Moroso chairs are also about art. Here’s why you should invest in a statement sofa or armchair

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Here’s why you should invest in a statement sofa or armchair: A chair is not just a chair - it's also a work of art. This is the philosophy embraced by Italian brand Moroso. The company, founded in 1952 by Agostino Moroso, has evolved from a small family business based in Udine in north-east Italy into a dynamic design-driven luxury brand with a global reputation for innovation, aesthetics and attention to detail. "The core Moroso DNA has always been quality, but then in the late-1970s and early-1980s, we added innovation with materials, inimitable design, colour and adaptability to different settings," says company CEO Roberto Moroso (above), speaking through a translator (his daughter Caterina). As is often the way with family-run businesses, he and his sister were thrown in at the deep end right away. "I was responsible for research and development and prototyping, while Patrizia (the company's creative director) created a network of artists and architects."

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"My sister is not a designer, but she has wonderful intuition when it comes to talent and creativity - she smells talent as soon as it blossoms. It's beautiful to have an idea and to have a variety of designers who can adapt it to a particular theme. A lot of talent we nurtured from the start - artists, cartoonists, architects. We're very proud that we identified these talents and were there at the start of their careers." he explains. However, he is quick to point out that in addition to a making a high-quality product, the company shows respect for artistic values and to the designers themselves. "We always insist that a piece of furniture is the work of the architect or artist, not Moroso."

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Mr Moroso is animated when discussing a favourite subject, speaking as much with his hands as with his voice. It's clear that he is deeply passionate about the business, and justifiably proud of the company's reputation as a leading brand. He is also acutely aware of the need to constantly innovate. "Moroso is like a meteor, bright when it passes close to Earth, but after a while it loses its shine. Not all our products will last for decades, so it is important to feed the flame," he says. "It's about having the courage to take risks and the risk is not limited to the design, it's also about new technology, new textiles."

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The daily routine at Moroso is a family affair, even among the company's 150 workers. In addition to multi-generational employees and those who spend their entire working lives there, founder and company president Agostino Moroso still clocks in at the office every day. "My dad is a workaholic," says his son. "We love the family tradition and our objective is to carry the Moroso way to the next generation - we want to provide to every family we can." He continues: "One of the main sayings we have is 'Moroso is always to tell, and not sell. Each piece tells a story and so customisation is key - if you want something different you must go to Moroso." First impressions are important, says Mr Moroso. "With our furniture, it's always about making a statement."

Moroso furniture is available at Xtra Designs, #02-48 Marina Square, 6 Raffles Boulevard

Article by Geoffrey Eu, Photography by Yen Meng Jin, originally appeared in The Business Times

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