A 2010 sojourn in Nashville gave Ginger Curtis her first glimpse of the healing power of design.
“At 5 months old, my daughter was diagnosed with leukemia, and we visited a Ronald McDonald House whose level of creativity was so out of the box that something inside me just lit up,” said Curtis, founder of Dallas-based Urbanology Designs and a proponent of neuroaesthetics―the link between beauty and well-being. “There were bright colors, a chandelier made of guitars, seating made from saddles. It was so intentionally done, whimsical yet sophisticated.”
Five years later, Curtis’s own battle with breast cancer sparked another connection with the salutary effects of her surroundings.
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“I decided it would be a brilliant idea to gut-renovate my house while finishing chemo. I weighed 90 pounds,” she said. “But in my moment of suffering, my instinct was to create beauty, and it was healing.”
With those experiences, and without formal training or employees, Curtis launched Urbanology in 2015. Today, her 10-person firm works with clients across the U.S., and is launching a capsule lighting collection with New York manufacturer Blueprint lighting this year.
In 2022, Curtis also unveiled Urbanology Cottage, a $295 per night Airbnb rental in Weatherford, Texas, that embodies her firm’s approach.
The author of 2021’s “Beauty by Design,” a finalist on HGTV’s “Faces of Design” and “Design Star,” and a frequent speaker on neuroaesthetics, Curtis talked to Mansion Global about the power of light, the perils of Pinterest and why luxury means an escape from the mundane.
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Mansion Global: What did you learn from the gut renovation of your first home?
GC: I learned that the most powerful design tool we all have is natural light, and I did everything I could do to bring that in. I took off beautiful shutters because they were light- and view-obstructive, for example. I felt so much happier. And there’s the vitamin D, of course.
I also learned that less is more. It’s not about how much or how many, but about intentionality. Pare back, then edit back in and curate. I didn’t want anything that didn’t have a purpose.
MG: What steps can anyone take to enhance the neuroaesthetic power of their own home?
GC: People often bypass a foundational step: Ruthlessly purge. Take things out of corners and crevices. You probably have things you can’t even recall how they got there. It might have been an impulse item, and you’ve hung onto it. Is it really serving you?
Second, biophilic elements are incredibly important, including natural sunlight. Move furniture, trim a shrub―just maximize your views. Plants are a million percent biophilic, too. If you think you’re not capable of keeping plants alive, get a Fiddle Leaf, Snake Plant or Audrey Ficus—they’re low-maintenance.
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MG: What mistakes do you see when you visit the homes of prospective clients?
GC: The big mistakes are clutter, and living in darkness. The other big one is the trap most people fall into— plug and play. Instead of putting the work into doing something that really excites them, they get on HGTV or Pinterest and just follow what they see—you don’t have to do any discovery or digging. But you lose out on what brings up great childhood memories, or what reminds you of Grandma, or just what makes you smile. Our job is to draw that out. We ask tons of questions. We’ll ask the same question three ways.
MG: Are there fabrics and colors that offer more neuroaesthetic effects?
GC: The broad view of neuroaesthetics is that fractals and patterns in nature are good. Can I pull in a fabric that mimics that? A very nubby fabric with a repetitive pattern may let you have an interaction that’s both tactile and visual.
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MG: What’s the most important room in a house?
GC: The family room. With today’s open-concept designs, this might also include the kitchen and dining rooms. Invest in an amazing sofa. That’s the big daddy showstopper of the room, or should be. Also invest in lighting. People often want to play it safe and go cheap, because it’s something you don’t touch. Go for statement lighting, like a branchy chandelier or oversized pendant.
The primary bedroom is also neglected. Invest in yourself by creating a haven and sanctuary there. Your mattress has nothing to do with interior design, but everything to do with comfort. We usually recommend Hästens bedding. Also, create a sitting area in your primary suite. It’s a great spot for a couple to sit, chat, and unwind. Clients tell us they’re grateful we added one.
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MG: How have you incorporated neuroaesthetics in your own home?
GC: My current house was built in 1901, and we’re about to start a major renovation. We already renovated a large guest cottage on our property. The bathroom in the cottage feels like you’re on vacation. The walls and shower are covered in microcement with a crushed limestone base. It’s very biophilic. Applying it is incredibly labor-intensive, but it has movement that looks like stone. It feels organic and natural. Instead of a shower door, I used a flaxseed linen curtain. It’s functional but adds texture and also feels very biophilic.
MG: Do other designers need to get educated about neuroaesthetics?
GC: Yes. I feel a responsibility to both educate my clients and the design world on how great design isn’t just sugar on the tongue―it’s incredibly powerful. The science and medical communities are showing us facts, data and research that our environments wildly affect how we live and feel every day, from our blood pressure to serotonin to cortisol. We as designers need to educate our clients and say, “Guys, this changes how you live.”
MG: What’s your personal definition of luxury?
GC: Luxury is an ongoing pursuit of the extraordinary, a perpetual quest for the uncommon and the rare. It is not merely about material abundance but rather an exploration of the unique, the unparalleled, and the unexpected. Luxury, in our context, is a departure from the mundane and the ordinary.
This interview has been edited for length and clarity
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