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Amid a noticeably sombre showing at this year’s Salone del Mobile, Twitter fired up on press preview day with professions of admiration for the vast and undeniably impressive presentation by MOOOI – with one big name designer tweeting ‘What recession?!! #Moooi !!’

With what appeared to be around 25% less exhibitors in Milan this year, and the equivalent quotient of visitors opting not to attend, the Dutch design brand proved that bigger can be better when executed with clever art direction and impeccable styling!

Over-scale 4.5 meter images by Erwin Olaf  provided a human backdrop to the new collections, with the cavernous 1700 square meter space populated by colourful mannequins by merchandising maestro Hans Boodt.

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TSA_DESIGN_MOOOI_MILAN_2013_03Once the scenic mastery had been absorbed, the collections, presented as a series of highly-stylised sets, revealed one of the strongest product offerings by any of the big brands at Milan – featuring pieces by Moooi founder and creative director Marcel Wanders, Studio Job, Joost van Bleiswijk, Neri & Hu, & Nika Zupanc – to name but a few of the 2013 collaborators.TSA_DESIGN_MOOO_Paper-Patchwork-Table-by-Studio

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Whilst Wanders delivered strong pieces, with the inviting form of the Cloud sofa (below)  proving one of the most popular at the fair, accompanied by the decorative form  of the glass Bell Lamps, now presented as pendant lights – it was Studio Job who extended Moooi’s Paper Collection with the addition of new cabinets that anchored the collection.

Paper Patchwork & Paper Ral playfully melds bold colour blocking with timeless forms, available in more than 20 colours that can be used in numerous combinations.  The Dutch Duo also contributed whimsical Bucket Lamps  and the archetypal armchairs Labyrinth, upholstered in a bold geometric textile, and a black & white prints of a swarm of insects.TSA_DESIGN_MOOOI_MILAN_2013_09

 

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Cloud Sofa by Marcel WandersTSA_DESIGN_MOOOI_MILAN_2013_06

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New Antiques Bartstool by Marcel Wanders – melding antique form with contemporary lines.
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Faroo Lamps (top) Bell Lamp and pendants (above)  by Marcel Wanders.
Transport yourself to the installation –  check the 360 degree panorama images – HERE // or get your hands on the Moooi 2013 catalogue.
Images courtesy Moooi / The SNAP Assembly.
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