The Hidden Gem | JOOCA STUDIO

The Hidden Gem project was a fascinating journey of rediscovering and redefining the personal style of its beneficiaries, exploring the aesthetics of the built space, and delving into the emotional universe of its inhabitants. Starting the collaboration with a clear vision, initially limited to monochrome minimalism, clients have discovered an unexpectedly expressive side, where color and artistic details play key roles.

At the first interaction, the wish expressed by the owners was clear: a monochrome minimalist space dominated by neutral tones, devoid of strong color accents. Starting with a natural gesture of understanding their needs, we carefully analyzed the aesthetic preferences they expressed to us. However, a visit to their home and closely observing the items around them unveiled a different reality. Despite the initial declarations, we discovered vibrant elements, colorful paintings, bold clothing pieces, and subtle hints of a personality much more playful and expressive than the sober image they believed it represented.

This revelation paved the way for a design process where the balance between neutrality and colorful accents became the focal point. We chose a solid background in beige-gray tones, which offers continuity and calm while serving as a flexible canvas. This base layer has been gradually enriched with elements that reflect the beneficiaries’ authenticity: purple-hued hanging fixtures in the kitchen, blue chairs at the dining table, a brass-plated island, a Cassina armchair that adds a sophisticated air, and a multicolored rug that ties everything together harmoniously.

In each room, we have maintained this play between subtlety and expressiveness, integrating details that give vitality and uniqueness to each space. Zieta's mirror décor, carefully selected objets d'art, and varied textures contributed to a dynamic atmosphere while maintaining visual coherence.

In the end, the transformation was not just visual, but emotional. Clients realized that the monochrome minimalist style they admired was more an aspiration inspired by impersonal, hotel-like spaces than a true reflection of their personality. Now their home is not just a well-appointed space, but an extension of their identity, a place where they feel truly at home.

The Hidden Gem wasn’t just an interior design project; it was a journey of self-discovery, teaching the courage to think outside the box and highlighting the importance of a space that truly resonates with its inhabitants. This experience has reconfirmed our belief that design is not just about aesthetics, but about creating an environment that fulfills, inspires, and brings joy to everyday life.