Moroso at Milan Design Week 2024
The historic space on Via Pontaccio becomes even more attractive and functional for telling the story of living.
The Moroso Gallery of Wonders set up at the Rossana Orlandi Gallery showcases the icons of yesterday and those of tomorrow, under the partnership with Ron Arad.
The collaboration with Diesel Living that paints the festive atmosphere of Fuorisalone in Brera red and silver.
The Flagship Store as a Screenplay
Moroso stands out at Milan Design Week 2024 by committing to perfecting the development of the Flagship Store on Via Pontaccio, transforming it into an expression of its values and identity. A celebration of its penchant for iconic design with a series of new proposals. A first novelty is evident from the first glance at the Via Pontaccio window display, curated by Patricia Urquiola, where the new One Page armchair by Ron Arad is showcased.
The setup project for the space maintains the architectural characteristics established in the previous year. However, the approach is further enriched through the addition of elements and details, emphasizing the visitor experience. Urquiola plays with contrasts of materials through walls clad in metal or mirrors next to purple or pink walls, creating an engaging dialogue between architectural elements and furniture design. On the first floor, a new area specifically dedicated to materials has been introduced, designed to offer visitors an immersive and informative experience. This space also features new display racks showcasing the most iconic pieces from the Moroso collection.
Urquiola also introduces a more domestic space, a true suite, where visitors can explore Moroso products for the bedroom, starting with the Tender bed, an extension of the collection’s range.
The protagonist of the endless living room on the ground floor of Via Pontaccio is, alongside One Page, the new Gruuve sofa designed by Urquiola directly drawing from the nonconformist aesthetics of the seventies. Also on the ground floor, the dining proposal designed by Stefan Scholten is characterized by the recovery of a high-quality material with a green footprint such as linoleum. The large oval Vol table is paired with the new upholstered Tulp chairs. The visit of the ground floor concludes with a series of new accessories complementing the Pebble Rubble project by Front. The series of Lakelet printed glass coffee tables was developed by the Swedish studio following a natural inspiration that characterized the entire Pebble Rubble project and reminiscent of a walk in the forests of Northern Europe.
The Moroso Gallery of Wonders Presents Ron Arad at the Rossana Orlandi Gallery
The Moroso Gallery of Wonders stages a tribute by the company to its historic partnership with Ron Arad. In the spaces of the Rossana Orlandi Gallery, an international landmark of collectible design, the One Page armchair by the London artist and designer is presented in five special editions, alongside a selection of icons revisited for the occasion as unique pieces, from the Big Easy Made in Africa and the Modou collection, to the M’Afrique Collection, and Soft Marble, a soft transposition of a project by Arad previously realized in marble.
With Diesel Living in Brera Site
Moroso renews its collaboration with Diesel Living. In the Brera district, the new collections resulting from the established partnership with the international fashion brand are at the center of the Red Takeover and Silver Dome project, a bold setup that projects visitors into a dimension of red and silver colors. In the space of Via delle Erbe 2/a, one can discover the new products: the D-uffle sofa and the Puff-D armchair, both inspired by a relaxed and unconventional aesthetic, as a reflection of the Diesel world in the fashion sector.