STUDIO ELFA – Trends, needs and challenges within storage

Welcome to Studio Elfa

What trends, needs and challenges are needed when it comes to storage solutions? And how does the need for storage change over the course of life? Studio Elfa is our unpolitical think tank where these issues have been explored by gathering insights from customers and consumers.
Here, we also hold conversations with and gather foresights from leading experts in architecture, fashion, interior design, trend analysis, ethnology, and the real estate industry.Please read and be inspired by their forecasts and visions about i.e. the future of living, historical and economic perspectives on storage solutions and the impact of climate change on our consumption behaviour and lifestyle.

Christine Dalman
Elfa Storage Expert

This year's contributors to Studio Elfa are Nina Campioni, fashion journalist, Anders Larsson, architect, Jannice Wistrand, certified interior designer, Jörgen Ramnelöv, trend forecaster, Caroline Stark, real estate broker, Ella Johansson, professor in European Ethnology, and Christina Dalman, storage expert at Elfa. In the form of chronicles, their observations have been collected in a small booklet.

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Nina Campioni, fashion journalist


Reflections on fashion trends and consumption

In addition to "flygskam" (flight-shaming) and "smygflyga" (flying on the sly), Sweden has now designated yet another new term, "köpskam" referring to the shame associated with shopping. I was asked if I think we will have a smaller wardrobe in the future due to this emerging trend. But I do not actually think we will have less clothes in our wardrobes in the future. However, we will buy new clothes less often and we will be more mindful when we do. We will invest in garments that last longer and be more loyal to a few brands that we can trust and identify with.  

Trends will remain and still be interesting. I think we have a need to be trendy and see changes in fashion. We do not want everyone to look exactly alike and it will continue to be important for both individuals and society at large. Fashion is personal and political; it reflects who you are and what the society looks like. But, in the future we may not see shifts as rapid. We will purchase trendy items on second hand more often or rent for special occasions. We already see that this is increasing.  
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"Trends will remain and continue to be interesting."


We have also learned that fashion trends repeat. Just as I have received clothes from my mother that she used when she was young, I want to save quality garments for my daughter. So, when I clean in my wardrobe, I usually put away favourite garments that I know will trend again but not necessarily be used at that moment. The garments I no longer use or want to save I resell, give to second hand or recycle. But before this is done, all this textile also needs its storage space. In our recycling room, we therefore also have a bag for recycling textiles.  

In summary, we will still need a decent sized wardrobe. But a more sustainable and long-term one. And preferably a flexible storage system that we can adapt to our changing needs and that utilizes our living space to the maximum. Because it is not just about Mother Earth feeling better by getting a more sustainable wardrobe. It is also about our mental health, as I think we feel bad from the disposable product mentality and the short lifespan of goods when we do not value what we have. We have to be better at that.

Nina Campioni, fashion journalist

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Read more about Studio Elfa’s experts

Anders Larsson

Anders Larsson is an award-winning architect, active in both Sweden and Denmark. Runs ALoCo architectural firm.

Nina Campioni

Nina Campioni is a journalist, author and presenter. She is one of Sweden's largest fashion bloggers with experience from magazines, Swedish Television and has her own podcast.

Caroline Stark

Caroline Stark is a real estate agent and partner at one of Sweden's largest real estate firms, Bjurfors. With extensive experience of selling both villas and condominiums in south of Sweden.

Jörgen Ramnelöv

Jörgen Ramnelöv is a trend scout and works at the external analysis and trend agency Docere, which carries out analysis assignments, training and runs the trend site Buzzter.

Jannice Wistrand

Jannice Wistrand is a Feng Shui consultant and certified interior designer. She is the founder of the consulting company Add Simplicity and her blog Simplicity is one of the Nordic region's largest in interior design.

Ella Johansson

Ella Johansson is Professor of European Ethnology at the Department of Cultural Anthropology and Ethnology at Uppsala University. Previous positions include Humboldt University, Berlin and the Swedish College of Advanced Studies in Uppsala.

Christine Dalman

Christine Dalman has been working with Elfa for the past 30 years and is Elfa’s Senior PR Specialist and Storage Expert.