In fact this is not a very new concept - the possibility to choose between different varations of a model sofa are known to customers for many years, but now all is in Wanders’ signature humourous approach and his unmistakable style which will probably again bring to a great success.
First comes the 'naked sofa' the design of which "is based on the universal archetype of the contaporary sofa...The Underwear is unique and gives the sofa an unprecedented sophistication even when the covers need to be cleaned... The naked sofa will be covered with pluriform designed detailed stylish 'dresses'....Retailers will have stock of naked sofa parts. Moooi will have stock of all the covers and deliver these within 7 days."
This idea of Moooi is directed to
"the new consumers, who create their own playgrounds, their own comfort
zones, their own universe. It's the 'empowered' and 'better informed' and
'switched on' consumer combined into something profound, something
TRENDWATCHING.COM has dubbed MASTER OF
THE YOUNIVERSE. At the core is control: psychologists don't agree on much,
except for the belief that human beings want to be in charge of their own
destiny. Or at least have the illusion of being in charge" as described by TRENDWATCHING.COM"Their goal is to make shopping for a sofa an easy and fun experience, with
a collection of uniquely designed sofas and a series of fabrics that go with
them… Sort of like Ikea, just much much better looking… "
notes Charles&Marie blog
A very good comparison - both companies try with all their efforts to keep customers within their shops and both are quite conviceful in their attempt to make consumers have this illusion.
Marcel Wanders Studio, moooi boutique
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