Simply Human

Every six months, the Maison&Objet Barometer surveys its community—retailers, distributors, specifiers, and brands—on a key theme. In April, the focus was on artificial intelligence, with 84% of respondents agreeing that AI is destined to become an essential tool for the industry. Six months later, the new Barometer underscores the enduring importance of the human factor, with 8 out of 10 respondents affirming that personally embodying their company is crucial for its growth. Creativity, expertise, client relationships, and the shopping experience all rely on the human touch to foster emotion and connection.

The Art of Listening

“What do you believe will remain uniquely human in your profession, despite the growing influence of artificial intelligence?” This question from the Barometer revealed a resounding consensus: the human touch is essential to creating singularity. From artisans to interior designers, professionals emphasized the importance of understanding clients’ needs through dialogue, which enables the creation of bespoke products and personalized spaces. They also pointed to the intangible qualities—the “sense of beauty,” “instinct,” and “soul”—that no algorithm can replicate.

“Humanity is at the core of our profession,” asserts Coralie Balléry, an interior decorator with over 20 years of experience. For Coralie Balléry, understanding clients’ needs through thoughtful exchanges ensures projects reflect their personality and lifestyle. Her approach is validated by the study, with seven out of ten specifiers expressing confidence in their ability to interpret client expectations. “Clients often come to us with photos or ideas from social media, but these don’t necessarily align with their constraints, way of living, or budget. It’s our job to guide them toward something that truly suits them.”

Crafting Emotion

"Humanity is also about touch," Coralie Balléry notes. “Clients seek materials and objects that feel authentic and evoke emotion.” The Barometer confirms a growing client preference for “the mark of the hand,” favoring objects with artisanal imperfections that reflect craftsmanship and expertise.

This ethos defines La Romaine Editions, a young brand specializing in poetic and delicate everyday objects created in collaboration with artists and designers. Founder Pauline Vincent, inspired by her family’s appreciation for beauty and artisanal craftsmanship, recalls how her professional experiences—particularly at Lafayette Anticipations—cemented her vision. “Clients respond deeply to singular objects, ones with soul,” she notes.

Thoughtful Touchpoints

Human connection lies at the core of the growth strategy for La Romaine Editions. Initially, for economic reasons, founder Pauline Vincent opted to sell her creations online or through distributors. However, she now acknowledges the importance of physical encounters. “The in-person experience is essential to showcase the objects ‘in real life,’ especially as everything is handmade. The materials need to be appreciated,” she explains. Present at Maison&Objet, Vincent has embraced events as a way to meet her clients face-to-face. Each year since the brand’s inception three years ago, she has hosted a Christmas pop-up store. This season, from December 5, 2024, to January 12, 2025, her pieces will be on display at L’Hôtel des Académies et des Arts, scattered across the rooms and salon of this charming venue near Saint-Germain-des-Prés and available for purchase in a dedicated ephemeral boutique.

Initiatives such as “open houses,” “evening events”, “exhibitions in collaboration with artisans,” “DIY workshops”, and “pop-up stores” are widely recognized in the Barometer as effective tools for fostering customer loyalty or attracting new clients. Many professionals already practice these methods, while others are eager to adopt them. According to the survey, 70% of respondents, particularly brands and specifiers, report organizing or planning client-focused experiences.

This approach is championed by Daniela Leonini. “Stores should have what I call programming and curation, like a museum or theatre,” says Daniela Leonini, former director of the Parisian concept store Merci and retail lead for the fashion brand Sézane. “Throughout the year, you need to plan small events.” With her agency Appuntamento, Daniela Leonini now advises premium lifestyle, fashion, and beauty brands. Yet, her recommendations apply universally. “Even a simple tea gathering works,” she suggests, citing examples from boutique owners surveyed. “The key is aligning the activity with your business. For instance, offering a packing workshop when you sell luggage.”

The Virtues of Human Interaction

“Social media and newsletters are great, but to truly engage clients, physical encounters are irreplaceable,” Daniela Leonini emphasizes. Pop-up stores and in-store events create a sense of exclusivity, making clients feel special. “It’s not just about what they see—it’s about what they experience,” she adds. This emotional connection often transforms clients into brand ambassadors.

Beyond organized events, the professionals surveyed highlighted the irreplaceable virtues of human interaction in client relationships. Building trust involves “knowing your clients,” “remembering their activities, names, and stories,” “being available,” “listening,” “exchanging on personal topics,” and even “laughing together during work discussions.” Many also mentioned the importance of “anticipating needs,” “creating partnerships based on respect and understanding,” and “keeping in touch even when there’s no immediate project or sale on the horizon.”

According to the survey, 86% of respondents wish they could dedicate more time to fostering client relationships and experiences. However, they face clear challenges: 71% cited budget constraints, 59% pointed to staffing issues, and 65% noted the need to improve their digital tools and skills.

Maison&Objet: A Celebration of Humanity

Maison&Objet exemplifies the irreplaceable value of human interaction. It’s a space for surprise and discovery, a place to ignite connections, exchange practices, and reconnect with partners and suppliers. The tactile experience is central: evaluating products, feeling materials, and sensing trends in an environment where human presence prevails. As one survey participant wisely noted, “Clients will always be human!”