The aesthetics of well-being: Exploring neuroaesthetics with Muuto

When Muuto collaborated with Susan Magsamen, the executive director of the International Arts + Mind Lab at Johns Hopkins University, they explored how our bodies react to aesthetic experiences. Music, architecture, colours, and materials all play a role in shaping our emotional and cognitive responses. By designing spaces that evoke a sense of belonging and comfort, Muuto aims to create environments that make people feel at ease.

And indeed, if you have ever set foot in a Muuto showroom you cannot help but have a physical response to the space. Whether positive or negative, Line is quick to point out that these responses are deeply personal.

The aha moment for me in our research was this idea that there is not really such a thing as a neutral space, you cannot really design a space where your senses are not reacting or responding in one way or another, but for me that’s why [neuroaesthetics] makes so much sense.”

The role of cultural and personal preferences

While some aspects of neuroaesthetics are universal, cultural background and personal experiences always shape our individual responses to design. For example, colour perception varies widely across regions. "In Asia, red symbolises luck, whereas in Western cultures, it often signifies caution or danger," Line explains.

Colour is by far the most culturally diverse aspect of neuroaesthetics.”

The same holds true for material trends. While the design industry has seen shifts from brass to velvet to marble, Muuto focuses on timeless aesthetics rather than fleeting trends. They consider how colours and materials interact within specific contexts, ensuring that their designs enhance the space rather than simply following market preferences.

"We once opened a showroom and something felt off. We later realised we had forgotten to include flowers and plants. Once they were added, the space felt complete," Line shares, highlighting the importance of subtle design details in creating an inviting atmosphere.

During the Three Days of Design festival in Copenhagen, Muuto demonstrated this principle through a sensory-driven installation. By changing the lighting, introducing flowing curtains, throwing the windows wide and playing calming music, they transformed a single space into a dramatically different experience, “everyone would stop talking when they entered through the curtain”, Line explains emphatically. Showing that even small design choices can have a significant impact on how people interact with a space “you’re in the same room, in the same building but by changing a few simple things you can really impact how people behave.” She concludes.

Products that awaken our senses

According to Line, neuroaesthetics isn’t just an abstract concept—it’s something that can be directly applied to product design. “The way we experience design itself is deeply influenced by colour, material, and form,” she explains.

One example is the Calm wall lamp, designed to cast a soft, diffused glow that mimics the soft natural light at sunset. Its fabric-covered form not only adds warmth to a room but also helps to soften the acoustics, making spaces feel more serene.

Or the Linear series, part of Muuto’s outdoor furniture range. “When it comes to outdoor furniture, we have had to think a little more,” Line explains “the products need to be durable. Linear, for example, is made completely from steel so it can tolerate being outside but here we worked a lot with the shape and colour, since steel is such a hard material we needed to find ways to make it more inviting but also blend in with the environment.”

The future of neuroaesthetics in design

One of the most intriguing takeaways from Muuto’s exploration of neuroaesthetics is the idea, as Line highlights, that no space is truly neutral. Whether intentional or not, every design choice influences how we feel. Even a seemingly plain space sends signals to our brains, shaping our experience. Line emphasises:

You can’t design a space where your senses don’t react. If a space is dull, your body will still respond."

This perspective encourages designers to be more conscious of their choices—not just in terms of aesthetics, but also in how spaces affect human behaviour and well-being. As people become more mindful of their surroundings, Muuto believes the role of neuroaesthetics in design will only grow.

Spaces that feel good

In today's world, we focus intensely on optimising health—tracking our diets, fitness, and sleep. But what about the spaces we spend most of our time in? Muuto sees neuroaesthetics as a crucial aspect of well-being, arguing that the right design can enhance daily life by making people feel more comfortable and at home.

With this understanding, Muuto continues to push the boundaries of Scandinavian design, creating spaces that go beyond beauty to evoke emotion, connection, and a true sense of belonging.

Photography: Muuto, Angeliqa Dahldorph Nielsen, Ardijan Mahmutaj