The zeitgeist of our time is getting greener.

 

Toro Studio

 

There is a positive change in the air, as keen followers of social media we are seeing a trend in using plants in indoor and outdoor environments. Gone are the dusty plants of the 1970’s (perhaps the original house plant movement) and in are strong, colourful, structural plants. The original movement of house plants of the 1970’s and 80’s partly has Rachel and Stephen Kaplan, amongst others, to thank. Their psychological studies of human interaction with plants showed the effect of people’s relationship with nature and health, indeed, it seems that this new movement is driven by urbanites wanting a connection with the natural environment. The likes of Haarkon (@Haarkon_), have brought the love for greenhouses out of the Victorian era to a new wave of keen horticulturists. With the release of her new book ‘How to Grow Stuff,' Alice Vincent (@noughticulture) is taking her forays into gardening to encourage a new breed of urban horticulturists who are looking for a connection with nature. Social media is full of inspirational images of people sharing their love of plants!

 

Papermache Tiger have filled their unique store and cafe with plants; both for decoration and to sell.

 

Even within the artists’ community there are hints that people are striving for a greener environment. Nottingham’s Amy Blackwell (@Amyjpeg) strongly uses nature, inspired patterns and motif within her drawings.

 Big names like Ikea and Urban Outfitters have also started to develop products with the aim of increasing plant density into our homes and offices. And smaller, independent cafes and shops are creating their brands around plants, filling their interiors with them such as @papermachetiger and wonderfully pink @palmvaultsE8. The Telegraph suggests these greening trend is down to an increase in more people renting in smaller houses. Without wanting to commit time and money to a garden that isn’t theirs.  http://www.telegraph.co.uk/gardening/how-to-grow/garden-trends-2017/

 

     

 

The introduction of plants into our homes and offices spaces are likely to be a continuation of the popularity of ’hygge’ (pronounced Hoo-gah) within the home, 2016’s; “Most overhyped trend is a Danish concept of cosiness”, as defined by the Guardian. 

 

 

Jack Wills, Nottingham have included plants within their visual merchandising

 

Beautiful plant store and green-fingered experts Toro, believe that plants can change the dynamic of a space, add colour and lighten our moods. As we spend so much of our time talking about the multitude of benefits plants can offer, we asked Toro their thoughts on the social media phenomenon and whether they thought this trend was here to stay. 

 

Can you tell us a little bit about your business and how it started? Could you see a new market for indoor greening?

Toro is a dedicated house plant shop selling a wide variety of plants, pots, tools and other botanical wares. We also provide top quality green-fingered advice on how to maintain and care for the plants we sell - giving simple care and advice to help everyone develop their own green fingers and have enjoyable, successful experiences with their plants. 

I started Toro a couple of years ago primarily because I love plants and all I could find in my local garden centre was a limited selection of fairly neglected plants - there seemed to be nowhere that was making house plants the star of the show. That has all changed now of course and more and more companies are getting behind the idea of indoor greening. 

  

With companies like IKEA, Urban Outfitters and others heavily basing their marketing around plants, why do you think this trend has come about?

Like all trends it was about time that plants made a come-back. Super fashionable in the 1970's house plants were the must have home accessory. They are fashionable again now and an easy and affordable aesthetic to achieve in your own home, business or office. They are also ubiquitous across social media and sites like Pinterest where it is hard to avoid the strong visual impact. They add life to interiors, product shots and like any must have accessory they are a badge of cool. 

  

Do you think people are buying into the trend because of the health and well being benefits, or just on an aesthetic level?

For many people I'm sure it is just about the look, but I feel strongly that plants bring so many benefits beyond the purely aesthetic and this is something I have had the privilege to witness and be part of, as my customers return again and again with excitement and anecdotes of how their plants are growing and blossoming. These benefits are more widely talked about now, and in an age where so many people are searching for meaning and authenticity beyond the digital, plants bring a welcome dose of life and vitality in a very simple, physical way. 

 

How far do you think instagram and pinterest are inspiring the indoor greening trend?

Sites and apps like this are just so powerful. The visuals are strong and everywhere, everyday. 

 

Do you think indoor greening is here to stay?

Without a doubt! The more we learn about and experience how plants positively transform spaces and they way we interact in them, it can only be a trend with longevity. The growing consciousness and understanding of the mental, emotional, social as well as physical benefits can only become more deeply entrenched in the way homes and spaces are designed, from an architectural to an interior design level. 

 

We’ve got our green fingers crossed that this trend is here to stay, as more and more people bring plants into their lives.