Following its success in Milan and participation in the London Design Festival, Moroso will reveal its new 2021 products to the Chinese market from 12 to 15 October in Beijing. The event will take place in the Moroso flagship store, on an area of over 380 square metres set up specifically for the occasion in space provided by Moroso’s local partner, Classic Living.
The Salon Nanà project, which was recently presented in Milan and is the result of new collaboration between Moroso and the Franco-Lebanese designer and architect Annabel Karim Kassar. The arrangement will be completed by Patricia Urquiola’s new Pacific sofa, with its rounded oversized shapes evoking the laid-back atmosphere of the American West Coast from which it takes its name. Pacific will be accompanied by Ruff and Getlucky armchairs, also designed by Patricia Urquiola, plus Himalayan Matrix and Sama rugs, made exclusively for Moroso by Golran, a long-established supplier.The new Frame-shift bookcase designed by architects Oscar and Gabriele Buratti will also be on display. The essential lines of the Frame-shift system are produced by the repeated vertical overlapping of a small number of elements, creating forms characterized by horizontal top surfaces.
Finally, the corner dedicated to the Diesel Living With Moroso collaboration. Two new itemswill be on show: the Cloudscape sofa, with large cushions displaying the characteristic “stitching” motif of the Diesel Living with Moroso collections, adding shape, and supporting the seat to provide exceptional comfort; and the Mecano Shelving System bookcase, with clean geometric lines, which can be installed on the wall or ceiling and used as a versatile divider in appropriate settings. The design of this modular shelving system shows obvious industrial inspiration, with technical details fully exposed to view.
This important event is a further step towards a stronger Moroso presence in Asia. In fact, Moroso is already present in China, with ten flagship stores in Beijing, Foshan, Guangzhou, Hangzhou, Nanjing, Ningbo, Qingdao, Shenzhen, Xi’An and Wenzhou. Two further single-brand stores in Suzhou and Wuhan are in the design phase, with openings planned for the first quarter of 2022.This extends the series of Moroso openings in Asia, encouraging a constructive and profitable dialogue with the Chinese market, which is increasingly attracted by the Italian company’s creativity and manufacturing process.