The rise of Instagram and other image-sharing platforms is reshaping the furniture and interiors world, giving birth to the concept of "Instagrammability" – the ability of a design to perform well online. Ahead of idd Cologne 2025 (26–29 October), the Design Hub Cologne highlights how social media is influencing designers and reviving classics while inspiring new trends.
© Gustaf Westman; Varier
Drawn as if with an oversized crayon, left: Baguette Holder by Gustaf Westman.
Four key factors define furniture that goes viral: visible tactility, bold colours and colour blocking, playful curves, and anti-functional quirkiness.
Visible tactility emphasises textures and materials that appear almost tangible through a screen. An iconic example is the Hortensia Armchair by Andrés Reisinger and Júlia Esqué for Moooi. Originally a digital rendering, the chair went viral in 2018 and is now produced physically, crafted from over 20,000 soft fabric petals.
Bold colours and colour blocking reflect the Dopamine Décor trend, which embraces saturated shades and playful forms to lift the mood at home. Pieces such as Globo by Raw Color and the Vase Collection Scoop by Zaven for Vero International exemplify this joyful palette.
Playful curves are gaining traction across mirrors, sideboards, and seating. Postmodern classics like Ettore Sottsass's Ultrafragola and contemporary designs such as Gustaf Westman's Curvy Mirror combine humour and fluidity, creating visually striking Instagram moments. Similarly, Fredrik Paulsen's Wavy Chair illustrates minimalism infused with a playful, sketch-like character.
Finally, anti-functionalism and quirkiness capture the "Wait, what?" effect, where design surprises and challenges expectations. Examples include Westman's Baguette Holder and Terje Ekstrøm's Ekstrem chair for Varier, designs that delight and provoke curiosity on social media.
Visitors to idd Cologne 2025 will have the opportunity to explore these trends in person, experiencing a variety of interior worlds, from vibrant Dopamine Décor to minimalist spaces, all under one roof. The fair showcases how social media, design innovation, and playful creativity intersect to shape contemporary interiors.
More information:
idd Cologne
www.idd-cologne.com
