Gorenje ORA-ITO
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Gorenje at the Milan Design Week 2010
Press release
Exclusive exhibition of Ora-to's Creations in Elegant Black
World Premiere of the prototype Gorenje Ora-to Carbon Collection
Milan, April 2010 Gorenje is returning to the Milan Design Week, an event taking place during the "I Saloni" and EUROCUCINA fairs from April 14th to 19th. This time, it joins other globally renowned brands at an exclusive exhibition of the French designer Orato. The exhibition unveils his most recent creations in elegant black, a result of cooperation with top brands such as Steiner, Guerlain, Christofle, Altro-Supergrif, Stepevi, Laguiole, and of course Gorenje. The prototype Gorenje Ora-to Carbon Collection is a successor to two top-selling collections in white and black created in cooperation with this world-famous designer. A special feature of the new collection is the door and front sides made of matte black glass, and a carbon fibre handle, the collection's hallmark that endows it with a sense of trendy urban style. The collection includes a fridge freezer, an induction hob, an oven with advanced electronic DirecTouch control, and a kitchen hood. The extensive exhibition showcases Ora-to's crossdisciplinary work and collaboration with numerous prestigious brands is set up at the Magna Pars exhibition centre on the famous Via Tortona in downtown Milan.
Through this collaboration, know-how and vision are merged to form a diverse collection of products that represent his cohesive minimalistic view of the world. Each product is a story itself; yet presented together, they reveal a tale of a young designer and his extraordinary relationship with major luxury brands.
The exhibition will feature the new fragrance Idylle, in limited-edition black with Guerlain, the new ORAGAMI furniture collection with Steiner, carbon kitchen appliances with Gorenje, the new lifestyle collection "Arborescence" with Christofle, bathroom fixtures and objects with Altro-Supergriff, contemporary rugs with Stepevi and, and for the first time worldwide, a preview of urban furniture with JCDecaux, an exclusive piece with Corian and his upcoming Hotel O opening in Paris in December 2010.
Greta Kokot Rajkovi, Product PR, tel.: +62, +359 214, greta.kokot@gorenje.com
About Ora-to At the age of 20, Ora-Ito was thrown into the international spotlight when he successfully generated fake publicity around the fake products he designed for real luxury brands. Almost instantly, there was a high demand for these nonexistent products without producing a single object, he became an instant design icon. Soon after, he began to design real objects and successful brand collaborations grew in numbers. Today, at the age of 33, Ora-Ito is recognized worldwide both as a visionary designer and a transversal design brand. He tackles each product with an innovative eye by putting aside established codes. And whether he is designing for his brand, a co-branding partnership or another brand altogether, his creations are marked with his concept, Simplexity the art of making a complex object look simple. www.ora-ito.com
About Gorenje Established 60 years ago and present in more than 70 countries, Gorenje continuously raises quality standards among Europes leading home appliance manufacturers. With its innovative, technologically perfected, environmentally friendly and stylish products, Gorenje aims to become the creator of the most innovative design-led home appliances in the world. Gorenje inspires. www.gorenje.com ###
More: www.gorenje-oraito.com www.gorenjegroup.com/en/milan2010
Magna pars - via tortona 15 - 20144 Milan - Italy Starts 13 april 2010
www.ora-ito.com
Milan2010
French designer Ora-Ito launches the worldwide premiere of his eponymous brand and new co-branded creations in collaboration with Steiner, Guerlain, Christofle, Gorenje, Altro-Supergrif, Stepevi, presented entirely in black.
French designer Ora-Ito launches the worldwide premiere of his eponymous brand and new cobranded creations in collaboration with Steiner, Guerlain, Christofle, Gorenje, Altro-Supergrif, Stepevi presented entirely in black. Located at Magna Pars, this expansive exhibition showcases Ora-Itos cross-disciplinary collaboration with these prestigious brands merging vision with know-how to create a diverse range of products that represent a cohesive view of the world. Each product has its own unique story, however presented together, they reveal a larger story of a young designer and his extraordinary collaborations with major luxury brands. The exhibition will feature the new fragrance Idylle, in limited-edition black with Guerlain, the new ORAGAMI furniture collection with Steiner, a futuristic carbon kitchen with Gorenje, the new lifestyle collection Arborescence with Christofle, bathroom fixtures and objects with Altro-Supergriff, contemporary rugs with Stepevi and, and for the first time worldwide, a preview of urban furniture with JCDecaux, an exclusive piece with Corian and his upcoming Hotel O opening in Paris in December 2010.
At the age of 20, Ora-Ito was thrown into the international spotlight when he successfully generated fake publicity around the fake products he designed for real luxury brands. Almost instantly, there was a high demand for these nonexistent products without producing a single object, he became an instant design icon. Soon after, he began to design real objects and successful brand collaborations grew in numbers. Today, at the age of 33, Ora-Ito is recognized worldwide both as a visionary designer and a transversal design brand. He tackles each product with an innovative eye by putting aside established codes. And whether he is designing for his brand, a co-branding partnership or another brand altogether, his creations are marked with his concept, Simplexity the art of making a complex object look simple.
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