“Muuto is rooted in the Scandinavian design tradition,” shares Anders Cleemann, CEO of Muuto, who was recently in Singapore for the brand’s official launch at premium furniture retailer, XTRA. But what sets them apart from the many Scandinavian brands in the market, he reveals, is that “we expand on this heritage with forward-looking materials, techniques, and bold creative thinking.”
Celebrated for its modern yet timeless furniture pieces and lighting solutions that seamlessly fit into modern homes, Muuto is committed to offering new perspectives on Scandinavian design through collaborations with leading designers like Cecilie Manz, Studiopepe, and TAF Studio. The result: Pieces that spark curiosity and interest without imposing itself on its surroundings.
Our recent conversation with Cleemann gave us a better understanding of the brand’s philosophies in design and neuroaesthetics, as well as the plans it has put in place to help grow the business in Singapore and Southeast Asia.
(Related: Muuto's new perspective on design)
Scandinavian design has been a cornerstone in the interior design industry. Where does Muuto fit in all of this?
Our name, Muuto, comes from the Finnish word muutos, meaning “new perspective”. We handpick leading contemporary designers who are strong interpreters of our story and philosophy, combining their talents with the Muuto creative team. Our designs have muutos: Objects made sublime through new perspectives, enjoyed every day, throughout the world – representing the best of Scandinavian design today.
Can you tell us more about neuroaesthetics and how this concept plays a role in the life of the modern homeowner?
At Muuto, we want to create spaces that feel just right, by making intentional spaces filled with well-designed objects. This is the basis for the concept of neuroaesthetics, the science that explains what happens in the brain when we interact with art, design, and architecture.
At Muuto, we primarily focus on five elements in our work with neuroaesthetics: Color, form, tactility, light, and nature.
For example, we know that natural materials, earthy tones, and greenery throughout the home can create a grounding sensation that puts us at ease. Softer, friendly shapes make us feel more comfortable. Vibrant colors and the right light can contribute to an energetic atmosphere that increase our focus. There’s quite a toolbox available to homeowners today, and we want to continue sharing that knowledge.
What pieces/collections from Muuto will be well-received by the Singapore consumer?
I think the Cover and Outline Series will be well-received, as they encompass the contemporary yet timeless feel of Scandinavian designs. We see that consumers in Singapore truly appreciate that sensitivity.
Our designs are already resonating profoundly with the Singaporean customer. There is also a strong sense of community and family in Singapore, with a strong, youthful energy, which resonates with our approach to design.
How do you see the Muuto brand growing in Singapore and the rest of Southeast Asia?
Muuto is growing and progressing in Asia through exclusive partnerships in Singapore, Thailand, and Indonesia. We work with regional partners to better address and meet the local market, making Muuto even more accessible to our stakeholders digitally and physically, in countries where we are currently present, but also future markets such as Brunei and Myanmar.
What made XTRA the ideal partner for Muuto in Singapore?
XTRA, being a pioneering dealer of high-end European design brands, feels like a natural fit for our brand. XTRA has decades of experience and feels like the perfect partner to support us in bringing new perspectives on Scandinavian design to Singapore.
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