
Same old, same old. How the hipster aesthetic is taking over the world
This article discusses the global proliferation of a particular aesthetic, dubbed “AirSpace,” characterized by its ubiquitous presence in coffee shops, bars, restaurants, fashion boutiques, and shared office spaces worldwide. This style is marked by a blend of industrial furniture, stripped floors, austere pendant lighting, reclaimed wood, and Edison bulbs, aiming to project a superficial sense of history and industrial charm. The author observes that seemingly unique and hip establishments in diverse cities, from London and Manchester to Bangkok, Beijing, Seoul, and San Francisco, consistently adopt this uniform design language.
The essay suggests that this homogenization is not accidental but rather a reflection of increasing global mobility and the widespread influence of social media platforms. As more individuals travel across major urban centers and share their aesthetic preferences online via platforms like Facebook, Instagram, Pinterest, and Foursquare, a shared vision of what is considered stylish emerges. Algorithms on these platforms further reinforce these trends, leading to a collective desire for specific interior design elements often seen in lifestyle magazines. This creates a global geography where travelers can find familiar and comforting surroundings, fostering a sense of continuity across different locales, though it ultimately results in a lack of genuine local character.
Startups and platforms are actively contributing to this phenomenon by offering "experiences of sameness" as a product. Examples include Roam, an international co-living and co-working chain that provides identical lifestyles and furniture in various cities, and WeWork's WeLive dormitories, which feature standardized raw-wood furniture and techno-kitsch interiors. Airbnb is identified as a prime enabler of AirSpace, promoting a slogan of "you can belong anywhere" and encouraging a focus on convenience and frictionlessness for travelers. Despite its aim to connect users with local apartments, Airbnb accommodations often adopt the AirSpace aesthetic, driven by user demand for familiar comforts over authentic local engagement.
While AirSpace offers convenience and comfort for its occupants, allowing them to feel connected and mobile, the article highlights its downsides. This aesthetic creates a division between those who can afford access to these slick, interchangeable spaces and those who cannot, pointing out the economic barrier of expensive services within this environment. Furthermore, the platforms facilitating AirSpace exhibit biases, such as Airbnb hosts being less likely to accept guests with stereotypically African-American names. The pervasive nature of AirSpace leads to a creeping anxiety that everywhere is beginning to look the same, eroding genuine cultural diversity and unique local identities. The author invites readers to observe their surroundings in cafes, bars, and Airbnbs to recognize the ubiquitous elements of AirSpace, suggesting its widespread presence makes it difficult to avoid.
In conclusion, the article argues that the global spread of the "hipster aesthetic," or AirSpace, is a product of increased mobility, social media influence, and corporate strategies that prioritize standardized comfort over genuine uniqueness. While offering convenience, this aesthetic contributes to cultural homogenization, reinforces economic and social divisions, and ultimately diminishes the distinctive character of places worldwide. The author questions the appeal of such widespread monotony and prompts readers to critically examine the environments they inhabit and choose.
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