Digital Graffiti 2020 Goes Global
By Jordan Staggs | Photography courtesy of Vondom
Life is a runway, and all the world’s a stage, right? Well, if Vondom has anything to say about it, all the world will be a chic and stylish lounge.
Established in 2010, the Spanish furniture brand is making a splash for its tenth anniversary as it continues to expand into the North American market, having just opened a flagship store in Miami. The ethos of Vondom is “vanguard indoor and outdoor furniture made with passion,” and it shows. Its creators scour the globe in search of the most dynamic visual artists in the furniture industry, and each Vondom collection is made in collaboration with an artist who reflects the innovation and stylish spirit of the brand.
Vondom’s artistic approach seems to fit perfectly with its commitment to creating highly functional and durable outdoor furniture. Its manufacturing methods mainly include rotational molding and injection molding. These use polymer materials like polyethylene, polypropylene, polycarbonate, and, most recently, injected polyurethane (liquid foam) to help products stand up to the elements, be comfortable for seating, and be easier to clean and move.
“I would say that our combination of materials, commitment to unique high-end designs, and function are what define us as a brand,” says Vondom’s East Coast sales manager Justin Riegler. “Combining handsome looks with ergonomic function is not easy, but we continue to make it happen collection after collection, year over year.”
With US showrooms now in New York, Los Angeles, and Miami, Vondom’s sweeping the nation—but its marketing approach is quite a departure from the norm. Instead of solely relying on market events or traditional advertising to sell products, Vondom prefers to let potential customers experience its brand firsthand by partnering with events around the world.
“I would say that our combination of materials, commitment to unique high-end designs, and function are what define us as a brand.”
“We try to partner with events that coincide with our brand’s vision and mission statement,” Riegler explains. “Mainly, we focus on events that drive lifestyle and design synergistically. We shy away from traditional trade shows and emphasize being more of an exclusive outdoor brand to the contemporary-modern design trade community. We do this by being involved with local and regional networking opportunities that drive exposure toward Vondom specifically. It has worked well for us thus far, and we will continue to stay committed to this strategy as long as it yields further growth.”
The latest event to benefit from Vondom’s unique marketing model will be Digital Graffiti, the annual visual arts and entertainment festival in Alys Beach, Florida. Each year, Digital Graffiti invites world-class artists from around the globe to create digital art that is projected onto the architecturally beautiful white walls of the town. The two-night art show is juried, with winners taking home cash prizes and guests enjoying an experience unlike any other.
“When Vondom was approached to be a sponsor of the event, we were elated,” says Riegler. “Thinking outside the box and creating an event that can—and likely will—draw support globally to an otherwise ‘remote’ destination in Florida is ambitious but smart. I had no idea how amazing the area was until I saw it in person, and Alys Beach is truly a beautiful community. The event itself is artistic brilliance realized. It was a no-brainer for us from day one because Digital Graffiti is about art, expression, progressive thinking, and community—all core values of the Vondom brand. To find an event like this is to find a proverbial soul mate. Attendees can expect to find Vondom products that seem to fit organically with the environment created for and by DG. This seamless integration of form, function, and experience will work to create an illuminated experience unlike anything Alys Beach or DG has ever seen.”
Vondom was first introduced to Digital Graffiti and the Emerald Coast area of Northwest Florida by Todd Reeves and Jorge Saiz, the designers and owners of Isidro Dunbar Modern Interiors (idMI), an expansive modern furniture and decor showroom located in Miramar Beach. The only all-modern showroom in the Florida Panhandle, idMI is also a perfect fit for Vondom and has carried the brand’s catalog for about five years. This spring, it will debut a showroom display in addition to offering the Vondom catalog so that customers can see the fabulous furniture in person.
“Each year, we like to incorporate new elements into the festival, whether through the art installations, the decor, or the food and beverages, and Vondom’s furniture will be a new and exciting way to elevate the guest experience."
“A year ago, I had a client who wanted to purchase Vondom for a home in Alabama that I was designing,” says Reeves. “That’s why now we are doing the gallery in the store, showing how Vondom has grown and how versatile it is. It is different and interesting—a perfect fit for the style of our showroom and design style. It certainly is not your everyday outdoor furniture or a cookie-cutter line. They offer many different styles, colors, fabrics, and materials. Even if your neighbor has Vondom furniture, they will not necessarily have the same product, style, or finish as you do in your home.”
Dream team Vondom and idMI will collaborate to furnish lounge areas throughout Digital Graffiti with amazing illuminated seating, tables, and more that will light the way as guests view projected artwork, sip craft beverages, and savor local bites throughout the alleys and sidewalks of Alys Beach. They will also be providing lounge seating for VIE magazine’s 2020 Digital Graffiti awards party, Très Chic, taking place before the main event on Saturday, May 16. The prelude to the Illuminated+ art walk, Très Chic will be an opportunity for the public to enjoy the beauty of Alys Beach and the excitement of Digital Graffiti while they toast with prosecco, enjoy hors d’oeuvres, dance to tunes by Bella the DJ, view fashions from the Alys Shoppe, take photos, and celebrate the winners of the 2020 art competition.
“Digital Graffiti is a festival of digital art, and the light-up furniture adds a modern touch to the preexisting glow aura,” says Alexis Miller, director of events at Alys Beach. “Each year, we like to incorporate new elements into the festival, whether through the art installations, the decor, or the food and beverages, and Vondom’s furniture will be a new and exciting way to elevate the guest experience. Guests can also expect more immersive installations where they feel like they are part of the artwork.”
With more celebrity judges and international outreach and sponsorships also in the works, Digital Graffiti 2020 is shaping up to be the best and biggest one yet.
“We’re also homing in on our commitment to the environment by being the first outdoor brand to offer multiple collections that are available in plastics that are 100 percent recycled from the Mediterranean Sea.”
Meanwhile, Vondom and idMI both have a busy year ahead. Celebrating twenty-seven years in business, Reeves says idMI will continue to elevate its level of design and products both in-store and through client design projects. The idMI showroom is an ever-evolving gallery of lighting, artwork, furnishings, and more, bringing the latest and greatest in modern style to Northwest Florida and beyond this year. “We have been lucky also to have several clients patiently waiting for us to help them in the coming year,” Reeves says. “We have a new-build home to design, a complete condo renovation and makeover, and another exciting project that is also starting soon. We’re also attending markets often so we can keep bringing customers more of what they love—modern home furniture. The best thing about that is that clean-lined, beautiful furniture never gets tired, old, or outdated. It will be in style for many years.”
Vondom’s latest collections, Suave and Tablet, will be the brand’s primary focus in 2020, says Riegler. Suave features seating and pouf-style ottomans made with injected polyurethane for the ultimate in comfort and durability. The sleek yet inviting look of the series was a collaboration with Dutch design house Marcel Wanders. Tablet offers a modular build-your-own-seating block style created by Spanish architect and designer Ramón Esteve.
“We’re also homing in on our commitment to the environment by being the first outdoor brand to offer multiple collections that are available in plastics that are 100 percent recycled from the Mediterranean Sea,” he says. “Maintaining a conscious contact with Mother Earth is an ethical obligation to which we feel every manufacturer should adhere. Because of this belief system, we are paving the road for future sustainable manufacturing standards by offering these select collections in 100 percent recycled plastics at no additional charge. The quality and durability are the same as our standard products, which makes the ethical and moral added value to these collections undeniable.”
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To learn more about Vondom, visit Vondom.com/us or stop by Isidro Dunbar Modern Interiors at 12170 Highway 98 in Miramar Beach, Florida (idMIdesign.com). For updates on tickets and events for Digital Graffiti 2020 in Alys Beach, head to DigitalGraffiti.com.