Somewhere along the line, someone decided that the home is a serious place: a space that should be aesthetically sophisticated —a suave, preferably minimalist showcase of our impeccable taste. But with their latest collaboration, and installation at Milan Design Week, MCM and Pet Therapy are challenging that mindset. The brands have joined forces to release a collection of fun cat and dog-shaped poufs— for both humans and animals—and promise to bring fun back into the home.
MCM (short for modern creation münchen) was founded in Germany in 1976 as an alternative to traditional luxury. It embodied Munich’s Golden Age: an era of bright lights, clubbing, and travel, and is renowned for its Cognac Visetos monogram (which the poufs all feature). Pet Therapy, meanwhile, is part of the Italian brand Atelier Biagetti, which has a special input from the Biagettis’ daughter Altea, a co-creator. The brand’s MO is transforming everyday spaces into imaginative, interactive environments, where the home is a means of play, not a sterile showcase.
Of the collection, founders of Atelier Biagetti, Alberto and his wife Laura said “Together [with Altea], we envisioned objects that are not about sophistication, but about simplicity and immediate recognition — pieces that help each of us reconnect with that innate sense of wonder children naturally hold. We dream[ed] of a home without limits, where design becomes a way to share tenderness, imagination and a deep connection with nature, animals and one another.” The poufs are available in five sizes and various colour combinations.
To mark the collection’s release, the brands are hosting an immersive installation at the Giardino delle Arti in Milan during the Salone del Mobile. The garden will be decked out with surreal palm tree lights and miniature wooden houses. Each day, it will host experiences like Pet Pilates, dog training, pet portraits and the testing of the brand’s pet-inspired scent collection, the bottles of which feature a bottle topped with a sculpture inspired by the leather animals. Meanwhile, look out for the Milano trams which have been customised for the collaboration.
The installation is open to the public and can be visited daily from 10:00 – 18:00 at the Giardino. You can sign up at entry or visit www.mcmworldwide.com prior for a skip-the-line ticket, and purchase the collection in store or online.
