"Welcome to the world of Moooi. Open your eyes… step into the centre of Moooi’s heart and discover a universe containing extraordinary, playful realities in different scales and compositions. Our greatest passion and purpose is to bring an extra O of beauty and uniqueness to the world. Take your time to discover and enjoy our inspiring stories, unexpected shapes & exciting style. So walk further, into our light… into our dreams…"
Opened in 2008, Moooi gallery is located in the heart of the hippest and most artistic district of Amsterdam, the Jordaan. Being a favorite place for artists, young professionals and students, the old working-class neighborhood has become increasingly trendy & a well-known place to stroll along the canals and enjoy one of the many outdoor cafes. With its 700 m² Moooi gallery stands out as a glorious space in the colorful district known for its tiny picturesque boutiques, stores, restaurants and tiny art galleries.
Due to a spectacular re-styling in spring 2011 the gallery has had the opportunity to grow further hand in hand with the Moooi brand and develop into ‘the’ ultimate branding experience, becoming Moooi’s world & its home address. The perfect location to house not only a great part of the collection, but also Moooi’s feeling, history, creativity, style and vision of the future. Opening the door of gallery is like stepping into the centre of Moooi’s heart and into a world containing extraordinary, playful realities in different scales and compositions. The perfect Alice in Wonderland feeling, with giant blow-ups of Moooi items and its poetic mission statement printed on the entrance wall to welcome all guests. Behind the giant products hides the world of Moooi, with artistic installations and a majestic 3D collage of products emerging out of nowhere.
Deeper inside the building appear numerous combinations of Moooi items. These inspiring examples help visualize ideas that can be reproduced in home and office environments. Further on, in the furthest section of Moooi gallery, lies an interactive world of white podia made to be explored by the public, step by step. Some of the podia display items from the collection, such as Moooi chairs with headsets. Guests have the opportunity to comfortably sit down and enjoy stories & fairytales about the magic world of Moooi. In the central part of the gallery, confining with the entrance section, the history of the brand is permanently on display along a dark museum corridor by means of photographs, sketches and advertisement material. A walk down memory lane, with glimpses of Moooi’s past, present and hint of its future.
On the other side of the museum corridor is the Moooi theater: a universe enclosing a remarkable installation of Raimond lights, with thousands of twinkling little stars bringing poetry and light to a dark night. Under the starry glow of the lamps are a number of comfortable black leather boutique sofas by Marcel Wanders, on which the spectators can sit and relax while being entertained. The theater space is guarded by a row of noble Horse Lamps by Front, looking as if they are ready to gallop away carrying the stunned spectators on their soft, cozy saddles made of colorful throws by Marcel Wanders. Facing the horses is a multicolored merry-go-round of Gothic Chairs, placed in a circle which is delimited by a grand 5x5 meter carpet with an image of a fantasy sea world. This colorful installation of carpet and chairs represents the realization of a playful dream scenario by Studio Job.
Even the meeting room in the basement delivers an exquisite experience of intimacy, with its luscious curtains & cozy atmosphere.
The world of Moooi doesn’t only tickle imagination with its creative styling. It is a world that stimulate all our senses with its vibrant colors and shapes, mesmerizing sounds and delicious fragrances. A real 360º ode to beauty and creativity. Moooi Gallery Amsterdam is the perfect setting to house Moooi’s collection and deliver an authentic & lively brand experience.
Curious? Come see for yourself!
