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Case: Iittala

Case contact: mikael.castren@mktg.com

Iittala launched a new home collection designed together with Issey Miyake in the spring of 2016. With the new collection, Iittala does not only expand their offering to interior textiles and Asian markets but reaches new consumers and also strengthens the brand image as a forerunner in design. Iittala X Issey Miyake is a unique collaborative collection of high quality ceramics, glass and home textiles that allow you to pause and enjoy the moment. “The two brands have always been true to their philosophy of timeless design and creative thinking,” says Iittala design director Harri Koskinen. “They also value tradition, functionality, craftsmanship, and the use of innovative materials and methodologies in their design work.”

MKTG was assigned to plan and execute a worldwide launch of the new collection in Stockholm during the Stockholm Design Week. We created an exhibition of five installations that allow the consumer to experience the story behind the collaboration in a peaceful, relaxed and harmonious way.

All the installations combined video projection with a physical object. The subtle movements of a growing flower, day turning into night or simply keys jingling in the air, gave consumers a chance to pause for harmony in the midst of every day life.

Among other things the installations included an interactive 3D-printed book with projected content where the pages were turned by the movement of your hand. The exhibition truly grasped the concept of pausing and enjoying the moment.

The launch of the collection aroused interest and gained coverage around the world including Vogue and MoMa. Social media was also used in the exhibition as a 6th installation, showing all the posts with #pauseforharmony as a live feed in the gallery.

The exhibition was reproduced in the famous 10 Corso Como concept shop during the Milan Design Week with a custom made textile installation designed by The Miyake Design Studio.