Moooi creates interactive experience to share Milan showroom with digital visitors

Milan 2014: explore the space created by Marcel Wanders and Casper Vissers in Milan to showcase the new range from their brand Moooi, with this interactive showroom.

Moooi has taken over an old warehouse in Milan's Tortona district to create an atmospheric showroom.

Moooi exhibition Milan 2014

Products have been set up in clusters, as if in rooms of a house, against giant architectural and interior photographs by Massimo Listri that help create smaller spaces in the large building.

"We implemented something which is interesting for interior designers to see," Marcel Wanders told Dezeen.

"If you look at all these objects they are a bit displaced. They should be in houses and projects and they should live in surroundings which have their own kind of depth and logic," said Wanders.

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The exhibition is accompanied by eerie sounds created by Dutch musician Fontane, to emphasise the surreal nature of exhibiting home furnishings in an industrial space.

The ability to create a bespoke atmosphere for the showroom is one of the reasons why Moooi presents away from the Salone Internazionale del Mobile, the trade fair taking place on the other side of the city.

Moooi exhibition Milan 2014

"Every year we decide not to [go there] because the fair makes it really difficult to make a really wonderful show," Wanders explained.

"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."

Moooi exhibition Milan 2014

Last week Deezen revealed the collection that is on display in Moooi's Milan showroom, which includes pieces by Wanders, Studio Job, Bertjan PotKiki van Eijk and Joost van Bleiswijk.

Moooi's exhibition is open until 13 April at Via Savona 56 in Milan.

Photographs are by Nicole Marnati. Panormama 360 is by Henri Smeets.