Minimaluxe: a new dimension of contemporary luxury

Luxury needs to be redefined. In its initial meaning, the Latin word “luxus” meant splendor and superfluity. And although later, over the centuries, our understanding of luxury somewhat changed, developed, and accumulated new meanings, it’s still widely associated with excess, overabundance and splendor. Meanwhile, in the 21st century, luxury should be inseparable from sustainable development and environmental awareness. In comes minimaluxe - an emerging trend showing this exact interpretation of luxury.

What is the minimaluxe style about?

Minimaluxe is a term coined by the editors of Livingetc magazine: Pip Rich described it as “the brand new design trend that will define this decade” and which “is about paring back the visual clutter in order to celebrate the things that make you feel wonderful.” In the most general terms, minimaluxe is a concoction of minimalism and luxury, but this luxury is here understood through a modern lens: not as glamour and excess of things, but as luxurious experiences that come from surrounding ourselves with high-quality natural materials and existing in a pleasantly designed space. This “celebration” of favorite objects has a lot in common with Marie Kondo's method: she also urges us to declutter our surroundings so that only things that make us happy remain.

Materials play a key role in the minimaluxe style: natural, top-quality, and with varied textures providing a wealth of haptic sensations, from coarseness to softness and coziness. Materials can also be combined, preferably based on subtle contrast, forming a cohesive composition altogether. 

Softness is also a characteristic feature of minimaluxe: wavy lines and rounded shapes reign supreme. Both furniture and accessories or decorations give the impression of softness, which introduces a sense of security and tranquility. 

Interestingly, minimalist luxury also echoes the Japanese philosophy of wabi-sabi: where discovering beauty in imperfections and raw simplicity helps emphasise striking asymmetry and the calming aura of nature.

Why should you pay attention to minimaluxe?

The fact that a phenomenon such as minimaluxe emerged in the world of design and interior design encourages hope that things are moving in the right direction, at least in terms of our understanding of luxury. Choosing durable, quality products, made of natural materials, in addition to being responsibly sourced - it’s luxury not only for us as people, but also for the environment that surrounds us and provides us with all goods, luxury or not. Compared to the rest of the unhabitable galaxy, we live on a truly luxurious planet, and it's time to recognize that privilege.

Designing your space in a minimaluxe spirit is a great solution for those who want to create a home office that is conducive to efficient work and healthy productivity. Neutral colors, combining natural light with soft artificial lighting, materials that provide pleasant and varied sensory experiences, and softly shaped furniture - all of this ensures comfort at work, promotes concentration, prevents overstimulation, and, at the same time, encourages creative thinking and effective problem solving.

Luxury brand - what does it mean today?

Since we wish to redefine luxury, it is important to also consider how the concept of a luxury brand changes in this context. Our old understanding was that brands offering so-called “luxury goods” were primarily associated with high quality - available only to the wealthy few, to the elite. Modern meaning of luxury presents it as more accessible to a wider audience, all the while maintaining the impeccable quality.

A modern luxury brand is a brand that creates thoughtful, timeless, and quality items. It uses excellent materials, sourced from responsible and reliable suppliers, safely, and in a way that doesn’t overexploit the environment. A luxury brand is also defined by making sure its products are created by people working in dignified and safe conditions. 

A 21st century luxury brand delivers quality and sustainable products worth investing in. Having considered what it is, can we describe Oakywood as a luxury brand? There is certainly much to suggest it can. However, we still strive to make luxury more accessible and inclusive.