Who chooses your taste?

Personalised feeds promise to give us more of what we like. Yet millions of people are exposed to the same images, colours and objects. After years of microtrends and increasingly homogenised aesthetics, a growing desire is emerging for the personal, the handmade and the things that have been allowed to take time. When Formex opens on January 19–21, 2027, we gather under the theme More of You.

The algorithm shapes our taste
Every click teaches the feed more about what we like and gives us more of the same. The more precise the selection becomes, the less room there is for the unexpected. Studies suggest that these types of feeds can make our choices more alike. What feels personal may not be particularly individual. The same question extends far beyond interiors. In fashion, there is ongoing discussion about how recommendations, influencers and social media shape what we perceive as our own taste.

"We are surrounded by more choices than ever before, while at the same time seeing so much of the same thing. With More of You, we want to highlight personal taste and what happens when people begin to choose more freely," says Sonja Björk Ebert, Project Manager of Formex.

Time is the new luxury
The same search for something more personal can be seen in what we choose to surround ourselves with. Brushstrokes, uneven stitching, patina and small variations tell the story of the hand and the time behind an object. Perfection is no longer automatically the most desirable quality. Personal taste may just as easily be found in the combination of the familiar and the unexpected.

At the same time, interest is growing in craftsmanship, materials that age gracefully and objects that bear traces of how they were made. This movement is visible across very different parts of the market. IKEA continues its handmade MÄVINN collection, developed together with artisans in several countries. Hermès highlights objects designed to be repaired and passed down through generations, while Bottega Veneta offers craftsmanship certificates and repair services. What they share is the value placed on time: the time it takes to master a craft, the time required to create an object and the possibility of letting it live on for years to come.

Retail must be worth the trip
The same shift is evident in physical retail. When almost anything can be purchased from the sofa, there must be a reason to visit a store. We see more retail environments borrowing elements from living rooms, libraries and workshops, where architecture, materials, curation and service become part of the store’s identity.

"This theme is also about what this development means for business. When products are available everywhere, curation, environment and human interaction become decisive. Personal taste influences both what we choose to surround ourselves with and how products are presented and sold," continues Sonja Björk Ebert.

The next step is personal
In Formex’s Autumn/Winter 2026 trend material, trend analyst Elin Frendberg already explored digital fatigue and algorithm-driven homogenisation. Celebrate Tradition centred on rituals, craftsmanship and objects with a story. More of You takes the next step by turning the focus towards the individual making the choice: how shared references can become personal, and how taste emerges when elements that do not naturally belong together are allowed to coexist.

Ahead of the spring edition of Formex, Frendberg is continuing her work on the fair’s upcoming trend material. The report will serve as a snapshot of what comes after years of fast-moving microtrends and social media-driven trend cycles. On the exhibition floor, this analysis meets new products and materials within interiors, design, craftsmanship and home textiles. More of You places personal taste at the centre, creating more space for individual choices and unexpected combinations.

About Formex
On January 19–21 2027, exhibitors and visitors from across the Nordics and around the world will gather at Stockholmsmässan in Älvsjö, Stockholm. Buyers, designers, producers, interior decorators, architects, media representatives, creatives and brands come together here to do business, discover new products and build valuable connections.

As the leading meeting place for Nordic design and interiors, Formex is held twice a year. In addition to its exhibitors, the fair features trend exhibitions, talks, installations and panel discussions.