JOV's New M-SHWY Collection is Designed by Studio Mary Lennox
Amy Duong — May 11, 2023 — Art & Design
References: redirect.viglink & design-milk
JOV's new M-SHWY collection is made up of a series of rugs and it was designed by Berlin-based design studio Studio Mary Lennox. It was shown during Milan Design Week this year and it was inspired by the common woodland fungus, also known as the oyster mushroom.
It is made up of three different rugs that are all themed around the mushroom, M-SHWY is pronounced as MS Highway and it stands for "Mycorrhizal Super Highway." This is a celebration of the new scientific discovery that connects the shuttling of nutrients. MSHWY01 kicks off the capsule as it boasts the top view of an oyster mushroom. The MSHWY02 rug offers a macro perspective with gills branching outwards and the MSHWY03 is the colorful option with pink tones.
Image Credit: Studio Mary Lennox
It is made up of three different rugs that are all themed around the mushroom, M-SHWY is pronounced as MS Highway and it stands for "Mycorrhizal Super Highway." This is a celebration of the new scientific discovery that connects the shuttling of nutrients. MSHWY01 kicks off the capsule as it boasts the top view of an oyster mushroom. The MSHWY02 rug offers a macro perspective with gills branching outwards and the MSHWY03 is the colorful option with pink tones.
Image Credit: Studio Mary Lennox
Trend Themes
1. Sustainable Luxury - Designing luxurious items with sustainable materials to attract eco-conscious consumers.
2. Nature-inspired Design - Incorporating nature-inspired elements into design to create unique and inspiring products.
3. Biophilic Decor - Using decor elements that mimic natural environments to create calming and stress-relieving spaces.
Industry Implications
1. Luxury Home Decor - Innovative and nature-inspired designs could attract high-end consumers looking for unique, sustainable, and beautiful pieces for their homes.
2. Sustainable Fashion - Expanding sustainable fashion to include accessories, such as sustainable and luxurious rugs, that are eco-friendly and unique.
3. Interior Design - Designing biophilic spaces that incorporate elements of natural environments, such as mushroom-inspired textiles, can create calming and relaxing spaces with a touch of whimsy.
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