As the top event in the global design field, Milan Design Week has always been a testing ground for cutting-edge concepts and innovative technologies. This year, the appearance of Morgan Moorgen, a Chinese luxury home-level smart brand, has also added a different “Chinese color” to this design week.
Different from the hardware display of traditional brands, Morgan moorgen held a variety of activities during the Milan exhibition, including the opening of the Milan flagship exhibition hall, the release of new joint works by international design masters, intelligent technical support for art installations, and the release of industry trend research results. Morgan moorgen is using a design language that is more in line with the perception of global high-end users, bringing the technological accumulation and aesthetic thinking of China’s smart home to the forefront of international design.
Milan Flagship Pavilion Opening: China’s Smart Technology and Aesthetics for Whole Houses
On April 23, Morgan Milan Flagship Pavilion was officially opened.
The exhibition hall is located in the core area of Milan. It is not a hardware showroom in the traditional sense, but an intelligent living area that focuses on spatial perception and immersive experience.
In terms of space design, Moorgen has completely integrated the intelligent system into the building structure – when invited guests enter the exhibition hall, the lights gradually light up along the path, the sunshade system automatically adjusts the opening and closing angle according to the outdoor skylight, and the background ambient sound flows naturally.
There are no complicated command operations in the whole process, and technology retreats behind the scenes, bringing visitors a “moisturizing and silent” space experience.
One detail at the scene was mentioned by many guests: there are almost no touch screens or operating panels in the traditional sense in the exhibition hall. When many people touch the switch device on the wall, it takes a moment to realize that it is a smart device rather than an art ornament.
More than a dozen global design masters joined hands to launch a matrix of jointly-branded new works in the world
On the opening day, more than a dozen influential leading masters in the global design field and benchmark design institutions, including Philippe Starck, Steve Leung, Jacob & Pushelberg, Neri & Hu Design Lab, and Wu Bin, attended hand in hand to witness the opening of the flagship exhibition hall and presented new smart home works jointly produced by Morgan and Moorgen.
It is rare for such a top-notch design lineup to gather in a single brand event in previous Milan Design Weeks.
The atmosphere was warm and focused, with no lengthy brand presentations. The designers stood next to their works and directly communicated their creative ideas with visitors.
Philippe Starck × “Fire and Stone” Series Smart Panels
Philippe Starck, a national treasure master of French industrial design and French Olympic medal designer, came to the scene to introduce the design concept of the “Fire and Stone” series of smart panels jointly developed by him and Morgan Moorgen.
Stark’s design career covers many fields such as architecture, home furnishings, and products, with more than 10,000 works. He once presided over the renovation of the President’s private residence at the Elysée Palace in France, and was also the designer of France’s Olympic gold medal.
The “Fire and Stone” series is inspired by the heat of fire and the calmness of stone, and achieves new breakthroughs in material selection and modeling technology – the surface of the panel retains the rough texture of natural stone. When a finger touches it, the shimmer hidden under the stone surface slowly lights up, and the temperature spreads from the fingertips.
Many guests at the scene repeatedly touched the panel, trying to distinguish “whether this is a stone or an electronic product.”
Stark said in an interview with the media at the scene: “The secret of designing lamps is to understand that light is magic, and you must protect this magic. I am very happy to cooperate with Morgan. They are very visionary, and what we need is visionary people.”
Steve Leung
× “Drunken” and “Enjoyed” series of lanterns
Steve Leung, Asia’s number one luxury designer, also presented the “Drunk” and “Enjoyed” series of lanterns co-branded with Morgan moorgen.
As a representative figure who has worked on high-end residential projects such as Shanghai Tomson One, Shenzhen Bay No. 1, and Hong Kong Tianhui, Steve Leung has been selected for the Andrew Martin International Interior Design Award, known as the Oscars of Interior Design, 18 times. His design projects have spread over more than 130 cities around the world, and he has won more than 250 international design and corporate awards.
The “Drunken” series is made of Spanish marble material that is hundreds of millions of years old, and has both the functions of artistic ornaments and ambient lighting. It has previously won the DFA Asia’s Most Influential Design Award; while the “Xiang” series integrates modern oriental aesthetics and uses light as the medium to emphasize the creation of spatial emotions and the enhancement of the sense of ritual in life.
Leung Steve also shared with the guests during the demonstration: lamps are not only about emitting light, but also about improving the quality of life and conveying the mood of the space.
Good cooperation starts with respecting design and giving designers full creative freedom, and moorgen has done exactly this. It is because of this trust and tacit understanding that we can create many excellent works together.
With solid technology, ultimate aesthetics, long-term structure and long-term persistence, Morgan has truly grown into a Chinese high-end smart brand that goes global.
Private selection of masters outside the flagship store
Morgan moorgen’s cooperation with the international design circle does not stop at product co-creation.
During this Milan Design Week, two independently held art exhibitions also chose Moorgen as the underlying technical support.
Not only does the master’s design provide moorgen with an aesthetic sublimation of smart features, but the Morgan whole-house smart system is also the curtain on which the master spreads his design inspiration. With the solid guarantee of high-end technology, they can better display their talents. The two complement each other and inject new vitality into the continuous breakthrough development of the smart home industry.
Stein Leung’s “ODE TO NATURE” themed event
It is hosted by Mr. Steve Leung’s Italian company.
As a world-renowned leader in the design industry, Steve Leung has extremely strict selection criteria for technology partners.
Moorgen appeared at this event as an in-depth technology partner. The joint design works of both parties were presented on site, which perfectly echoed the theme of “To Nature” with light and shadow aesthetics and intelligent experience. On the international design stage, it demonstrated the high-end living expression of seamless integration of design and intelligence.
Wu Bin’s “Olympic Garden” art installation exhibition
is one of the high-profile exhibitions of this design week.
As the founder of the “Modern Oriental” design concept, Wu Bin’s works have extensive influence in the global design community.
Through its exclusive intelligent light and shadow system, moorgen provided complete technical support from light and shadow programming to scene linkage for this top-level art installation, accurately and completely realizing Wu Bin’s creative vision.
The fact that moorgen can become the only technical base for this international art project proves the brand’s recognition and voice in the international design community.
This is not only an in-depth technological co-creation, but also a high-level international debut of the brand’s intelligent system strength and aesthetic expression.
A report, an industry turning point
On April 23, Morgan and Euromonitor International, an authoritative international research organization, officially released the “National Luxury Whole House Intelligent System Solution Trends and Leaders Report”.
The report reveals several key trends through detailed data: As the real estate market as a whole enters an adjustment period, the transaction volume of high-end residences has increased against the trend, and the core demand for housing among high-net-worth individuals is shifting from physical space to “emotional assets”; the national luxury whole-house intelligent system solution market has reached a scale of tens of billions, and the compound growth rate in the next three years is expected to remain between 15% and 20%; as some foreign brands accelerate their withdrawal from the Chinese market due to multiple factors, domestic high-end brands are ushering in a clear market window period.
The report highlights that the core competitiveness of luxury home-wide intelligence is no longer a parameter competition of a single hardware, but is based on system-level barriers that are a trinity of technical barriers, service barriers and aesthetic barriers – the three barriers are interlocking and difficult to replicate in the short term through the splicing of single products.
Earlier, based on a survey of real market sales data, Euromonitor International officially awarded Morgan moorgen the authoritative certification of “the number one luxury whole-house intelligent system solution brand in the country in sales”.
The depth of the brand behind 550 patents
The rich results of this trip to Milan are based on moorgen’s long-term accumulation in the field of whole-house intelligence.
In terms of technology research and development, moorgen currently has more than 550 patents and more than 1,200 smart products. It independently develops bus control technology, wireless control technology and AI intelligent algorithm MIA technology, etc., and is compatible with more than 90% of mainstream smart brands and protocols on the market.
In response to high-net-worth individuals’ high concern for privacy and security, Morgan Moorgen adopts a localized edge computing architecture to avoid the risk of information leakage from the bottom of the system.
Currently, the moorgen service network has covered more than 200 cities across the country, ranging from domestic top luxury homes to international high-end projects such as the Dubai royal residence and the Bluewater Island villa area in the United Arab Emirates. It has served more than 100,000 quality families who advocate life aesthetics and design.
Starting from Milan: China’s Global Design Declaration of High-end Intelligent Manufacturing
The opening of a flagship exhibition hall allowed the global design community to intuitively feel the aesthetic expression of China’s luxury-level whole-house intelligence; the concentrated premiere of new works jointly signed by more than ten internationally renowned designers presented multiple possibilities for the deep integration of design and intelligence; the in-depth technical participation in two independent art exhibitions verified the international applicability of the system’s capabilities with real creative scenes; the release of an authoritative industry report provided a clear reference coordinate for the industry pattern with data.
The smart aesthetic solution brought by Morgan’s luxury-level whole-house intelligence has not only set off a craze in Milan, but also revealed a new trend of high-end whole-house intelligence on a global scale: While domestic high-end brands have broken international monopoly with technological precipitation, aesthetic awakening and service, Morgan moorgen is using “invisible intelligence, visible aesthetics” to promote the leapfrog development of China’s smart homes, allowing the world to see how Chinese wisdom can reshape the infinite possibilities of future human settlements.
