Digital Printing Innovation for Salone 2025
At Salone 2025 in Milan, Studio Urquiola successfully developed Brand new World's strategy for testing our technology by collaboration with leading global design brands and manufacturers. Patricia Urquiola fully utilized the opportunities of our new digital printing of textile and wood veneer, with completely new products designed for Moroso and Cassina, with launches at Moroso and CC-Tapis showrooms, and exhibitions at Hotel Brera and the Elle Decor 35 Years show at the Pallazzo Bovara.
On the occasion of the Salone del Mobile, from April 7th to 13th, Patricia Urquiola designed the Elle Decor Italia ‘Alchemica’ exhibition in the historic Palazzo Bovara.
“In 2025 Elle Decor Italia celebrates its 35th anniversary: the 1990 the magazine proposes a very specific point of view, that of an observatory of living aimed at contemporaneity and tomorrow,” says Livia Peraldo Matton, director of Elle Decor Italia. “'Elle Decor Alchemica' comes to us as an interpreter of a new idea of living, marked by those themes, explored by the magazine over the years, considered fundamental and tracing: the fluidity of the spaces, the relationship with nature, the rapport between craft and industrial design, the attention to ecology...
To give concrete form to this difficult task we chose to entrust the undertaking to Patricia Urquiola, an architect and designer of rare sensitivity, passionate and a great experimenter. The Spanish designer has thus chosen a completely new and surprising interpretative key, capable of effectively representing the concept we wanted to investigate”, continues Peraldo Matton. “The home by its nature is an organism in continuous transformation. A habitat that adapts to our evolution and that – like our existence – changes, grows, transforms.
Patricia Urquiola also presented a project within Casa Brera, a Luxury Collection Hotel, Milan - the newly opened hotel whose interiors she designed. The installation features bespoke pieces created with Cassina, reflecting the ongoing creative dialogue between the brand and its Art Director since 2015. For this special occasion, Urquiola imagines a sartorial corner: an intimate, tailored retreat offering a quiet, personal take on contemporary living. At the heart of this are two Dudet armchairs, designed by Urquiola for Cassina, here reinterpreted with an exclusive new textile.
Meanwhile, the CC-Tapis showroom presented our Patricia's loving fungi for the first time in Milano, and Moroso selected our digitally printed fabric as a staple for their new worldwide fabrics cartella offer, as presented in Studio Urquiola's new bed design at the Moroso showroom in Via Pontaccio. We can proudly say that that Studio Urquiola's ingenious invention of custom-made textiles for this Moroso collection and Moroso's equally revolutionary embrace of our avant-garde technology presented the arguably biggest home decor paradigm shift of the entire Salone 2025.
