August 8, 2016

HIP TO BE SQUARE: How the hipster aesthetic is taking over the world.

Everywhere you go, seemingly hip, unique spaces have a way of looking the same, whether it’s bars or restaurants, fashion boutiques or shared office spaces. A coffee roaster resembles a WeWork office space. How can all that homogeneity possibly be cool?

In an essay for the American tech website The Verge, I called this style “AirSpace”. 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.

Truly hip hipsters will say that they were anti-hipster before it was hip.

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