“We launched a vast inquiry to define not only what makes, and will make, our interiors unique but also to define our designers, manufacturers, architects, decorators…”
Jean-Paul BATH, VIA General Manager
In a world that tends to homogenize regional specifics or blur different tastes on the scale of planetary style, why is French creativity so pertinent? How can we define it in an era of profound sociological and economic changes…
To answer these essential questions about the future of French furnishings, we launched a vast inquiry to define not only what makes, and will make, our interiors unique but also to define our designers, manufacturers, architects, decorators…
First, we asked 40 experts in contemporary style throughout the world to list the ten cardinal values that define le French Design from Jean-Charles de Castelbajac to Ariel Wizman, from Jean-Michel Wilmotte to Christian Liaigre, from Gilles Lipovetsky to Guy Savoy, from matali crasset to Mathieu Lehanneur. We also spoke with representatives from institutions such as the Centre Pompidou, le Mobilier National (France’s National Furniture), Sèvres-Cité de la céramique, the Decorative Arts Museum, Ecole Camondo, the London Design Museum, MoMA, etc. This scientific group of designers, architects and interior designers plus fashion designers, journalists, curators, chefs and manufacturers… developed a chart that structures French creativity through 10 values: Art de vivre, Creativity & Industry, Elegance and Touch of luxury, Sustainable Innovation, Audacity, Savoir-Faire, Balance, Heritage, Cultural Openness and Panache.
In 2018 we wished to go further in this reflection.
This is why we asked three eminent thinkers: the scientist and prospective thinker Joël de Rosnay and sociologists Alain d’Iribarne and Michel Maffesoli to project themselves into tomorrow’s society and imagine the French-style art de vivre in 2059.
Interviews with well-known people in the design world (manufacturers, architects, designers, mobility experts,…) complete this reflection with complementary points of view. In synthesizing these contributions, VIA extracted seven angles for reflection that will allow French design to blossom in future decades. Brands, vectors of stylistic innovation, Desirable disruption and the French exception, Artificial intelligence and poetry, Tribes and nomadism, the Refuge home, Sense and emotion, Wandering, traveling and sharing… the directions open to designers are inspiring and innovative.
Their contribution helps us sketch out what le French Design can offer the third industrial revolution by helping new uses and expectations emerge and deeply transform the places we live in. Connected objects, shared dwellings, extreme mobility…
After objects, today we broaden our reflection to spaces for living as we conceive them in our country to better understand what they can bring to help a globalized lifestyle emerge.
We thus launch a new challenge through the “2059, le French Design” project: imagine living spaces that reflect the societal and technological changes of our era while remaining faithful to a French style of living. In other words, how to maintain our national DNA in an era of profound upheavals and preserve this unique “je ne sais quoi” and personality envied by the entire world.
In a movement parallel to the one fashion has known for decades, a handful of brands is now at the origin of the major stylistic evolutions of our interiors. Whether they are well-established or emerging, global or national, each one fashions their era’s tastes in their own way.
#disruption #storytelling #identity #flagship #luxury #fetishism
With its thirst for novelty, society now wants to live differently from previous generations: it is time for disruptive innovations. But how can we create a French-style disruption? How can we reconcile this constant thirst for change with charm, poetry and elegance in our living spaces?
#speed #reactivity #panache #audacity #sensitivity #innovation
As of 2025, we must co-exist with 75 billion connected objects, with robots that will anticipate our tiniest desires. As of now, how to make Artificial Intelligence not mark the beginning of “artificial stupidity”? At the heart of ultra-connected spaces, how can we set up a place for poetry, panache and French elegance?
#humanity #virtual #poetry #automatization #complementarity #hybridization
At the time of tribes, co-working and co-living, what can le French Design offer? Can the conviviality present in our culture from literary salons to café terraces contribute to creating areas for tribal meetings?
#tribes #co-working #co-living #sharing #nomadism
The home, a place for dreaming and memories, is a bubble set apart from the world, a cocoon where we find fulfillment at home. “The home becomes a retreat, a protective barrier against the outside world in a society seen as being dangerous” claims Guy Tapie in “Sociologie de l’habitat contemporain : vivre l’architecture” (The sociology of the contemporary home: experiencing architecture) (2015).
#cocoon #kindness #serenity #shelter #tranquility #nest #authenticity
For a more personalized, human design, is French heritage an advantage or an obstacle? How can we reinvent a design that calls upon collective emotion and sensitive reason?
#pleasure #experiences #well-being #ecology
Faced with the uniformization imposed by the GAFA giants, it is more than ever vital to reintroduce a bit of randomness, wandering, connected regards, sharing… in creation. Who better than le French Design to embrace these paths in a different way?
#poetry #uniqueness #randomness #culturalexception