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‘A Life Extraordinary’ by Moooi blurs the physical and digital at Salone 2022
Moooi at Milan Design Week 2022
Image: Courtesy of Moooi

‘A Life Extraordinary’ by Moooi blurs the physical and digital at Salone 2022

The lifestyle brand’s multi-sensory exhibition that unfolds in Milan, brings together product design, interiors and technology.

by Anushka Sharma
Published on : Jun 12, 2022

This year, during Milan Design Week, Moooi presents a multi-sensory exhibition taking place online and live in Milan. The lifestyle brand does things differently this year, and focuses on both a digital and a traditional physical experience, combining the finest of design, lifestyle, and technology. Moooi’s 'A Life Extraordinary' in Milan is envisioned by LG OLED in Salone dei Tessuti at Via S. Gregorio, 29, 20124, Milan. With ‘Portal’, Moooi creates an immersive environment, fashioned as four interior moods, where the worlds of design and technology intersect. The lifestyle brand delves into robotics with IDEO—the legendary global design firm— adding another sensorial layer to Moooi’s ‘A Life Extraordinary’. In Milan, IDEO introduces ‘Piro’ a dancing scent diffuser that makes Moooi’s interior moods come alive through scent and interaction. Moooi invited Stockholm-based artist Ada Sokół to further deepen their digital and technological approach. Sokół is known for her ultra-sensorial experiences and for ‘A Life Extraordinary’ she used her expertise to transform Moooi’s Extinct Animals into engaging 3D art. In addition, Moooi presents new product designs and extensions by Italian designer Cristina Celestino, Swedish design-duo Front, and digital designer & artist Andrés Reisinger and Júlia Esqué. Also on display are a brand-new bedding collection, and wall covering and carpet collections.

Moooi presents “A Life Extraordinary” Image: Courtesy of Moooi
Moooi Defy Gravity Image: Courtesy of Moooi
Moooi X IDEO

In line with their phygital exploration, Moooi’s exhibition has a focus on technology thanks to teaming up with IDEO. This US-based design company is known for its human-centred and interdisciplinary approach. When IDEO & Moooi come together, this is what you get. The synergy between two like-minded brands creates something never-seen-before. The already multi-sensorial collection and approach of lifestyle brand Moooi levels up this spring, becoming ultra-sensorial with a technological twist. Moooi and IDEO’s ultra-sensorial installation, called ‘Piro’, brings the best of design, interior, and technology together. These robotic-driven dancing innovative scent machines will welcome visitors to the exhibition and are scattered throughout the space, adding another sensuous layer. Piro’s movements are carefully choreographed by dancer, choreographer, and roboticist Catie Cuan. This immersive installation between Moooi and IDEO is an exploration of the question: ‘How might we employ technology in service of beauty rather than efficiency?’ At the exhibition these two design cultures will unite to showcase one imaginative, delightful response.

Piro by IDEO Image: Courtesy of Moooi
Moooi, envisioned by LG OLED

Moooi’s ‘A Life Extraordinary’ is envisioned by LG OLED. The two brands, operating in different industries, have a common denominator in serving creative communities through extraordinary design. LG works with artists and museums worldwide and widened this focus on collaborating with Moooi, a creative brand that invests in technology. LG is embarking on a path with technological products that elevate the world of interior design and lifestyle. With Moooi’s focus on the digital landscape and technology, collaborating with an international tech company like LG makes sense. Their mutual endeavour in combining lifestyle design and technological advancements truly brings the multisensorial aspect of ‘A Life Extraordinary’ to new heights. LG enhances the digital vision of Moooi with their to-be-released TV products of the LG OLED Objet Collection; Easel (65Art90) and Posé (LX1). The LG Easel will be shown for the first time in Europe. The LG Posé will have its world-wide debut in Milan. LG’s showcased lifestyle OLED TV models differ from conventional TVs because of their unique form factors and finishes that represent an exciting new direction for television. Moooi envisions A Life Extraordinary with other LG products in their exhibition, such as the ‘LG Curved OLED Signage’ screens, award-winning audio systems LG sound bar Eclair and XBOOM 360 speaker, and much more.

Moooi Divine Dreams Image: Courtesy of Moooi
Through The Portal into the world of Moooi

Moooi, the international lifestyle brand, presents a unique way of showcasing their exhibit this year during Salone del Mobile. Before entering the exhibit on via San Gregorio 29, ‘A Life Extraordinary’ begins in the courtyard with a bright ‘O’ you need to walk through. This ‘O’ shields the rest of the exhibition, that begins after stepping through, from passers-by. But, in spirit of togetherness, Moooi also introduces The Portal, a digital doorway fashioned after the one in Milan, that uses augmented reality to transport visitors to the world of Moooi. Meaning you don’t have to be in Milan to be a part of the experience. With The Portal, everyone can discover the Moooi exhibit; and experience A ‘Digital’ Life Extraordinary together without having to travel. By focusing on online togetherness, Moooi explores the possibilities of using a combination of physical and digital technology to bridge the digital world with the physical world. This philosophy will provide a unique experience for everyone with an internet connection. This widespread approach will bring lovers of interior design, lifestyle, and technology together. "Our world is often heavy with its physicality. A Life Extraordinary 2022 blends our physical world with the digital world. We will be more together and embrace and infuse the possibilities of technology into our homes, our interiors," says Marcel Wanders, Founder & Creative Director of MOOOI. “The past, present, and future are one and the same. Just like the digital and physical world are. With our 2022 exhibition, we’ve created the base of what is yet to come,” he adds.

Moooi Beauty Blossoms portal Image: Courtesy of Moooi
Moooi Defy Gravity portal Image: Courtesy of Moooi
Moooi's interior moods

Moooi brings you its interior moods online, as well as recreate them in the physical world in their Milan exhibition. Those interior moods are what you’ll experience when stepping through The Portal. Find yourself surrounded by the pink-hued landscape of Beauty Blooms; submerged in the deep waters of Defy Gravity; or between the colourful folds of Paper Play. By scrolling, you go on a journey enhanced by visual and musical storytelling. The Portal uses Augmented Reality to allow you to go even deeper into these imaginative moods. Wandering through them as you would in real life.

The online interior moods, Beauty Blooms, Defy Gravity, and Paper Play will also become tangible in Moooi’s exhibit in Milan. The online interior moods each revolve around a new product design. Beauty Blooms revolves around the Hortensia Armchair by Andrés Reisinger and Júlia Esqúe. The Gravity Chandelier by Paul Cocksedge is the centrepiece of Defy Gravity. Paper Play revolves around Plié Plissé by Lukas Bazle, with an extra stage for No Screw No Glue by Joost van Bleiswijk.

The designs in the interior moods are complemented by Moooi Original designs, room fragrances, carpets, and wall coverings. During Salone del Mobile, Moooi will present a new interior mood called Divine Dreams. This mood will revolve around a new design by Milanese designer Cristina Celestino.

Moooi Paper Play Image: Courtesy of Moooi
Queen Cobra by Ada Sokół Image: Courtesy of Moooi
Artist centre stage for Ada Sokół

Complementing the exhibition by Moooi are works of 3D artist and designer Ada Sokół. Given access to Moooi’s imaginative Extinct Animals, Sokół expertly created digital worlds in which the Mimic Moth, Queen Cobra and Golden Tiger can flourish. Basking in their digital but natural habitat, the Extinct Animals not only come alive, but play with every onlooker in Milan and online. Ada Sokół’s works are an ultra-sensory experience, based on oneiric scenery resembling visions of the far future. Sokół doesn’t like being restricted to reality and plays with the infinite possibilities of digital surrealism. Her sensorial approach is a perfect match with the multi-sensorial nature of the (digital) world of Moooi.

STIR takes you on a Milanese sojourn! Experience Salone del Mobile and all the design districts - 5vie, Brera, Fuorisalone, Isola, Zona Tortona, and Durini - with us. STIR’s coverage of Milan Design Week 2022, Meanwhile in Milan showcases the best exhibits, moods, studios, events, and folks to look out for. We are also excited to announce our very own STIR press booth at Salone del Mobile - Hall 5/7 S.14, Fiera Milano RHO.

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