Modern farmhouse design takes Tampa Bay suburbs

Shiplap, barn doors, reclaimed wood, black hardware and ceiling beams — those are the hallmarks of a modern farmhouse, says Sterling Ridge Properties co-owner Laura Scarpinato. And they're gaining traction in Tampa Bay's suburbs.

Why it matters: Modern farmhouses have dethroned McMansions as the suburban dream home.

Driving the news: The breezy, neutral style was popularized 10 years ago when Chip and Joanna Gaines launched HGTV's "Fixer Upper."

What they're saying: The fact that it's "comforting and fairly easy to achieve" is part of the appeal of the modern farmhouse style, says Scarpinato, who worked on a modern farmhouse project in Tampa.

• But she recommends homeowners focus less on sticking strictly to a specific style, and instead "always to go with things you love that give you joy, [because] your home needs to bring you a sense of calm and happiness."

The big picture: Retailers and home builders jumped on the bandwagon to give consumers what they want.

• Target's home goods section is stocked with farmhouse-inspired Magnolia and Studio McGee collections.
• The style dominates new-build communities around the country.

Of note: Some design experts predict the trend is here to stay.

• The ease of replicating the look "has played a significant role in the phenomenon of the modern farmhouse," says Veronica Valencia, host of HGTV's "Revealed."
• "As a homeowner, when you look at a simple modern farmhouse room, you immediately feel like, 'Oh! I can tackle that!' There are no bells and whistles to it. … It's simple and familiar," Valencia says.

If you want to incorporate the style at home, here are Valencia's top tips:

• 🎨 Paint your walls light, bright white.
• 🪑 Accessorize with antiques and modern lighting.

• 🖼 Frame large, contemporary prints with natural wood.

🔨 Install shiplap vertically instead of horizontally and then paint with your favorite color.

Some experts have already declared the death of the modern farmhouse movement, but Pinterest searches related to the style have exploded since last summer.

Between the lines: The average consumer isn't ready to quit the approachable style.

What they're saying: "Pinners are also putting their own spin on the trend to make spaces feel like their own," says Swasti Sarna, the Global Director of Data Insights at Pinterest.

• "Moody farmhouse" and "vintage farmhouse" are both trending.