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28 February 2012
Moroso on the Move
In 2012, Moroso explores the possibilities of metamorphosis, change and evolution. Alice Blackwood speaks with Moroso’s Valerio Vestri.
Iconic Italian design brand, Moroso, was founded in 1952, which makes them 60 this year. For a company so long established, Moroso has effortlessly evolved their brand in the most elegant and contemporary of ways.
Klara by Patricia Urquiola (2010)
Collaborating with around 35 designers worldwide, their design ethos focuses on setting trends, defining the limits, going beyond that limit and mixing things up. “It’s a melting pot of different cultures all together,” says Valerio Vestri, Export Area Manager for Moroso.
Rock chair for Diesel (2010)
Taking on the Year of the Dragon as their theme for 2012, Moroso is applying a renewed focus to the Asian region. As part of their 2012 celebrations Moroso is teaming up with Chinese architect Zhang Ke to create a special installation in their Milan showroom for the Milan Furniture Fair in April. The display will take an intrepid path across the world to be staged in China, later this year. “The meaning [within] the Year of the Dragon is constant evolution and Moroso is constant evolution,” says Valerio.
Memory by Tokujin Yoshioka (2010)
Paper Planes by Doshi Livien (2010)
Evolutionary and versatile, Moroso not only produces show-stopping furniture ranges, it also provides a customised service to architects and designers looking to give their projects a unique Moroso-esque edge.
“This is the [advantage] of Moroso – the fact that we can customise and adjust our pieces, our flexibility, the fact that we come from craftsmanship and we’re artisans,” says Valerio.
Be it for a hotel or a luxury yacht, Moroso can work one-on-one with clients to produce non-standard piece. “We invite artisan designers, we create the product from scratch and we do it specially for them,” says Valerio. “This is the Rolls Royce of the design industry.”
Gentry by Patricia Urquiola (2011)
Of their retail product range, Moroso presented the Gentry sofa by Patricia Urquiola at IMM Cologne in Germany earlier this year. An elegant yet bourgeois piece, Gentry exudes a sense of balance and classicism that Moroso identified a need for within their collection.
Another new piece is the Take A Line For A Walk lounge armchair by Alfredo Häberli. It’s one of their most popular contract pieces, and has been specified in the first class lounge at the Doha international airport in Qatar. The armchairs have been further customised for the project with Bose speakers.
Chubby Chic - a collaboration between Moroso and Diesel (2011)
Coming up in Milan this year we can look forward to seeing at least 3 new sofas from Urquiola and fashion brand Diesel. Moroso’s partnership with Diesel – renowned for its “young, funky, vintage, rock mood” style furniture – particularly highlights the company’s progressive yet highly refined approach. “Both companies are in constant evolution and set trends,” says Valerio.
Top image: Paper Planes by Doshi Levien (2010)