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.

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