MOO x Morrama: offline networking at Milan Design Week

When Milan Design Week rolls around, it’s easy to get swept up in the spectacle – big launches, flashy exhibitions, and non-stop networking. But this year, something a little different took place. 

Enter OOO Run Club: a morning run through the streets of Milan that brought people together – not through lanyards or LinkedIn chats – but with running shoes and real conversation.

Led by design studio Morrama (with a little support from us at MOO), the goal was simple: connect people in the real world, in a more human way.

Because the most meaningful moments? They still happen offline.

 Stepping out with purpose

OOO (short for Out of Office) is a new initiative from industrial design consultancy Morrama and communications agency TDC PR. Designed as an antidote to traditional ways of networking, it kicked off with a morning run through the streets of Milan. No guest list, no exclusivity – just an open invitation for anyone and everyone to move together and connect.

As Ben Malvin, Design Lead at Morrama put it, “Milan is loud. Everyone’s launching something. OOO Run Club was a strategic move. A way to show up differently. No velvet ropes. Just 100 or so people moving through the city before the madness begins. It’s networking without trying to network.”

We supported them with Rectangular Stickers used as name tags for participants and by creating custom-made Postcards that were handed out at the finish line.

A toolkit for seeing differently

These Postcards featured original “networking” cues, encouraging participants to connect with each other in a deeper, more meaningful way. Not your average, superficial event freebies…

The prompts were inspired by Morrama’s design values and were designed to spark curiosity and encourage thoughtful reflection and discussion. “Print felt right: tangible, focused, free from digital distraction. It holds space without demanding it,” Ben told us. 

It speaks to the power of physical presence and real, human interactions. And it reflects a shared belief between MOO and Morrama: we believe great design doesn’t end at the object, it lives in the experiences it creates and the connections it makes possible.

The creative power of movement

In a world dominated by screens and virtual meetings, OOO is a reminder that the best connections happen in the real world – when we are active, energized, and using our bodies.

“Movement disarms people,” says Ben. “You’re not thinking about how you look or what to say next. Ideas land differently when your body’s moving, and your brain isn’t trying so hard.” 

We’re so used to being mind-focused. That’s why experiences that bring us back into our bodies are so powerful. It isn’t just good for our health, it’s good for creativity – and for community. And that’s what Morrama has set out to build.

Offline, on purpose

OOO Run Club wasn’t about numbers, it aimed to make an impact. 

“If we could shift the perspective of even one person during Milan Design Week, that would have been enough.” The cards were well received as a thoughtful gesture, and a powerful starting point for conversations that felt personal and real. 

The morning run – far from being just a workout – became a creative reset. “If people left feeling energized, curious and a little sweaty-we did our job.”

What’s next?

OOO Run Club isn’t a one-off. Morrama hopes to bring it to more design events around the world – keeping things grounded, human, and a little unexpected. And at MOO, we’re proud to support that mission with tools that connect people in meaningful ways in real life.

In a world drowning in messages and digital overload, sometimes the best way to connect is to lace up, show up, and just start moving.

Looking to create a connection through your brand print and branded merch?

MOO can help. Our team will bring your print and branded merch vision to life so your audience can resonate with your brand on a deeper level. To get started, fill in this form and someone from the team will be in touch.