This is where the Logic of Lifestyle begins.

So why Logic of Lifestyle?

Because it reflects how I think and how I work. I’m a marketing professional who analyses trends for a living, studying behaviour, tracking cycles, and paying attention to how ideas move from niche to mainstream.

Logic of Lifestyle is where that lens meets everyday life. It’s a space to observe how habits, taste, and cultural context shape brands — and how brands, in turn, shape the way we live.

It felt natural to make this part of the Table.

Here, I want to build a place to talk about lifestyle trends — the kind that aren’t bound by rigid seasonal cycles, but evolve through culture, mood, and everyday use. Lifestyle brands have a unique ability to speak to consumers quietly and beautifully, whether that’s through form, colour, material, or ritual.

From H&M Home and Zara Home to Louis Poulsen, Motel a Miio, Kartell, HAY, and voices like Gustaf Westman, we’ll take the time to look closer.

We’ll deep dive into each — not to review, but to understand.
To tell the story behind the brand, read its language, and cherry-pick the details that make it resonate.

This is storytelling, through a strategic lens.