I'll be honest — when I first put the trend for interior objects customized to a deeply personal level into words in our last Style Pulse report, I called it the art of 'story telling'. However, on reflection, this didn't feel personal enough. Storytelling is, at best, something someone else does, something that loses its meaning along the way like a whispered folktale that takes a different form each time it's repeated; at worst, it feels a little bit 'marketing department'.
So, for this season's report, I'm rebranding. This isn't storytelling, this is 'lore building'. These designs we're seeing take many forms — from embroidered couches and customized Delft tiles to totally personal combinations of materials, colors, and motifs that don't make sense to anyone else but you. In each of them, there's a personal history, an in-joke, something that, generally, is going to require an explanation to anyone else but the people who really know you.
