More-So is a creative project by Italian manufacturer Moroso
Nov 30, 2021
The Italian factory Moroso and the Swedish studio Front are continuing their work on a project announced in 2020. This autumn, the joint furniture collection Design by Nature was presented at Design Miami / Basel.
The pieces of furniture mimic wildlife objects. They resemble fragments of a landscape: moss-covered rocks, hills, snowdrifts and other three-dimensional forms found in the natural environment. These artificial landscapes were designed using 3D scanning, milling and various weaving and woven techniques.
"We wanted the project to create the feeling that someone picked up a forest glade with a giant shovel and moved it into the house," comments Sofia Lagerquist, co-founder and partner at Front Studios. Anna Lindgren, another studio member, adds: "We documented the landscapes using a variety of methods - high-tech and traditional. The aim was to capture not only the size and physicality, but also the experience and atmosphere of nature. We had a lot of paintings and drawings, and we scanned whole areas in different natural environments and used these shapes to create furniture pieces."
The Front studio took years to create the collection. The work is based on research into the effects of nature on physical and mental health. Another important part of Design by Nature was to study the structures that insects and animals erect. "This project is an attempt to learn about the creative interface between the living organism and its environment," explains Anna Lindgren.
The Italian company Moroso supported Front's ideas and put the line into production. The name was thought up by Ron Arad, Moroso's designer and creative director of More-So. In his opinion, the reality is that there is often a conflict between the economics of mass production and the economics of innovative, experimental, art-driven projects. Moroso is the perfect brand to combine craft heritage with cutting-edge technology and production, a passion for art and experimentation in design. The company's new project, More-So, will be a platform that gives life to new ideas that are different from the usual and sometimes adventurous.
New Studio is a representative of the Italian factory Moroso in Belarus.
