Click to increase image sizeClick to decrease image sizeKeywords: homenostalgiatransitionmemoryauthenticitydesign Acknowledgements This research was supported by the European Union through the European Regional Development Fund (Center of Excellence CECT) and the target-financed project “The Second Wave of Cultural Changes in Re-independent Estonia”, SF 0130008s07. Notes 1. Although two interviews were conducted with non-Estonians (a Russian and an Armenian), the relationship between ethnic background/identity and nostalgia in post-socialist Estonia needs to be studied more thoroughly in the future. 2. www.kodukauniks.ee, accessed 23 November 2012. 3. This is also due to sharp competition in the local press market: most of the interior design journals founded in the 1990s have disappeared and the remaining ones have had to adapt to mainstream tastes. 4. www.uusmaailm.ee; www.supilinn.ee, accessed 23 November 2012. 5. On discussions of the anthropological study of online practices see, for example, Hine 2000 Hine, C. 2000. Virtual Ethnography, London: Sage. [Crossref] , [Google Scholar]; Wilson and Peterson 2002 Wilson, S. M. and Peterson, S. 2002. The Anthropology of Online Communities. Annual Review of Anthropology, 31: 449–67. [Crossref], [Web of Science ®] , [Google Scholar]. 6. For example, books by M. Turtola and M. Ilmjärv, concerning the dramatic events in Estonia in the 1930s–1940s (Ilmjärv 2004 Ilmjärv, M. 2004. Silent Submission: Formation of Foreign Policy of Estonia, Latvia and Lithuania: Period FromMmid-1920s to Annexation in 1940, Stockholm: Institutioner för baltiska studier, Stockholms universitetet. [Google Scholar]; Turtola 2003 Turtola, M. 2003. Tallinn: Tänapäev. President Konstantin Päts: Eesti js Soome teed, [Google Scholar], 2008 Turtola, M. 2008. Tallinn: Tänapäev. Kindral Johan Laidoner ja Eesti Vabariigi hukk 1939–40, [Google Scholar]). 7. The nostalgia for the architecture, design and lifestyle of the 1930s is still very strong in Estonia, especially among middle-class intellectuals (see in detail Kannike 2002 Kannike, A. 2002. Kodukujundus kui kultuuriloomine: etnoloogiline Tartu-uurimus. Eesti Rahva Muuseumi Sari 4, Tartu: Eesti Rahva Muuseum. [Google Scholar], 2009 Kannike, A. 2009. Refuge or Resource: Home and Nostalgia in Postsocialist Estonia. Journal of Ethnology and Folkloristics, 3(1): 57–72. [Google Scholar]). 8. The proportion of new houses and flats in the real estate market has grown steadily. In 2009, 50% of buyers bought a new home and only 20% one that was in need of renovation (Smirnova and Sinisaar 2009 Smirnova, O. and Sinisaar, M. 2009. “Elamuehitus- ja kinnisvaraturu areng viimasel kümnendil”. In Eesti statistika kvartalikiri. Quarterly Bulletin of Statistics Estonia, 7–23. Tallinn: Statistikaamet. [Google Scholar], 14). 9. The number of real estate transactions grew from 674 in 1995 to 56,131 in 2005 (Kinnisvara). Forty-eight percent of the new residences built in 2000–2008 are located in Tallinn and 22% in the surrounding area of the capital (Smirnova and Sinisaar 2009 Smirnova, O. and Sinisaar, M. 2009. “Elamuehitus- ja kinnisvaraturu areng viimasel kümnendil”. In Eesti statistika kvartalikiri. Quarterly Bulletin of Statistics Estonia, 7–23. Tallinn: Statistikaamet. [Google Scholar], 9). 10. For example, communal gardens are created on the initiative of the society (Viljasaar 2010 Viljasaar, R. 2010. “Kapsad-kaalikad kolivad linna.” Väike-Ameerika Hääl, May 6. http://www.xn--hl-viaa.eu/ (http://www.xn--hl-viaa.eu/) (Accessed: 5 May 2010). [Google Scholar]). 11. The image of the Nordic countries is mostly positive: for example, Finland continues to be a model of sustainability and sobriety, and is believed to be close to Estonian values (interviews available from the author; see also Keller 2004 Keller, M. 2004. Representations of Consumer Culture in Post-Soviet Estonia: Transformations and Tensions, Tartu: Tartu University Press. [Google Scholar], 210). 12. Besides conservatism and nostalgia, the relatively low income of the older generation may in some cases also explain the static nature of their homes.