Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

With an explosion of interest in interiors and furniture, people are leaning more on visual and serendipitous searches on social media. Today’s furniture fanatics now want to reflect a particular aesthetic, as well as their values and personality. How can brands cater to these conscious consumers?

Louis Vuitton has expanded its presence among affluent Chinese consumers with an appointment-only furniture showroom in Shanghai. As luxury brands look to cement loyalty among the country's high-end shoppers, exclusive lifestyle offerings present a way to elevate and boost brand engagement.

While people may be used to the idea of renting a place to live, renting furniture – from cameras to coffee machines to couches – is less commonplace. Circular economy marketplace Fat Llama connects people who have things they want to rent out to those who would like to borrow them.

Remote working has changed the way people are furnishing their homes. The impermanent nature of WFH might put some off from making furniture purchases, but IKEA has launched the Buy Back scheme – allowing people to trade in used and unwanted items for credit against new purchases.