{"id":1539,"date":"2025-07-07T16:03:24","date_gmt":"2025-07-07T15:03:24","guid":{"rendered":"https:\/\/curo.pt\/?p=1539"},"modified":"2026-03-30T20:47:30","modified_gmt":"2026-03-30T19:47:30","slug":"quiet-luxury-na-arquitetura","status":"publish","type":"post","link":"https:\/\/curo.pt\/en\/quiet-luxury-na-arquitetura\/","title":{"rendered":"\"Quiet Luxury in Architecture and Generation Z\u2019s Behavior\""},"content":{"rendered":"<p>In recent years, we have closely followed the rise of a more reserved, sophisticated, and timeless type of luxury. The concept of <strong>\u201cquiet luxury\u201d<\/strong> quiet luxury, widely discussed in sectors such as fashion and design, is now beginning to take shape with a significant impact on architecture \u2014 a field that is also fertile ground for Generation Z, who values quality, authenticity, and purpose.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Quiet Luxury?<\/h2>\n\n\n\n<p>Quiet luxury is defined by a restrained aesthetic, which differs from ostentatious luxury by being based on <strong>superior quality, durability, premium materials, and minimalist design.<\/strong>. Instead of flashy logos or excessive ornaments, refined functionality and subtle beauty are prioritized. Brands like Loro Piana, The Row, Brunello Cucinelli, and Herm\u00e8s are often associated with this understated style.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.wgsn.com\/en\/products\/interiors\" target=\"_blank\" rel=\"noopener\">WGSN<\/a>, 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. <a href=\"https:\/\/www.wgsn.com\/en\/wgsn\/press\/press-releases\/wgsn-announces-top-trends-2025-and-beyond\" target=\"_blank\" rel=\"noopener\"><strong>here<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Generation Z: Conscious Consumption and Quiet Aesthetic<\/h2>\n\n\n\n<p>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 <strong>experiences, authenticity, and ethical commitment.<\/strong>.<\/p>\n\n\n\n<p>Studies such as McKinsey\u2019s (2023) show that about <strong>66% of Gen Z value brands with strong values.<\/strong>They prefer <a href=\"https:\/\/www.businessinsider.com\/rich-gen-z-redefining-luxury-wealth-travel-clothing-food-scents-2025-2\" target=\"_blank\" rel=\"noopener\">to spend on products that convey purpose.<\/a>Architecture with quiet luxury fits perfectly: spaces <strong>sustainable, durable materials, minimalist aesthetics, and sensory comfort<\/strong> are increasingly sought after by this generation.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/curo.pt\/wp-content\/uploads\/2025\/07\/005-scaled-1-768x1024.webp\" alt=\"\" class=\"wp-image-1540\" srcset=\"https:\/\/curo.pt\/wp-content\/uploads\/2025\/07\/005-scaled-1-768x1024.webp 768w, https:\/\/curo.pt\/wp-content\/uploads\/2025\/07\/005-scaled-1-225x300.webp 225w, https:\/\/curo.pt\/wp-content\/uploads\/2025\/07\/005-scaled-1-1152x1536.webp 1152w, https:\/\/curo.pt\/wp-content\/uploads\/2025\/07\/005-scaled-1-1536x2048.webp 1536w, https:\/\/curo.pt\/wp-content\/uploads\/2025\/07\/005-scaled-1-9x12.webp 9w, https:\/\/curo.pt\/wp-content\/uploads\/2025\/07\/005-scaled-1.webp 1600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">From Fashion to Architecture: Quiet Luxury in Action<\/h2>\n\n\n\n<p>The aspects of architecture that most convey this quiet luxury include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>High-quality and authentic materials<\/strong>: natural stone, solid wood, exposed concrete, or hydraulic lime.<br><\/li>\n\n\n\n<li><strong>Neutral color palettes<\/strong>: beige tones, soft gray, sand \u2014 create serene and relaxing environments.<br><\/li>\n\n\n\n<li><strong>Hidden technology<\/strong>: smart home technology applied discreetly, without interfering with visual purity.<br><\/li>\n\n\n\n<li><strong>Natural lighting and carefully considered acoustics<\/strong>: elements that prioritise well-being.<br><\/li>\n\n\n\n<li><strong>Sophisticated yet subtle details<\/strong>: such as framed views through windows, refined woodwork, and intelligent, ergonomic layouts.<br><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Minimalism with Emotion: A New Narrative<\/strong><\/h2>\n\n\n\n<p>The minimalism of quiet luxury is not cold, but rather <strong>sensory<\/strong>. The focus is on comfort, positive micro-experiences, tactile and auditory sensations, and spaces that embrace their inhabitants\u2014something Generation Z values as part of their well-being.<\/p>\n\n\n\n<p>For this generation, often overwhelmed by digital stimuli and a fast-paced rhythm, this type of environment serves as a <strong>therapeutic counterbalance<\/strong>. The home becomes a space of <strong>emotional reconnection, self-expression, and well-being.<\/strong>.<\/p>\n\n\n\n<p>We have already discussed here on the blog how well-designed spaces, with a focus on emotional well-being, contribute significantly to <strong>stress reduction, improved concentration, and mental health.<\/strong>.<\/p>\n\n\n\n<p>This is where minimalism meets emotion: when design serves not only to please the eye but to <strong>embrace real life, with sensitivity and meaning.<\/strong>.<\/p>\n\n\n\n<p><strong>Read also: <a href=\"https:\/\/curo.pt\/en\/neuroarquitetura-luz-natural\/\">natural light and neuroarchitecture <\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Between Quiet Luxury and Creative Chao<\/strong><\/h2>\n\n\n\n<p>It is interesting to note that WGSN also identifies another movement: the <strong>\u201cchaotic customisation\u201d<\/strong>, 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Architecture of New Luxury<\/strong><\/h2>\n\n\n\n<p>Quiet luxury offers a path toward architecture <strong>with soul, timeless, ethical, and emotionally rich.<\/strong>. For Generation Z, who seek meaningful experiences, this type of space represents not only a physical setting but a manifesto of values.<\/p>\n\n\n\n<p>We invite you to explore some of our projects, where this approach takes shape through spaces that prioritise subtlety, comfort, and timeless elegance. Where <strong>less is more<\/strong>, but with <strong>meaning, structure, and sensitivity.<\/strong>.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/curo.pt\/en\/nosso-portfolio\/\">Check it out here!&nbsp;<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Nos \u00faltimos anos acompanhamos de perto a ascens\u00e3o de um tipo de luxo mais reservado, sofisticado e intemporal. O conceito de \u201cquiet luxury\u201d (luxo discreto), amplamente debatido em sectores como moda e design, come\u00e7a agora a ganhar corpo com grande impacto na arquitetura, que tamb\u00e9m \u00e9 um territ\u00f3rio f\u00e9rtil para a Gera\u00e7\u00e3o Z, que valoriza [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_joinchat":[],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/posts\/1539","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/comments?post=1539"}],"version-history":[{"count":1,"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/posts\/1539\/revisions"}],"predecessor-version":[{"id":1542,"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/posts\/1539\/revisions\/1542"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/media\/1541"}],"wp:attachment":[{"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/media?parent=1539"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/categories?post=1539"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/curo.pt\/en\/wp-json\/wp\/v2\/tags?post=1539"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}