In turbulent times, people always seek security in the familiar. During the Christmasworld in Germany, one of the world’s leading trade fair for festive decorations, at the end of January this year the exhibitors were meeting this need by redesigning familiar, tried and trusted products. The Christmas tree, real or synthetic, was still the focal point of Christmas decorations. For Christmas 2010 it will be decorated with voluminous balls and imaginatively designed animals, angels and fairytale figures.

Pillar candles and tea lights in a wide variety of colors, designs and fragrances dominated the candle market. Warm candlelight, whether fragranced or not, remained a symbol of romance and contemplation. Candles were predominantly simple in form but colorful and elaborately printed. Light Emitting Diodes or LEDs for short, are now a serious competition for the traditional candle. In chain or mesh form, these small, energy efficient wonder lights were taking over Christmas trees, windows and walls. When they are wrapped in plastic to form 3D lighting they bring variety to stiff decorations.

A desire for value runs through the entire decorating segment. This years Christmasworld exhibitors realized that many customers were primarily buying high value, choice products. They choose carefully, paying attention to quality, individuality and were more aware of what they buy but all this at reasonable prices.

The international style agency bora.herke was commissioned by the show organizers to summarize the different creative currents and directions in four themes to make orientation for the 2010/11 season easier.

Authentic
The focus of this style is on the relationship between those celebrating and could also be dubbed “discover beauty in simplicity”. The fusion of old and new creates original recycling chic – simple, uncontrived and individual. Cherished pieces and collectables with a patina are characteristic of this natural style. Natural materials like pale, bleached wood, cotton and glass make the items look authentic and can be combined with are combined with knit and plait patterns, floral motifs and hand sketches. Some dominant colors are a warm grey, a petrol blue, sand grey, alabaster and linen white.

Optimistic
This style is, of course, optimistic, lively and allows plenty of room for creativity and unconventional ideas. The captivating feature is the use of artificial materials like plastic, foils and rubber coatings combined with artisan techniques.  In a way you could say that craftsmanship meets modernity. Motifs are pierced or punched and the color palette is forceful and expressive. Mocha, salmon pink and dark red is combined with emerald green, canary yellow and aquamarine. "Optimistic" expresses a desire to create something very special out of the mundane and turn any occasion into a party.

Eccentric
Eccentric could also be called eclectic because it is all about a mix of style epochs, cultures and art movements. Ornamental decoration, animal skin optics as well as materials like velvet, embossed leather, feathers and wooden beads create exciting effects. Gold bronze, olive, wine red, dark ruby red, an amber color and a deep blue-green form the color parameters. This glamorous style adorns for example a festive Christmas dinner or chic cocktail party – all highly enjoyable occasions full of flair.

Graphic
This style presents a sporty and elegant look and plays around with geometric patterns in different shades of white and a velvety black. Stripes with motile effects, abstract forms and grids guarantee optical delusion. Accents are created with silver and gold while high-gloss surfaces create added metallic effects. It is all about festive decorations that feature effortlessly clean lines and patterns.

How to get more information?
The above-mentioned trend styles are part of the Christmasworld Trend Book, which also includes detailed color cards with Pantone numbers, fabric samples and vivid image collages for each trend theme. The Trend book can be ordered by telephone at +49 69 7575-2004 or online at http://christmasworld.messefrankfurt.com.

The price for the Christmasworld Trend Book is EUR 9.00 while a package of Christmasworld and Paperworld Trend Books is EUR 15.00 (plus postage and packing).

This article was written by:   
Name:    Sabine Schacknat
Education:    Interior Designer, MBA
Ded Marketing and Branding Consultant