Layla Zulfa
The global interior design industry is currently witnessing a decisive shift away from the stark, monochromatic minimalism that dominated the 2010s, giving way to a vibrant resurgence of maximalism—a design philosophy where "more is more." This movement, characterized by a riot of color, complex patterns, and layered textures, is being spearheaded by a select group of professionals listed on the Architectural Digest (AD) PRO Directory. These designers are not merely filling spaces; they are curating environments that serve as three-dimensional autobiographies of their inhabitants. As homeowners increasingly seek to project their playful personalities and showcase eclectic collections, maximalism has moved from a niche aesthetic to a dominant force in the luxury residential market.
The Evolution and Market Context of the Maximalist Movement
The return to maximalism is not a sudden phenomenon but a gradual reaction to the "millennial minimalist" era. Historically, maximalism traces its roots back to the Victorian era’s penchant for collecting and the 1980s Memphis Group’s bold geometric experiments. However, the contemporary iteration—often termed "New Maximalism"—is more disciplined and curated.
Industry data supports this transition. According to market research, the global interior design services market is projected to grow at a compound annual growth rate (CAGR) of approximately 4.5% through 2030. Within this growth, there is a noted increase in demand for "personalized" and "eclectic" services. A 2023 survey of luxury homeowners indicated that over 60% of respondents preferred interiors that felt "collected" rather than "staged," a primary tenet of the maximalist approach. This shift is further fueled by social media platforms like Instagram and TikTok, where "cluttercore" and bold "color-drenching" have garnered millions of engagements, influencing a younger generation of homeowners to embrace brave decor choices.
Leading Practitioners of the Maximalist Aesthetic
The AD PRO Directory highlights several firms that have mastered the balance between chaos and cohesion. These designers utilize a sophisticated understanding of color theory and historical context to ensure that their "wow factor" designs remain timeless.
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The Pioneers of Pattern: Summer Thornton and Corey Damen Jenkins
Chicago-based Summer Thornton has established herself as a leader in the art of the "visual feast." Her work is defined by an refusal to fear pattern. Thornton’s design philosophy posits that a home should reflect the soul and quirks of the client, leading to interiors that transcend specific periods. By layering and remixing disparate prints, she creates a recognizable brand of high-energy elegance.
In New York, Corey Damen Jenkins, an AD100 designer, champions what he calls the "new maximalist" philosophy. Jenkins is known for taking traditional architectural bones and infusing them with an eccentric, "magpie" mélange of colors. His influence extends beyond individual projects; his Manhattan atelier and dedicated line of fabrics and wallpapers provide the industry with the tools to execute his vision of elevated, personality-filled spaces.
Regional Interpretations: From Miami Tropics to Midwestern Modern
Maximalism often takes on the characteristics of its geographic location. In Miami, Carlos Rodriguez of Escala Forma leans into tropical tropes. By combining banana-leaf motifs, wicker furniture, and pastel pinks, his "contemporary maximalist" style preserves the cultural significance of the Florida coast while maintaining a modern edge.
Conversely, in Omaha, Nebraska, Studio Eckstrom—led by Mark and Mikal Eckstrom—is redefining the "modern farmhouse" through a maximalist lens. Their work introduces unexpected elements such as exaggerated ironwork, faunal motifs, and rooms lined entirely in pinstriped fabric. This approach demonstrates that maximalism is not confined to urban penthouses but is adaptable to various architectural vernaculars.
In the Pacific Northwest, Alex Proba of Studio Proba utilizes organic forms and vibrant colors to infuse environments with joy. Based in Portland, Proba’s work bridges the gap between functional design and dynamic art, proving that bold color-blocking can enhance the practical utility of a space.
The Intersection of Art and Interior Architecture
For many top-tier designers, the boundary between a living space and a gallery is intentionally blurred. Studio DB, a New York firm led by Britt and Damian Zunino, is noted for its ability to set a dramatic mood. Their projects often feature a surprising mix of materials—such as opulent chandeliers paired with sleek modern tables. Their use of high-profile art, such as a Kehinde Wiley painting set against floral wallpaper, illustrates how maximalism uses focal points to anchor complex patterns.
Jasmin Reese of Chicago and Jewel Marlowe of the Washington, D.C. area both approach interiors with an artist’s eye. Reese is known for "color-bombing" and wallpapered ceilings, yet she maintains a tight edit to keep spaces from feeling cluttered. Marlowe, meanwhile, offers a more traditional take on maximalism. She gathers antique and vintage pieces from various eras, mastering the art of layering to create interiors that feel steeped in design history yet daringly modern.
Curated Eclecticism and Personal Narrative
The core of modern maximalism is storytelling. Kristina Phillips, whose background spans the Bahamas, Germany, and France, uses her international experience to craft color-forward interiors that represent the specific life experiences of her clients. Similarly, Alex Alonso of Mr Alex Tate Design celebrates "modern American maximalism," a style defined by fanciful prints and characterful sculptures.
In Los Angeles, Carmen René Smith of Aquilo Interiors and Peti Lau have both gained recognition for their ability to design for A-list clients who demand high-impact spaces. Smith’s work for Insecure showrunner Prentice Penny showcases how wallpaper and saturated paint can provide a backdrop for whimsical touches like vintage gumball machines. Peti Lau, with a background in fashion and color theory, brings a "Hollywood pizzazz" to her projects, making the homeowner’s personal story the "main character" of the design.
Industry Implications and Future Trends
The rise of maximalism has significant implications for the broader design economy. Analysts suggest that this trend is driving a resurgence in craftsmanship and the vintage market. Because maximalist interiors rely heavily on "one-of-a-kind" pieces, there is a decreasing reliance on "fast furniture" and an increasing investment in custom upholstery, hand-painted wallpapers, and artisanal textiles.
Sustainability and Longevity
While maximalism involves more "stuff," it ironically aligns with certain sustainability goals. By encouraging the use of antiques and the repurposing of vintage finds, maximalist designers like Courtnay Tartt Elias of Creative Tonic and Noz Nozawa of San Francisco promote a circular economy within the home. Their projects emphasize quality over quantity, focusing on items that hold personal or historical value.
The Psychology of Space
Psychologically, the move toward maximalism is viewed by experts as a pursuit of "dopamine decor." After years of global uncertainty, homeowners are using their domestic environments as a source of sensory stimulation and comfort. Designers such as Fern Santini in Austin and Sarah Stacey in Texas/Tennessee use deep, rich colors and high-gloss finishes to create "enveloping" spaces that offer a sense of security and joy.
Conclusion: A New Standard for Luxury
As the AD PRO Directory continues to expand its list of approved professionals, the influence of maximalist designers is expected to grow. The firms mentioned—ranging from the cinematic grandeur of Tim Hawkins in Laguna Beach to the refined pastels of Amy Studebaker in St. Louis—represent a shift in the definition of luxury. No longer defined by clinical perfection or minimalist restraint, luxury is now increasingly measured by the depth of a home’s personality and the bravery of its design choices.
The "more is more" aesthetic is proving to be a robust and versatile framework for modern living. By successfully balancing form, function, and a riot of color, these designers are ensuring that the homes of the 2020s are as vibrant and complex as the people who live in them. Whether through the "color-blocking" of Jessica Ayromloo or the "eclectic curation" of Lisa Shaffer, maximalism has solidified its place as a cornerstone of contemporary interior architecture.
