ora ito is the brand name of the designer ito morabito,
born in 1977 in marseille, france.
his father, pascal morabito, is a well-known designer and
retailer of luxury goods whose shop is on the place vendome
in paris, and his uncle, yves bayard, was one of the architects
of the museum of modern and contemporary art in nice.
he got kicked out of design school after only a year and
took matters into his own hands - first by working for an architect
and then for the shoe designer roger vivier.
he was only 21 when he decided to create fake products
for real brands. he designed ‘ads' for a louis vuitton bag
and a camouflage-patterned carrying case for a mac laptop
and launched them on the internet... as if they really existed.
pretty soon the big brands discovered his abuse of their name...
and they loved it. this collection of imaginary items was viewed
around the world and so emerged the very first virtual label.
fiction became reality when people tried to order his virtual products
from his website. ora-ito also presented a visionary and dystopic
2010's paris. in his vision the city has been wholly bought by
mega corporations that made the arch of triumph nothing more
than a NIKE 3D billboard and the tour eiffel an yves saint laurent
possession. in contemporary paris, he spends his days in his studio
creating real products for an impressive
range of clients:
in 2002 ORA-ÏTO received the ‘oscar for the best packaging’
for his aluminium heineken bottle. he designed the ‘ogo’
oxygen-enriched water water bottle, the adidas and joop
perfume bottles, advertising campaigns for alain mikli, levi’s, ogo...
3D images for brochures and websites for cappellini, magis,
a lamp for artemide, furniture for cappellini, b&b, ...
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