Slice of Living 2018

Soft Minimalism
Embedding the viewing experience into everyday living

What do designers need to focus on? One of the keys is figuring out how to give TVs comfortable, natural spots to occupy in living spaces and nestle the devices into everyday life. That vision comes together in Soft Minimalism, a concept that fuses warm, welcoming shapes and textures with configurations without frills to deepen the viewing experience.

Occupying the space between harmony and emphasis

When designers are looking at ways to harmonize TVs with living spaces, a piece of art can be an inspiration. Artwork and sculptures manage to function as natural inhabitants of the space despite incorporating visual attributes that capture attention. Blending the elements harmony and emphasis, two seemingly incongruous characteristics, art fills spaces with unique tones that resonate with comfort and luxury. The Soft Minimalism concept centers on uniting the discreet and the noticeable into the look of a TV as an actual object.

Easy to be around: an important quality for people and TVs

If TVs could find that balance, people would have more configurations to choose from—and that freedom would help weave TVs further into the fabric of everyday life. To make that kind of intimacy a reality, a TV design needs to have warmth. A person who's too detached and restrained might be difficult to feel comfortable around. The same goes for TVs: while minimalist designs might be vital in helping people immerse themselves in their viewing experiences, there's a risk of making the designs feel a bit cold and inorganic if the minimalist agenda is pushed too hard.

That's the basic premise behind the themes of Soft Minimalism, an approach that uses gentle detailing, engaging materials and textures, and warm hues, to take the chill off a minimalist configuration. The result? A TV that wows when it's on, eliminating extraneous elements to maximize the power of the visual experience, while residing comfortably in its environment when it's off, harmonizing with the space like a piece of art. We live in an age where simplicity and comfort are more important than ever. Emerging from that context, the Soft Minimalism concept shapes a new embodiment of what a TV can be.

How new value can grow out of antinomy

We're always trying to find new experiences and new value in antinomy: the contradictory, paradoxical elements of design. The Soft Minimalism concept is basically proposing a white black. On the one hand, it's got an emphatic visual presence, but on the other, it blends into spaces with the cool, withdrawn feel of a video system. For us, the focus was on developing a TV that would balance those two contradictory dimensions and resonate with today's lifestyles.

Tako, Chief Art Director

The screen turns off but the style stays on

Not everything in a living space has a specific function; artwork and sculptures, for example, don't actually do anything. An idle TV falls into that category too. Works of art produce a kind of energy and richness by just being there—and we wanted to see if we could make TVs do the same thing. That's why we adopted a new perspective in formulating the Soft Minimalism approach. Instead of seeing the physical presence of a TV as a distraction to eliminate, we reimagined it as a meaningful asset.

Yokota, Art Director

This BRAVIA OLED TV features a minimal two-panel structure with one for the stand and one for the screen. By rounding the edges of the panels, the team accentuated the design's sleek configuration to create a lighter, airier feel.