Exclusive insight from one of our favorites, Deco Icon Patrizia Moroso – creative director of Italian furniture manufacturer Moroso. What began as a small artisan-owned company, Moroso has been working in close collaboration with some of the world’s most talented designers to produce luxury sofas and seating since 1952.
As the creative director of Italian furniture manufacturer Moroso, Patrizia Moroso has been called a force of nature, design’s most powerful woman and a barometer of the times. Yet she deflects this praise as her’s alone: the genius and beauty of Moroso is a collective effort. And then there is craftsmanship, the touch of the human hand that makes design an art. Moroso’s artisans are an intricate and essential part of each item made. The company’s goal, Patrizia says, is the perfect synthesis of craftsmanship and technology; it is a design ethos that is woven into the fabric of the Moroso family brand:
‘We try to innovate; we’ve been working for years with designers but also with artists, architects and other brands, like Diesel with whom we’ve partnered for several years. These are all ways of learning, acquiring knowledge and finding inspiration. We like to share ideas and let diversity work for us so we can imagine a different world.’
The company was founded by Patrizia’s father, Agostino Moroso, in 1952, in the small town of Udine, where its heart still resides. For more than 60 years, Moroso’s attitude to design has been built on two concepts – collaboration with designers and architects, and very specific research in textiles.
‘The company’s goal is the perfect synthesis of craftsmanship and technology’ – Patrizia Moroso
Patricia Urquiola has very much been a longtime friend and collaborator with Patrizia Moroso. When the two Patricias met in the late 90s, design was a man’s world. There was a natural affinity between them and the idea of finally working with another woman was unexpected and exciting. It is an inspired partnership born out of gut feel. As with choosing friends, Patrizia says, it was an instinct, an awareness that you had chemistry, a shared vision.
Yet even with her collaborations with a host of immensely talented artists and designers, the foundation is the family. In Italy in the 1950s and 60s, furniture and design outfits were all family-run. It wasn’t a measure of success, but it became the mark of success: businesses run with great passion, a closeness with employees, designers, architects and much dedication on both sides. Such visionary thinking has driven the universal return to the appreciation of the artisan and reinterpreting traditional skills in a contemporary way, for which Moroso is so well known.
‘What’s important to me is a project’s coherence: there may be minimalism but also complexity, and its beauty is the synergy of both’ – Patrizia Moroso
Excerpts from exclusive interview with Patrizia Moroso in Elle Decoration SA. Original copy by Lorraine Kerney.