A Subtle Yet Sweeping New Home for Moroso

The Italian design mainstay scales up its longtime SoHo space to an expansive new showroom on Madison Avenue with stripped-back touches courtesy of Patricia Urquiola.

Moroso’s new Patricia Urquiola–designed showroom at 105 Madison Avenue in New York. All photography by Alex Kroke

Exuberant colors and daring forms have long defined the furniture of Moroso, so when creative director Patrizia Moroso was eyeing an expansion of the Italian design mainstay’s presence in New York to celebrate its 70th anniversary, she envisioned an all-encompassing showroom that would give its growing repertoire of finely crafted furnishings ample room to thrive. Spearheading the redesign was none other than Patricia Urquiola, the Spanish-born architect whose relationship with Moroso spans 25 years and includes such memorable launches as the Scandinavian-inspired Lilo armchair and plush Redondo sofa. 

True to Moroso’s vision, Urquiola devised a stripped-back interior that serves as a supportive backdrop. Visitors enter a large double-height space enveloped entirely in warm terracotta and wood tones before snaking through a pathway of galleries, where artful vignettes convey Moroso’s lifestyle-driven approach. Currently on display are nature-inspired collections by Swedish designers Sofia Lagerkvist and Anna Lindgren of Front, a mezzanine display of the brand’s ongoing collaboration with Diesel Living, and Square tables and armchairs by Jonathan Olivares. Expect the offerings to change periodically, especially in the newly appointed “Gallery of Wonders” that presents works of collectible design.

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