You shall distinguish yourself!

Having a red brick wall in your living room or choosing Scandinavian design furniture for your kitchen reflects a social affiliation. This belonging is based on standards. These standards allow individuals to demonstrate their belonging, but they are also summoned to distinguish themselves.

1. The layout is a belonging embodied by certain standards

The living environment reflects a social belonging. To affirm this belonging, individuals choose to arrange their home with standards (a red brick wall, ceiling moldings, a club chair or a Nordic lounge ...). Each standard has a meaning that categorizes the one who adopts it.

2. But individuals are told to differentiate their homes

Individuals are caught between contradictory injunctions. How can they affirm their social belonging and, at the same time, their singularity? This tension can lead to errors of taste or, worse, to a breach with the social belonging individuals claim.

3. No one helps to solve this contradiction

When they are offered personalization, individuals are actually proposed either to reproduce a standard, or to adopt an arrangement that is so personal that it allows them to free  themselves from the marks of belonging. It ends up sending blurred signs on what we are and want to show.

4. Social belonging and singularity

What if people were helped to make their social aspirations and aspirations for singularity coexist?



The living space constitution

According to common sense, choices regarding style and furnishing merely result from the taste and aesthetic affinities of people. But the tastes in terms of planning are rather a reflection of their personal history: social and professional background, love and family history... They will build perceptions, ambitions and thus be reflected into different lifestyles. Those lessons come from our report on the building of living environments.

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Montagu Guillaume - Strategy & Anthropology

After a research cursus in Sociology & Political Anthropology at la Sorbonne, Guillaume started offering his knowledge in social sciences to companies. He joined unknowns to take care of research and studies.

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Montagu Guillaume

""The approach of social sciences is based on the fact that people have reasons to do what they do. It's our role to understand and explain their practices"."