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In June 2023, ARTiSTORY put together a highly successful licensing program that brought together William Morris from the British Library collection and MU16, an emerging brand in high-end glassware.
Established in 2021, MU16 sought to capture the attention of art-loving, discerning consumers with an appetite for more sophisticated products. To innovate and expand its offerings, MU16 partnered with ARTiSTORY to infuse the essence of arts and literature into a new line of products.
ARTiSTORY works with the British Library that houses an impressive collection of works by William Morris, a pioneer of the Arts and Crafts Movement. We selected William Morris’s renowned book "The Story of the Glittering Plain” as the key artifact for design inspiration.
”The Story of the Glittering Plain" is celebrated as an early masterpiece of the fantasy genre, narrating the tale of a protagonist's daring pursuit across mystical lands to reclaim his lost love.
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Drawing from the artistic and literary legacy of William Morris, ARTiSTORY team meticulously curated design elements from Morris's oeuvre that resonate with themes of nature and artisanal elegance.
This collaboration gave rise to an exclusive collection of crystal glassware, co-branded by MU16 and the British Library. The product is launched in Dec 2023 with immediate success, and are available both online and in upscale department stores in China. This special edition crystalware invites users to a serene escape from the relentless tempo of contemporary life, encouraging a pause to shed the burdens of stress and fatigue and to reflect on one's deepest sentiments.
Through this licensing collaboration, ARTiSTORY and MU16 demonstrate how heritage and modernity can converge to create items that are not just functional but also resonate with the consumer's desire for tranquility and a deeper connection with art and self-expression.
