New Store Brings Major Buzz to West Ave: Italian Trendsetter Has Only One Other U.S. Shop

Sixty-year-old Italian contemporary furniture company Moroso opens in Houston on Tuesday, October 13, at West Ave, to much beating of hearts. An early adopter of the practice of hiring designers of the zeitgeist to create collections (eons before Target and H&M), Ron Arad, Patricia Urquiola (Moroso’s principal designer), Ross Lovegrove, Tord Boontje, Konstantin Grcic, Tokujin Yoshioka and Doshi Levien are all in the Moroso design family, as well as many others.

Classic designs include Arad’s Three Skin Chair (2004), Lovegrove’s Supernatural chair (2005), Boontje’s Shadowy chair (2013) and Urquiola’s Lowland collection (2000).

The Moroso stable, as well the Diesel Living collection from the fashion house, promise to be well represented in the 2,000-square-foot showroom, which is only the second Moroso showroom in the United States (the first being the U.S. flagship in NYC). Adam Branscum, the Houston partner for Moroso, has also partnered with Ligne Roset and Poliform in West Ave, where he is quickly developing a stronghold of contemporary international showrooms.