Extra Moooi: Dutch furniture and lighting brand Moooi has launched a range of hotel bath and shower products with a "strong and outstanding scent". In this movie, co-founder Casper Vissers explains why the move is about brand recognition, not turnover.
The new venture is primarily about brand exposure, Vissers says.
"We don't need the turnover," he explains in the movie, which was filmed at Moooi's Amsterdam showroom. "Our core furniture and lighting business is growing 20 percent per year. But to have a broader audience connected to your name — to have better brand recognition — is a very good idea."
The new products will put the Moooi brand in front of millions of potential new customers, Vissers claims.
"A hotel with 80 rooms and a occupancy rate of 80 percent is around 60,000 brand contacts per year," he says. "So you can imagine the amount of people who will be holding your brand name in their hands if you sell to 80 or 90 hotels of that kind of size."
The Moooi range, which features packaging designed by the company's creative director and co-founder Marcel Wanders, is being targeted at high-end designer hotels. However, Vissers claims he is not too concerned about the star rating.
"It's not important if it's four or five-star," he says. "It needs to be a hotel with character."
The fragrance of the products, which contains strong notes of nutmeg, cardamon and bergamot, was designed by a leading perfumer in Paris. Vissers says it is designed to leave a big impression, but admits it won't be to everybody's taste.
"It's a very strong and outstanding scent because with Moooi we couldn't handle a 'maybe,'" he says. "Either you like it or you don't like it — we don't mind that. It's the same with our products."
Moooi's hotel bath and shower product range is the company's second major brand extension this year. Moooi launched Moooi Carpets in Milan in April, which Wanders' describes in our earlier movie as "print-on-demand carpets".
The movie is part of our year-long Extra Moooi collaboration, which will see us working with Moooi in Milan, New York, London and Amsterdam to get under the skin of the brand, its products and designers. Read all the stories at www.dezeen.com/moooi.