Moooi is moving away from showing products in Milan – it will instead launch collections through the year and put them to market immediately, starting with a collection of five wall lights called The Party.
The Dutch design brand has taken the decision to launch products at various points through the year, rather than unveiling a year's-worth of designs in an annual showcase at Milan design week. It calls the product launch concept More Moooi Moments.
"We will focus on a model in which each novelty is presented optimally in a specific moment during the year. Each novelty gets its own content, focus and stage," said Moooi.
The first drop, a collection of five wall lights with human-like faces and distinct personalities, launches at 8pm tonight with events in Amsterdam and Miami. There will be another launch in March, one in Milan in April and others to follow later in the year. Products weren't getting the attention they deserved
Until now, like many furniture brands, Moooi has taken all its latest designs to Milan, where the design industry gathers each April. But the company felt that it was releasing beautiful products that didn't get the attention they deserved because they were all shown together.
"We have introduced beautiful products [in Milan] that were in limbo, because we have shown other more exciting products," explained Moooi customer experience specialist Jan Haarhuis, to Dezeen.
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