The Power of “Neuroaesthetics” in Scandinavian Design: Muuto’s Innovative Approach.
Exploring new perspectives on Scandinavian design is central to Muuto’s innovative and forward-thinking approach. Recognizing that design profoundly influences the way we feel, the Danish brand emphasizes the importance of creating intentional atmospheres through careful selection of furniture, lighting and accessories. This intuitive understanding of the impact of design on our emotions guides their ongoing exploration and innovation. Neuroaesthetic research has identified a myriad of factors that contribute to a sense of well-being. Muuto designed the “Muuto Milan Apartment” following the principles of this discipline, a result of their collaboration with Johns Hopkins University .
First, we should consider how design influences our emotions. It is a common experience to walk into a room and immediately feel comfortable or stimulated. Interacting with design elements, such as light, color, or texture, can trigger emotions and initiate a dynamic interplay of neurotransmitters in our brains. This interplay shapes our feelings, thoughts, and behaviors, suggesting that there is more to design than meets the eye.
For this reason, there is a scientific discipline focused on the mind-body connection that explores and measures the impact of creative expression on us: neuroaesthetics! We could consider it a “bridge from mind to body” that provides a deeper understanding of how art, design and architecture activate our senses and improve our well-being. By understanding our reactions to different spaces, we can better appreciate the connection between body, mind and design. Thanks to the collaboration with Susan Magsamen, executive director of the International Arts + Mind Lab at John Hopkins University , Muuto continuously questions how to shape spaces.
Neuroaesthetic research has highlighted numerous factors that contribute to well-being, which Muuto consciously incorporates into its interiors. Five key elements significantly influence all of us: color, shape, light, the presence of nature and tactile materials. These elements can be easily applied and combined to create the optimal atmosphere in the home and are the fundamental principles of design for well-being.
“Colors” profoundly influence our mood in a space, helping us feel relaxed or energized. We are instinctively drawn to rounded “shapes” rather than sharp ones, like the curved armrest of a chair. Even “tactile materials” that stimulate the sense of touch – like a favorite fabric – create pleasant sensations and attract us. Introducing elements that recall “nature” into our homes, such as fresh flowers and materials like wood and wool, lowers stress levels, promotes calm and improves well-being.
And finally, “light”: Our circadian rhythm is significantly influenced by both natural and artificial light. The amount, temperature, and timing of light exposure affect how comfortable or focused we feel. For example, task lighting at home provides bright illumination to help you stay focused, while ambient lighting in the bedroom promotes relaxation with soothing light.
During the last Milan Design Week in April, Muuto brought the concept of creating a personal home with a Scandinavian perspective to a Milanese apartment. The Brera apartment exhibition presented spaces where art, architecture, design and nature converge to create an inspiring interior atmosphere, emphasizing a distinctive universe of color, light, material and tactility. Visitors experienced six rooms designed to welcome them, reflecting Muuto's vision of how design impacts well-being. Presented alongside new products, this exhibition marked Muuto's exploration of intentional spaces that evoke and inspire.
CREATING SPACES THAT FEEL PERFECT HAS ALWAYS BEEN MUUTO’S GOAL. IN MILAN WE DON’T FOCUS ON A SINGLE PRODUCT SO MUCH ON CREATING EVOCATIVE ATMOSPHERES THAT MOVE US ON A DEEPER LEVEL. WE HOPE TO INSPIRE EVERYONE TO BE MORE AWARE OF THE SPACE IN WHICH WE SPEND MOST OF OUR TIME: OUR HOME,” LINE BROCKMANN JUHL, CHIEF MARKETING OFFICER AT MUUTO, TOLD US.
By integrating neuroaesthetic principles into their designs, Muuto today creates environments that are not only beautiful but also livable, improving our overall well-being through thoughtful design choices.
