You wouldn't typically expect an outdoor umbrella to become a global social media sensation. Yet, that is exactly what happened when Royal Botania unveiled the Anamon at Milan Design Week.
With over 500 million impressions across social platforms—including a TikTok debut that racked up 65 million views in days—Anamon has transcended the furniture space to become a cultural design moment. But the hype is backed by serious hardware: Anamon is the proud winner of two 2025 Red Dot Design Awards, confirming its status as a masterpiece of both form and function.
The Scuba Diving Origin Story
The inspiration for Anamon didn't come from a showroom, but from 20 meters beneath the ocean’s surface. Over a decade ago, while scuba diving, our founder and designer Kris Van Puyvelde was mesmerized by a pipe anemone emerging from its tube.
Free from the interruptions of emails and phone calls, he sketched the initial mechanics of a parasol that didn't just "open," but "blossomed." After years of refinement and technical breakthroughs, that underwater vision became the most intuitive parasol on the market today.
Innovation: The Top-Down Revolution
Traditional umbrellas are often clunky, involving complex pulleys or cranks that interfere with your furniture. Anamon inverts this logic entirely.
- The Vertical Blossom: Anamon opens vertically from within its own stem. Like a blooming flower, the canopy emerges from the central pole and unfurls in a smooth, zip-like motion.
- Zero-Disturbance Setup: Because it opens upwards and outwards, you can deploy Anamon right next to your dining table or lounge set without needing to move a single chair.
- A Sculptural Transformer: When closed, Anamon doesn't look like an umbrella at all. It remains a minimalist, architectural column. It is only when engaged that it reveals its full potential.
Engineering That Cools the Day and Lights the Night
Anamon was designed to be as functional at midnight as it is at noon. As the sun sets, the canopy can be tucked away, transforming the structure into a sculptural light source.
- Cable-Free Brilliance: A built-in, warm white LED ring provides an intimate glow. Powered by a rechargeable battery that lasts up to 12 hours, it eliminates the need for hazardous cables running across your terrace.
- Sturdy yet Mobile: While designed to withstand the elements with a solid, balanced structure, Anamon features an innovative wheel-shaped base, allowing it to be repositioned across your poolside with minimal effort.
Why the Red Dot Jury Chose Anamon
Winning a Red Dot Award is the "Oscar" of the design world. Winning two in a single year is a rare feat. The jury recognized Anamon for its:
- Technical Innovation: The patented vertical folding system is a world-first.
- Aesthetic Excellence: The seamless integration of a light source and a protective "top cap" that clicks into place to shield the mechanism from rain and debris.
Experience the Viral Sensation in NYC
The Anamon is more than just a "viral sensation"—it is a testament to what happens when Belgian finesse meets obsessive engineering. Available in four timeless colors (Black, White, Pebble, and Sage), it is the ultimate statement piece for the modern American home.
We invite you to witness the "blossom" in person at our NYC Showroom at 200 Lexington Avenue. Come see why 500 million people are talking about the future of outdoor living.
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500+ Million Impressions and 2 Red Dot Awards: Why Anamon is the World’s Most Viral Design