Italian furniture label Moroso in collaboration with Spanish architect Patricia Urquiola revamp the company's three-storey flagship store at Madison Avenue in New York, marking its 70th Anniversary. The store comprises a series of galleries and rooms that will house various collections, offering a diverse product range for everyone, from casual visitors to those looking for a complete office makeover.
On entering, a double-height open space welcomes the users at the ground level, lined with various living room arrangements, all furnished with Moroso collections. Enveloped in an earthy palette of terracotta and wood, the design instils a sense of warmth and style.
Throughout the store, nooks and alcoves create depth while warm lighting orchestrates lightness and shadow in the relevant areas. The reception desk, a specially crafted piece by Moroso’s Contract Division made out of Paper Factor, a post-industrial recycled, cellulose-based material, completes the ground floor.
Although primarily seen as structural elements, columns become a focal point of the space, beautifully clad in glossy nude artisanal ceramics. Soothing tones, potted greenery, and soft curves enrich the design, contributing to the 360-degree view of the company.
The showroom introduces some of the most notable works of the brand under one roof, denoting a milestone in the company's evolution.
Thus, the spatial organization of the showroom reflects Moroso's transformation, confirming its transition into a model in which the brand's experimental research-oriented DNA integrates with the capability to adapt efficiently and flexibly to market demands.
