In the face of environmental and societal disruptions, will humanity continue to be caught in the glare of the planet’s overexploitation and a lifestyle whereby “We like to have, own, consume, then throw away in order to start owning-consuming-throwing away all over again”? Or is it hurtling towards a new era of simplicity and frugality, going back to basics? What meaning and role can architecture be given at such an important time, in order to work together on a transformation towards a resilient and sustainable society? Starting from this question, this text seeks to rethink architecture based on the hypothesis of “happy and creative frugality” which will constitute the new luxury of tomorrow.