Design industry merchandise has long carried its own form of niche cultural cachet — a faded Alessi T-shirt or souvenir Molteni&C tote is sure to earn you a knowing nod from a fellow subway rider. But at this spring’s trade fairs, novel brand extensions were more prominent than ever, and an increasing number of products now position furniture-maker logos akin to fashion labels.
During Copenhagen’s 3daysofdesign festival, branded brews were the toast of the town. Hay collaborated with the Danes at Carlsberg to reimagine their beer can in blue and green stripes, while Muuto teamed up with craft brewery To Øl for custom booze stamped with the furniture-maker’s slogan, “New Perspectives.” More than just a place to launch products,...
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How furniture brands are making their mark with sneakers and beer.