In this issue, I’d like to talk about a much used phrase in design circles and what it means to me - Quiet Luxury.

Climbing the Discernment Curve

Luxury interiors are a complex and evolving mix of self-expression and social status.  When people have reached a certain level of economic success, one of the first things they do is go out of their way to convey this newly acquired social status. Yet when you talk and meet some of the richest people who have had wealth for a long time, their homes will tend to be more understated, even quite restrained in style. When I worked as an investment banker covering the luxury goods sector, we called this phenomenon “The Discernment Curve”.

When it comes to engaging with the luxury end of interiors, we saw that the luxury consumer will go through this curve, where you first purchase logos and instantly identifiable brands that people will recognise as expensive and therefore understand that this person must be rich and successful.  Over time, however, wealthy consumers do not wish to draw attention to themselves and actually prefer discretion. It is the “nouveaux riches”, those who are just coming into their financial success, who operate that way.

You see this discernment curve everywhere in the world. Twenty years ago, when the luxury industry first entered China, the things that sold the most were logo handbags from Louis Vuitton and other brands that had that highly recognisable imprint or aesthetic. Today those same consumers are now looking for items that are one of a kind or beautifully crafted, elegant yet understated as opposed to an overt display of wealth. They have developed a level of discernment and taste that makes them want to engage with luxury in a different way, in a quiet and mature way. The most “advanced” Chinese luxury customer now buys homegrown brands that have a connection to their national heritage and identity.

The Art of Quiet Luxury

Quiet luxury goes to the essence of what we do in our design studio as our mission is to create unique, elegant and understated interiors that feel good to live in and provide a sense of belonging. 

“All of our designs carry the underlying values of authenticity, purpose and comfort. “

A Sense of Belonging

We start each project by “cancelling the noise” and focus on the needs of the client, the emotion they envisage for each room, the room circulation, the activities they wish to undertake etc.  We like to start with in-depth interviews before we start the design as each project is always a co-creation with our clients.  We also identify the pieces that our client would like to keep within the design such as a family heirlooms or an art collection and this is often the first piece of the puzzle.

My international background has given me an extensive design vocabulary. Half Turkish and half British, I was born in Brazil and grew up in the South of France, assimilating cultures, languages and design styles along the way. What interests me is to create a unique project that aligns with the architecture of the building and my client’s story. I like to bring authenticity to each project, not only through the selection of furniture, lighting and art but in the use of a natural palette of materials and textures. I draw on my love of muted colours, contemporary art and vintage furniture as well as artisans I have discovered to deliver a rich, layered and curated scheme.

The Importance of Bespoke Pieces

The rhythm of an interior can be enriched by the careful choice of a highly iconic piece, a little bit like a piece of jewellery. It could be a sofa by Pierre Augustin Rose, or a bespoke piece designed by our studio or a family heirloom given a new lease of life. It can focus the mind and lend the space a polished feel in a matter of moments.

 We like to nurture our relationships with the world of art, artisans and design whether that is by regularly attending trade fairs, art fairs, monitoring auction houses sales, visiting the “ateliers” of master craftsmen, artisan’s workshops and artists’ studios.

Creating Purposeful Spaces

As a busy mum to two children, I also have functionality at the front of my mind and ensure that every space is practical and flexible, meaning its use can evolve over time. There is nothing more frustrating and stress inducing than living in a home that that does not have enough storage, has ill-designed bathrooms with no surfaces or having the TV fixed so high it hurts your neck when viewing. I am a firm believer that good design contributes enormously to your wellbeing and peace of mind.

The Pursuit of Comfort

Quiet luxury is a new term, but this emphasis on timelessness and minimalism is an integral part of the French lifestyle. The French love effortless elegance!

One of my favourite quotes is by designer Gabrielle Chanel “Luxury must be comfortable otherwise it is not luxury”. I have always felt that this phrase can be equally valid for a luxury interior. People often equate a luxury interior with an ostentatious look and forget about the emotion it instils. We think, like Gabrielle, that if an interior focuses solely on aesthetics rather than high quality and comfort, it will not pass the test of time.

About Studio Sidika

Studio Sidika is a full-service interior architecture and design studio led by Sidika Owen d’Hauteville and established in 2015. Sidika has a mixed background being half Turkish and half British, was born in Brazil and brought up in Provence. This diverse heritage has served her well, opening her eyes up to different cultures, architecture, textiles and furnishings from an early age and giving her unique insights into contemporary design. Originally working as an investment banker in the luxury goods sector, her corporate background underpins a rigorous approach when it comes to budgeting, financial planning and project co-ordination. Passionate about sourcing contemporary art and antiques from various artists, galleries and countries, she is driven by an appreciation for the beauty in everyday life. Her studio designs timeless and inspiring spaces that make living easy.

Contact Us

Our clients are discerning homeowners and residential developers who value the blend of beauty, function and comfort.

To discuss your project with us, however small, book a consultation at www.studiosidika.com or email us hello@studiosidika.com