A NEW FACE FOR MOROSO’S HISTORIC SHOWROOM AT 8/10, VIA PONTACCIO, MILAN

Images courtesy of Moroso

During Milan Design Week 2023, Moroso has launched a new face of its historic showroom at 8/10, via Pontaccio, Milan. The new face of the showroom is designed by designer Patricia Urquiola who also introduced her new collection for Moroso in 2023.

Patricia Urquiola goes beyond the concept of a simple showroom to let visitors into the brand’s world, through a path of elegant domestic environments in which the delicate nuances of the interiors, in perfect expressive combination, enhance the furnishings on display. Space is transformed, everything opens up, perspective changes. The designer’s intervention changes the visual impact and creates a new scenography, an open space capable of expressing the essence of the project right from the entrance.

Presented by Interni Cipta Selaras

The entire space is conceived based on the light, which invades it and makes it more welcoming, dynamic. The removal of pre-existing superfetations and the emphasis on the large, windowed drum create a luminous and evocative atmosphere, making the architecture an integral part of the installation. It is an immersive experience, inviting visitors to sit down and experience the Moroso collections through refined settings of contemporary living.

The project is also environmentally sensitive, starting with the use of the natural clays by HD Surface covering the walls of the entrance and on the first floor, and of the elegant carpet tiles designed by Patricia Urquiola for Tarkett on the floor of the large central hall.