ORA-ÏTO is the label and the name of a French designer, who created at the age of 19, the very first virtual brand. Born in 1977, this iconic artist became known to the world at the end of the 90s, by converting products from the big-name brands, such as Vuitton, Apple, Nike or Bic, into 3D... Following numerous publications in magazines, fiction became reality when customers looked to buy their products, these products being obsolete while orders were flooding in on the ORA-ÏTO website, the second highest ever achievement by the Fonds National d'Art Contemporain (FNAC).
In the year 2000 in Paris, ORA-ÏTO acquired their own studio for creating their owvvvn actual products, whilst design, manufacture and communication developed together, throughout all activities. In 2002, they received the award for best design for their aluminium Heineken bottle, and original packaging. Their very first lamp was designed around the idea of a single tall and slender continuous line: ONELINE celebrated by their peers during the furniture trade show in Milan in 2004, and awarded a Red Dot Design.
In 2005, the curator of the 1st European contemporary art centre, Marie-Laure Jousset offered them the chance to organize their first large topical exhibition at Le Centre Culturel Français de Milan, that they ironically named MUSEORA-ÏTO. Their new vision around brands propelled them very quickly to the forefront of the international scene, with an impressive catalogue of clients, such as Adidas, the AIR group, Thierry Mugler, Toyota, Biotherm, Levi's, Davidoff, Nike, Danone, Kenzo, LG electronics, Guerlain, Ballantine's, l’Oréal Professionnel, Sagem, Habitat and Christofle... After having thought up a bathroom for Supergriff, and a fully-equipped kitchen for Gorenje, ORA-ÏTO continues to make products for our future, at the service of the most prestigious furniture and lighting brands, such as Zanotta, Cappellini, Artemide, B&B Italia, Frighetto, the brand, derived from a young artist, has become a true design brand, because of who they have worked with, and because of their awards. Amongst their projects, there is notably the nightclub "Cab", on the place du Palais Royal, Nike's French showroom (2003), a "bright star" point of sale for Mugler Parfums (2005), Toyota's European flagship on the Champs-Elysées (2007), the new architectural charter of showrooms and dealers of the Japanese manufacturer in Europe. Very media-friendly, the ORA-ÏTO creations have a popular and commercial success, as groundbreaking as it is unexpected in the history of product design.
The twist is that their creations are indeed the future, regarding the working designs and their rationality, whilst appealing to all senses, and being generally innovative.By taking a step aside from procedures, they have developed their own vocabulary. Their creations contain the idea of a new type of luxury, timeless and universal, with the same minimal working design: the obvious shapings you can understand in a glance, the fruits of their philosophy they call "simplexité", or the art of making something complex look apparently simple. They have recently signed up the already famous perfume Idylle for Guerlain, the changing and revolutionary ensemble for Fred Farrugia's first cosmetic brand, a furniture collection for Zéritalia, Zanotta, Artelano, during Milan's furniture trade show. Nowadays, they work as a joint brand with Dunlopillo for which they have created a lounge furniture collection, and for Steiner, where they have thought up a collection starting with an armchair, sofa and coffee table, and a complete range of typical products tailored for the lounge. A second collaboration with Guerlain (Terracotta) is proceeding, as is a totally new Art of Living collection, and jewelry for Christofle. ORA-ÏTO has also just won a project for UNIBAILRODAMCO's next newsstands that will see the light at the end of 2010. Using the opportunity of the last furniture trade show in Milan, the designer presented for the first time all of their latest creations during an international, totally transversal exhibition.