1999 marked the arrival of Patricia Urquiola at Moroso. Her first product, Step, did not enjoy great success but the year after she created Lowland, which on the contrary was to be highly successful. It caused a small revolution because it had no back cushions, no seat cushions, and no armrests Lowland and the Victoria and Albert collection by Ron Arad make up 50% of the turnover. Technically speaking, some of the products were manufactured in the traditional way using wood, multilayer wood and moulded polyurethane foam with different densities. Anything that was not straight was made of cold-moulded or injection-moulded polymer foam.
Above left, Lowland (2000) and Step (1999), designer Patricia Urquiola.
To the right, the logo created by Ferruccio Montanari: Moroso to the power of M. By now there was no need to write the name in full, a stylized heart was sufficient to evoke the identity of the Company.
In 2002, Fjord, a revisitation of the shapes by Arne Jacobsen, and Malmo were created. The photos taken at the Biennale, in the Scandinavian pavilion, form the perfect backdrop to the project.
To the right, the Fjord armchair, and below, Malmo exhibited in the Scandinavian pavilion.
Below, the Fjord waiting room chair (2002), designer Patricia Urquiola.
The Phoenix sofa and Bloomy armchairs are from 2004. The solid look of the former matches with the opulent grace of the latter, which drew their inspiration from Palm Springs and cactus flowers. Tactility and exquisite female craftsmanship characterized the Lukum and Smock sofas from 2005, on which Patricia Urquiola used traditionally feminine embroidery.
To the left, Smock armchair; to the right, Bloomy by Patricia Urquiola.
