“A reinvented showcase”, Ora Ito’s interview

OraIto Though barely 40 years old, he can already boast a career as atypical as it is impressive. Ora Ïto made his name by proposing virtual products inspired by pieces from some of the biggest brands; today he presents his own very real work. He recently designed the Nice tramway, a chair for Cassina presented at the Milan Furniture Fair, the Yooma Hotel in Beaugrenelle with Daniel Buren, several Pathé cinemas throughout France, and six cult pieces, including the Heineken bottle and the idylle perfume bottle for Guerlain, now part of the Beaubourg collection. These diverse brands call on him for his unique 360° vision, encompassing science, art and design. He’s interested in all design universes, especially fashion, which he approaches architecturally (reminiscent of the clean lines of the shoe he designed for Nike).

premierevisionfabrics_nouveau-stand-3For this new edition, Première Vision has entrusted him with the design of the Fabrics and Yarns stand, which he infused with a striking modernity: “i worked to create a virtuous and homogeneous microcosm, a fresh, reinvented showcase where each element is eco-friendly and thought-out all along the manufacturing process,” explains Ora Ïto. This creation brings together all in one place the strong values   of Première Vision: aesthetic research, access to new technologies and environmental awareness.

Discover the new stand concept created exclusively by Ora Ïto while browsing the aisles at Première Vision Fabrics and Première Vision Yarns next February