Log cabins and garden rooms: next reveals the South East’s favourite home decor google searches 

From potted plants to upcycled furniture, Next has analysed Google search data and spoken with experts Nicola Burt and Susie Gibson to put together their findings on what the biggest trends in colour, patterns and décor styles are for your home throughout recent years and for the year ahead.

Nature is a key decor theme for Kent and Hampshire residents  

The top searches for both South East counties feature “log cabin decor” – suggesting residents are keen to incorporate the rustic aesthetic into their home design. Like Devon, Kent residents are searching for “self build eco homes” while people in Hampshire are fans of “nautical decor”. 

map of England showing different decor choices for different regions.

Kent’s top searches include:

  1. “log cabin decor” 
  2. “self build eco homes” 
  3. “glass garden rooms” 

 Hampshire’s top searches include: 

  1. “nautical decor” 
  2. “garden office” 
  3. “log cabin decor” 

The rise in remote working led to an increase in space saving and plant life trends 

An image showing 124% increase in search for space saving dining table and 173% increase for indoor plant pots.

To cater for the rise in remote working over the past year, our Google searches reflect this need to convert kitchens, living rooms and bedrooms into workspaces. For example, “space saving wardrobe” and “space saving dining table” saw an increase in searches of +53% and +124% respectively between March and October 2020. Design Manager for Next Home Susie Gibson believes that the dining table has turned into one of the most versatile furniture pieces we own: 

“The dining table is now the hardest working piece of furniture in the home, from being a work space, homework and crafting with the kids, to date night. At Next, we have increased our focus on designing multi-functional and space saving furniture that can flex with our changing needs.” 

Our online behaviours also reflect a desire to “greenify” our homes – searches for “indoor plant pots” grew by +173% between March and October, while “indoor water fountains” saw an increase of +81%. 
 

The top trends for 2021: biophilia, modern country & cocooning furniture 

Thanks to insights gleaned from Google search data, Next also sheds some light on what some of the top decor themes and trends will be for 2021. 

  1. Biophilia – Nicola believes we will embrace green and biophilic designs: “Biophilic design gained more awareness during the pandemic, when everyone’s desire for outside space increased, and the realisation that nature makes us feel good and is beneficial to our health both physically and mentally. […] Along with the upsurge in biophilic design, the colour green has also increased in popularity. Just looking at something green can help to decrease your heart rate and alleviate stress.” 
     
  2. Modern Country – Susie thinks we’ll be inspired by the staycations of 2020: “Modern country, a pared back country style inspired by British boutique hotels. Next’s Charlbury or Gosford sofas reference classical details and form with a pared back feel. The Gloucester lighting range is smart and stylish, perfect for an upgraded elegant country style.” 
     
  3. Cocooning furniture – Nicola says that creating one’s own sanctuary is important for wellbeing in such uncertain times: “Squishy sofas, curved furniture shapes, and tactile, snuggly fabrics are in demand. Sofa trends feature rounded curves and geometric patterns, as well as 1920s-inspired occasional chairs with scalloped backs in rich tones of emerald green, royal blue, paprika or deep burgundy.” 

If you’d like to find out more about what’s available at Next and the store’s opening times, please visit the Next store page.

For further information on this article, please visit https://www.next.co.uk/homeware/2021-home-decor-trends

*Imagery provided by Next.

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