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Press request

Moooi x Gentle Monster

07 November, 2017

Pitch

On November 9th, 2017, Moooi and Gentle Monster launched the Third Eye Collection – a new line of sunglasses inspired by ancient Egypt and the mysticism of the third eye. It is infused with the two brands’ shared vision and philosophy of creative luxury and high-end experimentation.

Quotes

“We had our eye on Gentle Monster for some time and finally had the chance to meet in New York. We discovered our mutual admiration and felt that we share a similar brand expression and philosophy, the same beating heart and creative allure. What began as an intuition and a personal connection further deepened into a sophisticated collection that we are very proud of.”

Marcel Wanders

Summary

On November 9th, 2017, Moooi and Gentle Monster revealed the results of a new and exciting collaboration: the Third Eye Collection. The two brands have created a collection of four new styles of sunglasses inspired by the extra ‘O’ in Moooi, ancient hieroglyphic drawings which connect the graphic symbol ‘O’ to a human eye and the mystical belief around the ‘inner third eye’.

Moooi and Gentle Monster are both known for creative luxury and high-end experimentation. Their shared unique vision, brand expression and philosophies made them a naturally, fitting match. With strategic collaborations such as this, Moooi is repositioning itself as a lifestyle brand, aimed at making every aspect of life extraordinary.

Angles & Facts

Creative luxury
Creative luxury and high-end experimentation are core values for both Moooi and Gentle Monster. This similarity carries over into their brand expressions and philosophies and makes this a brand match made in heaven.

‘O’
The Third Eye Collection is inspired by ancient hieroglyphic drawings which connected the graphic symbol ‘O’ to a human eye. The inner third eye represents the vision beyond ordinary sight.

Four silhouettes
The Third Eye Collection consists of four styles – Trinity, Divinity, Sincerity and In nity – that each come in select colour options. USA prices range from $240 to $320 excl. tax and Europe prices range from €245,- to €330,- incl. VAT. Available from the 9th of November at our brandstores in London, New York and Amsterdam. 
www.moooi.com/contact

Online Shop
For online shoppers Moooi also made it possible to order your sunglasses from the comfort of your own home. From the 9th of November it's possible to order the sunglasses on the new Moooi online shop.
www.moooi.com/gentlemonster 

Complete press release

A new, exciting collaboration
On November 9th, 2017, Moooi and Gentle Monster revealed the results of a new and exciting collaboration: the Third Eye Collection. The Dutch design company and Korean eyewear brand, both known for their creative luxury and high-end experimentation, have partnered to create a collection of four new styles of sunglasses, each visually portraying the fluid evolution around the third ‘O’ in Moooi.

Named after the native Dutch word for beautiful – Moooi – the third and extra ‘o’ in the brand name stands for extra value in terms of beauty & uniqueness. Working together with Gentle Monster, they strove to embody those same qualities in their first collection of eyewear.

A harmonious brand match
“We had our eye on Gentle Monster for some time and finally had the chance to meet in New York. We discovered our mutual admiration and felt that we share a similar brand expression and philosophy, the same beating heart and creative allure,” Marcel Wanders, Moooi’s Co-Founder and Art Director, says of the partnership. “What began as an intuition and a personal connection further deepened into a sophisticated collection that we are very proud of.”

Inspiration
Inspiration for The Third Eye Collection came from ancient Egyptian hieroglyphic drawings which connected the graphic symbol ‘O’ to a human eye. In mystical beliefs, the inner third

eye represents the vision beyond ordinary sight. This extraordinary heritage shaped the designs of the Moooi x Gentle Monster silhouettes, which all start with a circular lens at their centre. This theme is also carried through in the names of the four styles – Trinity, Divinity, Sincerity, Infinity.

The Third Eye Collection will be available this November at Moooi showrooms and Gentle Monster agships worldwide, as well as online at GentleMonster.com and Moooi.com. There are multiple colour options available for each style. USA prices range from $240 to $320 excl. tax and Europe prices range from €245,- to €330,- incl. VAT. Available from the 9th of November at the Moooi Brandstores (www.moooi.com/contact) or online shop (www. moooi.com/gentlemonster). 

Moving beyond lighting and furniture
Moooi has been catching eyes around the world and steadily growing as a lighting and furniture brand for over fifteen years, but through strategic collaborations, such as this one with Gentle Monster, it wants to spread its wings even further.

Moooi stands for creative luxury for a well-curated life – innovative, provocative and poetic at the same time. This philosophy, of creating and celebrating an extraordinary life, goes beyond just home furnishings. With its license agreements, Moooi is repositioning itself as a lifestyle brand, delivering the right products and accessories to make every aspect of life extraordinary. It is proud to add Gentle Monster to the license family, which also includes Luxury Hotel Cosmetics and Moooi Carpets.

Notes to the editor

About Moooi

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