Design and E-Commerce: Mohd Recounts Online Shopping From the Elle Decor Grand Hotel

Alessia Musillo
·5 minuto per la lettura
Photo credit: Courtesy Mohd
Photo credit: Courtesy Mohd

From ELLE Decor

Stocking some of the most important international brands, Mohd is among the first well-established design portals to offer an immersive experience and complete the overall vision at checkout. Beginning from physical stores, the Made in Italy company found massive success online, selling classic and modern design pieces that enrich and inspire the home like an art gallery. “The story of Mohd is the story of a company born 52 years ago with a traditional furniture store. Then, in 2011, it evolved when we launched our e-commerce for the first time. Since then, we’ve opened a new chapter on this journey, reaching many more users and clients than we did with the in-person experience. In fact, at the beginning, our company was limited to the immediate geographic area with a few exceptions — we’re talking about Messina and Catania, but we had a few homes of clients in Rome and Milan,” explains Gianluca Mollura, CEO of Mohd. Then came the cyber leap.

Today, Mohd is an accredited enterprise in the world of design, undertaking important collaborations for signature projects like Iper Hotel, the fifth edition of the Elle Decor Grand Hotel, designed this year by Ludovica + Roberto Palomba. Through the virtual tour, visitors can buy all the design on display, and have it sent right to their door. In doing so, design transcends beyond the screen and into a full-fledged cultural tour — one to experience with eyes in Palazzo Morando, and our bodies on the sofa. “It’s an extraordinary experience that we developed with great enthusiasm, because the role of Mohd is that of completing the user experience. That is to say, Elle Decor provides the experience to explore an artistic space and we conclude the process. When a visitor sees an object they like, they can simply click on the piece and buy it. It's really a 360° experience,” continues Mollura.

Photo credit: Courtesy Mohd
Photo credit: Courtesy Mohd

To imagine this twenty years ago would be a bit strange, but today, it’s completely normal. Our home can be transformed into a showroom by simply accessing the internet. Live from our sofas, we’re free to buy anything we need. From clothing to technology, e-commerce has transformed the shopping experience into a sacred moment focused on choice, enriching both our wardrobes and the home.

Today, dealing with a historic moment of uncertainty that has seen many shops close due to the health emergency, two phenomena have increased: shopping local, where we can get everything necessary next door, and online shopping. With this, the furniture market has taken to the web. Predictable but true: spending more and more time at home, we’ve come to realize just how much we need that sofa to help carve out our little nook, or a screen to better distinguish the living room from the bedroom and home office in a studio apartment. And so, we look first to our imagination (with the help of a smartphone to measure tight corners and airy ceilings) to dream up a domestic revolution — all depending on necessity, of course — and then to design, detailed through the lens of a screen and delivered to our front door.

Photo credit: Courtesy Mohd
Photo credit: Courtesy Mohd

How important is the world of e-commerce design in Italy today? “It’s surely increasing, both in the Italian context and internationally,” comments Mollura. “But it’s also an increasingly complex phenomenon that needs advanced dynamics and technologies to be developed efficiently. In any case, it’s certainly one of the fastest growing businesses. It’s worth noting that in Italy, in respect to abroad, e-commerce doesn’t have such a significant chunk of the market, but it does vaunt the important ability to influence shopping in stores: typically, you visit first a website and then you go to buy, almost like an act of scouting. Instead, in terms of purchases and conversions, e-commerce in Italy is still in an initial phase in respect to the general numbers of our market. It’s also worth noting that the design sector is growing especially in terms of accessories, illumination, mise-en-place, decoration, and iconic furniture.” Obviously, shopping isn’t the same for everyone.

“The extraordinary response from the web lies in the possibility to trace everything. So it’s possible to know the client without meeting them in person. Data offers us an important segmentation of age groups and geographic information to monitor sales. Our target users range from 25 to 50-55 years old, but that’s only true to a certain extent, because with the current situation (meaning purchases during Coronavirus), things have changed. Today, everyone arrives at Mohd. We also have a target for over 60s that buy. What’s changing there is the type of product purchased.” And it just so happens that being at home has helped galvanize the conversions. In areas under a soft lockdown, online shopping is favored and sales appear to be growing. To that, we’ll add that Christmas is just around the corner, and between gifts and necessary buys, design online wins out against traditional shopping.

Photo credit: Courtesy Mohd
Photo credit: Courtesy Mohd

Smartphone, pc, tablet: all of us prefer to access design online with a certain device. But one isn’t necessarily better than the other. “People buy on a computer just like they do on a smartphone — today we’re hyper-connected. The client also comes to Mohd via Social Network, Instagram or Facebook, and so often via their phones. But, in reality, the design sector is still very connected to the desktop. Buying a piece of furniture isn’t a compulsive choice, and we’re able to see product details better there.” Connected? Ready, set, click.

grandhotel.elledecor.it


ELLE DECOR GRAND HOTEL
IperHotel
By Ludovica+Roberto Palomba
On air from November 26, 2020 to January 31, 2021

From an idea by Elle Decor Italia
Design: Ludovica+Roberto Palomba
Digital Design: 150UP
Styling: Simona Silenzi Studio
Graphic Design: Designwork
Exhibition Design Coordination: Marina Cinciripini

Texts and Editing: Caterina Lunghi

Design Shopping Experience Partner: MOHD

Institutional Partner: Confindustria Alberghi

Partner:
Amini Carpets, Artemide, C&C Milano, Fenix® Innovative Materials for Interior Design, Frigo2000|High performance Kitchen, Ginori 1735, Ideal Standard, Marazzi, MGS, Nardi, OLuce, Sub-Zero Wolf, Tubes Radiatori

Food Experience: Identità Golose

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#elledecorgrandhotel