Every four years, Pfleiderer undergoes an intensive process in order to release an extensive new collection. The collection includes countless surface textures, decors and customisable designs. The new Design Collection 2017–2020 includes a vast range of 360 decors. Text: Tanja Dolic Photos: www.thomastratnik.de
At the end of last year in Frankfurt and Warsaw, around 300 of Pfleiderer’s most important trade clients were the first customers to take a look at the ‘One Collection’, which is available globally. It elicited an overwhelmingly positive response. One guest, who advises a leading Czech wholesaler, said, “I am impressed by how expressive, vibrant and complex this collection is.” This high praise confirms that Christiane Gebert and the Pfleiderer team have hit the mark with this new collection.
Pfleiderer has undertaken an extensive analysis of the market, competition, clients and trends, which allows it to offer a design concept to suit the specific needs and expectations of every client. Industrial designer Christiane Gebert is responsible for the development of Pfleiderer’s new collection. The tagline is ‘Inspirations close to you’ and the collection precisely pinpoints the requirements of clients in all fields, from industry and construction to retail and architecture. But how can a new trend actually be implemented? And how do these trends come about in the first place?
“The so-called ‘megatrends’ are the basis for the development of every new collection,” explains Gebert. This is the first step in her hunt for new ideas. Megatrends come about as a result of social changes that affect the lives of every individual. It is not an exact science. It requires a lot of experience, sensitivity and instinct. To identify trends, Gebert uses observations and evaluates trade fairs and exhibitions, shop fitting and trade fair construction publications. She also analyses architecture and the furniture industry (bathrooms, kitchens, living spaces and offices). Gebert also compares her own findings to those of large trend research companies to see whether they line up. This analysis is a very long, time-consuming process. The time between the first step and the launch of an entire collection can be up to five years. “Trends do not develop overnight. They develop in a slow and continuous manner. This means that working on a new collection is also a process that keeps growing and developing,” she explains. Christiane Gebert is therefore already researching the things that will be in demand in tomorrow’s world.
An eye for detail An eye for detail Once a trend has been identified, the analysis moves on to the next step in the workflow. Gebert outlines a specific design concept: “‘Tradition’ is an example of a megatrend.” By analysing the overarching term, she then eventually develops the needs and influences that flow out of it. Step by step, she applies them to the domains of living, home, materials and surfaces.
For example, a ‘retro’ trend can be identified for the domain of home. It is particularly characterised by the expectation that living areas should have a level of authenticity, cosiness and sensuousness yet should main tain aspects that are overtly modern. Although modern technology – with all of its comforts – must be present, it must remain discreet in the background. Flowing out of this, the question to be answered is as follows: How can this ‘retro’ trend be reflected in the woods and decors of a new collection?
„Trends do not develop overnight.”
Christiane Gebert, Industrial Designer
Experiencing tradition Cherry and oak are examples of traditional woods. “Oak in particular has absolutely boomed in recent years and this can essentially be traced back to the megatrend of ‘tradition,’” Gebert explains.
Identifying the right wood for each trend lays additional important groundwork for the development of the collection. This is particularly relevant for the trend of ‘tradition’ because it is associated with craftsmanship and signs of wear. ‘Vintage’ styles are very popular with clients. “In these cases, the feel of the products also plays an important role. Decors come alive with texture. Undertaking research in this direction is therefore an incredibly important step to take,” Gebert explains. Accordingly, this section of the design collection features plenty of authentic woods with grain, imperfections, saw marks and a raw feel – a hands-on experience of ‘tradition’.
Colour selection also plays a significant role when interpreting a megatrend. The design is complemented by plain colours that are based on the Natural Colour System (NCS). In ‘traditional’ environments, cool white contrasts with warm, chromatic colours such as olive green and spice tones. “Colour selection is incredibly important because it is an aspect that is questioned the least by end customers,” Gebert explains.
The right implementation of every trend Trends are all different and need to be analysed and traced in detail. The industrial designer is following a different direction for the area of individualisation, for example. Here, the focus is on individuality. The key aspects are the courageous combination of different styles, the use of bold, high-contrast colours, the defamiliarisation of surfaces and the use of expressive woods.
Colour worlds provide a useful overview Colour worlds provide a useful overview The simple way that the woods are categorised into six colour schemes, out of which the rest of the design flows, provides any client or prospective client with a useful initial overview. It also helps them to begin the process of choosing their design. Gebert explains the categorisation: “Memorable titles such as ‘Beyond the sea’, ‘Summertime’, ‘As time goes by’, ‘Tea for two’, ‘Pianoman’ and ‘Black Coffee’ help clients to pre-sort their design requests.” ‘Beyond the sea’, for example, features light-coloured woods with a Scandinavian feel, such as birch, maple and beech. This colour worlds is characterised by a clear, delicate design vocabulary and the combination of various pastel tones. These woods work well with aluminium or with expansive black stone surfaces. An excellent contrast can be achieved by using anthracite and cool grey tones.
On the other hand, ‘Summertime’ offers woods such as beech and ash, which have a natural summery radiance. These are dominated by expressive grain patterns and genuine detailing. A warm, homely environment can be created by combining these woods, with their natural and honey colours, with concrete or steel, bold colours and warm greys.
Christiane Gebert Industrial Designer
Christiane Gebert was born in Hamburg in 1964 and studied industrial design in Kiel. After this, she initially worked as a freelance furniture designer. From 1997 to 2000, she worked as a designer for Pfleiderer at the Neumarkt site. She then worked as the head of development at kitchen furniture firms such as wellmann and Alno AG. In 2006, she began working on a freelance basis again, as a consultant/developer for the industrial sector (furniture, yacht building and wood-based products). In this capacity, she began working for Pfleiderer again in 2014. As of 1 January 2017, Christiane Gebert is once again a permanent member of the team at Pfleiderer Group S.A. and is responsible for development and design.
One colour world that reflects the megatrend of ‘tradition’ is ‘As time goes by’. This design concept is characterised by grey, aged woods with rugged grain patterns, signs of wear, weathering and craftsmanship. “The combination of greyed woods such as oak and elm with high-gloss or patent metals, with concrete or rusty steel or with neutral, warm colours creates an exciting effect,” Gebert explains.
The same kind of categorisation applies to the remaining colour world. The six colour worlds are complemented by three additional schemes for stone and fantasy decors. ‘Catch of the day’, ‘Pink Houses’ and ‘River deep, mountain high’ are characterised by designs that do not include wooden materials. The graphic and textile patterns, distorted materials, plaster, mineral constituents, concrete and stone add vibrancy and are excellent complementary aspects for the six colour worlds.
Finally, the plain coloured decors are categorised into two colour worlds: ‘Over the rainbow’ and ‘Stormy weather’. The chromatic colour scheme covers the whole of the colour spectrum and is supplemented by the neutral colour scheme that features cool, warm and neutral shades of grey and white.
‘Make it simple’ All in all, the simple categorisation of the numerous decors into six main colour worlds and five complementary ones is clear and easy to understand.
On the basis of the appraisals provided by ‘zeit.geist’ – the development group made up of Pfleiderer employees from the sales, purchasing and product management divisions – Pfleiderer continuously develops and improves the existing collection. It fills any gaps in the existing range of decors, finds replacements for any decors that are being phased out and supplements the spectrum by introducing new designs. Together, the members of the ‘zeit.geist’ group have the overview of the market and the competition that is necessary for these kinds of developments.
In line with what is expected of Pfleiderer products, the new Design Collection 2017–2020 includes a whole series of new decors, colour schemes and creative implementations of trends for use in industry, architecture and retail. In typical Pfleiderer fashion and in line with the guiding principle of ‘Make it simple’, a good overview is provided.
