Moroso: Normal Non-Normal
Salone del Mobile, Milano, Fiera di Milano, Rho
April 08 – April 13, 2025

“Normal” is what slips by unnoticed because it is deemed “appropriate”, predictable, safe, even convenient. It is an open door, an unchallenged space, a world stripped of risk, emotion, and provocation. But normality is an illusion, a heightened awareness of the present, essential to nourishing our need for security, perspective, and new horizons. “Normal” is interference, an invitation not to conform.

With this notion, Moroso unveils its 2025 collection, transforming the flagship store at Via Pontaccio 8/10 into a landscape of contrasts, where seemingly opposing worlds coexist in unexpected harmony. This is a counter-movement to the prevailing desire for simplification, an approach that understands space as a network of intimately interwoven events, where “normal” is no longer a static condition but a polymorphic, shifting force, reconnecting design to an aesthetic awareness that, in its apparent sobriety, reveals a universal language.

A bold leap forward, envisioning the home as a stage where the theatre of living unfolds, framing the return to a product designed specifically for residential use. A journey that inevitably begins with comfort, highlighting Moroso’s commitment to exploring its many interpretations and reconnecting it with people through sensorial experiences rooted in deep, all-encompassing bodily sensations. A topography of living to be explored through the works of Patricia Urquiola, Garcia Cumini, and Zanellato/Bortotto, true coordinates guiding us through a discovery of materials, fabrics, and craftsmanship that, in their complementarity, encapsulate some of the most significant aspects of contemporary design culture.

If Cuadra-Soft, the modular sofa by Patricia Urquiola, embraces comfort as the starting point for rethinking design through the principles of sustainability and circular economy, Me-Time by Garcia Cumini offers a purely emotional invitation, a call to pause, to linger, to reclaim the art of simply being. A dichotomy between the rational and the instinctive, the conventional and the informal, which, in its profoundly human essence, highlights the importance of craftsmanship, beautifully expressed through the experimental use of fire-glazed ceramic in the Clay armchair by Zanellato/Bortotto.

An exploration that, far from being elitist or nostalgic, looks towards the future, enriched by a selection of three projects developed by students from HFG, Staatliche Hochschule für Gestaltung Karlsruhe, under the guidance of Dutch designer Wieki Somers and supported by Moroso. These projects serve as a prologue to something yet unseen, three-dimensional projections of a “normality” still in the making. Such “normality” is ultimately sublimated in Lo spazio è un’illusione (Space is an illusion), an exhibition paying tribute to Nanda Vigo and offering a curated selection of lamps and objects from the Archivio Eredi Nanda Vigo. These works, in harmony with the designer-artist’s vision, play with perceptual ambiguities, maintaining a delicate equilibrium between intimacy and appearance, between public and private. A tribute that reimagines the home as a space capable of transforming life itself into a work of art.

more. www.moroso.it