Interiors: Escaping the 'greige' catalogue

Global home store Wayfair is calling out the trend for impersonal, grey/beige (greige) interiors- and about time too, you may well be thinking. It's not only interiors that have been affected by the tsunami of bland decor - entire apartment blocks and even older homes that used to offer some personality have been 'greyed out' with exterior paint jobs. If you're one of those who think grey and beige are the most elegant and practical way to go, there's plenty out there. For those yearnign for a more colourful approach, the US-born online retailer is encouraging you to escape the catalogue life and 'Go your own Wayfair'. What do you think of the campaign? Does it make you think Wayfair is a viable contender to the likes of Swedish phenomenon IKEA, distinguished by a return to vibrant? Like most companies, Wayfair, which says it's been founder-led since its inception in 2002, is committed to responsible and ethical product sourcing: "Our Supplier Code of Conduct outlines the expectations for our suppliers to adhere to strict human rights, labor, and environmental protection standards in their procurement and manufacturing processes....In our commitment to reduce waste across our supply chain, we donate thousands of pieces of furniture each year to local nonprofits. Not only does this help furnish homes for families in need, but also keeps returned or excess products out of landfills". Right. That means, perfectly good returned items might be sent to landfill in the normal run of the business world? Gosh. Anyway, even if plain old recycling/donation/repairs are now being touted as ESG virtues -and this is not a dig at this company, it's happening all over - it's a positive trend in general to see more awareness, and manufacturers themselves stepping/inching up to the circular economy plate. Either way, this ad will probably strike a chord of cheerfulness and relief among most of us -agree or disagree?

Keywords: Wayfair Escape the Catalogue, home interiors, interior decor, online home store, Björn Rühmann, Smuggler, BBH