’s For the Journey campaign:
<iframe loading="lazy" title="Lloyds TSB for the journey advert" width="500" height="281" src="https://www.youtube.com/embed/b3xe9dSY7zM?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
<h2>Emotional Contagion</h2>
Patrick Juslin’s 2013 <a href="https://www.sciencedirect.com/science/article/pii/S1571064513000638">paper</a>, ‘From everyday emotions to aesthetic emotions: Towards a unified theory of musical emotions’ suggests that: 
“The sound of music may arouse profound emotions in listeners. But such experiences seem to involve a ‘paradox’, namely that music – an abstract form of art, which appears removed from our concerns in everyday life – can arouse emotions – biologically evolved reactions related to human survival. How are these (seemingly) non-commensurable phenomena linked together? The key is to understand the processes through which sounds are imbued with meaning. It can be argued that the survival of our ancient ancestors depended on their ability to detect patterns in sounds, derive meaning from them, and adjust their behaviour accordingly.”
Marketers then have a profound responsibility when selecting music for campaigns to choose wisely. If you’re considering running ads with music, identifying your auditory brand is key. Branding extends beyond the visual, especially in a modern world with such a glut and presence of content, and ensuring that your sound resonates (if you’ll pardon the pun) with audiences needs to be an integral part of your campaign design. After all, audiences will automatically, if not subconsciously, associate your brand with their emotional response to your sound design. It’s crucial to get it right.
A great example of this is taking clips from horror films and replacing the music with ‘comic’ songs instead to totally change the mood, as seen below…
<iframe loading="lazy" title="Horror Scenes with Funny Music" width="500" height="281" src="https://www.youtube.com/embed/hEeLrh53zAo?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
<h2>Emotional Anticipation</h2>
One of the key ways a brand can win the hearts and minds of consumers is to convey that they’re a natural fit, or in some way compatible with one another. “I don’t know anything about this brand, but I know it’s for me” is the holy grail of successful advertising! 
And so by using music, you can help stimulate, set up, and satisfy a certain degree of pleasure by ‘giving the audience what they want’. This anticipation and fulfilment triggers the brain’s reward system and a strong emotional response in the listener. 
For example, take the Guiness ‘Evolution’ ad from 2006, largely considered to be one of the most successful ad campaigns in history. 
<iframe loading="lazy" title="Guinness Evolution (High Quality).flv" width="500" height="281" src="https://www.youtube.com/embed/wJshsQT2Q6Q?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
The end chord of the song (The Rhythm of Life by Sammy David Jr from the Sweet Charity film soundtrack) is positioned with the end card of the ad, thereby attributing a feeling of triumph and success to the Guinness itself. 
And arguably, king of the heartstring-pullers, John Lewis, use the swells in music to coincide with the emotional swells in the stories for the ultimate pay off and reward. This example from 2014’s Monty the Penguin illustrates this perfectly at 1:34…
<iframe loading="lazy" title="John Lewis Christmas Advert 2014 #MontyThePenguin" width="500" height="281" src="https://www.youtube.com/embed/3kkfYYB0Rao?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
Is somebody cutting onions in the Beacon office?
<h2>We all remember the bad ones…</h2>
Whilst the comedy-jingle might have its place in advertising history, novelty songs, I think it’s fair to say, are featuring less and less. Where consumers are searching for authenticity, often above all, there are two pit-falls to be avoided in modern advertising when it comes to music.
<h2>Don’t make it annoying</h2>
Two words: Go. Compare.
Whilst the singing opera man might have stuck in your head for years, if your consumers are annoyed by your advertising, it’s going to leave them with a negative impression of your brand, no matter how memorable it is. 
Another particular example that entered the culture (and the rumour-mill about whether or not the kid killed himself after the ad aired…) was Frosties 2006 ad ‘They’re Gonna Taste Great’:
<iframe loading="lazy" title="Frosties Kid - They&#039;re Gonna Taste Great!" width="500" height="375" src="https://www.youtube.com/embed/4S6N_gQPYIM?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
<h2>Don’t try and capitalise on micro-trends in traditional advertising</h2>
TikTok is shaking up the music industry, with obscure songs from unknown artists to 80s cult classics hitting the no.1 slot. But the success of their virality is based on how utterly fleeting these trends are. If you’re planning a campaign that you know is going to take a few months to design, execute, and deliver, don’t try and capitalise on what’s trending on TikTok. You either need to repsond to, and partake in, the trend as it’s happening or not at all. 
A perfect example of this was last year with the <a href="https://www.youtube.com/watch?v=Ryjpbd4D4bg">Berries and Cream guy.</a> It was all over TikTok for a week or two before vanishing… a few months later,<a href="https://www.papermag.com/the-little-lad-fashion-2655332260.html?rebelltitem=2#rebelltitem2"> Paper Magazine ran an article </a>that tried to get in on the trend. Problem was, by the time it hit the shelves, the trend was long-since over. 
Music in the age of TikTok moves rapidly. 
It’s important to try and stay authentic and resist the urge to cash in on the trend.
If you want to know more about how to successfully select and use music in your advertising, or have questions about how to build audio into your branding, reach out to the team, we’d love to hear from you, at <a href="mailto:hello@beaconagency.co.uk">hello@beaconagency.co.uk</a>.

Utilising Music in your Marketing

Knowing your target market is essential, yet many companies don’t take the time to construct buyer personas. Check out this blog to learn more about developing valuable buyer personas to help your business thrive.
<h4>WHAT ARE BUYER PERSONAS?</h4>
A buyer persona is a fictional representation of your ideal customer, designed to show you what they need and want, who they are, and why they buy from you. This is based on market research and accurate data about your existing customers. When you know your buyer persona, you can better target your marketing and sales efforts to appeal to them. 
<h4>WHY DO YOU NEED BUYER PERSONAS?</h4>
Creating buyer personas helps your business reach these customers more efficiently, saving you time and money. Having buyer personas also helps identify negative personas. These are customers your business will not want to interact with as their need doesn’t match the solution provided by your business. Therefore, they are unlikely to purchase from you, or if they have already purchased, they are unlikely to be satisfied, making them less likely to make repeat purchases.
<h4>WHAT ARE THE BENEFITS OF BUYER PERSONAS?</h4>
<ol>
<li style="font-weight: 400;" aria-level="1">Helps you understand your target market: By understanding who your target market is, you can better determine their needs and wants. This understanding can help you create marketing campaigns more likely to resonate with them.  </li>
<li style="font-weight: 400;" aria-level="1">Helps you create more targeted content: Once you know your buyer persona, you can create content specifically tailored to them. This will help ensure that your content is valuable and interesting to your target market. </li>
<li style="font-weight: 400;" aria-level="1">Allows you to be better informed in product development: Understanding your target audience will enable you to tailor products and services accordingly. If a group of people don&#8217;t like something about a product or service, then it&#8217;s not worth investing time and money into making it.</li>
</ol>
<h4>AN EXAMPLE OF A COMPANY USING BUYER PERSONAS</h4>
To create a buyer persona, you must first understand your target market. 
One company that does an excellent job of using buyer personas is HubSpot. They have created over 20 different buyer personas to segment their marketing efforts. This allows them to create very targeted content that speaks directly to the needs of their audience. 
<img loading="lazy" class="alignnone size-medium wp-image-1552" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/Blog-291x300.png" alt="" width="291" height="300" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/Blog-291x300.png 291w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/Blog.png 497w" sizes="(max-width: 291px) 100vw, 291px" />
<h4>BUYER PERSONA BEST PRACTICES</h4>
Whether you&#8217;re just starting with buyer personas or using them for a while, there are a few best practices to keep in mind. 
<ul>
<li style="font-weight: 300;" aria-level="1">Make sure you have a solid understanding of your target market. </li>
<li style="font-weight: 300;" aria-level="1">Create persona profiles that are realistic and detailed. </li>
<li style="font-weight: 300;" aria-level="1">Don&#8217;t forget to update your personas regularly as your business grows and changes. </li>
<li style="font-weight: 300;" aria-level="1">Use your personas to guide all aspects of your marketing strategy. </li>
<li style="font-weight: 300;" aria-level="1">Test different messages to see which resonate most with each persona. </li>
<li style="font-weight: 300;" aria-level="1">Be open-minded about which technologies you should implement; personas can help determine the technology needs of each type of customer. </li>
</ul>
Finally, if possible, work closely with an expert who has experience working on buyer personas—and more importantly knows how to use them effectively!

The importance of buyer personas for your business

Is it just us&#8230; or is there a lot to be stressed about at the moment? We&#8217;ve been so busy getting on with life after lockdown, that perhaps none of us have stopped to consider the huge strain on our bodies we have all endured, living in such a constant state of stress. Not to mention everything going on in the news.
<h4>What is stress?</h4>
We may think of stress as being a mental issue, but did you know stress is actually a physical reaction in the body? It&#8217;s a result of the reptile part of your brain, known as your amygdala, sensing you&#8217;re in danger and triggering your fight or flight response. This leads to the release of stress hormones to prepare your body to fight the danger or run away from it. But when there&#8217;s no serious threat to someone&#8217;s safety, but also no way to resolve it, those hormones have no where to go. And a build up of stress occurs.
Over the last few years, we&#8217;ve all been living in a constant state of fight or flight. And our bodies have been feeling the stress. But as the world gradually returns to normality after the pandemic, and we learn to live with Covid-19, the everyday stresses of living in the modern world creep back too. Stress is a natural part of our lives, what with so many pulls on our time and resources, and the need to perform a daily juggling act between family, friends, careers, health etc.
When feeling under pressure your heart starts to beat faster and your blood pressure goes off the charts, you feel tense and are ready to scream. It can cause defensive behaviour, interpersonal tension within a team, reduced productivity and a reduced ability to focus on daily tasks.
<h4>Stress in our industry</h4>
Here at Beacon, we are acutely aware of the stresses of working in a fast-paced environment. Because if there&#8217;s any industry that understands stress, it&#8217;s marketing. Ours is world of tight turnarounds, constant creativity and juggling different clients&#8217; brand personas to perfection. But for us, stress can actually be a tool for good, if we can harness it in the right way. It can be the push needed to get a big project over the finishing line, or the dose of energy we need to come up with a creative concept.
However, when we feel overwhelmed by work, it can become detrimental to our mental and physical health. A stressful working environment can make even the calmest person ready to snap.
So, how can you minimise stress in the workplace? For us at Beacon, the first step has been to create a set of company values. These give us a common language and agreement that we all buy into, in order to have each other&#8217;s back. We&#8217;re proud to be fiercely kind to each other and work as a team, with equal amounts of support and snacks when a deadline approaches.
<h4>Ways to cope with stress</h4>
Firstly, one of the best things you can do for stress is to give it some release. Talk to people. If something at work or home is feeling too much, it&#8217;s okay to ask for help.
Here at Beacon, we try to keep communication lines open with all members of our team. This allows our leadership team to understand individual needs in the workplace and adapt things as needed, creating a more positive environment to nurture everybody&#8217;s talents and great work ethics.
Having an open line of communication allows us to actively talk about tasks we are feeling stressed about and seek support in alleviating them. It has the calming effect of putting the issue into perspective, as well as giving us the chance to give and seek feedback and support.
Having someone help you put things into perspective is crucial, understanding where it sits in the grand scheme of things. And chances are, it&#8217;s less important than your health and wellbeing, so put yourself first and make sure you&#8217;re taking care of your needs.
For more detailed information on how to stay healthy in a fast-paced workplace, <a href="https://www.mind.org.uk/information-support/tips-for-everyday-living/how-to-be-mentally-healthy-at-work/work-and-stress/">Mind.org.uk has created a useful guide</a>.
If the cause of your stress is a lack of collaboration on your next marketing project, why not give us a call? We&#8217;ll be your end-to-end creative marketing team, getting to know your brand inside and out, using our industry knowledge, market research and analytical approach to fully support your marketing efforts and help you achieve the results you want, all the way from concept to delivery.

Coping with the stress of a fast-paced industry like marketing

A key date in the design calendar, Milan Design Week is one of a number of global events that sets the tone for the trends we are set to see trickling into the consumer market over coming months and years, and we were honoured to be there as guests of one of our clients, Italian luxury furniture designers, Natuzzi. Now we&#8217;re back on British soil, we&#8217;ve been reflecting on the themes that emerged from Design Week, among them sustainability, restarting, adaptation and reconnection.
These themes ran throughout all the exhibits and districts we visited, paired of course with the drama and impeccable styling we&#8217;ve come to expect from the fashion capital of the world. The city of Milan was taken over by celebration, and for good reason. Like so many events over recent years&#8217;, last year&#8217;s Design Week was overshadowed by pandemic restrictions and a fragment of its former self. But this year, Milan Design Week was back with a bang, and we were delighted to be there among the excitement of exhibitors, finally able to go all out once more.
Each of the districts had its own theme and interpretations, corresponding to their respective aesthetics, from the high end luxury wrapped around Duomo district, to the edgier, more artistic interpretations in Isola. However, there were a few trends that appeared across the board. Here&#8217;s our round-up of things to keep an eye out for in emerging designs over coming months and years.
<h4>Sustainability</h4>
Reducing our carbon footprint and coming up with innovative ways to tackle the climate crisis were part of the core theme around sustainability at this year&#8217;s Milan Design Week. There was a concerted effort from all involved to think greener, not only from brands presenting designs made in sustainable ways from renewable materials, but also from the show organisers themselves. Exhibits were run in a more conscious way, for example there were no plastic giveaway items, and brochures and flyers were kept to a minimum, instead directing people towards digital or experiential resources.
<img loading="lazy" class="aligncenter size-large wp-image-1536" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2678-2-1024x768.jpeg" alt="" width="1024" height="768" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2678-2-1024x768.jpeg 1024w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2678-2-300x225.jpeg 300w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2678-2-768x576.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2678-2-1536x1152.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2678-2-2048x1536.jpeg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" />
We were proud to see how particularly notable our client Natuzzi is in this area. The latest chapter in their story, ‘Second Life’, refers to a number of reinventions. Firstly, the brand itself, being renewed for a new generation. It also refers to a new sustainable approach, using recycled or renewable materials to breathe new life into previously overlooked or wasted resources. Finally, it tells a story around creating pieces with longevity, both in terms of style and materials. The new collection is focused on timeless pieces, not trends, that will last to be passed on or updated, not thrown away. And it was great to see.
There were also a number of brands, Natuzzi among them, clearly going above and beyond their immediate circles of influence to support causes united in the fight against climate change, as well as featuring artists who challenge this issue through their work.
<img loading="lazy" class="aligncenter size-large wp-image-1541" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2956-2-768x1024.jpeg" alt="" width="768" height="1024" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2956-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2956-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2956-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2956-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2956-2-scaled.jpeg 1920w" sizes="(max-width: 768px) 100vw, 768px" />
Sustainability is a trend here to stay, and long may it continue that we all take steps towards tackling the climate crisis and leaving this planet better for the next generation.
<h4>Natural influences</h4>
Natural materials &#8211; and indeed nature itself &#8211; was everywhere at Milan Design Week, with an abundance of sleek wood finishes, smooth stone, clays and ceramics. It was a tactile feast for the senses, as earthy textures were often paired with sumptuous soft textiles. We saw lots of fluffy borg and boucle, as well as vegan and traditional leathers in buttery, earthy tones.
Clever textiles gave unexpected texture to many rooms, from ceramic wallpapers to paper rugs (tightly woven, to look like fabric and last just as long), layering warmth and detail without adding clutter. 
<img loading="lazy" class="aligncenter size-large wp-image-1542" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2773-2-768x1024.jpeg" alt="" width="768" height="1024" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2773-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2773-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2773-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2773-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2773-2-scaled.jpeg 1920w" sizes="(max-width: 768px) 100vw, 768px" />
In keeping with the natural elements, colour schemes were decidedly earthy. Rust and brick tones were prevalent, which alongside the dark wood had a retro 70’s bachelor pad vibe (perhaps this was also the Don Draper bar carts). Forest greens seem to be the new Navy blue, perhaps a continuation of a post-lockdown desire to bring the outside in. Speaking of which, our love of house plants doesn&#8217;t seem to be showing any sign of abetting, as all round exhibits were more pots and plants than you could shake a (sustainably-forested) stick at.
<img loading="lazy" class="aligncenter size-large wp-image-1540" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2931-2-1024x768.jpeg" alt="" width="1024" height="768" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2931-2-1024x768.jpeg 1024w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2931-2-300x225.jpeg 300w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2931-2-768x576.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2931-2-1536x1152.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2931-2-2048x1536.jpeg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" />
<h4>Y2K making a comeback</h4>
For those exhibits were nature wasn&#8217;t the theme, a definite sense of nostalgia reigned supreme as we threw it back to the year 2000. Just like how our wardrobes seem to be seeing a nod to the colour and whimsy of the early noughties (with the resurgence of flares, graphic tees and, dare we say it, low-rise jeans), so too do furniture trends seem to be looking back to the millennium as well.
<img loading="lazy" class="aligncenter size-large wp-image-1539" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2897-2-768x1024.jpeg" alt="" width="768" height="1024" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2897-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2897-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2897-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2897-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2897-2-scaled.jpeg 1920w" sizes="(max-width: 768px) 100vw, 768px" />
While there was no signs of the inflatable furniture we yearned for in our teenage years, we did see bubble chairs at B&amp;B (some of the comfiest I&#8217;ve ever sat in), whimsical oversized lamps, loud wallpapers, neon signs and above all, bean bags. We have to give a special mention to Fatboy&#8217;s pool party (complete with sweets and aperitivos, naturally), as well as Natuzzi&#8217;s Terra Ottomon, which were scattered across their courtyard and interiors. These lightweight nostalgic pieces are clearly designed for a younger generation of interior shopper, designed in mind of carrying up flights of stairs and moving around flats with ease. 
<img loading="lazy" class="aligncenter size-large wp-image-1538" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2824-2-1024x768.jpeg" alt="" width="1024" height="768" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2824-2-1024x768.jpeg 1024w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2824-2-300x225.jpeg 300w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2824-2-768x576.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2824-2-1536x1152.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2824-2-2048x1536.jpeg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" />
It would be impossible not to mention Plein in this category, who served us an Ed Hardy-esque fever dream. Their exhibit was complete with gold palm trees, black leather, gold frame dog beds, and even the obligatory bored model, lounging on a revolving platform in a sequined leopard print dress that matched the sofa in all its bedazzled glory. Would I like it in my home? Probably not. But it&#8217;s an image I will not forget lightly, so their marketing team should be proud of that.
<img loading="lazy" class="aligncenter wp-image-1534 size-large" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2775-2-1024x768.jpeg" alt="" width="1024" height="768" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2775-2-1024x768.jpeg 1024w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2775-2-300x225.jpeg 300w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2775-2-768x576.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2775-2-1536x1152.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2775-2-2048x1536.jpeg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" />
<h4>Hybridisation, or adaptable furniture</h4>
Our homes have transformed over the last few years and our interior spaces have had to work harder to keep up with this new hybrid world so many of us found ourselves in during lockdown. What was previously a spare bedroom or unused corner of your open plan kitchen/lounge is now also a home office, playroom and/or storage unit for all the exercise kit bought in lockdown now just gathering dust&#8230;
<img loading="lazy" class="aligncenter size-large wp-image-1537" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2726-2-768x1024.jpeg" alt="" width="768" height="1024" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2726-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2726-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2726-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2726-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/07/IMG_2726-2-scaled.jpeg 1920w" sizes="(max-width: 768px) 100vw, 768px" />
And furniture design is recognising this changing dynamic to our internal spaces. It has to work harder for us. And Milan Design Week did not disappoint, responding to this challenge with rooms that could quite literally transform before your very eyes. Furniture designs are becoming more multipurpose, whether in the design itself or their adaptability of being lighter and mobile as spaces change at home. Seating breaks apart or comes together, desks and shelves fold away into themselves when no longer needed, tables shrink or grow depending on the people eating at them. In short, creators have recognised we need everything in our homes to be as responsive as we&#8217;ve had to be.
<img loading="lazy" class="aligncenter size-large wp-image-1503" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2919-2-768x1024.jpeg" alt="" width="768" height="1024" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2919-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2919-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2919-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2919-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2919-2-scaled.jpeg 1920w" sizes="(max-width: 768px) 100vw, 768px" />

Sustainability, nature and Y2K design: interior trends emerging from Milan Design Week

Milan is known as the city of Italian style. Design weeks, both fashion and design, ooze glamour and sophistication. So when the invitation came to fly out to Italy to meet our client Natuzzi, we packed our shades and headed to the airport. 
Monday
After a minor delay, we touch down in Milan just before midnight and find our apartment &#8211; a great little flat in the north of the city &#8211; the perfect jumping-off point for design week. 
<img loading="lazy" class="alignnone size-medium wp-image-1507" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2963-2-225x300.jpeg" alt="" width="225" height="300" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2963-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2963-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2963-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2963-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2963-2-scaled.jpeg 1920w" sizes="(max-width: 225px) 100vw, 225px" />
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Tuesday 
Salone: We&#8217;re jumping on the metro to Salone del Mobile today &#8211; a huge exhibition centre which is hosting hundreds of brands, each showcasing their best and newest pieces for the discerning eyes of the interior design world (and two Beaconers who may have lied about their credentials to get passes for the industry days &#8211; sorry, we were on a schedule!). We grab a couple of coffees to get us ready for the day. Mine, unfortunately, had a surprise in store &#8211; it turns out my confidently ordered &#8216;Caffe correto, per favore&#8217; is not, in fact, &#8216;basically a flat white&#8217;, but instead an espresso with a shot of grappa in it. A stronger start than I&#8217;d hoped for, this early in the day…
Nature is a big theme this year, and organic tones are everywhere &#8211; think rich greens, deep rust and brick and flowing shapes, from the furniture to the object immaculately placed on each shelf and table. Upstairs in the exhibition centre is a maze of designers and brands showcasing everyday, liveable but beautiful aesthetics. It&#8217;s a real-life Pinterest board for interior design fans and a vast source of inspiration and trends (keep an eye out for that blog!).
Texture also plays a big part &#8211; fluffy borgs and boucle seem to be everywhere, often paired against woods and leathers (which are increasingly vegan), with houseplants galore. My favourite stand is Elica Studio, potters that make stunning vases in the shapes of hearts, hands, feet and even teeth. Not only does it stand out from everything else in the hall, but we also spoke to the artist about the idea of functionality changing perceptions. An anatomical heart dripping in spikes seems a questionable addition to a house, but make it a vase, and suddenly it serves a purpose, allowing it to take up space in our homes. It fulfils our desires for art but also less clutter.    
<img loading="lazy" class="alignnone size-medium wp-image-1514" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2840-2-225x300.jpeg" alt="" width="225" height="300" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2840-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2840-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2840-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2840-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2840-2-scaled.jpeg 1920w" sizes="(max-width: 225px) 100vw, 225px" />
We grab a quick lunch at the restaurant (UK exhibition centres, take note, never again will I settle for Subway at the Excel after this) and head downstairs for round two. It&#8217;s clear that this is where true luxury lives. There&#8217;s gold leaf everywhere, bronze sculptures and chandeliers, and suites straight out of Versaille. If you&#8217;ve ever wondered how much of your furniture could be sculpted from marble, we found out, and it&#8217;s all of it. 
Isola: Next, we&#8217;re back on the metro for a trip to Isola &#8211; and a quick gelato break, of course. Isola is a new-meets-old part of town, once filled with industrial yards but now a cool design-focused part of town filled with students and young professionals, marked by two tower blocks covered in trees as if nature has tried to take them back. There are a couple of smaller exhibits here to have a look at under the theme &#8216;Together As One&#8217;. 
<img loading="lazy" class="alignnone size-medium wp-image-1512" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2799-2-225x300.jpeg" alt="" width="225" height="300" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2799-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2799-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2799-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2799-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2799-2-scaled.jpeg 1920w" sizes="(max-width: 225px) 100vw, 225px" />
The exhibits are notably different &#8211; they focused on students and artists more than brands. It&#8217;s rougher but also allows for more hands-on experiences with creators (if you booked in time) and discussions of how cities can become more livable and sustainable for the future.
We head back to the hotel, catch up on some emails, and then head out to meet Silvia, our fabulous client from Natuzzi. 
Wednesday
On Wednesday, we&#8217;re up bright and early to visit Natuzzi&#8217;s showroom, a few minutes from Duomo, which has been recently renovated to reflect the next iteration of the brand. The theme, Second Life, is the latest chapter in the Natuzzi story, following on from The Circle of Harmony. 
<img loading="lazy" class="alignnone size-medium wp-image-1513" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2839-2-300x225.jpeg" alt="" width="300" height="225" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2839-2-300x225.jpeg 300w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2839-2-1024x768.jpeg 1024w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2839-2-768x576.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2839-2-1536x1152.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2839-2-2048x1536.jpeg 2048w" sizes="(max-width: 300px) 100vw, 300px" />
After coffees and pastries at the new Natuzzi bar (aperitifs are also available if only we&#8217;d come later), Pasquale (Junior) Natuzzi explains that Second Life as a concept appeals on many levels &#8211; firstly, the second life of the brand as he enters into his father&#8217;s business. But also, a new sustainable approach, using recycled or renewable materials and creating timeless pieces that will last to be passed on or updated for years to come.
We&#8217;re given a tour and told about the new products &#8211; our favourite piece is a white marble dining table, or rather two pushed together, with green veins running through the countertop that almost look too perfectly marbled to be authentic. It&#8217;s closely followed by the Olive shoots in the courtyard &#8211; a tribute to the rebirth of nature, emphasising the close bond that connects us with the environment. An Instagram filter was created for the day, allowing you to place these olive shoots anywhere &#8211; even in our home gardens back in England. A little souvenir without the Easyjet surcharges. 
Olive trees are also seen in the tre(e)pidation exhibition &#8211; a cause that Natuzzi is tackling beyond their own products to protect the Apulian olive trees that are being lost to a Xylella epidemic. Vibrant photos of flaming trees (through long exposure, rather than fire) show a landscape in danger, each one for sale with the proceeds going to Save the Olives.  
After lunch (Pizza, of course), we headed out to some of the other showrooms in the area to see what the other brands were doing. At Galotti &amp; Radice, an art exhibition of fractured glass had taken over upstairs, with images revealed only when you look through your phone. Elsewhere we saw tables made from Petrified wood, a mere 30 million years old (we didn&#8217;t dare ask about the price!). 
<img loading="lazy" class="alignnone size-medium wp-image-1501" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2881-2-225x300.jpeg" alt="" width="225" height="300" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2881-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2881-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2881-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2881-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2881-2-scaled.jpeg 1920w" sizes="(max-width: 225px) 100vw, 225px" />
Some showrooms had some of the joy of Salone, with big retro bubble chairs and bold fabrics designed to spark joy in our homes again after a prolonged period inside. Reconnection was another feature of many of the exhibits, with many rooms clearly designed for socialising with friends and reconnecting with ourselves and our homes.  
Thursday
Our last day in Milan, but still time to head to Tortona for a tour of Archiproducts &#8211; a group dedicated to design and architecture showcasing brands worldwide. Innovative design was everywhere, for example, wallpapers made from ceramics to create warmth and texture without actually adding warmth to a sunny Milan room, or shapes and textiles that limit or control sound to allow private conversations in crowded spaces. 
<img loading="lazy" class="alignnone size-medium wp-image-1519" src="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2783-2-225x300.jpeg" alt="" width="225" height="300" srcset="https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2783-2-225x300.jpeg 225w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2783-2-768x1024.jpeg 768w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2783-2-1152x1536.jpeg 1152w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2783-2-1536x2048.jpeg 1536w, https://api.beaconagency.co.uk/wp-content/uploads/2022/06/IMG_2783-2-scaled.jpeg 1920w" sizes="(max-width: 225px) 100vw, 225px" />
The building is filled with working rooms, each given to a different brand (or brands) to show their products in situ, and in use, allowing visitors to experience the furniture rather than just seeing it. The iconic marble table made another appearance in Natuzzi&#8217;s working space upstairs as a coworking desk, in a room that felt completely different to the dining experience at the showroom. 
Finally, there was just time to sneak over to Ikea&#8217;s exhibition for a quick look at their creative concepts before heading to the airport, which was, as you would expect, filled with whimsy. Cue giant sensory experiences, ball pits, dens made from cardboard boxes, and a giant disco ball pillow fort. Who could resist? 
By Polly Simonds

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