Milan Design week april 13th 2010

«Simpleximent Noir» ...One color to unify a set of clean shaped objects that declines a concept dear to Ora-Ito : the «simplixité».

At Magna Pars in Zona Tortona, the presentation of Ora-Ito unfolds in different "moods" in a rhythmic succession of coherent objects, furniture, models, carpet.
From sofas and chairs for {{Steiner) to knives for Laguiole, from Idylle bottle for Guerlain to candelabra for Christofle and even the model of a room for Hotel O.. The full Ora-Ito is unveiled during this {design week. Strictly black.

Very different creations
“The challenge was to bring together all its proposals in a single exposure and i was very pleased that everyone has agreed. It's really interesting is to have generated much partnership whit brands who are icons, myths in their field.

Scenography
"I conceived it myself with a very little budget. All the pieces are very different and have a strong personality, but we feel a link, we understand that they comes from the same mind. I worked around the idea of the organic and the rational. "

Black
“The black color gave me the possibility of flattening products and put a chair, a refrigerator and a table at the same level...It was a question of hierarchy and homogeneity...I like the timeless side of black...which allowed me to give a thread, a consistency. To me it is a timeless color that transcends eras and trends.

Magna Pars Zona Tortona - Milano

Alessandra Fanari ©modemonline