To mark the London Design Festival 2014 Moroso celebrated its love for the city of London. A new configuration of its Rosebery Avenue showroom has seen the brand take over the entire space, strengthening the company’s presence in the city. The space was the stage for the exhibition ‘Moroso Loves London’ from Thursday September 15th.
This long-lasting relationship is represented through specially commissioned photographs featuring some of Moroso’s most celebrated designers, each taken at a meaningful London location, together with a piece they have designed for the company. The exhibition is accompanied by an exclusive publication; a newspaper gathering all the images together with written contributions by the designers describing their relationship with London.
Located in Clerkenwell, one of London’s most important and historic creative districts, Moroso’s showroom has formed the key location for the brand distribution strategy since its opening in 2009. The space, designed by Patricia Urquiola, has recently undergone an important reconfiguration and is now a whole environment furnished by Moroso.
The exhibition put together for the London Design Festival enriches the space with a special flavour of the city around it. Celebrated Moroso designs, including Doshi & Levien’s Paper Planes chair (2010), Ross Lovegrove’s Diatom chair (2014), Ron Arad Ripple chair (2005), Benjamin Hubert’s Talma chair (2013), and Tord Boontje’s Shadowy chair (2009) will join never-before-seen 2014 launches by Raw Edges and Martino Gamper. Moroso’s showroom will be further embellished with carpets by Golran, and an exclusive installation of System X lighting designed by Ross Lovegrove for manufacturer Yamagiwa.