There’s more to minimalist interior design than meets the eye...
Less is more, restrained decor, understated and tranquil – all words to describe the interior design practice belonging to London-based Alix Lawson.
Her recent renovation in Dubai Hills in the Middle East exemplifies her studio’s signature aesthetic and belief in the ‘conscious minimalism’ movement. But what does the term mean and how does it look and feel in practice?
Who is Alix Lawson?
Alix Lawson is a born-natural artist, specialising in interior design and creative direction.
She founded her eponymous brand in August 2018 in a bid to bring something different to the market and to focus purely on her core design beliefs – those of dampening the noise of distraction and relishing in fewer, more considered details.
After 15 years in the design industry running her award-winning interior architecture and decoration firm, Lawson Robb, she was keen to embrace a boutique approach to business and revive her passion for minimalism. And so, she established her new interiors lifestyle brand, Alix Lawson.
Offering an antidote to luxury overdose (particularly felt on the London scene), her raw refinement and what she calls, ‘Conscious Minimalism’ serves to cleanse the city’s palette.
A firm believer that simplicity is the new luxury, Alix’s brand is more than a design firm, seeking to change the way we view and experience our interiors.
What is Conscious Minimalism?
A term coined by Alix to succinctly express her vision and design principles, but how does it differ from the aesthetic with which the world is already familiar – minimalism?
“Project Dubai Hills is really an ode to what I call Conscious Minimalism. I have always been a minimalist at heart, and believe that there is so much consideration that goes into beautiful simplicity."
“Materials, lighting and lines all stand out more boldly on a blank canvas and so there is far less room for error. Every detail requires a great amount of thought. This thoughtfulness is the essence of Conscious Minimalism."
“Conscious Minimalism is not so much a case of lacking, but lessening. I like to think of it as reducing the volume while increasing the sound quality.”
