In the first movie in our Extra Moooi series, Moooi co-founder Casper Vissers explains how the fashion industry shaped the Dutch furniture and lighting brand’s core philosophy.
“Fourteen years ago, the furniture and lighting industry was pretty boring,” claims Vissers. “But if you opened Vogue or any other beautiful fashion magazine, it was full of beautiful photographs.”
“There was a huge gap for Moooi to approach the furniture industry with a fashionable approach.”
Vissers co-founded Moooi with designer Marcel Wanders in 2001.
From its early days, the brand worked with Dutch photographer Erwin Olaf, whose highly stylised photography combined Moooi’s products with naked bodies in striking poses.
“For some people they were shocking,” Vissers says. “[The photographs signified] a new philosophy, a new way of doing your marketing.”
Vissers describes Moooi as an “eclectic brand” with products in “different styles, all mixed together”. He says the guiding philosophy behind Moooi’s collection of products is encapsulated by the company’s slogan, “The Unexpected Welcome”.
Read more on Dezeen: http://www.dezeen.com/2015/04/10/movi…
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