Moroso factory visit.
During my summer vacation in Chania, I received an email from work about the upcoming trip to the headquarters of the Moroso furniture company in Udine. I was really looking forward to see the whole process behind the scenes, from concept to production at the factory of one of the grand dames of design!
We flew from London to Venice on the 4th October. Our flight was in delay due to heavy fog but really nothing could change my mood that morning as not only it was about to begin a great trip, but i was also really emotional going back to Italy after so many years,
Upon our arrival to Venice, two cars were waiting to take us to the headquarters of the Moroso factory in Udine. That journey lasted approximately 1 hour and when we arrived, we received a very warm welcome, and a delicious lunch was waiting for us at Moroso Showroom. Of all the dishes they served us, I particularly remember the crespelle con pumpkin e ricotta dish! I tried to make it at home but with no success!
So, our tour to the factory started from where it all begins. The prototype room. The place were the designers bring their ideas to life. Concetta Giannangeli, the head of Moroso’s creative team & prototyping department and the multi-awarded Danish designer Johannes Torpe, explained to us the creative process.
On the second day of our trip to Moroso factory, we started from where they stock their fabrics, the upholstery area. Fabrics are part of the personality of the objects – this is why fabrics play a significant role in all aspects of the design process from the beginning.
The cutting process of the fabrics is fully automated. Giant machinery – fully controlled by computers – cuts fabrics into intricate shapes with astonishing precision. In the sewing room the covers are being hand-sewn before the final step of the process, packing.
Moroso is predominantly a family business. It was founded in 1952 and today is headed by the second generation the CEO Roberto Moroso and the Art Director Patrizia Moroso. They have been working in close collaboration with some of the most established names in the design industry producing luxury sofas and chairs. such as Patricia Urquiola, David Adjaye, Antonio Citterio, Tom Dixon etc.
“The story of Moroso is the story of our relationships with designers, people who, with intelligence and with the passion which always inspires artists in the face of beauty, are trying to change the world for the better. I ask them not to imagine a single object, but to imagine a new world and project it into the future”.
Patrizia Moroso
* to be continued ♥
