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Machiko: The minimalist maximalist

Machiko Naito is a Tokyo-based media director, producer, and influencer who runs Retrolog, a web platform that celebrates and preserves old analogue culture. She introduces forgotten or disappearing items to a new tech-driven generation, providing daily messages on how to use old objects, perceive culture, wear clothes, and combine colours. Naito's passion for the past offers a refreshing perspective in a world that often prioritizes the new and shiny.

A girl is sitting in front of a white shelving unit full of colourful clothes. Behind her is a round mirror on the wall.

Out with the old, in with the new

This is a joyfully explosive home that embodies the vision of a minimalist-maximalist. Created in collaboration with Machiko, the space combines fun, calm, and functionality. Filled with bright colours and zany patterns, it's arranged beautifully to create a cohesive and stunning whole with everything in plain sight. The studio encourages one to look at their possessions and promotes sustainable living. The philosophy of "one thing goes in, one thing goes out" is a maximalist approach but with a limit of only 500 belongings ensures that you only buy what you need ensuring the buyer must be wise with their choices.

A pink wall seen from the front withdifferent kinds of storage units. These are filled with hanging clothes and storage boxes.
A storage unit painted in turquosie and pink full of documents and jars is standing by the yellow wall. There is a white table with a book on it and a little stool painted in green and turqoise with pink dots.
A white desk is located under a mirror.On top of the desk is a lamp and make up accessories. A blue nd yellow painted wooden stool with a storage is in front of the desk.
A view of the whole room from the door perspective. Three walls have different colours, pink, yellow and turquoise. The room is filled with colourful furniture.
The wall with two colours, yellow and turquoise, divided in the middle. On the yellow part, on the left, there three cube storage units with books and different home accessories. On the turqouoise side there are metal wires with hanging scarfs and hats.

Keep everything in plain sight

In this space, the storage is characterised by plastic containers that can be easily cleaned and repurposed as waste-sorting stations. Conveniently placed by the entrance door, they are accessible and can be taken along when leaving the house. Adorned with small mirrors, these containers can be personalised with the addition of stickers.

UTÅKER beds have been repurposed as low and cosy sofas, complete with bold and expressive cushions and textiles. When stacked on top of each other, they offer additional space for activities, and when stripped of their pillows, they provide extra sleeping areas. Place the MÖJLIGHET nearby to reach your headphones, and GULLKLOCKA covers add to the vibrancy of colours.

With a focus on personalised storage and reducing clutter, furniture such as the IVAR, TROFAST, EKET, and JONAXEL has been purchased and arranged with care. This approach ensures that all possessions are visible and easy to access, discouraging the accumulation of unnecessary duplicates.

The MICKE desk helps create a small make-up spot in connection with storage where one can put hair clips, necklaces and make-up on display and easily reach for when trying new outfits. 

In line with the minimalist approach, folding tables and stackable stools have been included in the space, making it easy to switch activities and adapt to changing needs. These furniture items occupy minimal space while contributing to the casual and relaxed atmosphere of the room.

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