More-So was officially launched at Design Miami Basel in September. This was the very first time a business had been admitted to the ranks of international collectible design galleries: Moroso. More-So is its new internal division, devoted to freer experimentation around furniture, but with an eye to art. Patrizia Moroso – representing the second generation of the family business at Tavagnacco (Udine), set up in 1952 by Agostino Moroso and his wife Diana – is the company’s artistic director and creative co-director of More-So, along with her friend, the artist Ron Arad. They came up with the idea together. The name, which Arad thought up, plays on an anagram of the name Moroso, but it’s also a statement of intent: the desire to create a fruitful dialogue between design and philosophy, scientific research, art and architecture. In Basel, the first fruits of this new adventure were pieces from the futuristic collection Design by Nature by the Swedish studio Front - a range of upholstered chairs, vases and objects made of wood. A meeting of botany, creativity, technology and craftsmanship, developed over two years of research. Patrizia Moroso told us how More-So came about.