How Moroso Continues to Lead Contemporary Furniture Design in 2025

Moroso has shaped the conversation around contemporary furniture design for more than seven decades. Founded in 1952 by Agostino and Diana Moroso, the company grew from a modest workshop in Udine into an international design authority, famous for transforming sofas and armchairs into works of art. 

Museums such as MoMA in New York and the Victoria & Albert Museum in London display Moroso pieces, and the brand now exports to more than 70 countries. The four global showcases it staged in 2025 - Milan, London, New York and Sydney demonstrate its reach, but Moroso’s dominance springs from something deeper: a culture of craft, research, and collaboration that never stands still.

Unique Furniture : A Legacy Forged in Craft and Creativity

Moroso began as a small Friulian workshop where founders Agostino and Diana Moroso hand-stitched each piece. Their second-generation successors doubled down on design in the 1980s, inviting external talents to rethink what furniture could be.

Today you’ll find Moroso collections of modern living room furniture in more than 70 countries and institutions such as MoMA, the V&A Museum, and the Venice Biennale, testifying to a heritage that blends gallery-level artistry with everyday function.

Hallmarks of Moroso craftsmanship

• Artisanal upholstery paired with CNC-precision frames
  
  
• ISO 9001 quality and ISO 14001 environmental certifications (earned in 1994 and 1999)
  
  
• A research lab that explores new bio-based foams, recycled fabrics, and low-VOC finishes
  
  

Browse the full story at Moder Loft's Moroso collection.

How Does Moroso Consistently Stay Ahead of Design Trends?

Moroso has never merely followed trends; it consistently shapes and leads them. Collaborations with iconic designers such as Patricia Urquiola, Ron Arad, Zanellato/Bortotto, and Glenn Martens consistently reinforce Moroso’s position at the forefront of modern luxury furniture design.

These enduring partnerships ensure every launch feels fresh yet unmistakably Moroso.

How Four Design Cities Became a Canvas for Innovation

In 2025, Moroso didn’t just exhibit, it made a definitive statement about what it means to lead among today’s luxury furniture brands. Across Milan, New York, London, and Sydney, the company didn’t simply launch products; it crafted immersive experiences that communicated its values, design innovation, and global ambition.

These events weren’t add-ons to Moroso’s reputation. They were live demonstrations of why the brand is at the apex of modern luxury furniture.

1. How Did Moroso Turn Philosophy Into Form at Milan Design Week?

Moroso opened the year in its home country with an immersive installation titled Normal Non Normal inside the Via Pontaccio flagship store at the heart of the Brera Design District. Curators arranged lighting, sound, and scent to guide visitors through an evolving landscape that asked one central question: What does “normal” living mean today?

Key pieces on show

• • Cuadra-Soft by Patricia Urquiola: a modular sofa system built for circular reuse
    
    
  • Me-Time Sofa by García Cumini: a sculptural seat inviting introspection
    
    
  • D-Scape from Diesel Living with Moroso: cosmic curves born of Glenn Martens’s fashion pedigree
    
    

The installation also featured a student showcase from Karlsruhe’s HfG design school and a tribute to lighting visionary Nanda Vigo, underscoring Moroso’s role as both tastemaker and mentor.

2. How Moroso Used Color to Transform London’s Design Week

In London, the brand transformed its Rosebery Avenue showroom into Living in Colours, a chromatic playground that treated color as structure rather than ornament. Each room shifted hue and temperature, demonstrating how tone influences mood and spatial perception.

Highlights worth noting

• The Rosebery Avenue showroom featured a carefully curated colour journey, showcasing furniture in hues ranging from calming earth tones to vibrant jewel shades.
  
  
• The Pacific Sofa in plush wool and velvet was paired harmoniously with glazed tables from Zanellato/Bortotto’s Clay collection.
  
  
• An insightful panel discussion featured Giorgia Zanellato, colour expert Laura Perryman, and Livingetc editor Pip Rich, who discussed colour’s psychological influence within living spaces.
  
  
• The event also incorporated contemporary Polish designers like Zieta Studio, reinforcing Moroso’s role as a global curator, not merely a furniture manufacturer.

3. What Does Moroso’s New York Story Say About Design as Culture?

Across the Atlantic at the International Contemporary Furniture Fair, Moroso recast its Madison Avenue showroom with recycled denim walls and new lighting to present design as a cultural bridge.

Three takeaways from New York

1. Moroso’s Madison Avenue showroom was strikingly redesigned, featuring walls clad in recycled denim - a powerful statement of its dedication to sustainability.
   
   
2. Highlighted furniture included the innovative sliding-module Gruuvelot Sofa, the luxurious and welcoming Sedona Bed, and Ron Arad’s iconic, pixel-inspired Do-Lo-Rez.
   
   
3. Patrizia Moroso delivered a keynote titled “Design as a Universal Language,” advocating for furniture as a medium of cultural understanding and emotional connection.
   
   

Impact:
By aligning itself with cultural dialogue and sustainability, Moroso reaffirmed its position as a thought leader among luxury furniture brands.

4. How Did Moroso Win Over Australia’s Luxury Furniture Scene?

Expanding its global footprint, Moroso celebrated the opening of the new Mobilia flagship showroom in Sydney, introducing its unique brand of storytelling and design innovation to the Australian market.

Key Highlights:

• Occupying 1,200 m² in Alexandria’s prestigious design district, Moroso displayed its signature furniture alongside esteemed peers such as Cassina and Poltrona Frau.
  
  
• Iconic Moroso pieces like the softly curved Redondo Sofa, tactile Ruff Armchair, and versatile Mathilda Chair captivated visitors with their inviting textures and organic forms.
  
  
• Mobilia founder Salvatore Fazzari praised Moroso’s storytelling approach, highlighting how its designs align effortlessly with Australia’s appreciation for comfort, craftsmanship, and nature-inspired palettes.
  
  

Impact:
Establishing a permanent presence at Mobilia solidified Moroso’s status as a leading global player, demonstrating its appeal to diverse international tastes.

Moroso’s Classic Pieces That Define the Future of Home Luxury

Moroso’s enduring dominance is further sustained by a catalogue of innovative, iconic products that resonate across generations. Pieces like the Moroso Sofa and other best-sellers become definitive representations of modern luxury furniture:

1. Gogan Sofa

Designer: Patricia Urquiola

Gogan is described as “a soft sculpture - a visual order, an organic shape, a clear embrace” that invites relaxed, natural conversation. Its composed, smooth and irregular volumes recall “a river stone, polished by water”. 

Beneath those rounded cushions lies a wood frame padded with stress-resistant polyurethane and polyester fibre, while discreet black-polypropylene feet make the whole form appear to hover lightly above the floor. Removable covers add practical longevity, and matching low tables echo the sofa’s stone-like calm with etched glass or marble tops on ash-wood bases.

• Ideal settings: gallery-inspired lofts, minimalist living rooms, or any space seeking the quiet poetry of nature-shaped forms.

2. Pacific Sofa & Armchair

Designer: Patricia Urquiola

Pacific “creates intimacy in a seat that feels almost protective,” wrapping the sitter in round, oversized shapes that echo the relaxed atmosphere of America’s West Coast, the collection’s namesake. It is a direct evolution of Urquiola’s 2010 Redondo series, pushing that narrative of “sinuous, welcoming forms” even further by eliminating every hard edge and highlighting soft curves with couture-level stitching.

Materials & tactile mood

• Upholstery choices include refined bouclé, plush wool, or luxurious velvet, all selected for an “extraordinarily soft touch.”
  
  
• Stress-resistant polyurethane foam over a wood-and-steel frame; seat cushions in multi-density foam and polyester. Removable covers (except leather/velvet).
  
  

3. Redondo Sofa & Armchair

Designer: Patricia Urquiola

The Redondo collection couples a quilted, two-part padded shell with large, deep-fill seat cushions - its rounded profile inspired by the plush interiors of 1950s-60s American cars.

• Structure & comfort
  • Shell: multi-density polyurethane foam and polyester fibre over a wood frame
  • Seat cushions: polyurethane foam + polyester fibrefill
  • Optional back cushions: goose down for extra “sink-in” softness
  
  
• Signature look
  Patricia Urquiola’s custom quilting pattern is integral to the design; it wraps the outer shell in soft geometry, visually “hugging” the seats.
  
  

• Why it leads: Redondo turns automotive nostalgia into soft futurism - vintage curves, modern ergonomics, and maintenance-friendly removable covers in multiple sofa lengths, swivel chairs, and poufs, making it suitable for everything from compact city flats to spacious lounges.

Why is Moroso Still the Standard-Bearer for Home Luxury in 2025?

Moroso’s continued market leadership extends far beyond any single event, exhibition, or collection. It is the cumulative result of:

• Visionary Design Philosophy: Constantly setting trends and reshaping the perception of furniture as an integral part of lifestyle and culture.
  
  
• Global Strategy and Selectivity: Choosing fewer, more meaningful global interactions to enhance their market impact and consumer connection.
  
  
• Thought Leadership: Continuously positioning the brand as an industry authority, respected by architects, designers, and tastemakers globally.
  
  
• Emotional Intelligence: Recognizing the emotional connection clients have with their homes and spaces, and reflecting this in thoughtful, sensory-rich experiences.
  
  
• Pioneering Sustainability: Proactively adopting eco-conscious practices, setting a benchmark within the luxury sector.
  
  

Moroso’s sustained dominance stems from its seamless integration of these strategies, rather than reliance on transient moments of visibility.

Related Reads for Further Inspiration

• Moroso's Game-Changing Design Philosophy
  
  
• What's New At Moroso? Keeping Up With The Iconic Brand
  
  
• The Six Most Loved Seating Designs from the Moroso Collection By Designers

Isaac Grey specializes in luxury interiors, blending cultural insight with design expertise to inspire elegant and mindful living.