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Ora-Ito
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ORA-ITO
Milan2010
Magna pars - via tortona 15 - 20144 Milan - Italy
Starts 13 april 2010
www.ora-ito.com
French designer Ora-Ito launches the worldwide premiere of his eponymous brand and new cobranded
creations in collaboration with Steiner, Guerlain, Christofle, Gorenje, Altro-Supergrif, Stepevi, Forge de Laguiole, JCDecaux, Corian - presented entirely in black.
Located at Magna Pars, this expansive exhibition showcases Ora-Ito’s cross-disciplinary collaboration with these prestigious brands — merging vision with know-how — to create a diverse range of products that represent a cohesive view of the world. Each product has its own unique story, however presented together, they reveal a larger story of a young designer and his extraordinary collaborations with major luxury brands.
The exhibition will feature the new fragrance Idylle, in limited-edition chromed with Guerlain, the new ORAGAMI furniture collection with Steiner, a futuristic carbon kitchen with Gorenje, the new lifestyle collection “Arborescence” with Christofle, bathroom fixtures and objects with Altro-Supergriff, contemporary rugs with Stepevi, Furtivo, the new Laguiole knife and for the first time worldwide, a preview of urban furniture with JCDecaux, an exclusive piece with Corian and his upcoming Hotel “O” opening in Paris in December 2010.
At the age of 20, Ora-Ito was thrown into the international spotlight when he successfully generated fake publicity around the fake products he designed for real luxury brands. Almost instantly, there was a high demand for these nonexistent products — without producing a single object, he became an instant design icon. Soon after, he began to design real objects and successful brand collaborations grew in numbers.
Today, at the age of 33, Ora-Ito is recognized worldwide both as a visionary designer and a transversal design brand. He tackles each product with an innovative eye by putting aside established codes. And whether he is designing for his brand, a co-branding partnership or another brand altogether, his creations are marked with his concept, ‘Simplexity’ — the art of making a complex object look simple.
