Imagine to enter in a space and find an army of stylized animals ready to greet you. This is “Animal House”, a project that Marni has created for the Salone del Mobile 2014. In its showroom, the Italian brand will host giraffes, ostriches, rabbits, ducks, donkeys and flamingos in metal and PVC in bright colors along with chairs and tables, all hand-made by a group of Colombian women. With this project Marni reaffirms its commitment to the charity initiatives: part of the proceeds from the sale of the products of “Animal House will be donated to organizations that deal with children.
Where does the idea of hosting within your space an army of colorful animals in metal and PVC come from?
This is the third edition of the chairs and tables in metal and PVC. This year, we liked the idea of including a range of animals, since they are often present in the prints and it is as if in the “Animal House” they come to life.
The asymmetry is the main theme in this year’s project; asymmetry that generates endless combinations unique in their kind. In which ways is reflected and how is developed this theme in your brand?
For the collections, Consuelo always experiments with proportions, colors, prints and materials to create new unexpected balances. The project related to the Salone reflects the Marni’s idea linked to collections that are consistent over time and the ability to interpret them. The asymmetry of the project at the Salone allows endless combination possibilities highly personal.
To create ANIMAL HOUSE, Marni has collaborated with a group of Colombian women who have found through work their own independence and emancipation. What contribution and example can these women offer to the ” Marni woman”?
The thing that struck me from their story of the project was that even though the work was tiring they were satisfied, since they had built the chairs, tables and animals with their own hands.
ANIMAL HOUSE reaffirms the commitment of Marni to the charity initiatives. How important is the focus on what happens outside of the fashion industry for building a strong “brand identity”?
I think what surrounds us has an important role, but it should not be forced. The synergy in the meeting between two worlds is special, we love this exchange and see how different people interpret our reality, reflected in the product and in the collections.
You represent the 2.0 side of the brand, how did you reconcile your language with the traditional values of Marni? In what way will you keep expanding the brand’s connection with new media and technology?
An important aspect is that of experimentation and creativity, which is also applied to the site and to special projects. When we launched the new Marni site, which has integrated the Marni Virtual Store with an area ” experience”, we wanted to offer a way to get into more direct contact with the brand through more information about what is happening inside.
In conjunction with the Salone del Mobile, will be released the new issue of ANTICAMERA, online magazine directed by you and carried out together with the Marni_Lab. What are your values and guidelines?
Along with the team Marni_Lab we create videos, photographs and extra contents to tell the collections and the projects from a Marni’s point of view. We often collaborate with artists and other realities in order to give an outside view. In the next issue of ANTICAMERA, dedicated to the project “Animal House”, there will be a video in which the women who worked on the project talk about their life and their work.
Marni has always wanted to communicate a positive outlook towards the future. This year you celebrate 20 years, what are the objectives to be followed to carry out a constant growth and evolution of your brand?
Design, experimentation and creativity with the utmost attention to the detail and quality Made in Italy.