Tiger Launches First Art Collection by Misaki Kawai

Tiger, the Danish low-cost design brand, is launching its first art collection, 'Play with Misaki Kawai', globally in May 2016. The collection features 28 pieces designed by Japanese artist Misaki Kawai, selected from over 40 artists for her innovative, ironic, and unconventional style. The project aims to democratize access to contemporary art through affordable, high-quality products, such as a tote bag made from organic fabric priced at €5. Tiger's concept developer, Mai Due Brinch, emphasizes that the collaboration was a mutual creative process, not merely reproducing existing artworks. The collection includes interactive elements, games, and DIY ideas to connect people. Tiger's approach prioritizes transparency and authenticity, using its own team as models in photoshoots rather than professional models. The project also includes a dedicated website, playwithmisaki.com.