Renowned New York trend agency K-hole declared 2016 the year of “chaos magic”. In short this means we do not settle for the ordinary or merely informative anymore: we want to be surprised.
For the past years the focus in the creative industries was largely on function and functionality. This analytical mindset translated into accompanying somewhat minimalistic aesthetics. A perfect example is the typical Scandinavian style in both fashion and design: clear and pure with understated color patterns.
But today our behavior is changing. We see prints, bold colors and eclecticism making their way back into fashion and even the deco industry is undergoing change. Our homes are filled with rugs, pillows and colors; our wardrobes welcome prints, textures and warmth.
Yet the idea behind Chaos Magic goes further than this. A sublime layer has been added: not only do we want to be inspired; we want to be left in wonder. For brands, it’s okay to add shock value - as long as it has a magical appeal to it. For an agency, it is no longer about the structured processes and precise itineraries. It’s about creating something unseen: tactics are surpassed by results. An interesting evolution.