Stroll Through This Design Showroom From Your Chair [Pics]

Product design company launches a digital warehouse to bring the showroom experience home.


Moooi is a popular product design firm founded in 2001 by Marcel Wanders and Casper Vissers. It’s named after their native Dutch word for beautiful while the third ‘o’ stands for extra value, beauty & uniqueness.

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Such has shone through in their latest project, a digital showroom showcasing the brand’s latest collection projected from an old warehouse in the Tortona district of Milan. Visitors are able to explore the showroom from their own homes without having to travel to Italy to take part in Milan Design Week and Salone Internazionale del Mobile trade fair where the collection is being launched.

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The layout of the showroom is innovative in itself. The products have been strategically placed and the walls have been adorned with art and photographs by world renowned architectural photographer Massimo Listri, as if to give the virtual visitor a sense of being in a house and seeing the products as if they were about to be used, in a more natural setting. The online exhibition is accompanied by the musical compositions of Dutch musician Fontane.

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Marcel Wanders explained to Dezeen the reason why they chose this digital display over the trade fair:

“The fair makes it really difficult to make a really wonderful show. The limitations of the fair are tremendous, simply to get a nice space. Besides that even if you get a nice space then it’s a square with nothing. You get a floor. It’s just not the right thing for us at the moment.”

Click here to experience the digital exhibition.

Sources: Dezeen, Moooi

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