Client: Hub Furniture
Marketing, Public Relations, Content Services
To celebrate the Australian arrival of Patrizia Moroso, one of the design world’s most acclaimed figures and Art Director of famed Italian furniture company Moroso, seven top Australian fashion designers and brands were enlisted to collaborate with the company to upholster two iconic Moroso chairs – the Smock and Take a Line for a Walk – in an exciting partnership that amalgamates fashion, furniture and first-class design.
Akira Isogawa, Gorman, Steven Khalil, Martin Grant, Crumpler, Nobody Denim and Kuwaii were the designers and brands chosen for their distinctive aesthetics and ongoing positive contribution to the Australian fashion world. Perfectly aligned with Moroso’s daring look and forward-thinking ethos, the brands were an obvious choice for the partnership and each will have their chair presented at Hub Furniture’s Melbourne and Sydney Showrooms, Moroso’s exclusive stockist on the east coast of Australia.
The collaboration saw each designer nominate a fabric of their choice from current or previous fashion lines, with Akira, Gorman, Kuwaii and Steven Khalil’s fabric being upholstered on the Smock, and Crumpler, Martin Grant and Nobody Denim revamping the Take a Line for a Walk chair.
“Moroso as a company are not just about furniture, they are about unconventional vision, creativity, colour, progressive development and contemporary concepts that suffuse into all facets of design, not just furniture, which is why we wanted to showcase the company in a left-of-centre way in a fashion collaboration to elevate her October arrival in Australia,” says Jaci.
Patrizia is no stranger to creative collaborations, having teamed up with an array of top artists and designers during her reign at Moroso. She is recognised as the driving force behind her best friend Patricia Urquiola’s stellar rise to fame and is known for discovering and elevating fresh young talent to the international spotlight with the likes of Nipa Doshi and Jonathan Levien indebted to her vision. Patrizia brought Issey Miyake to the table with sculptor Ron Arad in ground breaking collaborations that fuse fashion, sculpture and furniture. Plus, she teamed up with friend and Yugoslav performance artist Marina Abramovich for an unusual contemporary art installation. She gives a voice to the creative visions of the likes of Ross Lovegrove, Tom Dixon and Sebastian Herkner and marries traditional craft with sophisticated production techniques to deliver a brand, Moroso, which sets the pace of design.
Patrizia was excited about the prospect of working with a group of well-known and highly regarded Australian fashion designers.
Since 1952, Moroso has been working in close collaboration with some of the world’s most talented designers to produce luxury sofas and seating.
Along with its product catalogue, the culmination of 30 years’ work in design and expression, Moroso offers customers its design and production expertise to create customised projects for the contract and luxury residential sectors. Their ability to offer unique products is thanks to the combined talents of their 70 master artisans, network of trusted suppliers, the use of high quality materials and a true attention to detail.
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