Patrizia moroso biography samples

Patrizia Moroso, Moroso art director.!

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When it comes down to it, good design is often more a matter of execution as opposed to the idea itself: Speculate as we might, a product must actually be in production in order for the world to appreciate its merits.

And while few among us have the luxury of not having to compromise (Apple, for one, if Leander Kahney's biography of Jony Ive is any indication), these are precisely the instances in which the vision must remain coherent if the concept is to be realized in full.

Count Moroso among the vanguard of design-led brands.

Moroso is creative director of the eponymous Udine-based company that was started by her parents, who asked her to help reinvigorate the firm.

We talked to Patrizia Moroso about growing buildings, the myth of Berlin, and how a hotel becomes a home.

Patrizia Moroso, Moroso art director.

Do these research samples come to you spontaneously or do you go looking for them?

Patrizia – daughter of founder Agostino Moroso and the brand's art director – waxes lyrical about the year's most significant projects and her passion for.

The Udine-based furniture company celebrated its 60th Anniversary last year, but as Creative Director Patrizia Moroso notes, they took the opportunity not to look back but to look forward. She personally toured their factories, "looking for the prototypes an the pieces that never went into production," for an exhibition in Milan last year.

"All the things that go before the 'birth' [of a project]"—samples, prototypes, early exper