The UAE still leads the circa USD 10 billion interior furnishing and fit-out sector in the GCC but Saudi Arabia is a rapidly growing market, where design trends are tending towards interactive spaces that are sensitive to sustainability with clean looks.
While wood and glass continue to dominate trends in the surfaces segment, tile is also bringing new finishes to the market through digital printing and texture innovation, said Jerome Michel, EMEA managing director at Kohler.
"We see concrete, steel and titanium being available. There will be a continuing trend towards metallic finishes in glossy, matt and distressed variants," he said. "We will also see naturally inspired surfaces that remain simple and easy to understand and clean. This means that we mix natural and synthetic materials.
"Concrete and natural tile and stone, natural woods, glowing white ceramics, polished glass and glittering chrome are being combined in bathroom design. Additionally, the advances in coatings, treatments and hybrid/sandwich materials have created new opportunities that intimately link to natural, organic, raw trends in the home. Even ceramic tiles are now mimicking wooden finishes with realistic texture and patina with the benefit of total water tolerance solving the issues in using woods."
According to Zawya project tracking data compiled in February 2013, the UAE market still leads the construction sector in the GCC with around USD 1.11 trillion worth of projects in the design, bid or construction stage up to 2025 (of the total projects worth around USD 2.54 trillion in the GCC). "The market can be clearly segregated into two leading players comprising UAE with a major share of around 40% and Saudi Arabia at 35%," said Mohammad Nadeen Khan, general manager at Salah Interiors.
"Developing markets such as Qatar, Oman, Kuwait and Bahrain make up for the remaining 25%," Khan said. "UAE still leads the interior furnishing and fit-out sector, but Saudi Arabia is gaining ground quite rapidly due to being a larger country in terms of size, population and spending by government in the residential, healthcare, education, and tourism sectors. Saudi Arabia will offer the largest market in the region by early 2014 and hold a 38% to 40% market share, whereas the UAE will continue to see positive growth in terms of actual spend but its share will be between 30% and 34%."
According to Khan, Qatar, Oman and Kuwait will take the rest of the pie. Though Qatar holds a smaller market share compared to UAE and KSA, it still offers solid market potential. "However, it is a market that is still not streamlined," he said.
Amongst the sub-segments of the sector, the residential market still holds the traditional lead with approximately 45% share, though the majority of spending falls within the medium or lower medium price levels.
"The hospitality sector follows close behind with between 25% and 35% market share in terms of spending," said Khan. He sees education and health care as the two fastest growing segments across the GCC, which require specialized application. And interiors in the region follow international trends.
Kitchen and Bathroom Trends
In February, the National Kitchen and Bath Association, a not-for-profit trade association in North America, did an annual design trends survey that witnessed participation from more than 300 member designers from the US and Canada, who reported the materials, product types, and design styles they specified over the final three months of 2012.
"Although some trends from the past year continue to grow significantly into 2013, the last three months of 2012 have also laid the groundwork for new ones to thrive," said the report. Some of the other top trending design components include white-painted cabinetry, glass backsplashes, LED lighting, touch-activated faucets and satin-nickel finishes in kitchens; and ceramic/porcelain tiles and undermount sinks in bathrooms. Among the overall trends identified for 2013, the most significant that surfaced for both kitchens and baths are as follows:
- Gray color schemes in both kitchens and baths have witnessed a dramatic escalation since 2010, particularly over the past year. Used currently in 55% of kitchens and 56% of bathrooms, shades of gray are growing in appeal, creating chic, sophisticated spaces that many consumers desire.
- Continuing an important trend from last year, transitional-style kitchens and baths have clearly surpassed traditional styles, a longstanding favorite until 2012.
- While the use of quartz finishes was in slight decline last year, it has surfaced as a clear trendsetter this year, coming a close second to perennial favorite granite.
Meanwhile, organizers of The LivingKitchen 2013 said the trends in the German and European markets for kitchens show that the open-plan kitchen will continue to remain an ongoing trend throughout Europe. The second focus is on greater comfort for users. Awkward operation, poorly legible displays and difficult-to-clean appliances - all household appliances manufacturers are focusing on these issues.
The third trend is that resource efficiency is the decisive buzzword. The cornerstones of the majority of new developments are energy efficiency, resource-friendliness and sustainability, starting with the power consumption of the overall appliance through to detailed, durable solutions such as the installation of LED lamps.
The next trend is the courage to embrace new materials - including glass, ceramic and wood. In many areas, glass heavily dictates the look. The fifth trend is that modern household appliances have become more intelligent and network with the entire household. For instance, appliances will communicate with each other using smartphones or tablet PCs, supporting users with shopping and cooking. The sixth trend is that plain or colorful, both are possible. Though some kitchen manufacturers are being courageous when it comes to color, others are more focused on earthy hues and shades.
Since the GCC developer mindset is particular and open to the latest trends, one can expect to see all these trends trickle down to the projects in the region in one form or another since many of the leading international players have a presence in the region - either directly or through suppliers.
Khan said that design trends in the GCC are becoming more clean, elegant and healthy looking. "The younger and aware population is shifting in this direction. It is becoming more global."
Kohler's Michel agreed. "This year, you will see minimalistic architectural design with clean open spaces but with a softer look," he said, adding that connectivity will be a key trend. "The second trend focuses on technology and function and is applicable to vanity tops and furniture, connectivity and control. In tandem with this, we are demanding that science and technology delivers connectivity and precision control of our resources. The technology we use every day is now in the bathroom.
"Digital water delivery must manage our water and energy consumption whilst also giving us information and access to the outside world when and if we choose. At the same time, we are seeing vintage and heritage as enduring though smaller trends as we fight our way out of recession and global concerns."
Besides the desire for clean, relaxing space, there is an increasing demand for storage, useful space and flexibility. "The kitchen revolution is in the bathroom now - storage, lighting, clean surfaces. Vanity tops and wash stations solve problems better than basins and pedestals," Michel said. "Finally, sustainability is a trend that has increasingly become integral to bathroom design. Recession has held back the consumer from committing to sustainable bathroom designs, except where payback for efficiency is short term and affordable. But, those who can still afford luxury are demanding sustainability and national and international regulations are forcing change.
"As this inevitably gains momentum, the technology and efficiencies required are causing designs to morph, shift and evolve. We are seeing it start now with biomorph designs that mimic nature's way of maximizing efficiency, with dynamic, tense forms seemingly growing into the product, and natural materials and finishes reflecting our desire to be better for the long term," Michel said.
Daryl Barker, managing director at Bagnodesign/Sanipex Group, adds the desire for wellness as an influential factor in design. "Design is moving towards practicality, nature and an increasing focus on wellness. Practicality is represented by increased demand for high-gloss quality wall-mounted bathroom furniture, giving storage and full utilization of space," he said.
"Nature is visible with the demand for softer finishes utilizing natural products such as marble, copper, bronze and re-constituted stone, especially for basins and bathtubs. Wellness is a global trend focusing on the bathroom as a lifestyle space with rain showers, steam rooms and high-performance spa baths. Projects in this region vary hugely due to the cultural diversities. However, a softer and more classic look is gaining ground in the luxury hospitality sector."
Challenges Still Face the Industry
In 2008, the recession impacted, and to a great extent, disintegrated the construction and interior industry. "Due to scaling down of operations and overheads, it resulted in the loss of the most valuable skilled manpower available within a region in the world," said Khan. "These people and companies are now re-appearing in different shapes, or as joint ventures or business extensions. The reorganization of companies, employees and the building of new relationships to conduct business are the biggest challenge in 2013 and beyond. At the end of the day, business is relationship-oriented and the only measure of trust between client and contractor."
Another issue is that despite the new openness of business boundaries across the GCC, which is thought of as a supportive move, things are not as smooth as stated. There are many issues in terms of customs, certifications and logistics at the border crossings, Khan said.
However, refurbishment of hotels holds the most opportunity for the interior fit-out industry - in terms of the five and four star properties. "While UAE tops the list, Saudi has the biggest pool of 'due for refurbishment' hotels, which is expected to open up due to competition from newer hotels and shift in clientele and their preferences," said Khan.
With Dubai's announcements of new mega and revived projects related to tourism, Saudi Arabia's renewed thrust on addressing the housing shortage and building across all sectors, and Qatar's massive plans for hotels and allied developments to cater to the FIFA World Cup 2022, the interior fit-out industry will continue to see numerous opportunities for business for the next five years.
© Zawya 2013
