What is regarded as avant-garde today may be completely passé tomorrow. More and more new design trends – from materials and colour codes through to typography – are quickly and globally finding their way into our visual culture in the media and social photo networks.
Some establish themselves over the long term in the physical arena, such as third wave coffee house aesthetics from Brooklyn which speaks a universal language with its oak tables, black wood panelling and cold brew. Others are more short term and can only be found in online niches.
Brands adapt these design trends by basing their communication, packaging, shops and Instagram profiles on them. As soon as brands start using contemporary design trends, artists and trendsetters begin experimenting with the aesthetics of tomorrow – which brands will also absorb later on.