Next reveals the decor trends Londoners love to google

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.

Londoners love Scandi kitchens and chevron parquet 

A map showing preferences around the country.

The capital’s top decor searches include: 

  1. “Scandinavian kitchen” 
  2. “chevron parquet” 
  3. “vertical garden indoor” 
  4. “houndstooth” 
  5. “biophilic design” 
  6. “vintage furniture” 
  7. “Scandinavian interior design” 
  8. “basketweave tile” 
  9. “contemporary interior design” 
  10. “chevron pattern” 

 A huge number of Londoners’ top searches are now being Googled more and more than four years ago. Overall, searches for “chevron parquet” have increased by +204% since 2017, while searches for “houndstooth” have also seen a +117% rise.  

“Biophilic design” is another term that’s being searched for more and more on the Internet – and not only by Londoners. Interior designer Nicola Burt cites biophilia as one of her top three decor trends for 2021: 

“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.” 

 Escape to the country: searches for rustic room inspiration surged during 2020 

A graph inficating the increase in room themes.

With most of us spending a lot more time at home between March and October last year, searches for particular room themes surged. “French country decor” saw a +515% increase in Google searches, while “Scandi style living room” and “country cottage décor” searches rose by a huge +306% and +124% respectively. 

Many of us have brought a rural feel into our living spaces. “Rustic” queries have significantly risen in popularity, with “rustic desk” and “rustic living room” seeing a +260% and +90% increase in searches from March to October last year. Interior design expert Nicola Burt emphasises the versatility of the rustic theme: 

“A relaxed rustic look with dark, dull metals would suit an industrial, urban space, whereas a more ‘cottagecore’ country look may work better in a rural or period property. […] This look requires layers – whether that is pattern, texture or colour – to make it look cosy and inviting.” 

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.

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*All imagery provided by Next.

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