We live in a hyper-modern age of information over-load. We are expected to be hyper-creators, hyper-producers, hyper-consumers, hyper-doers, hyper-achievers, hyper-communicators, hyper-competitors, hyper-social networkers and so on. Ironically, we are no longer human beings. We have devolved into hyper human doings, plagued with mass Attention Deficit Hyperactivity Disorder. It is sad, yet funny that even our Disorder has Hyper attached to it. Given this backdrop, it appears that "Minimalism" is our ticket to mental sanity and physical prosperity. Minimalism is a certain style, a certain attitude and even a way of life. It transcends different fields such architecture, philosophy, law, design, technology and music. Minimalism is Perfection as its best. "...It is attained, not when no more can be added, but when no more can be removed." Antoine de Saint Exupéry
The Greek philosopher had it right. Some 2500 hundred years ago, Socrates, envisioned the march of our civilization and said “The secret of happiness, you see, is not found in seeking more, but in developing the capacity to enjoy less.” Today, more than two millennium later, the same sentiment is echoed in John Pawson's [father of modern architectural minimalism] incredible streamlined minimalism. The story goes, that some Cistercian monks whose monastery he was to design, were worried his style might be too austere for them after they visited his minimalistic house. "The natural light and the empty space seem to communicate more than the space that is filled up with something." John says, minimalism is not about being "arty or pretentious". It is about expanding the human imagination without the ceaseless noise of of our hper inter-active media.
If we were to take John's concept of pure space minimalism and translate into a trade show bazaar like environment it would look something like Asteria. It is in control of it's space, yet is has ample space for no-thing and that is how Asteria sets itself apart. It portrays to house only that what is incredible.
That is what minimalism does. It sheds light on the incredible. And one surety of being incredible is guaranteed expanded premium. It is a proven path of evolution in the flat land of sameness. Let pure space minimalism be the regulating inspiration in your designs, in your presentations, in your brand messaging and in your attitude!
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Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka