Hello, pattern designers! I am very excited to share with you today a new Exclusive Interview on my blog, with nothing more and nothing less than Gudy Herder. It’s a real luxury to have the founder of the blog Eclectic Trends and one of the most recognized experts in trends specialized in Interior Design and Lifestyle.
Before I met her in Extraordinaria.es for the first time earlier this year, (Extraordinaria.es is a strong community of entrepreneur women in which I have the joy of participating, founded in Barcelona by Gemma Fillol, Montse Pujada, Tania Lasanta y Catalina Dash), I’d already had come across her moodboards on Pinterest, remaining absolutely amazed by her works: I was captivated by the subtle elegance, the sophisticated combinations of color, texture, materials, images and layouts. In case you didn’t know, Gudy pioneered the moodboarding technique as a powerful sales tool and a way of having more control in the design process of a project, by previsualising it first with a moodboard. She also gives trend lectures, teaches workshops, develops lines of products based on trends for different companies and clients, and she’s a constant presence in the major design Trade Fairs around the world. As you can see… this woman is simply amazing! So here’s the interview:
“Hi, Gudy, first of all, I’d really love to thank you for your time and kindness to be here with us today.
1) For a good start, tell us your story about how you became a Trend Expert. The decision to be involved in Interior and Lifestyle markets was something you always have planned or rather your path led you naturally towards them?
I used to work almost exclusively for a larger furniture and complement retailer in Spain with 70 stores around the country. Being responsible for styling the catalog, co-designing and purchasing exclusive complements, I used to travel to 12 trade fairs per year. Upon my return, I produced a comprehensive trend report to inform and educate about colors, materials and shapes to come so the entire retail network would be informed. Trend research became my passion and I eventually focussed a 100% on this fascinating topic.
TRENDS AND PREDICTION
2) Is a trend an idealized reality? Or is it a previously lived reality and then analyzed? What do you think are the most important ingredients of a trend?
Trends are developments or changes taking into consideration social, economical, political and financial facts. A trend is not happening because a guru says, ‘this is going to be the next big thing’, but it is a shift in society who asks for specific services, colours, materials etc. according to their needs. We all are responsible for trends to happen.
3) Which aspects of trend prediction do you think are the most challenging for the upcomimg years and why?
I wouldn’t say challenging, but you have to take into consideration the different costumer groups when developing trend research. It does not make much sense to define any kind of trend if you don’t focus from the very first beginning on the different generations (ranging from Millenials to GenZ). These are changing their behavior fast, so do trends as a consequence. Consumer age and move into a new generation and therefore change habits and needs or they might even change within still their same generation. Everything has become really fast. Social media is influencing on how we access to information, the way we see brands, we all live in a glass house now.
MOODBOARDING AND DESIGN
4) In your web you say that, when working in a design project for clients: “If your concept is not crystal clear and effectively delivered, often due to a lack of confidence, your message can be misinterpreted”. Please, share with us how a moodboard might give that confidence, making your presentation shine, persuade and eventually, sell your idea.
Often, concepts, ideas, proposals are presented to sales departments, clients or a different audience and you need a visual tool that is both concise and appealing. Many creatives who I work with find themselves in the situation that they have a trained eye and visual skills but their audience might live on a different planet. Creating a well structured moodboard is not selling the project alone. You need to present your idea with confidence, allowing the other side to see a solution you are presenting and if possible some benefit too. We work with a formula that helps you presenting any creative concept giving a solid communication base.
5) How can Surface Design influence sales in the interiorism field? What do you consider as essential when designing for this specific market?
Surface design has become huge. There is a lot of technology and innovation going on offering solutions for architecture, interior design, product design, etc. You need to know what the end consumer is craving, looking for, and how the ever-connected daily life creates new needs in terms of what and how we want to touch surfaces. It is not anymore only about a lovely pattern or colour, but goes beyond emotion and storytelling. “What does this evoke?” “How does it make me feel?” These are basic points to consider. The trend goes towards spending in a more conscious way, we want to be more engaged to what we consume.
6) Name 4 design/decoration/fashion brands of which you’re an absolute fan and tell us why you love them so much.
Cristina Celestino: she is quirky, Italian, and works colour in a great way
Pepe Studio: for the exact same reason as above, the difference is they are a duo
Sabine Marcelis: innovative design using surprising materials
Talia Mukmel: raw and earthy proposals with a wonderful philosophy behind”
Well, this was the interview. Hope you’ve enjoyed it!. If, after reading, you’d like to deepen your knowledge about moodboards, Gudy (who’s the absolute queen of the moodboarding technique) teaches her international masterclasses in Barcelona and you can know more about them and her and her courses here.
See you in the next post!
Pics by Ampi Aristu