Milan 2016: Moroso has transformed its Milan showroom into an exhibition space filled with products by Ron Arad, marking a longstanding relationship between the Italian company and the Israeli designer (+ slideshow).
Spring to Mind chronicled Ron Arad's involvement with the Udine-based furniture brand, which was established by the parents of current creative director Patrizia Moroso in 1952.
After graduating from the University of Bologna in the late 1980s, Patrizia Moroso was beginning to put her stamp on the furniture brand when she approached Arad about collaborating.
"Moroso developed at the same time as I developed," Arad told Dezeen at the opening of the show. "It was a family upholstery company when Patrizia came back from university and she changed the company."
"She began something and I began something," he added.
This initial approach led to Arad's 1991 Spring Collection for the brand, featuring an upholstered version of his Big Easy armchair, which was originally handcrafted out of metal.
The importance of the Spring Collection to both Arad and Moroso was emphasised visually on the ground floor of the exhibition space in Milan, with various furniture items from it presented on podiums at different heights.
"For me, it was the very first important collection with an international designer," Patrizia Moroso told Dezeen. "He was famous as a sort-of artist more than a designer in the industry, but he did for us the first industrial collection."
"By that I mean reproducible pieces," she continued. "Until that moment he did a lot of one-off pieces or limited editions. It was a fantastic beginning for me in design."
Spotlights highlighted the form of each piece of furniture from the Spring Collection in the darkened exhibition space, while frames from the London-based designer's Ripple chair for the Italian brand were fixed to the ceiling above.
An LED wall pulsating in bright blue and red welcomed visitors and ushered them along further into the space from the entranceway. Once inside, a video comprising illustrations by Javier Mariscal played on a continuous loop.