Moroso at Milan Design Week 2023
This year, the Fuorisalone will see two appointments with Moroso: the historic showroom at 8, Via Pontaccio, designed by Studio Urquiola, and the unprecedented ‘Diesel Living with Moroso’ pop-up at 26, Via della Spiga.
And finally, a preview of Ron Arad’s Matrizia sofa, in a limited edition for More-So, hosted by the ‘ill at ease’ itinerant happening and open-air living room, which will inhabit the busiest courtyards of the Fuorisalone.
A new face for Moroso’s historic showroom at 8/10, Via Pontaccio
Patricia Urquiola goes beyond the concept of a simple showroom to let visitors into the brand’s world, through a path of elegant domestic environments in which the delicate nuances of the interiors, in perfect expressive combination, enhance the furnishings on display. Space is transformed, everything opens up, perspective changes. The designer’s intervention changes the visual impact and creates a new scenography, an open space capable of expressing the essence of the project right from the entrance.
The entire space is conceived based on the light, which invades it and makes it more welcoming, dynamic. The removal of pre-existing superfetations and the emphasis on the large, windowed drum create a luminous and evocative atmosphere, making the architecture an integral part of the installation. It is an immersive experience, inviting visitors to sit down and experience the Moroso collections through refined settings of contemporary living.
The project is also environmentally sensitive, starting with the use of the natural clays by HD Surface covering the walls of the entrance and on the first floor, and of the elegant carpet tiles designed by Patricia Urquiola for Tarkett on the floor of the large central hall.
A wonderful interaction between different languages. It is with this premise that Moroso presents its new 2023 products at the Fuorisalone. Its aesthetic and design vision is extended to spaces adjacent to the living room, adding tables, storage units and accessories to the traditional practice of upholstery: the ‘Rows’ collection of storage furniture and tables, the ‘Mr Loveland’ and ‘Mr Loveseat’ upholstered system and armchair, the ‘Pheaby’ and ‘Getlucky’ upholstered chairs, the ‘Theo’ coffee table, the ‘Mangiafuoco’ coffee tables and centrepiece trays, the new ‘Forest Wandering’ textile collection and significant range extensions.
A wonderful interaction between different languages. It is with this premise that Moroso presents its new 2023 products at the Fuorisalone. Its aesthetic and design vision is extended to spaces adjacent to the living room, adding tables, storage units and accessories to the traditional practice of upholstery.
Through a skilful contamination between past and future, between industry and craftsmanship, between design and artistic expression, Moroso thus creates a language of its own, a distinctive style that, without denying its attraction to a subtly decorative approach, rejects retro temptations and moves away from the minimalism of rationalist and Scandinavian design. This ‘rediscovered’ modernity is conceptual before being aesthetic; a different vision of luxury and pleasant living made concrete by the focus on sustainability and the quality of materials and workmanship.
Within a living environment characterised by an increasingly flexible and nomadic style, by routines hovering between the real and the digital, Moroso chooses to dialogue with the domestic space, creating a place where design, art and creativity can pervade everyday life and become an integral part of it, contaminating it to the point it becomes a lifestyle.
Diesel Living with Moroso Pop Up Showroom: 26, Via Della Spiga
Moroso takes over the prestigious urban space of Spiga 26, the creative hub developed by Hines, the global real estate investment, development, and management company,in the heart of Milan’s fashion, design and lifestyle Quadrilateral to create an unusual and bold pop-up store: Diesel Living with Moroso reinterprets space with a design that mirrors the brand’s fearless, ironic and irreverent attitude. The new pop-up showroom is a bold, 360° representation of the Diesel style, summed up in the surreal and unexpected window takeover featuring the iconic Diesel Red. The pop-up will remain open for one month, from 18 April to 20 May to leave a lasting and concrete mark. Featured are the most iconic and dynamic models from the Diesel Living with Moroso collection, all in red and arranged in fun-house style, with some elements hanging on the walls. Entering the space, the visitor moves from the energetic red to the bright tones of the more classic items in the Diesel Living world.
Some significant new products are also on display, such as the High Cloud sofa. An evolution of the Cloudscape model, the High Cloud sofa is the most sophisticated and comfortable product ever made. The composition, reminiscent of soft cushions, has a fresh and original design, which, coupled with a surprising comfort, makes it a truly unique piece of furniture.
The Wood Wave collection by Diesel Living with Moroso is a perfect example of contemporary dialogue between the clean, formal lines of Scandinavian design and the ironic touch of Diesel. Stackable chairs, stools and tables – made entirely of wood – are ideal for dining and lounge areas, and for minimalist residential environments.
The Nebulone coffee table is presented in a new Denim indigo finish, in contrasts with its strong, clean lines.
In addition, Diesel Living with Moroso expands its already impressive selection of fabrics by introducing responsibly-produced and environmentally-friendly natural linen and hemp. New fabrics include an acrylic-cotton blend that stands out for its lightness, a new linen for sophisticated chairs and the Ricciolone, a soft and velvety bouclé fabric.
The Matrizia sofa will be hosted by ‘ill at ease’, an itinerant happening – from 18 to 22 April
On the occasion of the Fuorisalone, Ron Arad and More-So will present a preview of the Matrizia sofa, which will be part of the ‘ill at ease’ itinerant happening halfway between an extravagant living room and an art exhibition by some of the industry’s most acclaimed artists.
Subverting logic and common sense, i.e. having the items on display join the public instead of vice-versa, ‘ill at ease’ will carry digital creations and design works including Matrizia, in collaboration with Studio Leggero and curators Luisa Ausenda and Caterina Taurelli Salimbeni.
The limited edition Matrizia sofa by Ron Arad for More-So will then be officially presented on 19 May 2023 at Moroso’s New York flagship on Madison Avenue during ICFF.
‘Ill at ease’ evening appointments will be:
Tuesday 18 April | 5VIE – Piazza Tomasi di Lampedusa
Wednesday 19 April | NINFA – Via dell’Aprica 16
Thursday 20 April | Dynamicart Museum – Via delle Erbe 2/a
Friday 21 April | Fondazione ICA – Via Orobia 26