“Go to Shoreditch Grind, near a roundabout in the middle of London’s hipster district. In an in-depth investigation for The Guardian, Chayka documents how the AirSpace style of interior decor has become the dominant design style of coffee shops: The same tired tropes have spread beyond the spaces where we live, and taken over the spaces where we work, eat, drink and relax. Isn’t it obvious that a global group of hosts all trying to present their properties to a global group of travellers would converge on a single, optimal, appealing yet inoffensive style?ĪirSpace, however, isn’t just limited to residential interiors. It’s marked by an easily recognisable mix of symbols – like reclaimed wood, Edison bulbs, and refurbished industrial lighting – that’s meant to provide familiar, comforting surroundings for a wealthy, mobile elite, who want to feel like they’re visiting somewhere “authentic” while they travel, but who actually just crave more of the same: more rustic interiors and sans-serif logos and splashes of cliche accent colours on rugs and walls.” It’s known as the Brooklyn Look, or according to the journalist Kyle Chayka, AirSpace: This “Modern Life Space” or “International AirBnB Style” goes by a number of other names. I think that some of it is really a wonderful thing that gives people a sense of comfort and immediate belonging when they travel, and some of it is a little generic. There’s an International Airbnb Style that’s starting to happen. “You can feel a kind of trend in certain listings. Aaron Taylor Harvey, the Executive Creative Director of Environments at Airbnb had spotted something similar: The style combines the rough-hewn rawness of industrialism with the elegant minimalism of mid-century design.īut Schwulst wasn’t the only one to identify the trend. Schwulst had identified an AirBnB design aesthetic that had organically emerged and was quickly spreading through the platform’s properties. But so many of them were similar, whether in Brooklyn, Osaka, Rio de Janeiro, Seoul, or Santiago.” “The Airbnb experience is supposed to be about real people and authenticity. The blog became an ever-expanding gallery of interior design inspiration. Schwulst began sharing images to her Tumblr, “ Modern Life Space”. She could travel the world, and view hundreds of rooms, without leaving her chair. From the comfort of her home the app gave her a window into thousands of others. In 2011, Laurel Schwulst was planning to redecorate her New York apartment when she began searching the internet for interior design inspiration.īefore long, the designer had stumbled on the perfect research tool: AirBnB. In every field we look at, we find that everything looks the same. This article argues that from film to fashion and architecture to advertising, creative fields have become dominated and defined by convention and cliché. We like to think that we are individuals, but we are much more alike that we wish to admit.ģ0 years after People’s Choice, it seems the landscapes which Komar and Melamid painted have become the landscapes in which we live. The art was not the paintings themselves, but the comment they made. “We have been travelling to different countries, engaging in dull negotiations with representatives of polling companies, raising money for further polls, receiving more or less the same results, and painting more or less the same blue landscapes. “In nearly every country all people really wanted was a landscape with a few figures around, animals in the foreground, mainly blue.”ĭespite soliciting the opinions of over 11,000 people, from 11 different countries, each of the paintings looked almost exactly the same.Īfter completing the work, Komar quipped: The pair repeated this process in a number of countries including Russia, China, France and Kenya.Įach piece in the series, titled “People’s Choice”, was intended to be a unique a collaboration with the people of a different country and culture.ĭescribing the work in his book Playing to the Gallery, the artist Grayson Perry said: Komar and Melamid then set about painting a piece that reflected the results. What’s your favourite colour? Do you prefer sharp angles or soft curves? Do you like smooth canvases or thick brushstrokes? Would you rather figures that are nude or clothed? Should they be at leisure or working? Indoors or outside? In what kind of landscape? asked 1,001 US citizens a series of survey questions. Over 11 days the researchers at Marttila & Kiley Inc. Understand what Americans desire most in a work of art. In the early 1990s, two Russian artists named Vitaly Komar and Alexander Melamid took the unusual step of hiring a market research firm.
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