In the initial of a series of movies filmed in Milan, Patrizia Moroso, imaginative director of Italian furniture brand Moroso, explains why constructing near relationships with designers and architects is so crucial to her.

Moroso creative director Patrizia Moroso Moroso creative director Patrizia Moroso

“I consider to have a connection when I work with designers,” Moroso says in the movie, which was filmed at the brand’s stand at this year’s Salone del Mobile furniture honest. “In the end, following several years, I have a great deal of friends.”

Moroso's stand at Salone del Mobile 2015 by Patricia Urquiola Moroso’s stand at Salone del Mobile 2015 by Patricia Urquiola

Moroso believes this approach prospects to the ideal merchandise.

“It is really crucial for me to produce these kinds of relationships simply because I know for sure that the items that can come from them are interesting,” she says. “They have a special soul, a special touch. I am interested in functioning with men and women that I love.”

X-Chair by Richard HuttenX-Chair by Richard Hutten

At Milan this yr, Moroso presented a variety of new merchandise by designers like Richard Hutten, Scholten &amp Baijings and Martino Gamper.

Associated story: Richard Hutten’s X-Chair for Moroso is created to be observed from behind

The products were presented on a stand composed of a series of wooden tree-like shapes by Spanish designer Patricia Urquiola.

Double Zero by David AdjayeDouble Zero by David Adjaye

Architect David Adjaye also launched his 1st merchandise for Moroso – an Art-Deco-influenced chair called Double Zero.

Ottoman by Scholten &amp Baijings Ottoman by Scholten &amp Baijings

“Salone del Mobile is the most crucial occasion in design and style in the world,” Moroso says. “We adore to present new concepts.”

St Mark by Martino Gamper St Mark by Martino Gamper

Moroso says what sets her company apart is the volume of time and work it puts in to make positive the special character of every single designer’s notion is captured in the finished solution.

“We talk a lot with the designer to attempt to give identity to the objects,” she explains. “We consider to recognize what is the persona and the identity of that thing.”

Moroso's stand at Salone del Mobile 2015 by Patricia Urquiola Moroso’s stand at Salone del Mobile 2015 by Patricia Urquiola

This film was produced by Dezeen for Moroso. We will be publishing a lot more videos about the Italian brand’s latest merchandise over the coming weeks, which you will be capable to view here.

The music use is a track named Qix by United kingdom producer 800xL.

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