Patrizia Moroso is art director of Italian furniture brand Moroso, the influential company started by her father Agostino in 1952. Moroso is known as one of the most daring, dynamic and ultra-contemporary design brands in the world, championing new and established talents. In Part 2 of our Q&A, we discover what makes its feisty figurehead tick…
BY SOPHIE DAVIES
What were your highlights from Moroso’s Milan Furniture Fair launch in April?
I loved launching the ‘Triclinium’ sofa by Front in Milan, and Doshi Levien’s ‘Armada’ seating collection, inspired by 17th-century sailing boats, was fantastic. Also the striking ‘Belt’ sofa – Patricia Urquiola wanted to refresh the idea of a sofa, to create an object that wasn’t compact, solid and precise, but was fresh, soft and sustainable. It’s suspended on an aluminium structure, and you can change the cushions on it like the duvet on your bed. You keep the shape together using belts.
ABOVE: Swedish design trio Front's 'Triclinium' sofa for Moroso, launched at April's Milan Furniture Fair, was inspired by ancient Roman rituals of reclining, feasting and socialising on a single seat
What's your design philosophy?
I hate the word trend – there are no trends for me. I don’t like to follow a trend, I prefer to follow the thinking of someone, so a designer thinking is interesting, a trend is not interesting. Besides, the big trends of the recent past have all finished, like minimalism or post-modernism, or all those movements that have names. That big wave thinking has now disappeared, leaving many little philosophies, not one main one. Some might find this confusing, but for me it’s freedom.
Where do you get inspiration?
I love people with fantastic brains and creativity. I love music and art, and by artist I mean someone that uses creativity – I love inspired people that give to life. Design, and the history of design, is also inspiring. I remember being wowed when I first visited Milan, and the Salone, with my parents when I was young, coming from a little town in the north-east of Italy. Everything was beautiful, surprising, full of incredible people. That was a strong influence on me.
ABOVE: Doshi Levien's 'Armada' chair collection for Moroso's Milan 2016 collection includes cocooning sides that billow out like boat sails
Who are your design heroes?
For me, it’s Italian design from the Seventies. When I was a teenager, I was very inspired in the Seventies, and my life changed, because the thinking was very radical, and also design and architecture were absolutely radical, so I grew up believing design could change people’s lives. One of the big masters for me was Ettore Sottsass. He didn’t make a lot of things, but he really changed the way of thinking, and that is so important. Alongside Sottsass was Alessandro Mendini – these two people changed everything in interiors and many things from the past disappeared – plop – in one moment. They introduced colour and fun to our lives. I think you need a little bit of irony, love and fun in things you use or put in your home.
What's currently exciting you in design or style?
The freedom. In the Seventies designers were really breaking down a big wall of convention, and after that came a lot of moments of rethinking, and post-modernism, but now we don’t have the walls and the thinking is free. So you can find someone thinking in one way, and someone else in a totally different direction. Production is also incredibly diverse around the world, even just within Italy.
ABOVE: The new 'Belt' sofa by the other Patricia (Urquiola) for Moroso is formed from soft cushions folded over to form back and arm rests, secured by eye-catching belts
Where's on your travel wish list?
Anywhere can be inspiring. For me, it’s going to New York to see art galleries, or London to have fun with music, or Paris to enjoy the museums and see the old art of the past. What’s interesting is humanity. For my happiness, I like to see what great people can do – to see a dancer or painter or scientist discovering something is so joyful. The potential of human beings is the best thing.
What's your social media of choice?
It’s crazy but I don’t really use any social media. I’m a terrible person, I hate Facebook! I think a minimum of privacy is so important in life. I don’t like to be eaten up by someone that wants to know everything! We have a lot of friends, so I don’t need another friend that I don’t know. My children use it, but I prefer my privacy – and if I want to contact someone I call them. I find the telephone such a beautiful, warm media. If possible I go by car to visit people or if it’s too far then the phone reaches everyone, everywhere. Social media is very important for developing ideas and helping people connect in a positive way, but that is not my way. I like a little more humanity.
ABOVE: Tord Boontje's 'O' chair for Milan 2016 was inspired by his daughter's dreamcatcher and Senegalese weaving; Marc Thorpe's 'Baobab' table for the launch also sports vibrant African influences, from tree shapes to patterns.
What's next for Moroso?
We’re planning the collection for next April’s Milan fair. We know Patricia will do a fantastic sofa. Ron Arad, Ross Lovegrove and Tord Boontje are also doing something – that is sort of the group of old friends – and also Jonathan and Nipa from Doshi Levien. Then I always include something new and surprising, by a young designer or someone who doesn’t usually do design. I try to have a recipe for our ‘dinner’ in April so I know that we need good main ingredients, but also the spices, some leaves and maybe a flower.
See Moroso's latest limited edition collaborations with Australian fashion designers at Hub's furniture showrooms at 63 Exhibition Street, CBD, Melbourne and 66-72 Reservoir Street, Surry Hills, Sydney, until Christmas 2016, alongside highlights from the collection; for more details see Part 1 of our Q&A with Patrizia Moroso