Published at Thursday, April 04th, 2019 - 17:04:10 PM. Home Decoration. By Aili Otto.
William Bedgood has a theory about why midcentury modern styles have come back into fashion with such force, and its not because of the mania around TVs “Mad Men.” He started noticing the motif popping up in national ad campaigns around a decade ago—the design aesthetic was being used to sell everything from cars to window cleaning solution. For him, it simply comes back to demographics. “People who grew up in the 50s; theyre in a position to—and they want to—relive their childhood,” he says. But its not just boomers; Bedgood, team leader of Bedgood & Associates Real Estate Group at Keller Williams Intown in Atlanta, notes that millennials are some of the most ardent appreciators of midcentury modern style. He suggests that younger consumers may instead be reacting against the styles that dominated in the 1990s. “The 10,000-square-foot mansion wasnt cool anymore. Instead of the bigger house, they wanted a better house.”
Why such a dramatic change? Experts cite many reasons. Some think sellers came to terms with the difficulty of appealing to the next buyer since nobody can predict who that will be or what design trends may be hot when its time to sell. Others suspect boredom as the culprit. Pogonitzs clients often tell her: “I dont want a white kitchen anymore. I need something more energetic and happier,” she says. Among those balking the loudest are millennials who are eager to add their own imprint, says Jill Biggs, whose eponymous team is part of a Coldwell Banker brokerage in Hoboken, N.J. In the affluent, traditional suburb of Short Hills, N.J., Coldwell Banker real estate salesperson Stephanie Mallios says the fact that many of her clients are planning on staying put for awhile makes them more willing to take a chance on a style they love. “Those with means believe they can afford to buy what theyll enjoy since theyre not moving soon,” she says. Pogonitz thinks yet another reason may be the countrys on-edge mood: “When it sometimes feels like the world is coming to an end, I think more are looking to their home as a place to escape, experience joy, and wrap themselves in a big hug.”
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