The Swedish home textile chain Hemtex recently relaunched after a total makeover. Market share had decreased and target group analysis said costumers want trends, fashion and emotional values in home textile. So the company hired ad agency åkestam.holst to create their new trendy expression. Now when the aim is to be at the forefront of interior trends, which expression do you choose?

| photograper: Philip Karlberg |

Somewhat familiar…Fresh white Scandinavian, 50′s retro, graphic prints, frames, typography, letters as decor, industrial lamp, bookstacks, etcetera, etcetera…They nailed it! Great job. Though very predictable, very “right” in a Swedish interior trend point of view. It’s like medicine for decor anxiety! Buy this and you will get it all right. No Pippi Longstocking-thinking here huh! (She would follow no trends, she’d create them). Speaking of her, and Swedishness, and decor anxiety, I was happy to find this nice pic in the latest issue of Swedish decor mag Allt i hemmet.

Finally, after nearly ten years in a smallish two-bedroomed flat and one looong year of very active house-hunting in London, my husband and I have had an offer accepted on a new place, yay!! We’re so excited!! =) =) =) We’ll be getting some more space and a small garden at last!  As the deal is not 100 per cent final until the contracts are signed and the fat lady sings, I’m not sharing any pictures yet for fear of jinxing it, but in CELEBRATION please join me in drooling over three truly inspirational London homes which feature the best of London style – oodles of creativity, fearless individualism and plenty of eccentricity!

No 1: Victorian townhouse in North London (Hampstead Heath) owned by Sam Roddick – daughter of Body Shop creator Anita Roddick and owner of erotica shop brand Coco de Mer. The boldly blue living room is a very original and personalised space with family pictures, drawings, paintings and vintage furniture. Underneath a glimpse of the trendy industrial style kitchen (love those lights!) and of an inviting seating area with more well-loved vintage furniture. Striking, unique and rather cosy!

No 2: Equally original, but in a completely different way, is this quirky and colourful home of furniture designer Lisa Whatmough (of London label Squint) in Hackney, London. Here, uniform and minimalistic backgrounds allow the happy, multi-coloured granny-esque lamps and vintage-style furniture to take centre stage and really sparkle joy and friendliness. A brightly bohemian and homely fantasyland!

No 3: Third up, is this 1930s arts and crafts house in Brondesbury, London, owned by Joy and Daniel Isaacs.  While a little more “sober and grown-up” than the other two houses, this home is still full of charm and eccentric touches. I love the dark blueish grey on the walls together with the deep red accessories and the vintage stag head - which contrasts beautifully with the modern coffee table. I also really like the minimal yet full impact hallway. It’s bright, uncluttered and spacious and the zebra hide looks great in there.  All in all – a stylishly decorated home with a robust and timeless feel!

[all_images _via Marie Claire Maison and Living Etc]

August 25th, a really cool auction is opening its display at Swedish auction house Bukowskis. It’s called Eclectic and presents a wide range of objects inspired by the decades around 1900, the golden era of great adventure and when the old world transformed into the new industrialism.

As my sample below shows, this auction contains a daring mix of old and new, mahogany and steel, handicrafts and industry. The border between the centuries is blurred and the line between what is considered beautiful and ugly is questioned. Because, this auction wants to inspire cross-border decor or might I say, out-of-the-box decor. Through the themes conservatory, industrial and adventure Bukowskis aims to capture the contemporary dualism and ruined romanticism as well as industrial exploration and progress.

Browse the full auction here. If you happened to fall in love with any of the pieces featured above and want to know how the estimation on how big the hole in your wallet will be, a link list of featured items can be found if you