For the April edition of the Milano Design City, Moroso will fit out its “Stanze” in its own flagship store.
Moroso has always worked on the concept of a ‘family’ to create an ensemble of objects, united even in their diversity, like the rhythm of a verse in a poem, its force emphasized by the right frame, like a painting. “The ‘stanze’ concept arose from the desire to bring to life different objects from our vast range,” says Patrizia Moroso, the company’s Art Director. “It is a way of doing things that Moroso came up with back in 2003 in order to conceive a catalogue, an idea for a layout, a concrete way of showcasing or evoking an offer of style and harmony between forms”.
Five interpretations of the living area will take shape at the Milano Design City, 12-13 April 2021; the Stanze will display some of the major collections created in recent years at the Moroso showroom in Via Pontaccio 8/10 in Milan.
Stanze is the project in which Moroso tells its story: the products are placed in an environment designed to be reproduced in the stores. The company acts as a creative partner that develops a project ad hoc in which the entire Moroso house is fitted out.
In line with the Moroso spirit, the Stanze are modular, flexible, personal and can be customised. Unlike other proposals on the market, they are aimed at a specific target with a certain taste. Various colors, fabrics and sizes are combined to give the desired nuance and style, with the addition of carpets, lamps, tapestries and furnishing accessories. The certain stars of these rooms are the bestseller products of recent years: Gogan, Gentry, Josh, Redondo, Shanghai Tip, and, to the fore, Pacific, the new collection designed by Patricia Urquiola.
The new furnishing proposals bring together a sophisticated selection of fabrics, with new accessories like the high-quality carpets, created exclusively by Moroso’s long-time supplier Gorlan, with three lines that differ in the way they are produced, and the type of materials used, handmade in Nepal and India with evocative names: Himalayan Rugs, Matrix, and Sama.
The accessories are a unique selection by Patrizia Moroso and Marco Viola of the artistic ceramics of Rina Menardiand Paola Paronetto, master artisans who are well known for their use of colour and surprising, unusual shapes.
The showroom in Via Pontaccio will be open daily from 10 a.m. – 2 p.m./3 p.m.- 7 p.m. and visits will be allowed only by appointment only, in compliance with health safety regulations.