Slice of Living 2018

Soft Minimalism
Occupying the space between harmony and emphasis

When designers are looking at ways to harmonise 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 centres 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 maximise the power of the visual experience, while residing comfortably in its environment when it's off, harmonising 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 On the one hand, it's got an emphatic visual presence, but on the other, it blends into spaces with the cool, withdrawn feel of a video system.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

A presence to behold, accentuating the space

The BRAVIA® stand, emulating the exquisite presence of a sculpture, features a simple structure of square, metallic bars that come into contact with the underlying surface at individual points — a design that creates the kind of unique sense of balance and tension that you find in art gallery displays.

Thanks to its sturdy construction, which uses an inverted V-shape to ensure stability, the stand allows the TV to be positioned in a wider range of locations and harmonise gracefully with the aesthetics of living spaces.