17-05-2025
Get Mushy: The Online Platform Elevating Design and Eccentricity
What does Mushy mean? 'Excessively sentimental', according to creative consultant Dina Adlouni and architect Tarlan Vaziri Farahani. The duo's e-commerce platform stocks everything from creatively-shaped candleholders to elaborately designed furniture, fashioned to form a geometric playground.
Headquartered in Dubai, Mushy is a haven of head-turning trinkets, tableware and head-turning home furnishings. Lighting is moulded into sculptural, swirly shapes, while abstract mirrors are bordered by colourful appendages. A gold-rimmed ashtray is stamped with a Rolex logo, while the bulb of a periwinkle-coloured lamp is nestled between two ears with hoop earrings. A yellow ceramic art piece meanwhile, in the shape of a squished-up tube labelled 'Special glue for broken hearts', belongs on the coffee tables and bookshelves of self-assured connoisseurs of kitsch.
Photo: Dina Adlouni and Tarlan Vaziri Farahani
Such conversation-starting items target a specific type of clientele, says Adlouni, who previously worked in PR for Gucci, and then Louis Vuitton. 'They're tastemakers, rule-breakers and people who curate their spaces like they curate their wardrobes. They don't just follow trends – they set them. They appreciate design that has wit, charm and a little bit of weirdness. Whether they're
collectors or just starting their interior journey, they want their space to tell a story,' she explains.
Home decor in the Middle East often falls into one of two categories: pristine and minimalist, or utterly ostentatious. Between these two extremes, within its own realm of whimsy, lies Mushy,
and its founders are making a strong case for enhancing your home with items that reflect uniqueness, personality and offbeat charm. 'The region has long leaned into opulence – grand, gilded and glamorous. Mushy takes a different route: playful, experimental and a little bit rebellious. We love pieces that spark conversation. It's less about 'lavish' and more about 'let's have fun with this,'' says Farahani.
Design and eccentricity converge within these homeware essentials imbued with a coveted cool factor. Pieces by Persian designers, including statement furniture from Kouros Maghsoudi, stone-like resin vases by Soheil Rad and sculptural papier-mâché creations by Ali Honarvar are available through Mushy. The site also stocks quirky glassware by Polish brand Szklo, Turkish label Deya and Palestinian designer Lameice Abu Aker, while mirrors bordered by colourful glass contorted in exaggerated and almost avant-garde shapes by Jordanian designer Raghad Al Ali appear to defy gravity.
Whoever the designer, their unique point of view is pivotal. 'Some lean into surrealism, some into craftsmanship and some are just wildly unexpected, in the best way. Many of them are stocked exclusively in the Middle East through Mushy, making us the go-to spot for design lovers who want something they won't see in every other home,' emphasises Adlouni. One popular piece sold by the duo is the melting clock from Danish brand Silje Lindrup, which is made from glass and painted silver, appearing like a liquid form situated on the wall. It's a mesmerising marriage of modern design with traditional functionality, and has reached cult status among design aficionados across the globe. 'People love it for its surrealist aesthetic – it's a bold statement piece that feels like a dream, or a Salvador Dali painting come to life,' she shares.
