Milan – Marimekko and New York-based artist Laila Gohar have created an immersive experience to promote an upcoming bedroom-themed Marimekko capsule collection launching in September 2025.
The installation at Milan Design Week features a lighthearted interplay of bold Marimekko archive stripes created by artist Maija Isola, which Gohar has curated for the fall collection. It is housed in the foyer and outside of Teatro Litta – the oldest theatre still in operation in Milan.
Inspiration for the exhibit derives partially from the Nordic concept “Siskonpeti,” which refers to a communal bed that siblings or a group of friends would build together using multiple mattresses for a slumber party. In addition to the mega-bed created from 18 mattresses, the immersive experience combines soundscapes and audio to celebrate the joy of living life in bed.
“As a child, my mother used to dress me in Marimekko, so I am extremely happy to be collaborating with a brand with whom I have such a genuine history,” said Gohar.
As part of the development process, she visited the Marimekko headquarters and the printing factory in Helsinki to explore the archive and decide how the collection would best take shape.
“Some of the prints we chose were pulled from color swatch samples from the 60s and 70s, so we are giving them a second life they otherwise would not have had. I’m excited for the pieces to be out in the world, and for people to have fun living with print,” she explained.
The Milan Design Week installation combines Gohar’s unique style with Marimekko’s “universal ethos of joy and optimism,” according to Rebekka Bay, creative director for Marimekko.
“We wanted to create a space where our guests could come and tailor a unique experience, a space in which they could either pause or actively engage with the installation through sound and audio or with other participants,” she said.
See also:
- Just in time for summer, West Elm adds color to lineup through Marimekko partnership
- Marimekko whips up co-branded capsule collection in 1st-time partnership