AM-PM artistic director Francois Bernard. “The bed is like a sofa, its comfort should be maximum.”

Madame Figaro. – Why are you talking about the end of the “wow” effect at home?
Francois Bernard. – I am an advocate of the spirit of long-term, slow living. The industry now seems to me to be suffocating in its constant race for innovation. From the point of view of consumption, we will be more moderate. What we call the “wow effect”, this constant need for surprise, this incessant reversal of trends, is undoubtedly being replaced by a new need: to be surprised, which is part of the duration. We are no longer in exclamation, but in internalization. There is a word in English that conveys this feeling, that is reverence which means admiration. American psychologist Dutcher Keltner, who has done research on the science of emotions, published a paper entitled: reverence (Penguin Editions), where he explains that happiness comes from only one thing: feeling ecstasy…

What does this “awe” effect refer to when we talk about interior decoration?
Wonder is an emotion that comes out of us. And to feel good, creating harmony at home is not so simple. To have a balanced vision of the place, you should, for example, prefer horizontal lines in rooms with low buffets, wall-mounted bookshelves, artwork hanging everywhere at eye level. This is what I call functional beauty. We clean the area, prevent it from being too busy. The choice of sofa is also important. Comfortable, soft, enveloping. you have to want to dive into it. Therefore, the seats are deeper. The furniture also plays on curves for a hopeful side, thereby evoking real emotions.

In winter, the bedroom is the central room. How to stage it “reverently”?
The bed is like a sofa. Its comfort should be maximum. The bedroom should be not only a sleeping room, but a place of relaxation, a relaxing haven for the mind. The idea of ​​encirclement is central. So we can favor curved caps to develop the idea of ​​soft reception. We choose very thick carpets. And do not forget to install an armchair. AM-PM offers little ones that can easily be placed in the bedroom to create a cozy reading nook.

Is this a return to minimalism?
Not really. The idea is to be inspired by Japanese houses, where everything looks elegant, but where the beauty lies in the details of the materials visible at first glance and in the rich knowledge. Wonder is also related to art. That’s why AM-PM has partnered with Miracolo, a digital platform that brings together artists from around the world to create an exclusive collection of works at affordable prices. The wonder also comes through play. We are currently working on a fun and happy collection for 2025, but I can’t tell you more than that.