The flat near Bucharest, designed by Jooca Studio, is an example of conscious design, where aesthetics result from careful analysis of the residents’ daily habits and real preferences. The architects began their work with the owners’ declaration that they wanted a space maintained in the spirit of monochromatic minimalism. Neutral colours, a limited palette of materials and a lack of distinctive accents were intended to create an orderly, peaceful place to live. It was only through direct contact with the investors’ existing environment that it became apparent that their actual tastes were much more complex. Colourful paintings, bold clothing items and small objects with intense expression indicated the need for an interior that does not suppress personality, but emphasises it.
Jooca Studio decided to use a beige and grey palette, which introduces calm and allows for flexible shaping of the atmosphere. A background with these characteristics serves as a stable reference point, allowing for the introduction of colourful accents without the risk of visual chaos. It is a thoughtful approach that maintains a balance between restraint and expressiveness.
The kitchen features lamps with a delicate purple hue, breaking up the subdued colour scheme and adding lightness to the space. The central element of this area is a brass-finished island, introducing elegance and a subtle sheen. The dining area features blue chairs, which create a distinct but controlled counterpoint to the neutral background.
Living area
The Cassina armchair plays a key role in the living room, introducing a note of sophistication to the interior. It is accompanied by a multicoloured rug, which ties the composition together and gives it a more artistic character. The walls feature Polish Zieta mirror decorations, which reflect light and enrich the space with a soft dynamic. Carefully selected items and varied textures create an atmosphere that remains consistent despite the presence of distinctive accents.
The same design logic was continued in the bedrooms and private rooms. The neutral base was complemented with elements that meet the everyday needs of the residents and emphasise their preferences. Each room was given its own colour or material accent, making the whole harmonious but not homogeneous.
Aesthetics for residents
The most important result of the project was a change in the owners’ perception of their own preferences. They realised that their initial pursuit of monochromatic minimalism was inspired by hotel interiors – elegant but lacking in individual character. During the collaboration, they discovered that their true aesthetic is more diverse and energetic. The flat has become a space that not only fulfils its functional role, but also reflects their personalities.
The Hidden Gem project shows that a well-designed interior is not about strictly adhering to one style, but about skilfully adapting the space to the real needs and emotions of its users. Colour, texture and details can coexist with a neutral base, creating an environment that inspires and gives a sense of complete harmony with everyday life.
design: Jooca Studio
photos: Ana-Maria Vasile
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