Ever the maverick furniture producer, heritage Italian brand Moroso continues to push the envelope. Since coming onto the scene in the post World War II boom era of the 1950s, the boutique manufacturer has consistently fostered experimentation; those fledgling talents willing to break the mold of conventional typologies. A Moroso furnishing is always somehow idiosyncratic, formally inventive, and materially adventurous.
It’s no different with the recently released Me-Time sofa. Developed by Italian duo Garcia Cumini, the new concept takes on an oversized proportion, amorphous contour, and plush upholstery. It isn’t an arbitrary boast however. This trifecta of bold, unabashed instigations—challenging the conformity of the many comparable designs available today—stems from clear intention.
(Top image courtesy of Moroso)
Vicente García Jiménez and Cinzia Cumini (Photo courtesy of Moroso)
According to the designers—Vicente García Jiménez and Cinzia Cumini—Me-Time is an “invitation to relax, to wind down, and sink into sculptural [malleability].” Meant to foster true, uncompromising retreat, the almost bed-like settee is an “island of calm.” Such a proposition is hard to come by these days, especially as the technologies at our immediate grasp demand much of our attention. As evident in this concept, design is at its best when it encourages, more so than imposes, changes in behavior and for the better.
“The project explores softness, tactility, modularity, and flexibility as tools used to shape spaces that adapt to different rhythms of life,” says Patrizia Moroso, the second generation creative director of the brand her parents established; a force that has been instrumental in ensuring its continued relevance and distinction. “Comfort becomes intentional, a way to create environments that support individuality and wellbeing. “In this sense, Me-Time speaks naturally to a culture that values personal space and self-definition,” she adds. “Me-Time expresses a vision of design that goes beyond function, focusing instead on emotional quality and personal experience.”
Me-Time Sofa by García Cumini (Image courtesy of Moroso)
Through its various programing and the scope of exhibitors it brings together for each edition, ICFF shares this spirit of innovation. It’s no wonder that Moroso—a brand that values intrinsic innovation over stylistic flex—should once again sponsor the fair’s Main Stage—a space carefully designed by Rodolfo Agrella to host much of the talks programs and other events.
“Being a partner again this year is a natural continuation of a dialogue we have been building with the US market for many years,” Moroso adds. “For us, the event is not only a fair, but a meeting point of cultures, ideas and perspectives.
Me-Time Sofa by García Cumini (Image courtesy of Moroso)
Even as the political and economic landscape remains unstable and unpredictable, the company is steadfast in defending the importance of Trans-Atlantic exchange. “The United States has always been an open and stimulating context for Moroso, a place where experimentation and strong identities are welcomed,” the creative director explains. “This aligns closely with the spirit of Moroso, which operates at the intersection of research and creativity. Renewing this partnership means strengthening a relationship with a market that understands design as both innovation and expression.”
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