IN CONVERSATION WITH LISA WALS AND ALI MOUSAVI
interview by AÏCHA PILMEYER
In a landscape filled with mass production, I-DO stands out by creating exclusive art collectibles and sculptures that challenge the ordinary. Their creations go beyond objects — they offer complete experiences, designed to surprise, inspire and provoke thought. Co-founders LISA WALS and ALI MOUSAVI’s journey began in 2017 when their shared passion for culture brought them together, forming a bond that went beyond mutual interests. Since then, they’ve been inseparable, both in life and business. Together they’ve built I-DO by following their instincts and merging intuition, vision and creativity to create works that break the mould.
Could you introduce yourselves and tell us about your journey?
Ali: I’m probably the most impulsive buyer out there, I’ve always been fascinated by what drives my consumer behaviour. As a kid, I collected action figures and Flippos; now, it’s entire sets of products and collectibles. I’ve always been obsessed with collecting and figuring out why this captivates me. To this day, I still don’t know — but the fascination has never left.
I was a high school dropout, my parents wanted me to be a doctor, but I knew school wasn’t for me. Getting a scholarship to study in America changed everything. Those three years gave me the freedom to grow, build connections and, unknowingly, fuelled my passion for collecting.
Lisa: I’ve always been drawn to creation. As a kid, I spent hours sketching on paper or in Microsoft Paint and experimenting with digital tools. Film and photography quickly became my passion. I’d borrow my parents’ camera, learning its ins and outs before they did, until I finally got my own at 18. My creative intuition has always led the way, and I trust it completely.
I studied graphic design and later attended an art school focused on advertising, where I explored storytelling through visuals. But I never wanted to limit myself to just one thing, I wanted to do it all. In my third year of school I met Ali and we’ve been inseparable ever since.
What inspired you to start a business together?
Lisa: Our collaboration felt natural from the start. Ali had a project that needed storytelling and concept development — areas where I thrive — so I just started contributing. This was never something we planned, but we quickly realised how well our skills complemented each other. Ali is great at connecting with clients, while I can focus fully on the creative side. It just works without us having to micromanage each other. It’s a mix of trust and balance. During the pandemic, we formalised our partnership with LAIKA, our Amsterdam-based creative agency, and later with the creation of our second company, I-DO.
Ali: The way we work together just clicks, not only in our relationship but with work too. It made starting a business together an obvious choice. People often ask what it’s like working with your life partner, but we don’t know any other way.
Lisa: I also think that because we’re in a relationship, we can be completely honest with each other, and that honesty is crucial.
How did the idea for I-DO come to life?
Ali: It all started when Coen Viguurs, introduced us to the 3D-printing facility where he worked, specialising in interior products. We were amazed by the possibilities, and during our first visit, Lisa and I immediately knew we had to collaborate. We told them right then that we wanted to bring their expertise into the art world.
Lisa: The experience showed us the true potential of combining art and technology. We first collaborated on the Mojo Jojo collectible, and that project went so well it ultimately led us to start I-DO. I took charge of the brand identity and creative direction, renaming the brand “Iconic Design Objects” in the first week. Ali focused on sales, networking, and the supply chain, while Coen brought his extensive expertise in design and materials. Collaborating with him has opened new doors and allowed us to push the boundaries of what we can create.
What core values define I-DO?
Ali: We handle everything in-house, from design to production and delivery. This gives us complete control, allowing us to push creative boundaries and maintain high standards. Our team brings three perspectives together, which is why we can create things that you wouldn’t have considered possible beforehand.
Lisa: Innovation, intuition and storytelling are central to I-DO. We’re always exploring new ways to create while staying true to our authentic approach. Collaboration plays a big role in this, we partner with visionaries who share our passion for innovation. Every project we undertake is an opportunity to transform a concept into something tangible and meaningful. We provide a complete experience, from concept and product development to the final launch.
Why are collaborations so important to I-DO?
Lisa: Partnerships are essential to what we do. We don’t just collaborate for the sake of it, every partnership has to bring something new and exciting to the table. A great example is our work with artist SEVDALIZA. Her manager, NIGEL VAN OMMEREN, is a close friend, and through our conversations, we explored the idea of expanding her alter ego, Dahlia, beyond music.
We took Dahlia to the next level by developing her arms and legs in-house with our cutting-edge 3D-printing technology and adding AI to bring Sevdaliza’s vision to life. This led to an immersive art experience at Nxt Museum, where Sevdaliza had her first ever real conversation with Dahlia during a live performance. Right up until the final half hour before the event, we were still fine-tuning the software, but we pulled it off. The room fell silent as Sevdaliza became fully immersed, asking Dahlia the questions she’d always wanted answers to. It was an exciting challenge that pushed us to explore new intersections between art, technology and performance.
Ali: Another cool collaboration was with DAILY PAPER. Through ongoing conversations, we explored how we could create something unique together, which naturally evolved into a limited-edition collectible — a sculpture inspired by the iconic acacia tree, symbolising the essence of life. We made one large-scale version for their store alongside the collectible. We spent many nights at our dinner table, talking late into the night to shape the concept. And ultimately, this piece is a perfect example of our approach, blending storytelling, culture and design seamlessly.
Lisa: Our network of creatives plays a big role in shaping our partnerships. We don’t rush into partnerships, we often speak with potential collaborators for a long time before moving forward. It has to feel right, we need to be adding value and the timing needs to be spot on.
What’s your vision for I-DO over the next few years?
Lisa: We aim to become a global leader in the collectibles and sculpture space, starting with Europe and expanding internationally. Inspiring others through our work is a core goal, whether it’s collaborating with creatives or engaging with museums.
Ali: We also want to explore larger collaborations with global brands and artists. Being recognised by institutions like MoMA is an ultimate aspiration. We’re focused on pushing boundaries while staying true to our approach. A clear sign of our progress is that the top producers of collectibles, toys and sculptures have typically been based in Asia. Now, we have Asian artists — so close to the source — approaching us to collaborate.
If you could collaborate with any artist, brand or institution, who would it be and why?
Lisa: I’m always inspired by artists who push creative boundaries. For example, PHARRELL WILLIAMS for his multidisciplinary approach and his pioneering platform, JOOPITER, or YOON AHN from AMBUSH for her innovative take on collectibles and fashion. I want to explore unexpected collaborations in the future, ones that people wouldn’t immediately associate with I-DO, yet where our added value would be undeniable. For example, we could see ourselves partnering with a distinctive artist, or even an automotive brand like PORSCHE, while always ensuring that our signature remains subtly embedded in the collaboration.
Ali: We don’t want to be predictable, which is why we would love to work with bold, unpredictable artists. We aim to keep collaborations fresh and surprising, ensuring they resonate with audiences and offer something new.
Lisa: That’s what’s so amazing about I-DO, we can be anything. Through our unique collaborations and the trust we have within our team, we surprise and inspire each other. I-DO brings visions to life in tangible and unexpected ways. We invite people to be part of something new, helping them understand themselves and their brands better while creating something truly unique.
TEAM CREDITS:
talents LISA WALS & ALI MOUSAVI’S
photography DANIEL SARS
editor TIMI LETONJA
interview AÏCHA PILMEYER
