Popup stores from fashion retailers inspire Moroso to promote their furniture in a new way.
Italian furniture maker Moroso recently debuted a new mobile exhibition to celebrate the company’s 60-year history. The story is told through a graphically represented timeline and a collection of furniture pieces currently in production which span the company’s more recent history. The idea to create the show which will travel across North America over the next year came from George Kordaris, CEO of Moroso USA.
No company can afford to operate showrooms the way we did in the past. Pop-up shops have opened up a new and exciting sales venue for fashion and retail, and it struck me that the concept could also be applied to furniture showrooms. A showroom that can be moved to different cities allows us to support our sales representatives with a physical presence and gives us exposure to local design communities in an exciting — and affordable –format.
The design of the exhibition itself is rather humble. Raw materials commonly used in Moroso’s production process like unfinished wood, raw metal frames and upholstery tacks were used to fabricate the display elements. Exhibition photographs, drawings and text were printed directly on the raw wood surfaces using a special ink-jet printer. All of the display elements were designed as modules so they can be easily reconfigured to fit within a variety of spaces.
The exhibition is currently on view at Moss in New York City. The show will then make stops in Philadelphia and Chicago in early December. The schedule for next year includes Miami, Dallas, Los Angeles, Atlanta, Seattle, and Vancouver. Dates and locations will be announced on Moroso’s Twitter feed and Facebook page.
Moroso Traveling Show at the Moroso Shop
November 11th through 26
146 Greene Street at Houston, NYC