Vincent Van Duysen on the Virtual Showcasing of New Products by Molteni&C Dada

Vincent Van Duysen on the Virtual Showcasing of New Products by Molteni&C Dada
Portrait of Vincent Van Duysen. Coutesy of Molteni&C Dada.

#MCofftherecord #Molteni&CIDada #Wallpaper*

Since the online discussion hosted by Molteni&C in collaboration with Wallpaper* on 29 May 2020—M&C Off The Record with Vincent Van Duysen and Sarah Douglas—, we’ve been looking forward to the release of Molteni&C’s digital exhibition that will show the world what the company had in store for the Salone del Mobile 2020. The video is scheduled to be released in July if all runs smoothly.

“We were ready to present our new products in Milan, then everything shut down,” said Vincent Van Duysen, Molteni&C Dada Creative Director, during the webinar.

Wallpaper* Editor in Chief Sarah Douglas led Vincent Van Duysen in the discussion about his most recent work, what he would have shown in Milan had the event not been canceled.

“We’d worked so hard to prepare for iSaloni,” said Van Duysen. “We’d created an incredible booth with impeccable details. I developed a message that would reach the world through this booth.”

He used the words craftsmanship and elegance to describe the booth design and how it was to recall Italian DNA and the history of design.

“This year, though, I wanted to reach out to different cultures and add various layers of materials and textures. I wanted to add some color to create a more graphical and expressive ambiance. But we were completely shut down.”

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To stay active, the company decided to use his booth idea to redesign one of the showrooms. With the use of contrasting materials and the integration of fireplaces, the design aims to ensure comfort in the world.

“We’ll share the video presentation with our followers to show our latest products and projects.”

The unveiling allows virtual guests to preview the new furniture pieces that the company was supposed to present in April. The pieces are now exhibited in the showroom.

“There’s something nice about revealing things slowly,” said Sarah Douglas. “Instead of bombarding people with too much at once.

“It’s always nicer to feel, see, test and try out each of the various furniture pieces; to see them all together,” said Van Duysen. “In this virtual work, though, there are so many methods available to create a digital translation.”

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If all goes well, the company will present the new products in Paris during the Maison & Objet event this September.

The organizers of Maison & Objet have since announced that its September edition is canceled.

“I hope more people will be able to travel. If not, we will try to reach them virtually with the tools we have as visually as possible.”

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