Muuto, a loft-manifesto in NYC

With a special installation the Danish company launches its e-commerce project in North America

Muuto Apartment, Greene Street, New York - Photo © William Jess Laird
Muuto Apartment, Greene Street, New York - Photo © William Jess Laird

A sophisticated private residence in a typical townhouse in Soho, New York City, presents the collections of Muuto, a company with roots in Scandinavian design, combining fine craftsmanship with advanced production techniques.

The name, based on the Finnish word ‘muutos’ (change), indicates new perspectives and conveys the essence of the brand’s vision. To celebrate the launch of its e-commerce project in North America, the brand presents the Muuto Apartment, a temporary installation inside a loft in the heart of the design district of Manhattan.

We see a lot of potential for growth in the North American consumer market,” says Anders Cleemann, CEO of Muuto, “and we felt it was crucial to reach this audience in order to increase Muuto’s influence as a leading global design brand. The new e-commerce site will give consumers in the U.S. and Canada direct access to our product offerings, furthering our ambition to deliver new perspectives on Scandinavian design with accessible, high-quality products across the globe.”

A careful selection of particularly representative pieces, created in collaboration with a roster of talented designers – Cecilie Manz, Tom Chung, Sam Hecht and Kim Colin, Form Us With Love, Studiopepe and Big-Game – gives rise to a delicate narrative paced by pastel hues and geometric lines.

Among the items on display, the Doze lounge chair, the Outline sofa, the Kink vase, the Cover chair, the Connect Soft sofa, the Enfold sideboard and the more recent products like the Oslo lounge chair, the Sketch toolbox and the Fiber chair produced with a new recycled material.

“This is an exciting moment for MillerKnoll,” says Debbie Propst, President for Global Retail at MillerKnoll (Muuto’s mother company), “ because we are in a retail expansion of the portfolio of our brands, in terms of both physical stores and online initiatives on a global level.” 

After the installation in Soho, on view until the end of 2022, the Muuto Apartment will be transformed into a one-year pop-up in collaboration with Resident, a company specialized in culinary experiences with Michelin starred chefs, organized in unique locations and dwellings in New York. To offer guests an immersive voyage in contemporary living.

Photo © William Jess Laird