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Lenox Launches Domino Dinnerware Brand For Millennials

Lenox Corporation has introduced a new dinnerware collection in partnership with content and commerce company Domino Media Group. The collection, Domino by Lenox, will debut at the New York Tabletop Market.

The Domino by Lenox collection will feature three unique patterns, Optique, Technic and Gradiance, all designed to resonate with Millennials. The collection is said to be inspired by vintage arcade games with both soft and bold color palettes and a mixture of simple patterns reimagined in vibrant combinations, all resulting in a mix and match assortment of options for any style of entertaining, the company said.

Optique is a modern spin on ombre with a graphic edge of color that fades. Inspired by grids, digital screen pixelations and the craft of cross-stitch, the pattern creates a framework of clean lines in soft peaches and blues. This collection will be launched on the Domino and Lenox websites and will be available to boutique gift and specialty retailers nationwide.

The Technic collection plays with motifs such as the color wheel, radial and geometric fragments, channeling a vintage arcade from the future, the company said. The palette, a mix of dawn-to-dusk pale pinks and deep blues, is infused with electric citron for a fresh take on the mix-and-match tablescape. Technic will be available exclusively at Bloomingdale’s in store and online.

The Gradiance collection draws on watercolors and simple lines for inspiration, the company said. The collection features artful patterns that evoke a warm, hand-painted feel. The palette features reds and pinks found in florals with subtly smudged brushstrokes, balanced with crisp edges. The collection will be available exclusively at select Anthropologie stores and on its website.

“Domino represents a new consumer mindset that is consistent with the target audience Lenox is courting and allows us to leverage our design expertise to offer innovative dinnerware with a Domino feel,” said Michele Barbone, chief marketing officer of Lenox Corporation. “This partnership allows Lenox to re-enforce our position in the marketplace as North America’s leading tableware and entertaining company. We are excited about the launch of this collection and the potential growth opportunities for this new dinnerware brand.”