ELFA INSIGHTS

The home as a reflection of our personality:
We don't just decorate with style – but with soul

The home is more than just a place to live. It has become an expression of who we are, what we value, and how we want to feel. Behind every choice of interior, storage and colour palette lies a clear reflection of personality. The home has become a way to show who we are – not just to others, but first and foremost to ourselves.

Storage choices reflect lifestyle

Order, chaos, creativity or nostalgia – the way we organise our belongings says something about how we live. More and more people are designing their homes to feel right, not just look right. It’s about creating a space where every detail – including storage – mirrors our needs and who we are.

“Storage plays a much bigger role in the feel of a room than one might think. It's the small details that can make all the difference,” says Ewa Magnusson, storage expert at Elfa.

Practical or creative – the home reflects us in different ways

Some prefer a home where everything has its place – structured, intentional and functional. Others embrace spontaneity and a bit of charming clutter. For many, the home becomes a social stage, filled with memories, art or personal collections. And while we often draw inspiration from the pages of interior magazines, playful creativity isn't always what defines our homes in reality. Instead, many homes are shaped by the need for balance – between function, emotion and identity.

Collections take centre stage – and signal style

Collecting is not only an expression of interest, but also of style and identity. Some collect designer ceramics, vinyl records or treasures from nature – others, books, retro items or art. Regardless of what’s being collected, these items can act as status symbols or cultural markers. Rare or hard-to-find objects often spark curiosity and admiration, while cultural pieces like art and literature carry their own form of value. At the same time, many choose to collect simply for themselves – for the joy, the memories, or the feeling of being surrounded by something personal.

We hold on to what we love

Storage in our homes has also become a space for our stories. Many people want to preserve objects that carry emotional value – old toys, photographs or clothes with a history. At the same time, there’s a growing interest in sustainability and making the most of what we already own. This places new demands on both function and flexibility in the home.

Colour choices that bring calm

When it comes to colour, natural and timeless tones take the lead. White, green, beige and earthy shades create a sense of comfort and serenity. More expressive colours are used sparingly – as accents or personal touches.

A home that works – and feels right

A home should support every part of life. To make room for both the everyday and the meaningful, we need solutions that simplify, adapt and free up space. Smart storage isn’t just about hiding things away – it’s about living more simply, more freely, and more personally.

"Whether you want to showcase a collection or create a calm space with hidden storage – there's always a solution. Our role at Elfa is to help people create space for what truly matters,” concludes Ewa Magnusson.

More from Elfa Insights

Treasure troves in homes

Homes all over the world hide an impressive array of items. Everything from cultural heritage to odd collectibles find their place in our homes. But it’s not just about nostalgia - as our world changes, our collections also reflect the new trends, interests and sometimes even our preparations for the future.

Relationship psychology

Perceptions of order and tidiness in the home, the challenges involved in maintaining order, and how clutter and mess affect well-being and relationships can vary between women and men and between older and younger generations. What does a family need to be aware of in order to maintain good relations and an organised structure in the home?

Circular consumption

Awareness around our impact on the climate and natural ecosystems is greater today than ever before. In the wider community, there is a growing tendency to consume with care and responsibility, and with a focus on the circular economy. What do we need to think about when it comes to more sustainable purchasing, and what exactly is circular consumption?

Elfa turns 75 years old!

In 2023, Elfa celebrates 75 years of innovation and customer focus. Since its inception, the company has been a reliable partner for many homes and apartments. But how has our living situation, interior design and everyday life changed from the time Elfa's success journey started to today?

Generations and the future

What role does the era in which we grow up play in our lifestyle habits? And what significance will this have for the storage in our homes in the future?

Hallway with Classic by Elfa wardrobe in grey and white sliding doors.

Generations and housing

We all need a roof over our heads, but how should everything under that roof look? Some trends may lean nomadic, and many people are moving out of cities and trying to become independent of one another, but the home in some form will always be important.

Generations and consumption

Our consumption patterns, habits and values are influenced to a large extent by the environment in which we grew up and they also affect the way we develop as people. It is a topic that has interested scientists for years, and it interests us at Elfa too. What role does the era in which we grew up play in our consumption habits? And what significance does this have for the storage in our home?

Home office

Working from home is here to stay – as is the home office. To make remote working effective and comfortable over the long term, it is essential to have space and storage in the home, which not everyone has today. When setting up a home office for regular use, it is important to plan the spaces in your home.

Your personal space

For us at Elfa, a personal home is an organised and harmonious place where you feel secure and comfortable and can relax. It requires some time and effort to create that sense of ease and well-being that allows you to be yourself; you may need to sort out your belongings, improve your storage arrangements or refurnish your rooms.

Classic by Elfa interior with wire shelves, mesh trays and shoe racks.

Sustainable wardrobe

When it comes to sustainability, it is best to wear what you already own and make sure it lasts longer. So it’s smart to invest in good-quality clothing with enduring designs that will remain in style and stand the test of time. It is also extremely important to care for your clothing and store it correctly.

Major renaissance for the home

Our home has become the centre of our lives. It’s where we work, spend time with the family, exercise, eat our meals and relax – multifunctional, 24/7 spaces, quite simply.

More storage insights and studies

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