Marc Newson and Habitat head of design Tom Dixon have been commissioned by the founders of luxury sex brand Myla to design a series of upmarket “coffee-table” sex toys.
A Myla flagship store in London’s Notting Hill is scheduled to open in October, with plans to launch another store in Paris or New York if it is successful.
Identica was appointed by Myla-owner Lilestone in March to create a corporate identity, literature and packaging for the brand. Myla is designing interiors for the flagship store in-house.
Dixon is understood to be creating several pieces, including two vibrators. One of these, entitled Bone, is battery-operated and manufactured from “mountain crystal”. Details on a second design, Ring, are still under wraps. The toys are being manufactured now.
“Although designed for pleasure, the toys are individual works of art,” according to a Myla spokesman.
Myla is introducing a condom range. The condoms are packaged in an after dinner mint-style box of 20, which will “soon be appearing on every ‘style insider’s’ bedside table”, adds the Myla spokesman.
Lilestone was founded by former advertising director Charlotte Semler and ex-retail consultant Nina Hampson. The products will be available from 15 September through a catalogue and from October in the London store.
The launch of Myla follows news of a far-reaching redesign of Ann Summers’ core brand by Silver & Co and MHG, which is also due to be unveiled in October (DW 26 April).