Cover The newly unveiled Moroso Apartment at Xtra, conceived in collaboration with local interior design studio Massoneong, reimagines the very idea of a retail experience (Photo: Xtra)
The newly unveiled Moroso Apartment at Xtra, conceived in collaboration with local interior design studio Massoneong, reimagines the very idea of a retail experience (Photo: Xtra)
1 / 1
Thoughtfully crafted by design studio Massoneong, Moroso’s newly unveiled space within Xtra resembles an apartment more than a showroom
It’s not every day that a furniture showroom feels like home. Then again, Moroso has never been a brand that follows convention. The newly unveiled Moroso Apartment at Xtra, conceived in collaboration with local interior design studio Massoneong, reimagines the very idea of a retail experience. Designed to resemble an apartment for an immersive experience, the space channels the artistry and cosmopolitan flair that define Moroso’s DNA while serving to inspire visitors.
Founded in 1952 by Agostino and Diana Moroso, the Italian brand has long balanced industrial precision with handcrafted artistry. “Since the 1980s, we have worked with visionary designers [to create] collections that are not simply functional, but also emotional and expressive,” says Roberto Moroso, CEO and second-generation leader of the company.
Don't miss: Factory Girl: inside Patrizia Moroso's Italian home
Above The Moroso Apartment at the Xtra Singapore showroom (Photo: Xtra)
The Moroso Apartment at the Xtra Singapore showroom (Photo: Xtra)
1 / 1
“The collaboration with Xtra and Massoneong came about very naturally,” reveals Caterina Moroso, Asia Pacific regional manager for Moroso and a third-generation member of the founding family. “Xtra has been a longstanding and trusted partner, and we also wanted to create a space that feels intimate and lived-in rather than a traditional showroom. Massoneong interpreted Moroso’s identity beautifully through a local lens, crafting a space that feels residential and warm, as well as connected to the Singaporean lifestyle.”
Read more: Home tour: a Singapore Good Class Bungalow that celebrates contrast in a sanctuary above the trees
Above A poetic play of light elevates this cosy bedroom setting (Photo: Xtra)
A poetic play of light elevates this cosy bedroom setting (Photo: Xtra)
1 / 1
This sense of lived-in beauty is central to the design concept. “Our aim was to create a complete, immersive experience where visitors can see how Moroso pieces can coexist naturally in a home, from the living to the dining and the bedroom areas,” Caterina explains. “We also hope that the space inspires the local design community and fosters dialogue.”
Rather than the polished sterility of a typical showroom, the Apartment unfolds as a tactile narrative. The living area pairs the Pacific and Gogan sofas by Patricia Urquiola, their sculptural yet inviting forms inviting guests to linger. The Pipe armchair by Sebastian Herkner adds a playful counterpoint, while the Shiny Gogan and Theo coffee tables, also by Urquiola, embody the eye-catching shapes that define Moroso’s collections.
In the dining area, the Rows table anchors the space, surrounded by Getlucky chairs and Ruff armchairs, all designed by Urquiola. Her Sedona bed, and Ron Arad’s One Page armchair and footrest complete the bedroom suite.
In case you missed it: Famed architect Patricia Urquiola tells why she designs with social focus
Above The Pipe armchair by Sebastian Herkner in burgundy (Photo: Xtra)
Above Caterina Moroso, Asia Pacific regional manager for her family’s brand (Photo: Moroso)
The Pipe armchair by Sebastian Herkner in burgundy (Photo: Xtra)
1 / 2
Moroso’s strength lies in its ability to meet customers where they are coming from. “We focus on understanding how people live and what inspires them,” Caterina explains. “In Singapore, there is a desire for design that combines functionality, comfort, and expressive form. We curate pieces that maintain Moroso’s identity while translating it into spaces that resonate with local lifestyles.”
The Moroso Apartment also signals a new chapter for the brand in the Asia Pacific region. “We aim to strengthen our presence in Asia Pacific with immersive retail experiences, cultural collaborations and projects that connect with architects, designers and clients,” Caterina shares. “Participation in key regional events, such as Maison & Objet Asia and Business of Design Week in Hong Kong next December, allows us to share Moroso’s vision as well as foster relationships throughout the region.”
And what might a Moroso piece designed specifically for Singapore look like? “Although I haven’t designed a piece myself,” Caterina laughs, “I’d imagine a modular, versatile and tactile design for Singapore: something adaptable to different moments of daily life, yet warm, inviting and expressive, in the true spirit of Moroso.”
Based in Singapore, Engracia Ang is an experienced writer specialising in home and living content.
