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Awnings have been common for more than 2000 years; retractable awnings have been around for almost 150 years. While the history of using awnings stretches far back in Europe and retractable awnings are commonly used there today, they’re rare in the United States – despite the fact that retractable awnings were invented in the US. This uneven adoption has led to an exposure of design options in Europe – intricate frames, new types of retractable frames, bold colors, and luscious patterns – while America, treating awnings as a practical afterthought, has stayed more conservative.
A Quick History
Some form of awnings has been around for millennia, starting in Egypt and the Middle East and spreading across the Roman Empire. Most of those were fixed canopies of mats, skins, or fabric bolts hung over poles. In the mid-1800s, shop owners began using movable awnings, which simply bunched up the fabric when it was taken down. In the latter part of the century, they began rolling awnings on a tube, cleanly retracting them and keeping the fabric safe. With minor variation, this is the same basic design used today on lateral arm retractable awnings.
Retractable awnings were quick to catch on in Europe, from open air markets to apartments and homes. In fact, the classic lateral arm awning is called a California Style Awning in Europe – and a European Style Awning in the US. Now, the retractable awning market is decidedly driven by Europe. Millions of retractable awnings are sold there annually and are found on the majority of homes and businesses, even being considered in the architectural design process. The highest quality manufacturers, most innovative new designs, and emerging trends are coming from European companies.
By comparison, the awning market in America has been limited to mainly commercial buildings. Substantially fewer awnings are sold in the United States yearly – less than 50,000 – so the market, according to the Industrial Fabric Association International, is only about 2% saturated. There’s room for a change.
Different Reasons for Using Awnings
Various factors have come into play for why Europe has, for nearly a century, been consistently integrating retractable awnings into architectural plans. Many of the initial reasons were cultural; prevalent open air markets had contributed to a long history of fixed awning use, so it was a natural transition to easier to use and longer-lasting retractable awnings.
More practically, though, the widespread use of retractable awnings comes down to cooling and energy efficiency. Europe has very high energy costs and, because of many old homes and flats, most residences do not have air-conditioning systems installed. Therefore, European homeowners have had an imperative to find inexpensive, effective cooling and efficiency products – and one of the most effective methods for controlling interior heat is retractable awnings.
In addition to the practical reasons, Europe has had a long aesthetic tradition with awnings, so retractable awnings are a natural part of any home design, and that organically led into creative and adventurous designs, which made using awnings even more appealing.
The US, on the other hand, has had historically cheap and accessible energy, with widespread air conditioning and central air systems. Combined with suburb-motivated home designs, neither energy nor aesthetics has given a compelling reason to include retractable awnings on homes as a standard practice. Energy shortages and price increases in the 1970s, though, did begin bringing retractable awnings to the popular mind as a functional solution for energy efficiency.
Differences in Style
The different reasons for retractable awning use in Europe and the US have produced different emphases on style. Because awnings had a stylistic influence in European history which transitioned to efficiency uses, European awning fabrics and designs tend to be more dramatic and flamboyant. For example, European fabric lines average about 400 fabric designs, while American lines average 200. Color choices in Europe tend to be lighter and brighter.
American homeowners, approaching retractable awnings as a functional addition to a house, without the stylistic background, tend to be conservative, choosing fabrics in blacks and grays in sedate stripes and staying with more traditional frame styles.
That is starting to change, though. More and more American consumers are asking about vibrant colors or patterns – like florals and even paisleys – when they look at awning fabrics, and more exotic designs are starting to come over from Europe, at least for high-end use. As energy efficiency becomes more common, it could become more natural to look for stylish, as well as functional, solutions, which will broaden the retractable awning market even more.
What the Future Holds
As energy efficiency continues to be a growing issue for American homeowners, retractable awnings will be a new opportunity to explore. Based on the experiences and widespread effectiveness observed in Europe, there are exciting changes in store for American markets in the next few years: new architectural design integration with new construction, wildly expanding fabric choices and styles, new retractable awning designs, and natural energy efficiency.
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