Style Guide Home – Perscentrum Wonen / Woonmodetrends
Style Guide Home is a Dutch interior trend publication produced by Perscentrum Wonen, the Netherlands’ central press centre for the home and living sector. Published twice a year, the Style Guide Home presents the Woonmode (Living Fashion) trend report — a curated overview of the most current interior styles, colour directions and product trends, compiled in collaboration with international design fairs, new interior collections and experts in interior design, photography and styling. The publication is distributed to retailers, interior professionals and media, and serves as the official trend reference that underpins national media coverage of interior fashion across newspapers, magazines and online platforms. Its purpose is to inspire consumers to shop for home products more frequently, and to give retailers the visual language to confirm these trends at point of sale.
Facet by Bloomming in the Indigo Blauw Trend
Within the Style Guide Home, Facet by Bloomming is featured as a key visual element within the “Indigo Blauw” (Indigo Blue) trend chapter. This trend is characterised by the keywords indigo blue, black and white in balance, East and West, symmetry and order — a direction built around clarity, geometric structure and the interplay between Eastern and Western aesthetics.
Page 33 of the publication, within the Oost & West (East & West) section, presents a full-page styled interior photograph in which Facet serves as the hero backdrop. The image shows a large white Facet screen installed against a vivid blue wall, with a Japanese-inspired tabletop arrangement in the foreground: a black lacquer vase with cherry blossom, a white ceramic teapot, a small pink teacup, a round white lacquer box and a dark oval tray. The composition deliberately echoes the East-West tension of the trend, with Facet’s geometric, almost origami-like faceted surface reinforcing the symmetry and order theme at the heart of the colour story.
The same image also appears on pages 6 and 7 of the publication as one of four photographs used to introduce the Woonmode concept overall, where it is cropped and placed alongside images representing other trend directions in the issue. This gives the Facet image double visibility within the publication — once as a trend chapter opener and again as part of the editorial introduction to the full Woonmode report.
The Role of the Style Guide Home
The Style Guide Home occupies a distinctive position in the Dutch interior media landscape. Because it is produced by Perscentrum Wonen — the organisation responsible for coordinating interior trend communication across national media — the imagery and products selected for the Style Guide become the visual reference for a broad cascade of editorial coverage in Dutch newspapers, consumer magazines and retail communications. A product selected for use in a Style Guide Home trend photograph is therefore likely to appear repeatedly across multiple media outlets and retail point-of-sale materials as the trend is communicated to consumers throughout the season.
The availability of point-of-sale material derived from the Woonmodetrends — including banners, posters and digital advertising files — meant that the Facet image could appear in physical retail environments across the Netherlands, further extending the reach of its inclusion beyond the print publication itself.
Publication Details
Publication: Style Guide Home – Inspiratie voor Interieur & Styling
Producer: Perscentrum Wonen / Woonmodetrends
Trend chapter: Indigo Blauw / Oost & West
Pages: 6–7 (intro) and 33 (full-page feature)
Product featured: Facet Room Divider
Designers: Bas van Leeuwen & Mireille Meijs
Company: Bloomming
Category: Dutch national interior trend guide for retail and media professionals
Why this feature mattered
Inclusion in a Perscentrum Wonen Style Guide Home was one of the most strategically significant forms of editorial placement available to a Dutch interior product. Unlike standard magazine features, selection for the Woonmode trend report meant that Facet became part of an officially coordinated national trend narrative, with the potential for its image to cascade across print, online and retail channels throughout the season. The prominent placement of Facet as the lead visual in the Indigo Blauw / Oost & West trend chapter — and its additional use in the publication’s editorial introduction — gave Bloomming’s product exceptional visibility within a publication designed specifically to shape consumer behaviour and retail presentation across the Netherlands.
