
War on beige: Why are all of today’s houses cream-colored?
The article explores the internet's growing weariness with the pervasive use of neutral tones, specifically beige, gray, off-white, and sand colors, in interior design. This trend, often dubbed "sad beige" or associated with "sad beige moms," has become a subject of ridicule and criticism online. A prominent example cited is U.S. TikToker Nattie Jo Powell, who garnered significant backlash for painting her toddler's colorful Christmas tree ornaments and green tree into various shades of beige. Critics argued that children need colors for mental development and expressed strong disapproval of the aesthetic.
Another instance highlighted is Emma Ganzarin, a 26-year-old TikToker who faced death threats after showcasing her apartment renovation in Oslo, where she replaced colorful furniture with neutral-toned pieces. The intensity of these reactions indicates a deeper discontent beyond mere aesthetic preferences. The article notes that some of the most virulent attacks are directed at gray laminate wood flooring, which journalist Amanda Mull of The Atlantic magazine described as ubiquitous and often accompanied by other disliked elements like barn doors and white subway-tiled kitchens.
The criticisms stem from several factors. One is the natural weariness that arises when any trend remains dominant for an extended period. However, a more significant reason, as argued by some "sad beige haters," is the association of this neutral decor with tourist apartments or properties bought for speculation. This connection has turned the chromatic trend into a symbol of the real estate bubble and gentrification, leading to terms like "gentrification gray."
Patricia González Llamazares, an Asturian interior designer specializing in home staging, explains the professional rationale behind using neutral tones. Home staging, a real estate marketing method developed by Barb Schwarz in the 1970s, aims to depersonalize a house to appeal to the broadest possible range of potential buyers or tenants. González Llamazares emphasizes the "three C’s" of home staging: clean, clutter-free, and color. Changing vivid colors to neutral tones like white, gray, or beige is crucial because these colors bother people the least, even if they aren't anyone's favorite.
Carlos Tomás, founder of Estudio Reciente, a Madrid design and architecture studio, attributes the rise of gray to the industrial trend of a decade ago and beige to the blend of Scandinavian and Mediterranean styles popular in recent years. He acknowledges that these trends can yield interesting results when applied authentically. However, he critiques how real estate speculators have adopted these styles, often resulting in "versions without personality" and of poor quality, driven primarily by economic considerations. This commercial exploitation, he suggests, undermines the original artistic and cultural references of these styles. Tomás predicts that this particular aesthetic, often referred to as "AirBnbcore," will soon decline.
Despite the growing criticism, neutral decor offers practical advantages, such as affordability. Laminate and vinyl flooring are cheaper than parquet, and corresponding furniture is readily available from retailers like Ikea, Zara Home, and Leroy Merlin. However, these materials also have disadvantages, such as laminate floors being irreparable by sanding. The article concludes by reiterating the widespread sentiment that this neutral aesthetic, while functional for real estate, risks stripping spaces of personality and color, potentially earning its proponents the moniker of a "Grinch" in the eyes of some critics.
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