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Creative Bloq
Creative Bloq
Technology
Daniel John

What is the 'sauna core' aesthetic, and why are AI brands obsessed with it?

Screenshot from an OpenAI keynote.

From the sage green frontage of Blank Street Coffee to the minimal white of every Apple store ever, some interior designs are synonymous with today's digital world. But it seems there's a new(ish) aesthetic taking over the tech world right now.

The visual language of vertically slatted wood seems to be popping up everywhere at the moment. And whether you call it Japandi or sauna core, it's unavoidable. And, judging by the response on social media, it's unpopular too.

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