Soft Minimalism

[Peter_S.]

Embedding the viewing experience into day-to-day living

How do you give a TV a comfortable, natural spot to occupy in a living space – and deepen the viewing experience? ‘Soft Minimalism’ is a concept that fuses warm, welcoming shapes and textures with no-frills configurations.

The concept: occupying the space between harmony and emphasis

When designers were looking at ways to harmonise TVs with living spaces, they looked to art for inspiration. Artwork and sculptures manage to function as natural inhabitants of a space – despite attention-capturing visual qualities. They can also resonate with comfort and luxury. Likewise, the ‘Soft Minimalism’ concept centres on uniting the discreet and the noticeable into the look of a TV.

Easy to be around: an important quality for people and TVs

A person who's too detached and restrained might be difficult to feel comfortable around. The same goes for TVs: while minimalist designs might help people immerse themselves in their viewing experiences, there's a risk of making the designs feel a bit cold and inorganic.

‘Soft Minimalism’ uses gentle detailing, engaging materials and textures and warm hues to take the chill off a minimalist configuration. The result? A TV that wows when it's on, maximising the power of the visual experience by eliminating distractions. It also resides comfortably in its environment when it's off, harmonising with the space like a piece of artwork. We live in an age where simplicity and comfort are more important than ever, so the ‘Soft Minimalism’ concept shapes a new embodiment of what a TV can be.

The screen turns off but the style stays on

Yokota, Art Director“Not everything in a living space has a specific function; artwork and sculptures, for example, don't actually do anything. An idle TV falls into that category, too. Works of art produce a kind of energy and richness by just being there - and we wanted to see if we could make TVs do the same thing. Instead of seeing the physical presence of a TV as a distraction to eliminate, we reimagined it as a meaningful asset.”