Moooi – 25 and Promising
Celebrating Moooi’s quarter-century milestone, ‘25 and Promising’ is an immersive anniversary campaign that leverages the brand’s history to generate global PR, commercial leads and market noise. The concept is centred around a monumental, 15-metre narrative tapestry by Dutch artist Mart Veldhuis, which served as the creative foundation for content across websites, social media, print and internal communications and more.
This universe was brought to life at Milan Design Week 2026 within a raw, reflective, silver-wrapped exhibition where Moooi’s signature pieces were celebrated alongside the tapestry and icon pieces were reengineered. Anchored by a cinematic brand video and an emotional live performance by dancer Yoann Bourgeois against the tapestry backdrop, the campaign successfully transformed a historical milestone into a touring cultural activation, driving massive dealer engagement before the original artwork moves to its final residency Dutch in art gallery – timestamping this monumental milestone in Dutch design.
Role: concept, designer interviews, storyboards, scripts, videos, edit, eDMs, web stories, invites, press releases, socials, event planning, signage.
