Crystal-studded earbuds? Folding, wood-textured devices? Pantone- colour palettes? It's all part of Motorola's new design-savvy ecosystem. Here, Vogue Scandinavia sits down with Daniela Idi, Motorola’s EMEA Marketing Director, to learn about the considered approach behind the brand’s bold new chapter.
Whether you love them, loathe them or barely think twice, our devices are always with us – and as Motorola knows, they're with us always. With that fact comes a saturated sea of smartphones and accessories, and standing out from the crowd is no small feat. Yet that’s exactly what Motorola is doing right now, rolling out a slew of collaborations, innovations and design-led features. This isn’t a brand chasing trends, it’s setting them.
According to Daniela Idi, EMEA Marketing Director at Motorola, the brand’s audience has always had a sharp eye for quality and innovation. “The Motorola audience has always paid attention to the evolution of materials – being a bold alternative, standing out from the crowd somehow,” Idi says, speaking from the brand’s Milan headquarters. “It’s a consumer that wants to be different, but is also looking for high quality.”
We're speaking just days before Motorola takes over Slakthusområdet, a venue in one of Stockholm’s coolest cultural districts, to celebrate a series of new product drops – all under the banner of ‘Gateway to Iconic.’ The crowd, dressed head-to-toe in a trio of tasteful Pantone hues (more on that later), will gather to fete Motorola’s latest design-led drops: from a bold new innovation redefining their tech landscape, to a vibrant collaboration that infuses fresh colour energy and embellishments, and the latest evolution of their iconic folding phone, reimagined with striking new textures.
The Motorola Razr 60 Ultra with a real wood finish.
At the heart of the 'Gateway to Iconic' is the new Razr 60 family, where Motorola offers a masterclass in marrying iconic style with next-level innovation. These foldables don’t just turn heads with luxe finishes – think Italian Alcantara and FSC-certified wood – they also pack serious tech muscle. Powered by advanced AI that learns and anticipates your needs, and boasting vivid, Pantone-validated displays alongside cutting-edge camera systems, the Razr 60 family of devices redefine what a smartphone can be. Durable yet elegant, intuitive yet powerful, they embody Motorola’s bold promise: to create devices that don’t just keep up with your life, but elevate it.
“Ultimately, we have phones in our hands the whole day. We wake up in the morning and the phone probably is close by, and it's there at the end of the day as we close off communication with friends and loved ones. So naturally, our phone is part of our self-expression,” Idi says. “For this reason, we want to offer the best solution in terms of technology, but also in terms of looking for materials, colours, and any creative exploration can have. Just like in fashion, these devices are accessories – they’re part of who we are.”
Just like in fashion, these devices are accessories – they’re part of who we are.
Daniela Idi, EMEA Marketing Director at Motorola,
This ethos shines brilliantly through Motorola's new collaboration with Swarovski, in which sparkling crystals line the organic curves of the brand's moto buds loop earbuds. But this isn’t just about sparkle. It’s a strategic step in broadening Motorola’s appeal. “It is also the opportunity for us to go beyond those we have already engaged to appeal to others who maybe haven't had Motorola at front of mind until now. It's that idea of the consumer wanting to stand out but also have the highest quality – the moto buds loop with Swarovski crystals is the perfect marriage of those elements.”
The brand’s long-standing partnership with Pantone further strengthens this fashion-forward approach. Each Motorola device is tied to a Pantone colour – a reflection of the brand’s commitment to curating a design language that resonates emotionally. “Pantone is our colour advisor for all of the products, each of our phones have a Pantone colour connected to it,” Idi explains. It’s more than aesthetic alignment; it’s a deep creative collaboration that ensures Motorola’s devices stay not just current, but expressive, aligning with global trends in fashion, beauty and design.
The Swarovski crystal-embellished moto buds loop.
The headphone and earbud category is undoubtedly crowded – a fact not lost on Motorola. Yet Idi remains optimistic. “The industry is saturated and the competition is fierce,” she says. “But we continue to innovate. We know we want to be different, and this lifestyle-tech positioning we’re embracing opens up exciting new ways to do that.”
More than just launching new tech, Motorola’s future lies in building out a broader ecosystem – one that connects tech, fashion, partnerships, and cultural moments into a cohesive lifestyle offering. “You’ll see our ecosystem expand not only to meet different needs,” says Idi, “but to explore different angles of collaboration and partnership that empower the lifestyle equity we want to create.”
This isn’t a vague ambition but a deliberate strategy. “Expanding the ecosystem, expanding collaborations – that’s how we’ll continue to innovate,” she says. “It’s about bringing unconventional solutions, thinking differently, and exploring unexpected categories. That’s where the magic happens.”
Material innovation also plays a key role, with Motorola exploring tactile, sustainable finishes – like the aforementioned wood, as well as leather and nylon-effect materials – that enhance both the user experience and the device’s visual appeal. But beyond the product itself, the brand’s growing slate of high-profile sponsorships is expanding its cultural footprint. From a multi-year partnership with Formula 1 to a major new activation with FIFA, these collaborations aren’t just about visibility; they’re strategic moves to align Motorola with global passion points. “Sponsorships are a way to appeal to new audiences,” says Idi. “They help us expand our reach – but always in ways that reflect who we are and how we present our ecosystem.”
With ‘Gateway to Iconic,’ Motorola isn’t just releasing new products – it’s rewriting what tech can look and feel like. Blurring the boundaries between innovation and aesthetic expression, the brand invites consumers to see their devices not just as tools, but as statements of identity. It's a philosophy rooted in confidence: that technology can be emotional, tactile, and beautiful.
So what’s next? While Motorola stays tight-lipped on future collaborations, one thing is clear – the brand is no longer content to be a quiet player in the background. With bold textures, unexpected partnerships and design thinking that rivals the fashion world, Motorola is stepping firmly – and stylishly – into the spotlight.
See all the images from the Stockholm event below, with photos by Julia Viklund and set design by Aksel Hahn.
