What’s worse—that luxury has become a meaningless cliché, or that people no longer recognize it at all?

Today, everything is “luxury”—Italian tiles and Chinese glass. Gold frames and concrete walls. Apartments in prime locations and those in the middle of a cornfield, as long as an agent convinces you it’s “the next big thing.”

Anything can be sold if it’s wrapped in enough empty words.

Luxury. Premium. Exclusive.

On paper, those words sound powerful. In reality, they’re cheap tricks for easy buyers.

And it’s not just here. The world is flooded with overpriced, repackaged things that once had meaning, but today exist just to be bought and displayed.

But who still cares about substance?

Who asks if something has real value—or just a high price tag?

Who dares to say the emperor has no clothes?

Real estate? On the verge of collapse. Square meters priced beyond their worth.

Design and architecture? Overhyped, reduced to waitlists and meaningless catalogs.

Services? Sold as art, yet in reality, the same beige renders, the same false idea of beauty, the same imitation of something we will never be.

We all know this, yet no one wants to pop the bubble.

And then people wonder why we’re surrounded by soulless spaces.

Why everything looks the same?

Why it feels like we’re living in a furniture showroom graveyard, not in a space that reflects us?

Maybe because it’s time to start calling things by their real names.

Maybe because design isn’t what you see—it’s what you feel.

Because a space isn’t what you buy—it’s what remains after you leave.

Because it’s not about being “Instagram-worthy,” but about not being annoyed by the wrong light in the morning, or instinctively knowing where to set down your glass at night.

Those are the little things.

But those are also the big things.

That’s the difference between an “expensive property” and a truly valuable space.

At Stefan Miloš Studio, we don’t do wedding cakes or cheap pastries.

No pink filters. No empty words.