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september 05, 2021 - Moroso

Moroso @ supersalone + fuorisalone

Moroso confirms its participation in the long-awaited September #design #event in Milan and it is a double presence: a stand at the “supersalone” at the trade fair in Rho and a new display in the Milanese showroom in Via Pontaccio.

At the “supersalone”, from Sunday the 5th to Friday the 10th of September, Moroso will present the project by Olafur Eliasson, “Secret Cubic Shelves”, a #design born from the installation “Green Light – An artistic workshop” realized by the artist at the 57th International Art Exhibition – the Venice Biennale in 2017.

“Secret Cubic Shelves” is built around a rhomboid-shaped negative space, delineated by modules. The modules are based on the geometry of the golden triangle. In this new edition, the product is made entirely of iron (recycled and recyclable), with non-toxic powder coating, boasting a short supply chain, as well as the solidity and durability of the products, able to guarantee reduced waste of resources, raw materials and energy and, consequently, a lower environmental impact, in line with the philosophy of the cultural project of the Icelandic artist Olafur Eliasson.


The showroom in via Pontaccio instead revamps its look with a new installation curated by Marco Viola. The space will be open every day and is accessible by appointment until the 19th of September. 

The protagonist of the shop windows in via Pontaccio is the Salon Nanà Collection, the result of the new collaboration between the French-Lebanese designer and architect Annabel Karim Kassar and Moroso. 

The Salon Nanà Collection is designed to evoke images of convivial atmospheres like the ones you might expect to find in the literary circles of the late 19th century (the name is inspired by the book “Nana” by Emile Zola, released in 1880). The collection features a flexible modular sofa system which can adapt to various situations, and two different collections of side tables, all of which are inspired by Moroccan traditions. “I lived in Morocco for three years and adore the black and white striped djellaba, worn by men, which you can see everywhere in the Medina,” explains Kassar. “With the fabrics of the sofas of Salon Nanà I wanted to bring to mind a place, a time, an atmosphere. A constantly evolving state of mind contrary to everything that is static.”

To complete the display of the ground floor, the new Pacific sofa and armchairs designed by Patricia Urquiola. Pacific, with its rounded and oversize forms, evokes the relaxed and laid back atmospheres of the American West Coast, from which it takes its name.

The Swiss/Argentine designer Alfredo Haberli exhibits the Taba collection, a family of products created for multifunctionality in every aspect of existence: living, sitting, conversing, working. The overlapping of different organic lines and a softness characterised by the asymmetric forms forges the TABA philosophy. Its shape evokes that of the #taba, the name of a cow’s bone specially carved for the occasion used in a game of rural Argentina.

The TABA collection consists of eight pieces: a sofa, two armchairs and five ottomans. They all provide a vast range of possible uses both in public and private areas.


The “Secret Cubic Shelves” bookcase by Olafur Eliasson is present in via Pontaccio as well, together with the Himalayan rugs, Matrix and Sama, made exclusively for Moroso by the historic supplier Golran. 

“Himalayan rugs”, carpets created with the kilim technique, present an unprecedented combination of materials: Allo fibre (Himalayan nettle), banana tree fibre and jute.

The “Matrix” carpets are handmade, in wool and viscose in intimate blend, and they play with the glossy-matte effect of the two materials.

The “Sama” carpet introduces for the first time in Moroso’s proposal a round shape. It is made of wool with an external viscose frame.


Upstairs togheter with the recent collections Gogan and Ruff designed by Patricia Urquiola, we find the Frame-shift bookcase by the architects Oscar and Gabriele Buratti.

Frame-shift is an essential system, made up of very few elements that are repeated by means of vertical overlapping, to form compositions characterised by the horizontal essence of the planes. 

“Frame-shift is a systemic piece of furniture designed to be transversal in the Moroso collection. A simple compositional idea, by superimposition, characterises single-sided wall elements and double-sided partitions, low and high volumes, open bookcases and closed furniture, which give structure to the spaces, connecting and separating the spaces of the living and dining areas, of the bedroom as well as of the study area,” the architects Buratti explain.


Finally, to complete the display, the corner dedicated to the Diesel Living with Moroso collaboration. Two new items are presented: the Cloudscape sofa, characterised by large cushions that #design the shape and support the seat, providing a unique comfort, characterised by the “stitching”, a stylistic code of the Diesel Living with Moroso collections, and the Mecano Shelving System bookcase, characterised by clean and geometric lines, which can be installed on the wall or ceiling, thus becoming a versatile partition within an environment.The #design of this modular shelving system, of strong industrial inspiration, expresses all its technical details, without hiding them.

Three talks will be scheduled in the showroom: on Monday the 6th at 5 pm, Patrizia Moroso and Damir Eskerica (the CEO of Moroso) will present a preview of More-so, Moroso’s new unit dedicated to R&D and collectible #design, special guest Ron Arad; on Tuesday the 7th at 3 pm, Annabel Karim Kassar will dialogue with Patrizia Moroso and the journalist Laura Traldi, while on Wednesday the 8th, at 3 pm, there will be a conversation between Patrizia Moroso, Anders Byriel (the CEO of Kvadrat) and the journalist Cinzia Felicetti.

All the talks will be transmitted in streaming on Zoom and on our official channels.

Read more

- Videos (1)
Moroso TABA - A documentary
- Photogallery (175)
CLOUDSCAPE SOFA
Frame-shift
MECANO SHELVING SYSTEM
Pacific
Rugs Collection
Salon Nanà
Secret Cubic Shelves
Taba
Supersalone Rho Fair
Fuorisalone Showroom
- Documents (10)
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download-icon Press release

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download-icon Company profile

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download-icon Cloudscape Sofa

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download-icon Frame shift

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download-icon Mecano Shelving System

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download-icon Pacific

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download-icon Rugs Collection

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download-icon Salon Nana

666KB

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download-icon Secret Cubic Shelves

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download-icon TABA

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