A mesmerising and
surreal e-commerce experience

A great collaboration again between Dutch branding agency Build in Amsterdam - specialising in e-commerce - and Moooi - a Dutch international lifestyle and design company. The project was originally initiated during the pandemic when physical events were not possible. Therefore, an online launch to celebrate and reveal new products for Moooi was the only way. To raise awareness and lead visitors to moooi.com where they can also purchase Moooi's beautiful collection. 

However, as the first chapter 'Beauty Blooms' was such a success, the online campaign continued. Defy Gravity's imaginative and surreal online world is the second chapter, and showcases the Gravity Chandelier designed by British designer Paul Cocksedge.

The approach

Build in Amsterdam created a mesmerising online brand experience - through a cinematic eye. Each scroll brings visitors deeper into surreal dreamscapes with tentacular chandeliers, slithering wall-coverings and tickling scents as main characters. 

The agency built a responsive scroll-based WebGL experience with PixiJS, mixing GSAP animations, shader-powered transitions, image sequences and interactive soundscapes- created together with Amsterdam-based KLOAQ Audio Design.
(To totally submerge yourself in this experience, listen to the Defy Gravity-album by KLOAQ Audio Design on Spotify).

The underlying narrative is inspired by the name of the chandelier itself. Gravity guides the visitor’s imagination through the different scenes: the waterline flips over your screen, furniture hovers in what seems to be liquid air, decor elements assemble and re-arrange themselves like the many possible configurations of the chandelier.

Online brand experience

Moooi is all about 'A Life Extraordinary'. Their collection is original, unexpected, eclectic, rebellious and sophisticated. A perfect balance between commercial reality and culture.

The online brand experience follows this direction by adding a multi-sensory layer. It is a nod to Moooi’s physical flagship store where you can touch, listen and even smell everything.

Each chapter - Beauty Blooms, Defy Gravity and the third chapter Paper Play - follows a similar structure with a sequence of interior moods and transitional moments the visitor has to scroll through. However, the soundscapes, interactions and overall content is completely different for each chapter. If you look at the end of each chapter, they are hinting at the next chapter.

Awards & Features

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