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Moroso: Masters of Craft
Family, passion, beauty, quality, hand-crafted. These are just some of the words that instantly spring to mind when you think of Moroso furniture.
But these words shouldn't be solely reserved for the finished article. These values are in place at every step in the creation of a Moroso product - from design to manufacture - and are ingrained in everything the company do.
We recently took a trip to Moroso's headquarters in Udine, Italy, where we met with the company's directors and craftsmen, and today we want to share with you a behind-the-scenes look at one of Italy’s most prestigious design houses.
Our trip began with an early morning flight into Venice and, while the weather outside was wet and miserable, nothing could dampen our spirits as we flew over the city’s famous waterways and landed on a crisp Sunday morning. We promptly checked into our hotel - the swish boutique hotel, Clocchiatti, based just a short drive from the prestigious factory - and began to explore the local area. After a brief wander, we met with Marco Cappellin, Moroso's Sales Manager, who took us out for some delicious food at a local restaurant – the local family vibe, good company and conversation we experienced here set the tone for our entire trip.
The next morning, our tour of the Moroso factory began. We started by visiting the prototype room where new items were being developed – we watched with awe as new products were trialled before our very eyes. Afterwards, we got to see Moroso's expert furniture specialists and craftsmen up close and in action. Their manufacturing team may be small compared to some, but the dedication and wealth of knowledge of every craftsman was second to none.
Our first sight inside the factory was Alfredo Häberli's Take a Line Armchairs in their initial stages – it’s always interesting to see one of your favourite items deconstructed.
Moving onwards through the factory we stopped and stared as patterns were cut with precision and finesse.
Next we came across this fascinating machine, below, which is used to cut leather hide. It works by sucking the leather flat onto the machine so it can be trimmed in the most economical way - ensuring every possible inch of the hide is used. Interestingly, Moroso only use hide from male EU cattle as, after extensive research, they have found this to be the best possible quality for their products.
Moroso do all they can to ensure off-cuts are kept to an absolute minimum. The company has a strict environmental policy and are conscious of unnecessary waste when using materials.
Next we were treated to an exclusive peek of the Successful Living collection from Diesel and Moroso being made. Below is a snap of the dark leather being prepped - notice the soft, distressed, almost ‘tough’ look of the leather. It has a beautiful patina that distinctly follows the Diesel aesthetic.
Below are a few more photos our Sales Manager, Tom, took as we wandered through the impressive factory.
After a jam-packed morning full of tours, demonstrations and discoveries, it was time for lunch. Udine’s local delicacy is ham so we feasted on cured ham washed down with something sparkly to set us up for an afternoon of product training.
After lunch Moroso's founders, Diana and Augustino popped into say hello. It was a wonderful treat and an honour to meet the two founders of the company – especially inside the factory that they built from scratch way back in 1952. We had a fascinating chat with the two and discovered that, despite being in their 80s, they both come into the offices every single day to oversee the company’s progress. With Diana and Augustino at the helm it is easy to see where the dedication and passion of the staff comes from. Moroso truly is a labour of love.
After our chat, and some excellent product training, we were taken out to dinner for an Italian feast in the heart of Udine. It was a wonderful evening full of fantastic food, drink and company.
In the morning of our final day we met with Patrizia Moroso - the daughter of the two founders and the creative director of the brand – a wonderfully eccentric character who radiates warmth. During her time with Moroso, Patrizia has been responsible for nearly all of the company’s creative collaborations. Not only a business partner, Patrizia is a close friend of Tom Dixon, Patricia Urquiola, Ron Arad and Ross Lovegrove to name a few, and regularly works with them. Her passion for design and her artistic ideas have helped her steer the company to what it is today – a creative force in the Italian design industry and one that continues to push boundaries in modern design. We were honoured to have the chance to talk with her and took the opportunity to discuss the brand, what it meant to her and what the company’s hopes for the future were.
After meeting Patrizia, we’re confident that Moroso has an exciting future ahead, and we, for one, can’t wait to see what’s next.
We hope you’ve enjoyed our tour around Moroso’s headquarters - check back here next week to discover Moroso’s wonderful collection of furniture, and to learn a little more about the company’s fascinating history.
Image credits: Tom Crookes (apart from profile of Patrizia which was taken by Ulderica Da Pozzo.)