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blog Eliane
2 de July de 2021

Stay in: You know what trends are?

7 min reading | admineliane
Stay in: You know what trends are?

what are trends? on what basis are they thought? Who says what is and what is not trends? Who do they reach? We use them on our own or we are induced? Based on these questions, the specialists Allex Colontonio, journalist, writer and publisher of POP-SE magazine, Lili Tedde, director of Edelkoort South and Beto Guimaraes, photographer, architect, teacher and creator of showi (an online course platform), were willing to try to unravel the subject that, in this context, targeted the architecture segment, House and decoration.

Here we go?

The truth about trends: they really exist? who dictates?

Paraphrasing Herodotus* (485 a.C e 425 a.C) when you say “look at the past, helps us understand the future", the architect who is also a teacher and photographer, Beto Guimaraes, believes that a part of society has the sensitivity to perceive, through behavioral actions, the directions and changes that are about to happen. "Some people have this perception. It's being able to see what's next, seeing the environment and the entire behavioral revolution.” Beto explains that adverse movements and the transgressors themselves dictate changes, because "they live more the part of 'own will' and the others will follow for lack of option. It's the accommodated ones who will join the wave because they don't have a choice. It is about the cultural evolution of society as a whole., relating the local and global context, in which mass driving causes the herd effect by wanting to join the group. Thus, transgressors make their will prevail in the context. All of this has behavioral aspects.”

Lili Tedde, in the same direction, points out that society dictates the steps to define what is/will be a trend. "It's about analyzing the path of society and being able to make analogies of what happens in the world with the needs. Understand why human beings behave in a certain way, or look for another path generating a change in habits. Often distant peoples have the same type of behavior., of change. We can analyze, for example, a growing into a man more sensitive and present in child rearing. more mature children, more childish grandparents, more warrior women occupying important jobs. We see the most assumed hybrids. All of this is part of an emancipation that a collective has been seeking.”

Against the use of the word, the journalist Alex Colontonio, prefer "narratives", but don't stray from the opinions. "As communication professionals, when we broach the subject 'market', we always prefer to talk about 'narratives' rather than 'trends'. contemporary narratives, based on new codes of positioning and social reconstruction, in legitimate cultural movements, in the new human manifestations, whether in the fine arts, In the song, on literature, no cinema, in fashion. We also need to take into account new materials research., the most promising technologies, the retrogression of the predatory action of man in nature. For all this, 'trends' almost always have so much more to do with ephemeral dynamics of behavioral habits that, in the age of digitization and new media (as influencers), are shallow many times."

*Herodotus, aka the father of history, was a great historian and geographer of ancient times.


Much talked about lately, mainly among architecture and interior design professionals, the subject of biophilia is the hot spot. But what does biophilia have to do with trends? Everything! In an enlightening reflection on the current pandemic scenario that has led the world to the reality of confinement, antagonistically, brought about a need for a life more connected to nature, and this generated a significant change in the way of living. "in confinement, the lack of space and urban immobility aroused the almost uncontrollable desire for direct contact with natural conditions: cross ventilation, Sun light, abundant vegetation, living beings", reflects allex.

“The bubbles started to burst” – Allex Colontonio

With the impact of this sentence, the publisher brings out the suffocating reality of big cities and their gray skyscrapers, that pasteurize the landscape and the pollution from the thousands of cars that hurt and burn even the strongest noses. In this context, your defense is more than necessary. if urgent. "We need to understand that nature is not an entity to be tamed and/or conquered, and neither is it a remote and inhospitable dimension, full of deadly beasts, that we visit only when we need to harvest raw materials or nutrients. Nature is a complex universal-inaugural system of which we are an inseparable part and which we must enjoy without destroying", pontua Collontonio.

Biofilia x Mundo virtual

Still on biophilia, Lili Tedde joined Allex, showing that it is, sim, a trend that becomes even clearer when the virtuality of things takes over and proportions never imagined before. "The more virtual we become, more needs we will have for textures and tactility, to bring us back to reality. This is one of the reasons why people have become interested in making vegetable gardens or bread in their homes.. It's about performing with your hands, build something real, take care and still feel a whiff of hope. we need to step on the ground, the so-called Grounding, to energize. Studies show that two hours a week that we spend in contact with nature already causes significant healing in our bodies", against Lili.

In parallel with electricity that completely changed the way of life in the century 20, Beto believes that with the digital evolution/revolution nothing is everlasting. “The digital revolution gives a lot of power to people and, like this, everything changes all the time.” Bringing it to the universe of architecture, he believes that this 'non-perpetuity' will be perceived in internal changes, inside the houses. "The changes will happen much more in the interior than in the structural part." and question: “When there is no more pandemic, what do we want? There will be an adjustment: maybe two days at home and three at the office? So the offices will need to be remodeled as well as the house", reflects.

Where are we going?

Bringing light to the questioning of professor Beto Guimarães (“When there is no more pandemic, what do we want?”), it is necessary to reflect on the current moment, everything he brought, how much it has changed people's lives and what will, indeed, to stay? he believes that, given the reality, "we are suffering restrictions of wills", but, In contrast, celebrates being able to have lunch with her daughters every day and ponders: "from now on, the diversity of choices will become clearer and we will have more options, inclusive, due to the accelerated advancement of technology that, for me, it's a trend –

we will have technology as a trend for the speed of things while, parallel, I believe that people will increasingly need to feel welcomed, hugged."

the future and home

In the absence of what was in abundance, Lili also believes in a search, maybe unconscious, for an approach to nature. "Everything that was already researched, like hugging trees or walking in the bush, today it has become a luxury of the first necessity. Bringing some of these characteristics to our homes, whether on the more rustic floor with texture or earthy feel, helps to calm and comfort. We know we'll never go back to being like before. In some ways we become more sensitive and careful. We found out how fragile we are. The masks will remain present, e, Of course, there will be studies on the subject.. As well as all care with cleaning, distancing will bring more news than what has already emerged. It's a new world that we still have to unravel", highlights the researcher.

For journalist Alex Colontonio, "being part of nature has become more evident in recent months and should interfere in people's way of thinking/operating in the coming years. It is worth recalling the example of ancestral indigenous constructions capable of regulating thermal comfort even in the most extreme temperature conditions – some Amazonian ethnicities seek architectural inspiration for their hollows in the anatomy of capybaras. In this context, there are possibilities that 'schools' such as Brazilian modernism (who prizes so much for the free curves and lines loaded with artistic components) be revisited and updated. The house as a 'machine of living' can be converted into a machine of being, to be, amar, live together, share", ends.

*Biophilia is the love of life. This term was popularized by Edward Osborne Wilson, in a book of the same name published by Harvard University Press 1984. in your book, Wilson describes biophilia as a natural tendency to turn our attention to living things..

Source: Wikipedia

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