Inspired by the new photography concept by Marcel Wanders and Erwin Olaf, Moooi decides to offer a unique experience to the public of Il Salone Internazionale del Mobile 2012 by inviting them inside the box for an interactive real time photo shoot.

The new photography concept by Erwin Olaf and Marcel Wanders will be introduced for the first time at the Moooi showroom in Milan hand in hand with the new collection.

“Inside the Box” is the theme of a series of photographs which artistically portray a Moooi product literally inside a box, as a gift which is further protected, almost humanly wrapped by a naked person. The model & the design merge inside the box, blending the creators with the creations in the warm embrace of a silent, dreamy world. Inspired by the new photography concept Moooi
decides to offer this abstract experience to the public of Il Salone Internazionale del Mobile by inviting them inside the box for an interactive photo shoot.

The photos are showcased real time on Moooi’s homepage as a memory of this fun experience.