Telling stories through rough luxe

Rough luxe style has been developing through the years, reacting to a new social, economical and environmental situation (economical austerity, rising environmental consciousness), but the trend is blooming in 2016.
People are buying less, but they are buying things that have more meaning, a story; rough luxe ideals have been infusing everything from food to fashion to architecture.

It has been described as “a little bit rough, a lot of luxury” and as “a celebration of imperfection”. It might looks worn, unfinished, banged up and vintage, but that’s the intention. The point is to include and reuse what is already beaten, faded or tarnished, it is a new interpretation of luxury, as an enriching personal experience, rarity,  beyond only consumption of expensive items.


Rough luxe spaces are filled with tactile surfaces and quirky finds, they use a blend of materials and finishes, wood, steel brick, roughly painted shutters, ripped wallpaper, redefining what luxury looks like. It adds warmth, depth and texture to a space, makes it look lively and less sterile, tells a story by creating a kind of authenticity.


Rough luxe is rustic, romantic, authentic, and theatrical, it is used in retail space for various reasons. For instance, Anthropologie aims for an “eclectic, rustic, modern” feel to create a fantasy universe shoppers can get lost in and be inspired.


Mardou & Dean is a young Norwegian fashion brand, they are presenting their collection in their newly opened store in Oslo in a lofty and light space, that is as “edgy and adventurous” as the label’s aesthetics. Bare red bricks are paired with sepia-coloured marble brass and steel and vintage lamps.


Whilst retaining the character of the existing architecture, Jigsaw took the shell of the building and curated the space with found vintage furniture, to highlight their band identity.



In the TRD Heinemann store at Trondheim Airport, the design has two purposes; First, to show the uniqueness of the city and its cultural heritage; Second, to create something authentic, in contrast to the artificial and sterile environment of an airport.