To turn a digital brand experience into a multi-sensory digital dream

Moooi, a Dutch international lifestyle and design company, asked Dutch digital branding agency Build in Amsterdam to create an out-there brand experience to immerse users in their extraordinary design world, with the amazing real-life Hortensia Chair as a centre-piece.

Moooi partnered with 3D artist Andrés Reisinger and textile designer Júlia Esqué to mass-produce the Hortensia Chair. A chair that went viral on Instagram as a digital chair only. Andrés Reisinger's chair became known as 'the chair that could not be made'.

The digital brand experience created by Build in Amsterdam offers users a new way of experiencing brand-new products from Moooi. ‘Beauty Blooms’ is the first chapter.

The agency approached the online brand experience with a cinematic eye. Each scroll brings the visitor deeper into surreal dreamscapes. With soft armchairs, tactile wall coverings, and mesmerising scents as the main characters.

For those in the know and/or interested in the techy side: the agency built a responsive scroll-based WebGL environment using PixiJS to render GSAP animations, shader-powered transitions, image sequences and interactive music.

Thanks to micro-events in Milan and the online promotion around this first chapter, the Hortensia Chair is one of Moooi’s top furniture sellers in 2021.

Let beauty digitally bloom!