Neo Art Deco

Towards the end of last year, we predicted the return of Art Deco. With it being the centenary of its first wave, it only made sense. Spoiler alert: it’s happening. Much like the original, it isn’t confined to one discipline. It is appearing across interiors, fashion, architecture and beauty. But what’s most interesting is that this isn’t really a revival. It is something new. Hence, Neo Art Deco.

This new wave borrows the elegance, geometry and material richness of the era, but views it through a very different lens. This time, the context is shaped by economic uncertainty and sustainability consciousness. That tension sits at the heart of the movement. It is old, but new. Familiar, but reborn for its time.

Emotionally, Neo Art Deco reflects what we are seeing in branding and UX: a move away from the flat, minimal and monochrome towards texture, depth and warmth. It signals an appetite for detail and distinction after a decade of stripped-back simplicity.

Fashion has followed too, borrowing not only from the clothing of the period but from the geometry and shapes found in its built environment.

Will Neo Art Deco last? Maybe not as a fixed trend, but as a mood, definitely. In the never-ending pursuit of newness, it is important that trends are applied only when they make sense for a brand. When the fit is natural, it feels less like trend-chasing and more like evolution.

This is the thinking we brought to our work with Bio Sculpture. A brand with decades of history in healthy nail care was making its move into retail for the first time. The alignment was uncanny: a heritage brand finding new relevance and a heritage design style reimagined for now. Both rooted in craft and care, both balancing timelessness with modern restraint.

This parallel became the foundation of our design strategy: a space that feels timeless yet current, a physical expression of heritage meeting innovation. A little slice of serenity in the heart of Selfridges, polished, poised and perfectly Bio Sculpture.