The daring Dutch brand wows at Milan Design Week with a theatrical display of familiar products and new lighting and furnishings by Neri & Hu, Joost van Bleiswijk and others.
Moooi’s stunning exhibit, at Savona 56 in Zona Tortona, is the must-see offsite event of Milan Design Week. In the 1,700-square-metre interior, a series of living room vignettes mix new pieces with familiar products. Mesmerizing portraits – by renowned Dutch photographer Erwin Olaf – cover entire walls to form the backdrop for each zone, lending the display a retro cinematic effect.
Lounging on the furniture, naked manniquins are posed in provocative positions that create a voyeuristic intrigue. The unforgettable theatrics fits beautifully with the campy flair that Moooi creative director Marcel Wanders is so well known for.
Along with such iconic products as Horse Lamp and Ron Gilad’s spider-like Dear Ingo pendant light, the furnishings include new launches, such as Wanders’ own Cloud Couch, with its soft white throw pillows, and Farooo Lamp, a fixture with an oversized shade. Many of the new collection’s creators are also first-time collaborators, such as Neri & Hu, Joost van Bleiswijk and Lorenza Bozzoli.