2018: Maximalist Trend

During January we have been looking to the future, including wonderful projects due to open in 2018. Here we discuss how and why the Maximalist trend will dominate the hospitality sector during 2018 with assistance from the Patternistas, Style Library Contract and Johnson Tiles.

It comes as no surprise that the Patternistas, Chris and Suzanne Carpenter, are confident that Maximalism will be a key trend during this year. The outstanding success of their work is already testament to the demand for rich and vibrantly patterned products.


Aerial Light by Patternistas for Johnson Tiles

Social media has given us hungry eyes and encouraged us to become hoarders of aspirational imagery. After a long period of Skandinavian inspired minimalism and mellow hues, the uplifting power of colour and pattern is proving irresistible to many and Maximalism is back with a bang. Suzanne Carpenter has a strong idea of what has driven the Maximalist movement:

1. The combination of fingertip technology and easy travel have exposed us to a multitude of complex, richly patterned cultural references from around the globe.

2. Hoteliers and restauranteurs understand that the personality of an environment and how it makes people feel is crucial. Venues need to be as photogenic, inspiring and interesting as possible as there’s intense competition for the social media space that’s so valuable in attracting customers.


Patternistas fabric collection for Panaz. Image by Naomi Sweeney

3. As consumers have grown more confident their desire for greater individuality has grown. The affordability of digital print has given designers enormous freedom and enabled them to create short run, custom patterns and interior products.

4. Times of political and economic turmoil can be unsettling and often bring about nostalgia for the comfort of the past. Maximalism gives designers license to layer pattern and texture and combine vintage and contemporary styles to create eclectic interiors that stimulate our imaginations and excite our souls.


Secret by Patternistas for Newmor Wallcoverings

‘We set up Patternistas to help create products that put smiles on peoples faces. We’re pleased to say that we’ve found some fantastic manufacturers that feel the same way. Our latest collaboration is with the very nice folk at Newmor. Our collection of five eye popping wallpaper patterns will launch later this quarter.’ Suzanne Carpenter, Patternistas.

The Patternistas are not alone in their belief that 2018 will be drenched in pattern, we recently wrote about the Mondrian Doha designed by Marcel Wanders and Duncan Neil told us about his Creative Space, the vibrant Castello di Sammezzano, Tuscany.  Johnson Tiles and Style Library Contract are also confident that gone are the days of understated hospitality design.


Johnson Tiles, image courtesy of NoChintz

‘We’re now living in the age of Instagram, and every wall is an opportunity for a show-stopping backdrop. From bold, tiled, monochrome stripes – as featured at The Masons Arms Hotel in Louth, Lincolnshire, to a contemporary, cool herringbone lay pattern for our Savoy range at Manchester’s Banyan Bar and Restaurant – both designed by NoChintz – we continue to see a prevailing trend in colour and texture, underpinned by a key point of difference to truly ‘wow’ the social sphere.’ Johnson Tiles.

Style Library Contract know that maximalism is not for the faint hearted, it is all about being bold and confident and at SLC they take it a step further by showing us the versatility of this trend.  This season Style Library Contract introduced Anthology 05, a collection of nine wide-width wallcoverings all perfectly accompanied by the extremely durable collection of Azuri velvets, powerful and eye-catching, they pack a real punch.


Style Library Contract

SLC explain how the Maximalist trend is one that transcends across two other trends which we will enjoy this year, Revival and Nomadic.  Inspired by the art deco era, large scale statement designs from Zoffany’s The Muse appear in the Revival trend, but have maximum effect in grabbing our attention. Art Deco design has seen something of a revival in recent years. Encapsulating the sophistication and decadence of this exuberant era, according to Peter Gomez, Head of Design for Zoffany:

‘The Muse collection was created with refined extravagance at its heart and a sense of adventure and decadence running through its designs. Building on previous signature Zoffany collections, Phaedra and Boleyn, with a sumptuous palette based on the brand’s ‘Alchemy of Colour’, The Muse channels cosmopolitan hotel luxe and symbolises elegance and prestige. Just as Orientalism captured the imagination of the era, there is a distinct Far Eastern thread running through the collection. The striking designs, opulent in both colour and texture, are bold and captivating, beguiling and sensual.’


Zoffany’s The Muse

In the same way that Revival fits seamlessly into an overarching Maximalist trend the Nomadic trend also brings scale, detail and colour to the table. Harlequin’s Zapara, inspired by the tropics of South America is an eclectic, fashion-inspired range of fabrics and wallcoverings, which takes its name from an indigenous people native to the Amazon rainforest along the border of Ecuador and Peru.

Also within the Nomadic trend is Scion’s launch of their Nuevo wallpaper and fabrics, inspired by South American urban festival vibes and cool, contemporary textures. Nuevo was inspired by a desert festival just outside achingly cool San Francisco. An eclectic range of vibrant fabrics and wallpapers, heavily influenced by Mexican and South American designs, Nuevo’s graphic, interlocking geometrics and flat-colour motifs reflect the move towards an ‘urban tribe’ trend.


Style Library Contract

Maximalism is a varied and joyful trend which is already infiltrating many disciplines within the contract sector from wallcoverings and textiles to tiles, don’t be shy, join us in embracing Maximalism during 2018!

Contact Patternistas

Contact Johnson Tiles

Contact Style Library Contract


About Alys Bryan

Alys is a knowledgeable design editor who is focused on instigating conversations, both online and in-person, with industry experts which challenge, educate and advance the commercial interior sector. Her training and 15 years of professional experience as a furniture designer for the commercial sector makes her uniquely placed to lead Design Insider as Editor
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