about the project

Stijlinstituut Amsterdam is a trend analysis agency that focuses on innovation, product design and communication in design, fashion and materials. It is led by Anne Marie Commandeur, an experienced and internationally operating trend analyst, educator and lecturer, who keeps in close connection with the young talents of today.

Stijlinstituut approached Sanne Schuurman of envisions to be responsible for the art direction and putting together a team to work out the visual execution of one of Heimtextil’s 20/21 trends derived from the overarching ‘Where I Belong’ theme. 

Where I Belong recognises that the notion of identity is shifting, and that therefore ones identity can consist of many different layers. Individuals are reinventing their environments in order to curate their identity, and in 2020 multi layered identities are being embraced.

envisionaires Emma Wessel, Roel Deden and Ronald Smits worked with Sanne Schuurman on the ‘Active Urban’ trend. Geared towards younger, design driven consumers living in an active, city lifestyle, Active Urban represents an urban environment which prioritises performance and utility, and informs functional, versatile and adaptable interiors.

Art Direction: Sanne Schuurman and Emma Wessel for Stijlinstituut Amsterdam and Heimtextil
Photography: Ronald Smits
VR Visuals: Roel Deden