Additional Moooi: Dutch furnishings and lighting brand Moooi has launched a selection of hotel bath and shower products with a “robust and excellent scent”. In this film, co-founder Casper Vissers explains why the move is about brand recognition, not turnover.
Moooi’s assortment of hotel goods consists of soaps, shampoos, shower gels and lotions, which are manufactured beneath licence by specialist supplier Luxury Hotel Cosmetics.
The new venture is mainly about brand publicity, Vissers says.
Related story: Furnishings and lighting brand names move into “large great world” of fragrances
“We never require the turnover,” he explains in the film, which was filmed at Moooi’s Amsterdam showroom. “Our core furnishings and lighting organization is developing twenty percent per yr. But to have a broader audience linked to your title — to have greater brand recognition — is a very great thought.”
The new goods will place the Moooi brand in front of millions of likely new consumers, Vissers claims.
“A hotel with 80 rooms and a occupancy price of 80 % is close to 60,000 brand contacts per year,” he says. “So you can think about the volume of individuals who will be holding your brand identify in their hands if you promote to 80 or 90 hotels of that sort of size.”
The Moooi assortment, which characteristics packaging developed by the company’s imaginative director and co-founder Marcel Wanders, is currently being targeted at large-finish designer hotels. Even so, Vissers claims he is not as well concerned about the star rating.
“It’s not crucial if it is 4 or five-star,” he says. “It demands to be a hotel with character.”
The fragrance of the merchandise, which is made up of robust notes of nutmeg, cardamon and bergamot, was developed by a foremost perfumer in Paris. Vissers says it is designed to leave a huge impression, but admits it will not be to everybody’s taste.
“It truly is a quite powerful and exceptional scent since with Moooi we couldn’t deal with a ‘maybe,'” he says. “Both you like it or you don’t like it — we don’t mind that. It really is the exact same with our merchandise.”
Moooi’s hotel bath and shower product range is the company’s second major brand extension this yr. Moooi launched Moooi Carpets in Milan in April, which Wanders’ describes in our earlier movie as “print-on-demand carpets”.
This movie is component of our 12 months-lengthy Extra Moooi collaboration, which will see us doing work with Moooi in Milan, New York, London and Amsterdam as we get under the skin of the brand, its products and designers.
It was filmed at Moooi’s showroom in Amsterdam. The music featured is a track called Aglow by US artist RyIm.
Moooi co-founder Casper Vissers.