Viral design: when the dullest object becomes a star

On official embeds, an account can rack up millions of views just by filming the curve of a vintage chair or the perfect click of a lamp. Object design, long confined to museums, has become entertainment in its own right. We scroll furniture the way we used to scroll recipes.

A taste at the crossroads of three cultures

Luxembourg sits at the crossroads of three design cultures: German rigour, French elegance, Belgian warmth. The result is a Grand-Duchy interior that happily blends these influences without hang-ups. And the big flip is that people no longer show off the new but the find: car-boot sales, reuse centres and flea markets become hunting grounds where a sharp eye now beats a big budget.

The Banger angle

Beware the trap: viral design nudges you to keep buying to match everyone else's feed. Yet real good design is the object that lasts, that can be repaired, that you keep for ten years. Love the aesthetic, but buy for yourself, not for the photo: the finest living room isn't the most Instagrammable, it's the one you don't want to leave.