Love does not
consist in gazing
at each other,
but in looking
outward together
in the same
direction.

[Antoine de Saint-Exupery, 1900-1944]
Due to the many difficulties and insecurities that characterise our increasingly complex modern societies, there is today a renewed love for the secure domestic environment and for all the minor details that enhance the quality of our lives. Sociologists call this phenomenon ‘cocooning’, a term which denotes a tendency to create in our surroundings senses of warmth, intimacy, and family.

The phenomenon can not only be seen in domestic environments, but also in recreation and relaxation areas (hotels, restaurants, clubs, cafés, etc.), not to mention work and study places, even in consumer environments (shops, shopping centres).

As for the latter, consumers are becoming more and more demanding, in that they want to be pampered with every possible kind of service that can be provided to consolidate a sense of trust and reciprocal respect, which lies at the basis of customer loyalty in choosing to buy a particular product. They want to choose in a situation that solicits all five senses – not only sight – symptomatic of lifestyles, dreams, hopes.

Moreover, sustainability has evolved from a niche segment concern to a major factor influencing purchasing and shopping behaviour across a sizable consumer base, at least in industrialized countries and emerging economies. Both these aspects – the emotional one (linked to senses, feelings, and pleasure) as well as the rational one (environmental, ethical, and social concerns) should be put on top of the agenda of each designer, manufacturer and retailer if they desire that their products and services do well.

‘Warm up’: the topics discussed here - as well as the ‘Cover stories’ displayed in ‘Love is warm’ - seek to open a debate between manufacturers, designers and distributors at the sale point, on the present transformations, on how to review the presentation techniques and sale of the goods to better adjust themselves to the tastes and wishes of an increasingly demanding and informed public, and thus successfully compete on the global market.