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howhow I'm writing this, sitting in the lobby of a new hotel that used to be a huge church. Now under the barreled ceiling there is a café counter that opens to a slow breakfast meeting and a full lounge with their portable computers. The old stained glass windows were replaced by plain panels, and the duplicates were duplicated in double-layered form, with low, reddish-blue-velvet cabinets and black hexagonal side tables, as if it were a disco cabinet.

Online and print journalists have described the style of this hotel as "minimalist," and I'm sure many visitors will agree. It has a certain aggressive cleanliness. Historical remains of the church have been erased by pale-blue walls and ceilings painted white. The universe was divided by glass walls and illuminated by orbs placed on brass squares. The ceiling is high and airy, left above the partition, the area is only broken by a geometric hanging sculpture made of organic pipes.

Design draws attention to scale and emptiness, more than the content of architecture. The religious legacy of the building is only hinted at as a joke. Its interior is covered in the same deceptively simple design that can be found in coffee shops, partner areas, retail boutiques and Airbnb rooms. To succeed, all sorts of places need to be comfortable with multiple groups of people. Minimalism fits perfectly because it allows just enough character to make the area interesting, but not too much. The rest is settled in emptiness.

The design of the hotel is a cultural detective story. How did the incredible avant-garde phenomenon become the luxurious style of the 2010s, both aesthetic product and at the same time aesthetic philosophy? It seems like a paradox, but the trend is undeniable. Google's index of published books shows a fivefold increase in the use of "minimalism" from 1960 to 2008, moving from almost zero to mainstream. Google's term searches also hit the peak of mass scrutiny in early January 2017 – the digital archeological sign of purification.

The moment I knew minimalism was inevitable was when catching a train at Penn Station in New York. One woman walked up to me wearing a black and white striped shirt on a "minimalist" chest that looked like shiny letters like the Louis Vuitton or Supreme logo, as if the word meant nothing at all, which may not have been the case. . For a while I imagined that I was hallucinating the shirt, but then I found online that it was sold by Gap.

The most common means usually a loss of character. Instagram has over 13 million posts tagged with # minimalism, and there are about 10 new images displayed every minute. Billions of people are uploading to Pinterest, where users are inspired to renovate their homes or review their wardrobes. Cloud-carved blue skies are classified as minimalist as well as graphic tattoos, wrinkle-covered bedding, folding clothing, Chemex coffins, spiral staircases, monochrome swimsuits, snowshoes and snowshoes.

The archive suggests that minimalism implies a lack of regularities, solid color blocks, organic textures, and unsaturated shades. Minimalist images have only a few discrete objects or focal points. The style seems to be tailored to the Internet and social media, where every image either has to compete or match the backgrounds of a white web site. It looks good on screens that contain much of our visual experience, as the abundance of empty space means that subtle features are no longer distinguished.

The minimalist plywood becomes a high-quality treatment of organic nutrition label, expensive green juice or cosmetics. It is another way of making you feel better by buying a product. This simple look requires a lot of money.

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