Cultivating Difference: Designing with Story & Soul.

In recent years, the global design landscape has seen a marked rise in uniformity. From hospitality interiors in Copenhagen to boutique cafes in Seoul, and from Instagrammable rentals in Lisbon to luxury hotels in Dubai, the aesthetic language of interiors appears to be converging towards a narrow, sanitised vision. This is often characterised by minimalist palettes, ubiquitous mid-century furniture, neutral tones, natural wood finishes, and an overuse of soft furnishings in beige, taupe, and grey. While these choices are not inherently poor, the proliferation of similar designs across geographies and cultures reflects a deeper concern: the erosion of identity, locality, and narrative in interior design.

As interior designers, we stand at a cultural crossroads. The allure of globally recognisable trends is powerful, particularly when driven by social media algorithms, economic efficiencies, and client expectations. Yet, it is incumbent upon the designer to push back against this tide of sameness. Overly standardised design not only diminishes creative integrity, but also undermines cultural diversity, personal expression, and the potential for spatial storytelling.

Understanding the Roots of Design Homogeneity

The rise of global uniformity in design is not coincidental. Several key factors contribute to this phenomenon:

1. Social Media and the Algorithmic Aesthetic: Platforms such as Instagram, Pinterest, and TikTok reward content that conforms to popular visual tropes. As a result, designers and clients alike gravitate towards interiors that are clean, photogenic, and algorithmically approved. This has led to the rapid spread of certain styles at the expense of uniqueness.

2. Mass Production and Supply Chain Efficiency: The ubiquity of global retailers such as IKEA, H&M Home, and Zara Home has made a specific aesthetic easily accessible and affordable. While this democratises design to an extent, it also flattens it, encouraging a monoculture of interior choices.

3. Client Expectations and Market Trends: Clients are often influenced by what they see online or in hospitality settings and may request similar styles. Designers, under commercial pressure, may choose to replicate rather than educate or innovate.

4. Risk Aversion in Commercial Design: Developers and investors tend to prefer “safe” designs that appeal to the broadest possible demographic. The result is a proliferation of neutral, inoffensive interiors that lack distinction.

   
   
   
   

The Cultural Cost of Sameness

Design does not exist in a vacuum. Interiors are cultural artefacts that communicate values, histories, and identities. When spaces begin to look and feel the same, regardless of context or geography, there is a profound loss.

In cities with rich architectural traditions, such as Marrakech, Kyoto, or Oaxaca, the infiltration of globally standardised interiors can be jarring. It strips spaces of their sense of place and belonging. Local craftsmanship, indigenous materials, and region-specific traditions are sidelined in favour of globally popular aesthetics. This not only dilutes cultural heritage but also undermines the economic vitality of local artisan communities.

Moreover, generic design contributes to a diminished emotional connection between people and space. When one luxury apartment resembles another, and when a hotel in Stockholm feels indistinguishable from one in Buenos Aires, the experience becomes forgettable. It is through specificity, context, and story that spaces acquire meaning.

Strategies for Designers to Resist Homogeneity

Avoiding formulaic design does not mean rejecting all contemporary trends. Rather, it calls for thoughtful engagement, critical reflection, and a commitment to originality. Here are several strategies for interior designers seeking to resist the pull of sameness:

1. Celebrate Contextual Design: Let the history, geography, and culture of a place inform your material choices, colour palettes, and design language. A project in Scotland should not feel like a transplant from California.

2. Work with Local Artisans: Prioritise the inclusion of locally made furniture, textiles, ceramics, and artwork. This supports regional economies and embeds the space with authenticity.

3. Tell a Story: Approach each project as a narrative. Who lives here? What is their journey? What emotions should the space evoke? Storytelling invites diversity and discourages replication.

4. Use Contrast and Imperfection: Avoid over-styling. Layer materials, experiment with unexpected juxtapositions, and allow for quirks. Perfection is often the enemy of character.

5. Educate the Client: Part of the designer’s role is to expand the client’s vision and introduce them to alternatives. Encourage them to move beyond trends and embrace personal resonance.

6. Practice Cultural Sensitivity: Drawing inspiration from different cultures should be done respectfully and knowledgeably, not superficially. Avoid tokenism and seek genuine collaboration where appropriate.

7. Limit Over-Reliance on Visual Platforms: While social media can be a valuable tool for discovery, it should not be the primary design compass. Read, travel, observe, and listen.

   
   
   
   

Towards a Richer Design Future

The path away from sameness is neither easy nor linear. It requires courage, vision, and a willingness to disrupt established patterns. Yet, it is precisely this disruption that defines great design. When spaces speak to their context, to the lives lived within them, and to the cultures they emerge from, they transcend trend and enter the realm of the meaningful.

Interior designers have a unique power to shape the environments in which people live, work, and dream. With that power comes responsibility: to reflect the world’s diversity rather than diminish it, to tell stories rather than repeat them, and to create with care rather than mimic with ease.

As the cultural and commercial pressures of globalisation continue to mount, resisting conformity becomes not only a design choice, but a cultural imperative. In doing so, we safeguard the richness of human experience—one interior at a time.