In recent years, we have closely followed the rise of a more reserved, sophisticated, and timeless type of luxury. The concept of “quiet luxury” quiet luxury, widely discussed in sectors such as fashion and design, is now beginning to take shape with a significant impact on architecture — a field that is also fertile ground for Generation Z, who values quality, authenticity, and purpose.
What is Quiet Luxury?
Quiet luxury is defined by a restrained aesthetic, which differs from ostentatious luxury by being based on superior quality, durability, premium materials, and minimalist design.. Instead of flashy logos or excessive ornaments, refined functionality and subtle beauty are prioritized. Brands like Loro Piana, The Row, Brunello Cucinelli, and Hermès are often associated with this understated style.
The WGSN, a global reference in trend forecasting, highlighted quiet luxury as one of the main currents for 2025, reinforcing its relevance in design, both in product and interior design. You can access the official WGSN trend summary for 2025. here
Generation Z: Conscious Consumption and Quiet Aesthetic
Generation Z (born between 1997 and 2012) is characterised by a critical and conscious attitude: environmental concerns, economic instability, and an intense digital culture have shaped a generation that values experiences, authenticity, and ethical commitment..
Studies such as McKinsey’s (2023) show that about 66% of Gen Z value brands with strong values.They prefer to spend on products that convey purpose.Architecture with quiet luxury fits perfectly: spaces sustainable, durable materials, minimalist aesthetics, and sensory comfort are increasingly sought after by this generation.
From Fashion to Architecture: Quiet Luxury in Action
The aspects of architecture that most convey this quiet luxury include:
- High-quality and authentic materials: natural stone, solid wood, exposed concrete, or hydraulic lime.
- Neutral color palettes: beige tones, soft gray, sand — create serene and relaxing environments.
- Hidden technology: smart home technology applied discreetly, without interfering with visual purity.
- Natural lighting and carefully considered acoustics: elements that prioritise well-being.
- Sophisticated yet subtle details: such as framed views through windows, refined woodwork, and intelligent, ergonomic layouts.
Minimalism with Emotion: A New Narrative
The minimalism of quiet luxury is not cold, but rather sensory. The focus is on comfort, positive micro-experiences, tactile and auditory sensations, and spaces that embrace their inhabitants—something Generation Z values as part of their well-being.
For this generation, often overwhelmed by digital stimuli and a fast-paced rhythm, this type of environment serves as a therapeutic counterbalance. The home becomes a space of emotional reconnection, self-expression, and well-being..
We have already discussed here on the blog how well-designed spaces, with a focus on emotional well-being, contribute significantly to stress reduction, improved concentration, and mental health..
This is where minimalism meets emotion: when design serves not only to please the eye but to embrace real life, with sensitivity and meaning..
Read also: natural light and neuroarchitecture
Between Quiet Luxury and Creative Chao
It is interesting to note that WGSN also identifies another movement: the “chaotic customisation”, a maximum of personalisation and decorative exuberance, which contrasts with the quiet minimalism we've discussed here. However, even this scenario represents a desire for authenticity and expression, values that can coexist with quiet luxury but applied with moderation in living spaces.
The Architecture of New Luxury
Quiet luxury offers a path toward architecture with soul, timeless, ethical, and emotionally rich.. For Generation Z, who seek meaningful experiences, this type of space represents not only a physical setting but a manifesto of values.
We invite you to explore some of our projects, where this approach takes shape through spaces that prioritise subtlety, comfort, and timeless elegance. Where less is more, but with meaning, structure, and sensitivity..