It’s no accident that these places look similar. Though they’re not part of a chain and don’t have their interior design directed by a single corporate overlord, these coffee shops have a way of mimicking the same tired style, a hipster reduction obsessed with a superficial sense of history and the remnants of industrial machinery that once occupied the neighbourhoods they take over. And it’s not just London and Manchester – this style is spreading across the world, from Bangkok to Beijing, Seoul to San Francisco.
It’s not just coffee shops, either. Everywhere you go, seemingly hip, unique spaces have a way of looking the same, whether it’s bars or restaurants, fashion boutiques or shared office spaces. A coffee roaster resembles a WeWork office space. How can all that homogeneity possibly be cool?
In an essay for the American tech website The Verge, I called this style “AirSpace”. It’s marked by an easily recognisable mix of symbols – like reclaimed wood, Edison bulbs, and refurbished industrial lighting – that’s meant to provide familiar, comforting surroundings for a wealthy, mobile elite, who want to feel like they’re visiting somewhere “authentic” while they travel, but who actually just crave more of the same: more rustic interiors and sans-serif logos and splashes of cliche accent colours on rugs and walls. [...]
Taste is also becoming globalised, as more people around the world share their aesthetic aspirations on the same massive social media platforms, whether it’s Facebook, Instagram, Pinterest, or Foursquare, with their hundreds of millions or billions of users. As algorithms shape which content we consume on our feeds, we all learn to desire the same things, which often happens to involve austere interiors, reclaimed wood, and Edison bulbs, like a metastasised real-life version of Kinfolk magazine or Monocle.
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