This July Clarion Retail, organiser of the Home & Gift Buyers’ Festival in Harrogate, is transporting visitors back to the ‘summer of love’ through a creative partnership with trend and design agency The Better Trends Company.

Show Director David Westbrooke said: “Home & Gift is really excited to collaborate with The Better Trends Company to infuse Home & Gift’s classic festival vibes with their 2023 Modern Psychedelic design trend. The campaign’s nostalgic essence encapsulates the welcoming ambience of Home & Gift, where the retail community have gathered for over 60 years to celebrate the industry in a relaxed environment that allows for both networking and product sourcing.”

He added: “The show is gearing up to be another huge success in 2023, giving buyers the opportunity to discover thousands of new product launches, courtesy of over 500 brands from across the UK and beyond.”

The Modern Psychedelic design trend embodies a visual style that blends old-school trippy motifs with cutting-edge sophistication. Reflective of customers’ increasing desire to see thoughtfully-designed products with a handmade edge, the folk-inspired application of floral designs perfectly sets the scene to launch the show’s brand-new Craft sector.

Louise Healy-Adonis, co-founder of The Better Trends Company, commented: “We knew we had to create something truly distinctive, yet tailored to the show’s elegant and heritage branding. Our Modern Psychedelic design trend was the perfect starting point for the creative direction of the show.

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“This trend is part of a huge cultural shift, where we are all becoming increasingly concerned about the state of our planet and current political situations, social justice… the list goes on. It represents a resurgence of interest in psychedelic art, music, and culture that emerged in the 1960s and 1970s and is often associated with a counter-cultural ethos that embraces alternative lifestyles, environmentalism, and social justice causes, which feels very relevant today.”

In creating the campaign, The Better Trends Company spent a long time poring over bold and retro fonts, balancing colour palettes with the overall aesthetics. Keeping the iconic Home & Gift royal blue as the hero colour, they paired it with an illustrated floral pattern that can be utilised in various ways, along with a swirl pattern as a secondary graphic.

Six key trend colours were selected for each of the various show sectors, along with a complementary colour to be used alongside for clear and impactful wayfinding and design identity. Bright colours like hot pinks, oranges, and zingy blues contrast with muted earthy tones like browns, dusty peach, and forest greens for a contemporary feel.

“We managed to strike a balance between retro and modern design that feels exciting and fresh,” said Louise. “We can’t wait to see how our design comes to life at the show!”

Come and immerse yourself in the world of Modern Psychedelic this summer at the Harrogate Convention Centre from July 16 to July 19. Register for the event at www.homeandgift.co.uk

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