A fresh colour mix from Moroso at The Interior Design Show Toronto.
Toronto design events are notorious for a certain palette – black, beige, bone and a about 50 plus shades of (not-so-sexy) gray. And truth be told I find something oddly soothing about the natural tones, it suits the Canadian disposition of neutrality and our desire to diplomatically blend into the background.
But when you turn the corner and are washed over with waves of colour you realize just how thirsty you are for juicy! And leave it to an Italian to quench that thirst by rocking hues of blood orange and citron.
For the Interior Design Show lounge area Patrizia Moroso, IDS ’14’s International Guest of Honour, explained to me that she didn’t want it to feel like a showroom but a comfortable artist studio where life is informal, creative and intimate as you get to see what is close to the artist’s heart.
Patrizia was able to translate this perfectly because she embodies all of this in the way that she fluidly moves through her world. She acknowledges that for her, there isn’t a clear separation between work and her personal life. Her way of living seems to be an improvisational dance, her steps guided by a strong sense of intuition and a desire to truly love what enters into her mix. For the lounge area she pairs her most adored pieces from the Moroso Collection with tiny arrangements of succulents and cacti just because she finds them beautiful. These small clusters of sweet but unassuming plants are balanced in the extreme by grand abstract canvases. These stunning paintings are eproductions of her husband’s pulsating art. The love-of-her-life has come along for the ride even if only in spirit.
And she also brings along the spirit of her mother and father. A second generation family owned and operated business, Patrizia’s parents started the furniture company after their town in Italy was devastated by The Second World War. While many left for greener pastures, like Canada, her parents stayed. From almost nothing they pieced back together their broken community by working hard and playing passionately in order to restore the vibrancy of the Dolce Vita.
With siblings and cousins brought into the business where those who worked together also played together, Patrizia grew up with an ethos of blurred lines and soften boundaries that allowed her free spirit the encouragement to explore life fully.
After attending art school and believing she was moving in the direction of an art critic or gallery owner her path shifted when her family called her back to work her magic on Moroso. What she did was infuse the furniture company with an artist’s touch and the invigoration of an avant-garde approach to design. Immediately she gravitated towards collaborations with artists (her first collaboration being with one of her closest friend’s from her art school days) and it has become a regular endeavour for Moroso to curate exciting exhibits (like M’afrique in 2009) around a multi-discplinary meeting of minds – artists, furniture designers and architects. The process that results from these collaborations has not only lead to Moroso being a leader in their industry but to Patrizia growing her intimate circle and extended ‘family’. In her Q & A with Azure Magazine’s Executive Editor Nelda Rodger as she took us through the company timeline she narrated a story of Moroso that sounded more like the history of a family tree. She spoke fondly of each Moroso collaborator and when speaking about Moroso‘s work with designer Patricia Urquiola you could tell she was not only speaking of a strong professional relationship but of a person who has become for her a close creative sister.
Perhaps that is why, when photographing Moroso‘s furniture, they feel more like people who were invited to the table, with their own personalities and something to say and contribute. The joy of the marriage between Moroso and the creative geniuses they have worked (played) with busts through the seams!
As I watched the crowds mingle in and around the lounge on the coldest of winter days it was clear that the informal invitation to hang out in Patrizia’s space for awhile was accepted.
Thanks to IDS and Azure Magazine for another round of great Trade Talks!