Back to nature

A more grounded pace of life and deeper connection to the natural world are blended with new product and design innovations in this Reimagined Rural trend.

As an ‘always on’ work culture is increasingly rejected by consumers, the resurgence of recreation and slow travel is set to continue into 2023 and beyond. Consumers seek mindful and meaningful adventure travel to recalibrate their mindset from work-induced stress, burnout and 24/7 online availability.

The trend for bringing the outdoors in has dominated for a number of years, but now we’re beginning to feel this reverse. After an extended period of staying inside, bringing the indoors out and fully engaging in nature becomes the focus.


To embrace the outdoor lifestyle, consumers favor the essentials and eliminate the superfluous; functionality and durability drives the design direction. Products need to be versatile and materials need to be weather-resistant to cater to this new kind of indoor-outdoor lifestyle.

Interiors are brimming with natural textures and materials. New sustainable fibres come to the fore including nettle paper, vegan soy and mycelium. Recreational activities, such as hiking, bird watching and foraging, impact the home as utilitarian design details adorn furniture and product design. Foraged and grown materials become desired decorative additions.

Let’s explore three decors which were developed based on this philosophy.


Troyes Oak decor embodies a successful mix of rustic wood with many processing traces such as the saw-cut effect. Additionally, other parts have a glazed, white-grey finish. This contrasting combination is exciting and well supported with authentic effect by the play of color and the attention to detail.

This decor bridges the gap between industrial style and Scandinavian-inspired furnishings, giving harmony and peace with nature.

Chestnut has a rich and diverse history all over the world. Annapolis Chestnut with American Chestnut making up a large portion of furniture design in the late 1800’s in North America, it has long since been a protected species after nearing extinction. With what little is left, quality preservation of the original materials is a must. Celebrating its heritage, this chestnut material is modeled with a traditional “American Veneer” layout with the quality only modern technology could bring - adding a rare feel to a classic.

Santanoni Slate celebrates the classic comeback of an elegant slate. The fine lines of the individual layers dissolve into a smaller, stony substructure. The play of colors in this decor allows subtle nuances of natural colors to resonate. On the one hand, this makes the effect of Santanoni Slate so authentic and, on the other, it makes it easy to combine the decor with various woods in natural brown tones.

At the same time, Santanoni Slate follows the going dark trend, giving a special atmosphere and sharing quiet moments together with loved ones and friends, or complete solitude.

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